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Hitwise UK OnlineMedia Round-up
Robin GoadResearch Director, Hitwise UKLindsay O’GormanMarketing Executive, Hitwise UKMarch 2009How to pick up traffic from social media sites
 
Introduction
2
 
Table of contents
Section 1: Industry overview........................................................................3
 UK Internet visits to key media categories....................................................3Fast moving search terms (February vs. January 2009)..................................3 
Section 2: Fast movers.................................................................................4
 Twitpic....................................................................................................4MSN Entertainment UK..............................................................................4Directgov................................................................................................4Comic Relief and Red Nose Day..................................................................4 
Section 3: Top Stories..................................................................................5
 Facebook the most searched-for brand in the UK...........................................5Twitter enters top 100 sites; UK traffic has trebled already in 2009..................6The Telegraph: how to pick up traffic from Digg............................................7The Sun and the Baby Father.....................................................................8 “Money Saving Expert” Martin Lewis the most searched-for personality..........10What are we scared of?...........................................................................12 
Section 4: Short Cuts..................................................................................13
 Michael Jackson searches increase by 1200%.............................................13Spotify traffic up 250% in a month............................................................13Cinema traffic increases in lead up to the Oscars.........................................13UK Internet searches for Best Picture Nominees..........................................13 
Section 5: Appendix...................................................................................14
 Further Reading.....................................................................................14Click: What We Do Online and Why it Matters (book)...................................14Hitwise UK Search Engine Behaviour 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
CategoryFeb-09Jan-09MonthlychangeFeb-08YearlyChange
News and Media6.12%
5.63%
8.7%
4.77%
28.3%Community Directories and Guides0.30%0.24%26.8%0.30%0.6% Online Video2.52%2.53%-0.4%1.90%32.3% Social Networking & Forums9.80%9.53%2.9%7.97%23.0% Print1.82%1.79%1.7%1.45%25.3% Blogs and personal websites0.77%0.75%2.1%0.94%-18.5%
 
*Based on market share of UK Internet visits within All Categories.
•
 
The Print category continues to see an increase in traffic both monthly andyear-on-year. Dailymail.co.uk is the largest site in the category, but UKinternet traffic to thesun.co.uk reached an all time high on 13/2/09 followingits ‘Baby Father’ story, overtaking the Daily Mail for the first time sinceSeptember 08.
•
 
Despite seeing the only monthly decrease in visits, the Online Video categorycontinues to experience the largest annual growth rate (32.3%). Within thecategory, from January to February 09, video.msn.com moved up therankings from #10 to #5 with traffic to the site increasing by 62.8%.
•
 
Community Directories and Guides category experienced the largest monthlyincrease in traffic and has also started to increase on an annual basis.Directories were the largest subject area searched for on uk.ask.com,contributing to 15.9% of the top 1,500 generic searches for the 12 weeksending 3
rd
January.
Fast moving search terms (February vs. January 2009)
 
RankNews and MediaPrintCommunity Directories andGuides
1rihannarihannaoscars2ade goody weddingjade goody weddingshrovetide3chris brownchris brownpancake fillings4bbc hereford and worcester13 year old dadamerican idol5school closuresjade goody latestlondon weather6radio leicesteroscarstmz rihanna7tmzalfie pattenmardi gras8sky weatherjade goody cancerashbourne shrovetide9oscarsgail trimbleellie paskell10ade goody latest13 year old fatherheath ledger
RankSocial Networking and ForumsOnline Video (custom category)Blogs & Personal Websites
1ade goodyfitnachris brown2bebo mobilechristian balejade goody3watchmenchristian bale rantps3 fanboy4oscarsbolttf25robert webblove storyrihanna6spotifyvalentine's daychristian bale7pancake reciperobert webbbeing human8google money systembolt trailerteam fortress 29kaskuscharles darwinscout update10pancake mixhow to make pancakesradio 2
 
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 31/1/09 and 28/2/09.
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