Consumer insights

Google+ opens the floodgates to all, market share rockets

Posted on Sep 26 2011 by

Google+ emerged as the third largest site in the Social Network and Forums category last Wednesday, a day after the site went from “invitation-only” to "open access" available to everyone.

Opening access created a massive spike in market share of visits for the site, with a 1269% growth from the week ending September 17th to the week of September 24th. The site also received nearly 15 million total US visits last week.

In just one week, Google+ went from ranking as 54th most visited site in our Social Networking and Forums category to 8th place.

The evolution of Google+’s audience composition from its launch in early July to last week illustrates how quickly the cycle from “Innovator” and “Early Adopter” phase, to the “Early Majority” and “Late Majority” can occur.

In comparison to the online population, Google + continued to over-index for and win a high share of its visits from Mosaic USA 2011 Types which contain “Influencers”, “Early Adopters” and the internet-savvy, like “Bohemian Groove”, “Gotham Blend” and “Progressive Potpourri” ; this indicates that “Early Adopters” still account for a large share of Google+’s traffic.

Yet the week of September 24th also saw a sharp increase in visit share from “Hispanic Harmony”, “Platinum Prosperity” and “Striving Single Scene”, amongst others, shifting the audience profile of Google+. Besides the outlier “Platinum Prosperity”, the unifying factor between these varied groups is their lower to middle income profile. This evolution in audience profile indicates that Google+ may be shifting into the “Early Majority” stage.

Note – the data does not include mobile traffic or traffic from the Google Notification Bar

Thanks to Margot Bonner, Analyst on the Custom Data & Insights team for helping with today’s analysis.

2011 Fantasy Football visits are highest in 3 years

Posted on Sep 23 2011 by

The NFL lockout may have shortened the normal buildup to the NFL season, but once it ended online traffic to NFL-related sites saw a boost. As a result US visits to Fantasy Football sites increased 24% in August 2011 versus August 2010.

Th…

Latest political polls track with online performance for presidential candidates

Posted on Sep 15 2011 by

As Rasmussen and NBC/ WSJ released polling data last week indicating that Rick Perry has pulled ahead of the GOP pack, the candidates’ websites showed similar performance.

In the lead-up to Ms. Bachmann’s successful performance in the Ames Straw Poll (August 13th, 2011), her website lead amongst top GOP contenders in market share of visits. But as speculation around Mr. Perry’s candidacy grew during the week ending August 13th, culminating with his official announcement on the 13th, his market share of visit quickly jumped. Indeed, even after the post-announcement drop-off, RickPerry.org’s share of visits is up 506% (week of September 3rd vs. week of August 6th).

Mitt Romney’s site has since received the most traffic among candidates for the week ending September 10, 2011.

Are you attracting the right type of Facebook fans?

Posted on Sep 13 2011 by

Back in June I wrote a blog highlighting our research showing that each new Facebook fan generates on average 20 additional visits to a retailer’s website. However, as every retailer knows, not all website visits are equal. Most eCommerce …

Flight search infographic: New York accounts for 34% of U.S. flight searches

Posted on Sep 05 2011 by

Here at Hitwise we are always looking for new and interesting ways to visualise our data. Our research team in London have been particularly inspired by the work of David McCandleless and his brilliant book “Information is Beautiful”. With…

Groupon down 50% LivingSocial up 27%

Posted on Aug 26 2011 by

With all the debate and speculation regarding Groupon and its planned IPO, I thought it would be a great time to check back in with our previous analysis of traffic to Groupon and its nearest competitor Living Social.

Mobile market overview

Posted on Aug 22 2011 by

Cell phone ownership among American adults is 91% and 98% among young adults. Verizon and AT&T will almost certainly continue to dominate the market, especially given the fact that cell phone subscribers are increasingly staying with their provider for an extended period of time.

Understanding the behaviors of the mobile phone consumer

Posted on Aug 11 2011 by

Experian Simmons reports 91 percent of American adults have mobile phones. As smart phone adoption grows, activities not possible in recent history will continue to become the norm. Ten percent of the American population has performed a shopping-related activity including researching products and comparing prices.

Back-to-school marks start of holiday shopping season

Posted on Aug 05 2011 by

Experian Simmons found that online shopping during the previous two years began a seasonal increase in August/September and ended only after the winter holidays were over. The trend for back-to-school shopping finds it’s not just for parents but also childless adults lured by seasonal specials.

The new use for mobile phones

Posted on Aug 03 2011 by

Experian Simmons found more than 33.3 million U.S. consumers engage in shopping-related activities on their mobile phones. The “2011 Mobile Consumer Report”, found 2.3 million of those consumers have made a purchase on their devices. Today’s mobile phone users (91 percent of Americans) represent a potential pool of customers for saavy retailers.