North America Newsletter - March, 2010

Specific to this issue:

Feature Article

Bing's Share of Searches Increases for Third Straight Month

Experian Hitwise announced that Google accounted for 70.95 percent of all U.S. searches conducted in the four weeks ending Feb. 27, 2010. Yahoo! Search, Bing and Ask.com received 14.57 percent, 9.70 percent and 2.84 percent, respectively. The remaining 73 search engines in the Hitwise Search Engine Analysis Tool accounted for 1.94 percent of U.S. searches.

View the rest of this article.


Canada Search Terms Analysis

Fast Moving Search Terms to Entertainment - Movies

Hitwise Canada Search Intelligence&trade data reveals the top fast moving search terms for the Entertainment - Movies industry. The results are ranked by largest increase for the week ending March 13, 2010 versus the previous week.
Fast Moving Search Terms for Entertainment - Movies Industry for the week ending 03/13/10
  Rank Search Term
1. oscar awards
2. corey haim
3. film un amour infini franco zeffii
4. 2010 oscar winners
5. la fievre du roller le film
6. oscar winners 2010
7. the oscars 2010
8. cine gratis
9. djrogoff.ru
10. hurt locker
 
Fast Movers

Lancome USA - www.lancome-usa.com

Rank week ending - March 13, 2010 - 3,501
Rank week ending - March 6, 2010 - 15,874
Positions jumped - 12,373


The Lancome USA website moved up 12,373 positions among all websites visited by U.S. Internet users (week ending March 13, 2010) to rank number 3,501 overall and number 6 in the Beauty industry. Of the website's total traffic, 77 percent consisted of new visitors. The top three websites visited after the Lancome USA website were http://secure.lancome-usa.com, EBags and Oriental Trading Company.

The top DMA® (Designated Marketed Areas) of visitors to the Lancome USA website were from New York, NY (7.59%), Los Angeles, CA (4.96%), and Philadelphia, PA (2.83%). The majority of visitors to the website were female (78%), aged 55+ years (28%) with a household income of $30-$60K per year (34%) for the four weeks ending 03/13/10. Other websites with a similar demographic profile to the Lancome USA website were My Fun Cards Gallery, Shop at Home and Quality Health.


Leveraging Competitive Intelligence

Choosing Affiliate Partners by Identifying Sources of Traffic to Your Competitor's Site

By using Hitwise to chart upstream traffic to your competitors' sites, you can view the most popular websites that your competitors get visitors from that you do not. For example, assume one of your competitors is www.jcrew.com. Using Hitwise Clickstream reports, you can view that among all the most popular Rewards and Directory sites, you should consider partnering with are Nextag and The Find - and traffic from The Find is growing at the fastest rate. You can use this insight to determine the best partners for driving traffic to your website. For Hitwise clients who would like to discuss this application further, please contact Hitwise Customer Support, or visit the Hitwise University and review the Hitwise Best Practice Review: Identity Affiliate Partners.

To learn more about Hitwise Clickstream, view the Hitwise Clickstream Product Fact Sheet.
Upstream Rewards and Directories Websites visited before J. Crew for week ending 03/13/10
  Rank Websites Domain Clicks
1. Like.com www.like.com 1.40%
2. NexTag www.nextag.com 0.88%
3. Bing Shopping www.bing.com/shopping 0.49%
4. The Find www.thefind.com 0.39%
5. Become.com www.become.com 0.21%

Category Spotlight

Sports - College

This category encompasses all websites relating to college sports. The data below is based on All sites - Weekly rankings for the week ending 03/20/2010 - Ranks by 'Visits.'
Sports - College - All sites - Weekly rankings for the week ending 03/20/10 - Ranks by 'Visits'
  Rank Website
1. Rivals.com
2. ESPN.com - Men's College Basketball
3. NCAA
4. ESPN.com - College Football
5. National Invitation Tournament
6. ESPN.com - Women's Basketball
7. CSTV
8. CatsPause.com
9. Go Vols Xtra
10. University of Kentucky Athletics
    
Local Competitiveness Index
100%
of traffic to this category was directed at domestic sites.
Top 10 Upstream Industries
  Rank Industries Upstream Clicks
1. Computers and Internet 48.14%
2. Sports 37.10%
3. Portal Frontpages (Computers and Internet) 21.95%
4. Entertainment 19.19%
5. Search Engines (Computers and Internet) 19.08%
6. Television (Entertainment) 15.93%
7. College (Sports) 5.99%
8. Social Networking and Forums (Computers and Internet) 4.23%
9. News and Media 3.98%
10. Email Services (Computers and Internet) 2.39%
    
Top 10 Downstream Industries
  Rank Industries Downstream Clicks
1. Sports 43.09%
2. Computers and Internet 25.70%
3. Entertainment 17.14%
4. College (Sports) 10.24%
5. Search Engines (Computers and Internet) 8.93%
6. News and Media 8.18%
7. Television (Entertainment) 8.05%
8. Social Networking and Forums (Computers and Internet) 8.03%
9. Basketball (Sports) 7.57%
10. Print (News and Media) 4.33%


Online Segmentation Snapshot

The Most Popular Destinations and Accommodation Websites for Women

Using Hitwise Lifestyle, which incorporates MOSAIC USA, a leading household segmentation system, you can identify the most popular sites in an industry that attract a specific segment. For example, the top three websites in the Travel - Destinations and Accomodation category that attracted the largest volume of women aged 25-34 in the "Young Cosmopolitan" segment were Tourism Australia, The Westin Hotels and Resorts and Cruise Critic for the four weeks ending 03/13/10. The Young Cosmopolitan Type consists mostly of adults that are under 35 years old, single and earning above average incomes as white-collar professionals, executives and managers. As consumers, they support high-end stores like Bloomingdale's, J. Crew and Victoria's Secret. They're also big purchasers of all sorts of tech gear, including BlackBerry devices, iPods and Xbox consoles. More and more, they're spending their free time online, going to news and travel sites and checking out social networking forums in search of a date or a mate. Lifestyle data is available on over 30,000 websites.

To learn more about Hitwise Lifestyle, contact Hitwise.
Top Travel - Destinations and Accomodation Websites visited by Females Aged 25-34 for the four weeks ending 03/13/10
  Rank Site Domain Gender % Age % Mosaic USA Type %
1. Tourism Australia www.australia.com 43.18% 26.82% 5.28%
2. The Westin Hotels and Resorts www.starwoodhotels.com/westin 47.52% 34.57% 3.56%
3. Cruise Critic www.cruisecritic.com 48.79% 23.71% 4.94%
4. King County, Washington www.kingcounty.gov 49.35% 14.13% 7.81%
5. Best Western International www.bestwestern.com 55.51% 20.65% 4.74%


Hitwise Intelligence Blogs

Facebook Visitors Come Back Again and Again

March 18, 2010 - Heather Hopkins

A few weeks ago when I posted my blog entry about Facebook being the largest news reader I received a few comments and emails noting that visitors aren't as valuable if they don't come back. Advertisers and retailers need some assurance that visitors will return again and again.

Hitwise data indicate that visitors from Facebook.com are more loyal to News and Media websites than are visitors from News.Google.com. In particular, among the top 5 Print Media websites in the week ending March 6, 2010, 78% of Facebook.com users were returning visitors compared to 67% from Google News. The figures are almost identical for Broadcast Media, with a 77% returning rate for Facebook.com compared to 64% for Google News.

View the rest of this blog post.

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About this Newsletter

This monthly e-mail Newsletter is designed to provide Hitwise subscribers with analysis of new developments, industry trends and competitive activity. The powerful real-time web intelligence capabilities of Hitwise and a continual flow of additional research findings make this an indispensable business resource.