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Hitwise Intelligence - Sandra Hanchard - Asia Pacific

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Month of Movember

November 24, 2006

Around the Hitwise offices in Sydney and Melbourne this month we've noticed some strange facial growths. This phenomenon is known as Movember. As described on the Movember website: "At the start of Movember guys register with a clean shaven face. The Movember participants known as Mo Bros then have the remainder of the month to grow and groom their moustache and along the way raise as much money and awareness about male health issues as possible."

How wide-spread is this epidemic? Over the last two years we've seen a significant increase in visits to the Movember website as supporters log-on to sponsor their favourite Mo Bro. The Movember website accounted for over 8% of visits in the Hitwise Community - Organisations category for the week ending 4 November 2006.

Weekly Market Share of Visits to Movember in Community - Organisations

Hitwise Clickstream indicates more positive results from the Movember campaign. Downstream visits to secure.movember.com where donations are made accounted for 4.4% share. Also in the Top 15 downstream websites were Movember beneficiaries Prostate Cancer Foundation of Australia and Beyond Blue which respectively deal with cancer and depression.

Downstream Visits from Movember.com, week ending 18 November 2006

While some of my colleagues (and their partners) will be glad to be rid of their mo's at the end of this month, the lift in awareness of male health issues I'm sure will have made it all worth it! Personally, I'll be sad to see the Handlebar, Walrus, Imperial and Fu Manchu go :)

Posted by Sandra Hanchard at 11:45 AM | (0) | (0)
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