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Poverty – The Online Landscape.
October 15, 2008
As part of the Blog Action Day initiative, today I am going to share some insights on the usage of websites representing the humanitarian efforts of the community to help those that find themselves in time of need.
The interest in humanitarian efforts are no doubt spiked when major disasters strike, but even so a pattern is well established at two distinct times of year i) end of financial year ii) pre Christmas. Pre Christmas activity peaks by mid November and then falls off sharply until the New Year. The overall online share of traffic to the 'Community – Humanitarian' category against 'All Categories' is trending downward. September '08 has flattened against the previous year's patterns. This does not mean a decreased level of support in real terms, only in relative terms as to what Australians are doing online.
The top 100 search terms that drove traffic to the Community – Humanitarian category were dominated by branded search terms (87% for 12 weeks ending 04/10/2008), highlighting how important it is for charitable organisations to raise their brand awareness and to enable the community to identify with their cause. The top 5 generic terms that sent traffic to the Community – Humanitarian industry were;
1. free
2. telethon
3. free Tibet
4. poverty
5. universal declaration of human rights
The following table lists the top 20 sources of traffic to websites in the Community - Humanitarian category. Highlighted is the importance of Google with 4 of its properties amongst the top 10 sites and responsible for 37.54% of the traffic for the month of September 2008.
The opportunity to engage the community through Social Networks is supported by the volume of traffic generated from leading social networks - Facebook, MySpace and You Tube collectively accounting for 4.33%.
Are the wealthiest section of our community stepping up and supporting those in need?
The top Hitwise Lifestyle Mosaic Groups driving traffic are;
· E – Family Challenge - Mixed family forms with stretched budgets in outer suburbs
· H – Provincial Optimism- Anglo-Australian blue-collar families in provincial settlements
· K – Community Disconnect - Older blue-collar workers and retirees in country and coastal locations
· A – Privileged Prosperity - The most affluent families in the most desirable locations.
· F - Metro Multiculture - Medium to high density areas with much cultural diversity.
· J – Suburban Subsistence - Low income, low-spending households in major regional and outer metro areas
Of course the volume of traffic can be a poor guide as to the true representation of support for humanitarian efforts. The chart below compares the traffic share by Mosaic Group indexed against the Australian online population.
The good news is that the wealthier segment of our community has a higher proportionate interest in humanitarian efforts, and this commitment is being passed onto our younger generation as they start to establish themselves.
· A - Privileged Prosperity - The most affluent families in the most desirable locations
· B - Academic Achievers - Wealthy areas of educated professional households
· C -Young Ambition - Educated and high-earning young singles and sharers in the inner suburbs
· H -Provincial Optimism - Anglo-Australian blue-collar families in provincial settlements
Let's hope that through the tough economic times ahead we all maintain the goodwill and desire to help others around us and afar.
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Posted by Alan Long at 07:00 AM
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In Categories Blog Action Day | Economy | Poverty
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