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Hitwise Intelligence - Sandra Hanchard - Asia Pacific

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Search Drives More Traffic to Restaurant Brands in Singapore

March 30, 2007

Search engines are playing an increasingly important role in how Singapore Internet users connect with restaurant brands online. Search Engine traffic accounted for 38.19% of upstream traffic to the Food and Beverage - Brands and Manufacturers category for the week ending 17 March 2007, a 31% increase within a 24-month time period. Retail grocery and alcohol websites received an even higher contribution from search, with 42.26% of their traffic from engines.

Several restaurant brands have also enjoyed a significant lift in searches for their brands, indicating increased brand awareness amongst consumers. While 'pizza hut' remained the leading search term in the Food and Brands category, 'mcdonald singapore' had the highest growth rate in a 12-month period of 81.42%. 'kfc' and 'canadian pizza' also grew at substantial rates of 27.35% and 23.15% respectively. As consumers are proactively searching for restaurant brands online, it lends further weight to the argument that online should be used to leverage brand building.

From a content perspective, there are several opportunities for restaurant advertisers to reach mainstream Singapore audiences online. Games websites held the most market share in the Entertainment category accounting for 29.2% of visits for the week ending 17 March 2007. Multimedia, Gambling and Television online were the next most popular categories.

The uptake of online video in Singapore has been as ubiquitous as in global markets with video sharing websites at a 12-month high week ending 17 March 2007 and enjoying a growth rate of 361% year-on-year. MSN Video enjoyed a surge in traffic during the week ending 17 March 2007 due to clickstream traffic from MySpace, and jumped to second position with 8.41% share behind YouTube amongst video sharing websites.

Posted by Sandra Hanchard at 03:09 PM | (0) | (0)
In Categories Food and Beverage