Gasta tech news: Hitwise USA

Bing share of searches increases 7 percent for June 2010


Experian Hitwise announced that Google accounted for 71.65 percent of all U.S. searches conducted in the four weeks ending June 26, 2010. Yahoo! Search, Bing and Ask received 14.37 percent, 9.85 percent and 2.19 percent, respectively. The remaining 70 search engines in the Hitwise Search Engine Analysis Tool accounted for 1.94 percent of U.S. searches.

Search engines continue to be the primary way Internet users navigate to key industry categories. Comparing May 2010 with June 2010, Automotive, Business and Finance, Entertainment, News and Media, Shopping and Social Networking categories showed double-digit increases in their share of traffic coming directly from search engines.

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Hitwise Canada Search Analysis
Music - Bands and Artists
Hitwise Canada Search Intelligence™ data reveals the top 10 search terms in the Music - Bands and Artists industry for the 12 weeks ending July 24, 2010. The results are ordered based on the volume of searches from across all major search engines.
Search terms driving traffic to Music - Bands and Artists - 12 rolling weeks ending 07/24/10
Rank Search Terms % of Searches
1. lady gaga 1.66%
2. justin bieber 1.32%
3. eminem 1.22%
4. thisis50 1.02%
5. adam lambert 0.81%
6. michael jackson 0.81%
7. shakira 0.73%
8. carrie underwood 0.68%
9. taylor swift 0.68%
10. celine dion 0.65%

Fast Movers
Kellogg's Special K - www.specialk.com
Rank week ending - July 24, 2010 - 4,643
Rank week ending - July 17, 2010 - 22,296
Positions jumped - 17,653

The Kellogg's Special K website moved up 70 positions in the Food and Beverage - Brands and Manufactures industry visited by U.S. Internet users (week ending July 24, 2010) to rank number 23 and number 4,643 among all websites. Of the website's total traffic, 95 percent consisted of new visitors. The top three websites visited after the Kellogg's Special K website were Facebook, Walmart and Google.

The top DMA® (Designated Marketed Areas) of visitors to the Kellogg's Special K website were from New York, NY (5.72%), Philadelphia, PA (3.22%) and Chicago, IL (2.91%). The majority of visitors to the website were female (69%), aged 18-24 years (27%) with a household income of $30-$60K (29%) and $60-$100K (29%) per year for the four weeks ending 07/24/10. Other websites with a similar demographic profile to the Kellogg's Special K website were Wizard101, Yahoo! Accounts and JobsRadar.com.

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.


Leveraging Competitive Intelligence
Websites like Mine - Find Online Advertising Partners Based on Lifestyle Similarity
Using Hitwise Lifestyle reports allow you to grow visits from target customers by partnering with more websites that attract visitors who closely match your website's audience profile. You can also view websites that match the MOSAIC USA profile of your competitors in order to understand their existing and potential online strengths.

For example, if you are a retailer looking to increase your customer base and your competitor is Home Depot, using the Lifestyle Similarity report, you will discover that the top five websites that have the 'best fit' audience profiles to Home Depot are: MapQuest, Food Network, NexTag, Fixya.com and Biz Rate (four weeks ending July 24, 2010). Using this information, you may determine that Fixya.com offers content syndication opportunities for your website.

You can also use Lifestyle reports to reveal competitors that have a strong overlap with your audience profile. For example, Sears has an online audience profile similar to Home Depot. This insight is invaluable for gaining a competitive edge over your direct competitors.

For Hitwise clients who would like to discuss this product further, please contact Hitwise Customer Support. To learn more about Hitwise Lifestyle, view the Hitwise Lifestyle Fact Sheet.

Category Spotlight
Lifestyle - House and Garden
The House and Garden category includes all home hardware and handyman websites, plus DIY guides and anything related to gardening, building, renovation or home decorating. The data below is based on All sites - Weekly rankings for the week ending 07/24/2010 - Ranks by 'Visits.'
Most Popular Websites in Lifestyle - House and Garden ranked by Visits - Week ending 07/24/10
Rank Website
1. ServiceMagic
2. MSN Real Estate
3. IKEA
4. Home & Garden Television
5. Better Homes and Gardens
6. Martha Stewart
7. DoItYourself.com
8. GardenWeb
9. Real Simple Magazine
10. ShelterPop

Local Competitiveness Index
97.7%
of traffic to this category was directed at domestic sites.
Top 10 Upstream Industries
Rank Industries Upstream Clicks
1. Computers and Internet 62.78%
2. Search Engines (Computers and Internet) 43.62%
3. Shopping and Classifieds 8.39%
4. Portal Frontpages (Computers and Internet) 8.37%
5. Lifestyle 7.40%
6. Email Services (Computers and Internet) 6.21%
7. Business and Finance 4.77%
8. Entertainment 4.18%
9. Social Networking and Forums (Computers and Internet) 3.76%
10. News and Media 3.73%

Top 10 Downstream Industries
Rank Industries Downstream Clicks
1. Computers and Internet 19.13%
2. Shopping and Classifieds 17.14%
3. Lifestyle 13.41%
4. Business and Finance 9.57%
5. House and Garden (Lifestyle) 6.98%
6. Search Engines (Computers and Internet) 6.85%
7. News and Media 6.79%
8. Entertainment 6.65%
9. House and Garden (Shopping and Classifieds) 6.57%
10. Social Networking and Forums (Computers and Internet) 5.99%



Hitwise Intelligence Blogs
Back to School Searches Growing


The summer is only half over, but search queries including 'Back to School' are on the rise and the share of variations have increased 28% for the week ending July 17, 2010 year-over-year. Over the past 2 years, the peak of the Back to School searches has occurred in mid-August - the week ending August 18, 2008 and the week ending August 22, 2009.

The top variations of Back to School related searches were around content - looking for ideas & quotes and shopping - sales, supplies and lists. In August last year, the top search variation was for back to school activities and searches for bulletin boards were also popular. Not surprisingly, shopping related terms were more competitive in terms of paid search with 63% of clicks for 'back to school supplies' coming from paid search and 70% for 'back to school shopping list.'