In
2011, Singapore Internet users favoured social media, online shopping and
auction sites as well as Korean pop entertainment
Experian Hitwise, an online competitive
intelligence service, has released an analysis of web searches by Singapore
Internet users in 2011, providing interesting insights into Singaporean social
habits online.
Key social insights from Experian's inaugural
one-year online analysis are as follows:
Social
Networking
Singaporeans are notoriously frequent users of
social media sites, emerging as the top Facebook users in the world in terms of
time spent per session according to an Experian Hitwise report last year.
In 2011, Singaporeans spent time on various
social media platforms to connect with friends and keep updated on topical news
such as the Singapore General Elections and SMRT crisis. Facebook continues to
be popular in social networking with website traffic of almost 32 per cent.
YouTube peaked at second place with almost 21 per cent share of visits followed
by the increasing popularity of Google+ at almost 16 per cent, up from 1.2 per
cent in August 2011, a month after its beta site was launched.
Microblogging and community forums such as
Twitter and Singapore HardwareZone Community are also gaining ground in the
category with a combined website traffic of 6.67 per cent.
Singaporeans have increasingly taken an
interest in photography, either as leisure or professional users. It is no
surprise that Instagram, a photo sharing application (available on Apple's
AppStore) is also listed as one of the most popular social networking apps that
Singaporeans use. This application allows users to immediately edit the look
and feel of photos taken and share it with their friends through social media
platforms including Facebook and Twitter.
Lifestyle
and Fashion
Even though Singapore is a world-class
shopping haven, many still love the thrills of online shopping. In Singapore,
UK fashion brand ASOS has surfaced as the top website at 13.22 per cent share
of visits in the fashion and lifestyle category, outplaying Forever 21 (4.03
per cent) which has a store in Singapore. Consumers turned to technology to
scour for fashion instead of going to the malls.
ASOS was also the top search term driving
traffic to these websites, followed by mid-range brands including H&M,
Forever 21 and Uniqlo alongside luxury brands like Kate Spade, Louis Vuitton,
Longchamp, Prada and Gucci (in 12 rolling weeks ending 31st December 2011).
Singaporeans have been increasingly keen on
news and updates in lifestyle as they flock to LookBook.nu to read the fashion
diaries of people around the world, as well as HypeBeast, an online magazine
that covers not only fashion, but also arts, design and culture. These websites
came third and fourth respectively in the category.
In the apparel and accessories category,
Singaporeans are interested in luxury. BaoTime, a Chinese website featuring a
variety of topics on luxury brands (7.05 per cent) topped the list at number
one. Reebonz (2.82 per cent), an online site that sells off-season luxury items
at a discount is climbed to fourth place.
Many locally grown blog shops have also sprung
up over recent years. Love Bonito, which claims the title of most popular
Singapore blog shop, has a visit share of 2.89 per cent in the category.
Shopping
and Classifieds
Known to be fond of discounts, Singaporeans
are embracing the new group coupon-buying craze. Groupon Singapore and
Deal.com.sg are the top two deals aggregators, accounting for 35.25 per cent of
website traffic of sub-category rewards and directories.
Singaporeans use the search terms groupon,
groupon singapore and deal.com.sg the most to look for good local deals.
Computers
& Electronics
With a number of new devices launched in 2011,
Singaporeans have flocked online to search for information, news and reviews
about these gadgets. Most of them preferred reading about Apple products with
13.24 per cent share of visits for the Apple website. This is closely followed
by Lenovo at almost 11 per cent in the Computers category.
In the Electronics category Apple remains the
top website Singaporeans go to with 18 per cent share of visits. Despite its
9.34per cent decrease in share of visits from 2010, the local Apple Singapore
is gaining ground at 8.04per cent of website traffic from 0per cent in 2010.
Other top websites in this category include Gizmodo, Sony Singapore and Samsung
Singapore.
Top five search terms driving traffic to these
websites include apple, samsung, apple singapore, samsung singapore and canon.
Entertainment
Singaporeans keep themselves updated on local,
world, and sports news with Channel NewsAsia, ESPN and Bloomberg.com. These
take the top three spots in the entertainment category for television
accounting for a total of 50.24per cent share of visits.
YouTube, on the other hand, is still leading
the pack of multimedia channels with 61.69per cent website traffic - almost 200
per cent increase from 2010. YouTube is also the top search term used under
multimedia category with a search click of 6.17per cent.
Singaporeans prove to be unwavering fans of
K-Pop as clearly shown by 65.49per cent combined share of visits on the
following websites within the Music Band and Artists category: Entertainment on
xinmsn, AllKPOP.com and Wonderful Generation, resonating the popularity of the
Korean boy and girl bands' concerts held in Singapore last year.
AsiaOne
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