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Hitwise Intelligence – Robin Goad – UK: Superbrands: demographics and lifestyle information

July 29, 2008 at 10:30 am · Filed under Brand analysis, UK ·Tagged , , , , , , , ,

Superbrands: demographics and lifestyle information

The Centre for Brand Analysis released its list of the top Superbrands in the UK earlier this week, with Google taking the top spot after placing third last year. By looking at the profile of visitors to their homepages, we thought it would be interesting to try and understand the demographics of the UK’s favourite brands.

While we can’t measure how ‘sexy’ these brands are, we can measure which ones appeal most to the different sexes. As you can see from the chart below, five of the top 10 are more popular with women, and five with men. The most female-friendly brands are Nike and Royal Doulton. However here are no surprises regarding the most male-friendly products: cars (BMW, Mercedes Benz), gadgets (Sony), and tools (Bosch). Technology and media brands (Google, Microsoft and the BBC) are more gender neutral, while British Airways is the most equal of the lot.

Male and female internet visitors to nice royal doulton google microsoft british airways bbc bosch sony mercedes bmw 2008 chart.png

Looking at the age-profile of visitor’s the Superbrands’ homepages, the results are perhaps a little more surprising. Starting with the ladies’ favourites, you would expect Royal Doulton to be popular with silver surfers. However, it is also as popular with younger Internet users as Nike; it’s middle-aged people that seem least keen on expensive china. Elsewhere Mercedes fans are on average older than BMW ones, but Mercedes wins out with the 18-24 year olds. Google’s and Microsoft’s visitors have a similar age profile, but BBC users are older than both.

age group segmentation bosch british airways royal doulton mercedes bbc sony google bmw microsoft nike 2008 chart.png

One thing that you notice about these top 10 brands is that they skew towards the up-market / aspirational, particularly the ones that actually make things, e.g. BMW, Mercedes Benz and Royal Doulton. Looking at the Experian Mosaic lifestyle groups that most over-index with these brands backs this up. Seven of the 10 (BBC, BMW, Bosch, British Airways, Google, Mercedes Benz and Royal Doulton) were best represented within the most affluent Mosaic lifestyle group, Symbols of Success – defined as ‘people with rewarding careers who live in sought after locations, affording luxuries and premium quality products’. Nike and Sony were most over represented amongst Happy Families (‘families with focus on career and home, mostly younger age groups now raising children’), while for Microsoft it was Blue Collar Enterprise (‘people who though not well-educated are practical and enterprising and may well have exercised their right to buy’).

Hitwise Intelligence – Robin Goad – UK: Superbrands: demographics and lifestyle information.

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Summer Social-Network Traffic Still Sizzling, but Down from ‘07

July 25, 2008 at 5:42 pm · Filed under Social Network, UK

Facebook, Inc.Image via Wikipedia

Summer Social-Network Traffic Still Sizzling, but Down from ‘07

The share of US visits to social-networking sites increased 7% in June 2008 from May but has decreased 19% year-over-year, though the social-network category is averaging about 6% of all US sites visits this summer – or 11% more than other months in 2008.

MySpace.com received 71.92% of the market share of US visits in June 2008 among Hitwise’s custom category of 57 of the leading social-networking websites. Facebook ranked second with 16.91%, followed by MyYearbook, which received 1.54%.

hitwise-social-network-sites-traffic-market-share-june-2008.jpg

MyYearbook recorded the largest gain in market share in June 2008 among the top five visited websites, increasing 318% compared with June 2007. Tagged and Facebook followed, increasing 45% and 40%, respectively.

Below, other findings issued by Hitwise.

Seasonality of Social Networks

Social networking websites see an increase in visits during the summer months (as reported in June).

So far this summer, the social networking category is averaging about 6% of US visits, which is up 11% compared with the other months in 2008. The trend was the same in 2007, up 16% in summer – and up 10% in 2006.

MySpace Top in Average Time Spent

In June 2008, the average time spent among all social networking websites was 27 minutes and 34 seconds, or an increase of 9% compared with June 2007.

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Among the top 5 most-visited websites, MySpace led, with its users spending an average of 31 minutes and 12 seconds on the website.

Facebook recorded the largest growth in average time spent, increasing 41% in June 2008, to 21 minutes and 6 seconds, from 14 minutes and 56 seconds in June 2007.

UK Figures

In the UK, Facebook.com accounted for 45.29% of UK Internet visits to social networking sites during June – a 188% increase compared with a year ago.

hitwise-social-network-sites-uk-visits-june-2008.jpg

Bebo.com, which was the market leader last year, was second with a market share of 25.04%. MySpace.com ranked third with a market share of 14.75%.

Combined, the “big 3″ social networks accounted for over 85% of UK internet visits to the category in June 2008

Summer Social-Network Traffic Still Sizzling, but Down from ‘07.

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Hitwise Intelligence – Robin Goad – UK: Top 5 web 2.0 sites account for 1 in every 15 UK Internet visits

July 24, 2008 at 9:50 am · Filed under Social Network, UK ·Tagged , , , , , , , , ,

Top 5 web 2.0 sites account for 1 in every 15 UK Internet visits

We issued a press release today containing our latest social network market share data. Facebook continues to grow its market share in the UK and reached a new high of 45% in June. However, that growth has been at the expense of Bebo and MySpace, which have both lost share in the UK over the last 12 months.

Uk social networks market share june may 2008 2007 facebook bebo myspace.png

The table above is based on a specific custom category of social networks, and therefore excludes a number of sites with social media features. Taking a broader definition of Web 2.0 sites, the declining market share of Bebo and MySpace is even more marked. As the chart below illustrates, YouTube.com overtook Bebo to become the second most visited Web 2.0 property in the UK during June, while Wikipedia overtook MySpace to move into fourth position. Combined, these five sites now account for one in every 15 UK Internet visits.

UK Internet traffic to facebook bebo myspace youtube wikipedia june 2008 2007 2006 2005 chart.png

Hitwise Intelligence – Robin Goad – UK: Top 5 web 2.0 sites account for 1 in every 15 UK Internet visits.

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