North America Newsletter - September, 2010

Specific to this issue:

Feature Article

Experian Hitwise launches Rank by Audience demographic ranking capabilities

Experian Hitwise announced the launch of Rank by Audience, a new demographic segmentation tool. Rank by Audience allows clients to rank Websites by the amount of visits received from specific demographics.

The Rank by Audience demographic variables can segment users by age, gender, income, state, Designated Market Area (DMA®), Experian's Mosaic® segment, PRIZM segment (in the United States), and share of new or returning visitors. This demographic data is updated weekly, with rolling four-week and 12-week reporting options.

View the rest of this article and register to learn more.

Search Analysis

'us open'

Hitwise Search Intelligence™ data reveals the top websites from the complete list of websites that received traffic from the search term 'us open'. The results are ordered based on the volume of traffic for the week ending August 28, 2010.
Most popular websites that received traffic from ‘olympics' for the week ending 08/28/10
  Rank Websites Domain Share
1. US Open Tennis 55.20%
2. 6.43%
3. Honda US Open of Surfing 4.59%
4. Championship Tennis Tours 4.13%
5. Facebook 3.79%
6. YouTube 3.72%
7. US Open Championship 3.18%

Fast Movers

National Hurricane Center -

Rank week ending - August 28, 2010 - 392
Rank week ending - August 21, 2010 - 761
Positions jumped - 369

The National Hurricane Center website moved up 369 positions among all websites visited by U.S. Internet users (week ending August 28, 2010) to rank number 392 among all websites and number 33 in the News and Media industry. Of the website's total traffic, 81 percent consisted of returning visitors. The top three websites visited after the National Hurricane Center's website were NOAA - Satellites and Information, National Weather Service Radar Image and Facebook.

The top DMA® (Designated Marketed Areas) of visitors to the National Hurricane Center website were from Miami-Ft.Lauderdale, FL (6.13%), West Palm Beach, FL (4.95%) and Orlando, FL (4.74%). The majority of visitors to the website were male (60%), aged 55+ years (36%) with a household income of $30-$60K (29%) per year and a VantageScore™ of B (801-900) for the four weeks ending 08/28/10. Other websites with a similar demographic profile to the National Hurricane Center website were Carnival Cruises, Bank of America Online Banking and SwipeBids.

Marketing Forward

Hitwise is Marketing Forward!

There's a new energy in marketing fueled by the need to gain a more vivid and complete picture of today's multichannel consumer. As a part of Experian Marketing Services, Hitwise helps clients harness this energy to move marketing forward by leveraging consumer behavior insights to improve marketing effectiveness and empower customers to be loyal brand advocates. Through Experian Marketing Services' data, analytics and marketing technology, we deliver precise consumer profiles and superior targeting that can be applied across both traditional and digital media.

We are excited to help you market forward while continuing to increase revenue and customer loyalty for your business.

Category Spotlight

Shopping and Classifieds - Office Supplies

This category includes sites and stores that sell office furniture, stationery, office equipment and supplies. This category does not include computer retailers. The data below is based on All sites - Weekly rankings for the week ending 09/04/2010 - Ranks by 'Visits.'
Most Popular Websites in Shopping and Classifieds - Office Supplies ranked by Visits - Week ending September 4, 2010
  Rank Website
2. VistaPrint
3. Office Depot
4. Staples Weekly Ad
5. OfficeMax
7. Double Inks
8. Uline
Local Competitiveness Index
of traffic to this category was directed at domestic sites.
Top 10 Upstream Industries
  Rank Industries Upstream Clicks
1. Computers and Internet 51.93%
2. Search Engines (Computers and Internet) 29.10%
3. Shopping and Classifieds 27.62%
4. Email Services (Computers and Internet) 12.16%
5. Office Supplies (Shopping and Classifieds) 10.34%
6. Rewards and Directories (Shopping and Classifieds) 6.47%
7. Business and Finance 4.74%
8. Entertainment 4.19%
9. Social Networking and Forums (Computers and Internet) 4.16%
10. Appliances and Electronics (Shopping and Classifieds) 3.88%
Top 10 Downstream Industries
  Rank Industries Downstream Clicks
1. Shopping and Classifieds 37.54%
2. Computers and Internet 22.40%
3. Office Supplies (Shopping and Classifieds) 18.32%
4. Business and Finance 9.50%
5. Search Engines (Computers and Internet) 7.50%
6. Appliances and Electronics (Shopping and Classifieds) 7.04%
7. Social Networking and Forums (Computers and Internet) 4.97%
8. Entertainment 4.55%
9. Department Stores (Shopping and Classifieds) 4.31%
10. Rewards and Directories (Shopping and Classifieds) 4.12%

Online Segmentation Snapshot

The Most Popular Banking and Finance Websites for Men with Better than Average Credit

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 Business and Finance - Banking and Finance category that attracted the largest volume of men with better than average credit, a VantageScore™ of A (901-990) in the"Upscale Suburbanites" segment were Morgan Stanley, Hartford Investor and UBS Financial Services - Online Services for the four weeks ending 08/28/10. The Upscale Suburbanites Type consists of a pleasant living cluster of middle-aged and empty nesting couples and singles that are mostly white and Asian households are living in older homes and luxury condos. Over fifty percent of the residents are college graduates and, if they're still in the workforce, earn high incomes from white-collar jobs in health, public administration, education and information technology. They're avid food buffs who like going out to eat as much as cooking gourmet meals at home. As consumers, they describe themselves as "smart greens" who prefer to read labels to make sure they're buying high-quality goods and cruelty-free products. Stores they like to shop at include Bloomingdale's, Crate & Barrel and Sak's Fifth Avenue. They tune into cable networks like the History Channel, A&E and Bravo. Lifestyle data is available on over 30,000 websites.

To learn more about Hitwise Lifestyle or Hitwise Demographics, contact Hitwise.

Hitwise Intelligence Blogs

Search Behavior and Results for Laptops

August 18, 2010 - Heather Dougherty

Laptops have become an increasingly popular and necessary Back to School item, so we used the generic term 'laptops' to help understand the current search strategies and behavior around this competitive term. Many consumers put significant time and consideration into researching a laptop before committing to the purchase, since computers and electronics tend to have a longer life span and higher price tag.

In order to help understand what searchers are looking for during the purchasing cycle, we looked at the Search Term Sequence Summary report for 'laptops', a new tool to be released soon in Hitwise. The search terms used in queries before 'laptops' are an interesting lot, many include brands of computer manufacturers or retailers, along with price-sensitive qualifying terms like 'cheap', 'free', and 'discount'. However, an interesting trend emerges following a search on 'laptops', where retail names seem to dominate. In some cases, there are also manufacturer names like Apple, Dell, HP and Sony, but each of these sells direct as well. These search queries suggest that shoppers may have a brand in mind to research initially, widen the search to include others (just to be sure), and then head to a retailer.

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.