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Hitwise UK OnlineMedia Round-up
Robin GoadResearch Director, Hitwise UKLindsay O’GormanMarketing Executive, Hitwise UKFebruary 2009The UK is all a Twitter
 
Introduction
2
 
Table of contentsSection 1: Industry overview........................................................................3
 UK Internet visits to key media categories....................................................3Fast moving search terms (December 2008 vs. January 2009)........................3 
Section 2: Fast movers.................................................................................4
 TFL and National Rail UK............................................................................4The Whitehouse........................................................................................4Anne Frank..............................................................................................4Compare the Meerkat................................................................................4 
Section 3: Top Stories..................................................................................5
 Social Networks overtake adult websites......................................................6Wikipedia and its imitators.........................................................................7Searches for e-books double......................................................................9January football transfers........................................................................11 
Section 4: Short Cuts..................................................................................13
 Searches for ‘valentine breaks uk’ increase by more than 50%......................13Interest in Family History Peaks as 1911 Census goes online........................13New Year’s Eve losing its appeal?..............................................................13 
Section 5: Appendix...................................................................................14
 Further Reading.....................................................................................14Hitwise UK Christmas Retail Review 2008 (Report)......................................14Hitwise Video Games Webinar (Webinar recording)......................................14About Hitwise.........................................................................................14Terms Used in this Report........................................................................15Disclaimer.............................................................................................15
 
Section 1: Industry overview
 
3
 
Section 1: Industry overview
UK Internet visits to key media categories
Category Jan-09 Dec-08MonthlychangeJan-08YearlyChange
News and Media
5.63%
5.46%3.1%4.89%15.1% Community Directories and Guides 0.24% 0.23%4.3%0.31%-22.6% Online Video 2.53% 2.81%-10.0%1.66%52.4% Social Networking & Forums 9.53% 9.37%1.7%7.62%25.1% Print 1.79% 1.69%5.9%1.45%23.4% Blogs and personal websites 0.75% 0.74%1.4%0.91%-17.6%
 
*Based on market share of UK Internet visits within All Categories.
•
 
With the largest monthly change, a decrease of 10% in traffic, Online Video isthe 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 witha 25.1% increase in traffic. While facebook.com remains the number one sitewithin the category,
UK Internet traffic to twitter.com has increased 10-fold over thepast 12 months, making it one of the fastest growing websites overall in the UK during2009.
 
Fast moving search terms (December 2008 vs. January2009)
 
RankNews and MediaPrintCommunity Directories andGuides
1big brothersun holidaysmax preece2demonsmatt smithberlin3windows 7john travoltachinese new year4hustledancing on iceland of leather5matt smiththe sun holidaysmy bloody valentine6sun holidayspatrick swayzenerja7cbeebies gameswindows 7 jade goody8john travoltalucy pinderbasingstoke news9burns nightulrika jonssonbbc celts10barack obamabarack obamafuengirola
RankSocial Networking and ForumsOnline Video (custom category)Blogs & Personal Websites
1max preeceslumdog millionairebnp2big brothertodd cartyjackson pollock3lucy pinderninja catprofessor layton4chinese new yearwaterloo roadjohn axon5jackson pollockjackson pollockthis site may harm your6facebook co ukthe stig revealedperez hilton .com7white liesbig brothernew moon8skinsboxxyjett travolta9little bootscoolionatalie dylan10just dancet mobile advertwindows 7 download
 
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 increasein market share of searches between the 4 weeks ending 31st January 2009 and 27th December 2008.
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