Professional Documents
Culture Documents
Media Round-up
February 2009
The UK is all a Twitter
Robin Goad
Research Director, Hitwise UK
Lindsay O’Gorman
Marketing Executive, Hitwise UK
Introduction
Table of contents
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Section 1: Industry overview
• With the largest monthly change, a decrease of 10% in traffic, Online Video is
the only category of the six to decline between December 08 and January 09.
• The Print category has experienced the largest monthly increase in visits.
jobs.guardian.co.uk saw traffic increase by 107% in January, making it one of
the fastest moving sites in the Print category last month.
• The Social Networking & Forums category continues to grow year on year with
a 25.1% increase in traffic. While facebook.com remains the number one site
within the category, UK Internet traffic to twitter.com has increased 10-fold over the
past 12 months, making it one of the fastest growing websites overall in the UK during
2009.
Rank Social Networking and Forums Online Video (custom category) Blogs & Personal Websites
Colour key: Sport, Entertainment, Celebrity, News / Current Affairs, Internet/ Technology
*Based on the search terms sending traffic to each category that experienced the largest relative increase
in market share of searches between the 4 weeks ending 31st January 2009 and 27th December 2008.
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Section 2: Fast Movers
Visits to the Official Anne Frank website Visits to Compare the Market increased by
increased 19 times for the week ending 86% during the first two weeks in January.
10/01/09. The growth in traffic came after the As the chart reveals, this corresponded with
BBC aired a 5 episode drama adaptation of The the increase in traffic to the marketing
Diary of Anne Frank. website Compare the Meerkat. 21% of the
people visiting Compare the Meerkat went to
Compare the Market afterwards.
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Section 3: Top Stories
Twitter was one of the fastest growing websites in the UK last year, and it shows no
signs of slowing down. Many people seem to find Twitter addictive: the average
amount of time that people spend on Twitter.com has more than trebled from less
than 10 minutes a year ago to half an hour now.
Twitter receives the largest amount of its traffic from the USA, but its penetration is
greater in the UK market. For the week ending 17/01/09, www.twitter.com ranked as
the 291st most visited website in the UK, accounting for 0.024% of all Internet visits;
while in the USA it ranked 350th, picking up 0.020% of all Internet visits.
In Britain, Twitter is still most popular with younger users in urban areas, but its
appeal is broadening as it grows. The fastest growing age group of users is 35-44
year olds, who now account for 17.3% of UK visitors to www.twitter.com.
Twitter is becoming an important source of Internet traffic for many sites, and the
amount of traffic it sends to other websites has increased 30-fold over the last 12
months. Almost 10% of Twitter’s downstream traffic goes to News and Media
websites, and BBC News is currently the seventh most popular site visited after
Twitter. A further 17.6% of traffic goes to entertainment websites, while 14.6% goes
to social networks, 6.6% to blogs and 4.5% to online retailers.
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Section 3: Top stories
As a source of traffic Twitter is still in its infancy, but it is becoming more important
every day. A number of news sites, blogs, and video and picture websites already
rely on Twitter for a significant amount of their traffic.
The most popular website visited after Twitter is Facebook. Britain’s most popular
social network continues to pick up users and is now the second most visited website
in the UK after Google UK. Its growth helped Hitwise’s Social Networking and Forums
category account for 10.1% of all UK Internet visits during December – the first time
that the industry has passed the 10% threshold. Twitter is also included in the
category, and ranked 23rd for the week ending 17/1/09.
UK Internet visits to Social Networks and Forums have overtaken Adult websites. As
the chart below illustrates, social networks overtook Adult websites last October and
have remained ahead since.
Adult sites are notably more popular with men but almost 55% of visitors to the
Hitwise Social Networks and Forums category are female. Looking at the data by
region, there isn’t a huge variation in the popularity of either adult sites or social
networks.
In the US social networks first overtook adult sites in mid 2007, but since then the
two categories have been battling it out with no clear winner emerging. Looking at
the chart, there may be a similar situation in the UK; social networks have stayed
ahead of adult sites since overtaking them, but the gap hasn’t widened much in the
last couple of months.
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Section 3: Top stories
Wikipedia is now the 14th most visited website in the UK and the 5th largest recipient
of traffic from search engines. The social encyclopaedia’s success, combined with the
popularity of wikis in general, has led to an explosion in the number of websites using
either the ‘wiki’ or ‘pedia’ approach to a range of topics.
In order to quantify this trend a custom category was created of over a hundred sites
that include either ‘wiki’ or ‘pedia’ in their name. The top 10 based on market share
of UK Internet visits during January are listed below. (Note that this category
excludes sites published by the Wikimedia foundation, any genuine ‘normal’
encyclopaedias, and all Expedia properties).
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Section 3: Top stories
The top 10 list includes a range of sites covering retail, technology and
entertainment. Games are well represented in the top 10 with the World of Warcraft
and Fallout wikis, and there are quite a few further down the list as well. However, it
is information sites that receive most traffic: WikiHow is at number 3 and
WikiAnswers tops the list with almost a third of visits to the category. Traffic to
WikiAnswers has trebled over the last 12 months, but as the chart below illustrates, it
still lags behind the answers market leader, Yahoo! Answers.
Returning to the ‘wiki’ and ‘pedia’ sites, traffic to the custom category increased by
138% between January 2008 and January 2009. However, as the chart below
illustrates, the original remains the best; last month Wikipedia received five times as
many visits as all of its ‘wiki’ and ‘pedia’ imitators combined.
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Section 3: Top stories
.
Over the last year UK interest in e-books has grown significantly, with searches for
‘ebooks’ doubling between January 2008 and 2009. There are four main e-book
readers currently available: the Amazon Kindle, the Sony Reader, the Borders iLiad,
and the Bookeen Cybook V3. In the US the Kindle e-book reader sold out within a few
hours of its launch.
Charting the most popular searches for each reader shows that in the US the Kindle is
by far the most searched for e-reader. However the Kindle is not yet available in the
UK and therefore it is the Sony Reader that dominates UK e-reader searches. As you
can see from the chart below, this Christmas searches for ‘ebooks’ peaked a couple of
weeks after those for the readers.
Searches for e-readers have followed similar patterns in the US and UK. Interest has
been building since September 2008 and there were peaks in November and
December in the build up to Christmas. Interestingly, relative to population, the
market share of searches for the ‘kindle’ in the US is almost the same as the market
share of searches in the UK for the ‘sony reader’.
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Section 3: Top stories
eBooks.com receives the most traffic from UK searches for ‘ebooks’, despite the fact
not all of its titles are available to UK buyers. The demographic info for eBooks.com
shows that 31% of visitors to the site come from people aged 55+, implying that this
might be one technology where the early adopters are older rather than younger.
Two of the more interesting sites receiving traffic from e-book searches are free-
ebooks.net and Project Gutenberg, both of which offer free downloads. Project
Gutenberg is one of the more established e-book sites and most of its content is
available for free because it focuses on books that are out of copyright. As you would
expect, e-book searchers are always on the look out for free stuff and the second
most popular search including the term ‘ebooks’ is ‘free ebooks’.
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Section 3: Top stories
February 2nd was the last day of the January football transfer window, giving many of
those people stuck at home because of the snow storms something to worry about in
the absence of work. As the chart below illustrates, the biggest beneficiaries were the
BBC Sport and Sky Sports websites. Sky almost caught up with its rival, but not
quite: on 02/02/09 BBC Sport was the 15th most visited website in the UK, while Sky
ranked 16th.
The two biggest transfer stories on the day were Robbie Keane’s return to Spurs from
Liverpool, and Andrei Arshavin's move from Zenit St. Petersburg to Arsenal. Both of
the north London clubs’ websites experienced spikes in traffic as a result, with
Arsenal overtaking Manchester United to become the second most visited Premier
League club after Liverpool on 02/02/09.
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Section 3: Top stories
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Section 4: Short cuts
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Section 5: Appendix
Section 5: Appendix
Further Reading
To receive a copy of these or any other Hitwise research reports, please contact your
account manager or email support.uk@hitwise.com.
About Hitwise
Hitwise is the leading online competitive intelligence service. Only Hitwise provides its
1,500 clients around the world with daily insights on how their customers interact
with a broad range of competitive websites, and how their competitors use different
tactics to attract online customers.
Since 1997, Hitwise has pioneered a unique, network-based approach to Internet
measurement. Through relationships with ISPs around the world, Hitwise’s patented
methodology anonymously captures the online usage, search and conversion
behavior of 25 million Internet users. This unprecedented volume of Internet usage
data is seamlessly integrated into an easy to use, web-based service, designed to
help marketers better plan, implement and report on a range of online marketing
programs.
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For up to date analysis of online trends, please visit the Hitwise Intelligence-Analyst
Weblogs at http://weblogs.hitwise.com and the Hitwise Data Center at
www.hitwise.com/datacenter.
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Section 5: Appendix
Hitwise provides clients with various metrics for analyzing competitive activity. The
definitions of metrics used by Hitwise are:
User Visit: A series of one or more page requests by a visitor without 30 consecutive
minutes of inactivity.
Market Share: The percentage of all visits or page requests to a particular online
market sector that is received by the individual website.
Disclaimer
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