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Hitwise Intelligence - Sandra Hanchard - Asia Pacific

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Yahoo!xtra - NZ Portal Update

May 15, 2007

Recently I put together some insights on the most popular sections of newly launched media service Yahoo!xtra, as visited by New Zealand Internet users.

The Hitwise Portals category, which aggregates visits to all portal subdomains, indicates that MSN NZ dominated in April 2007 with 23.87% share, followed by Yahoo.com US properties (17.21%), Yahoo!xtra (12.42%) and MSN (12.27%).

Clickstream data reveals that MSN Hotmail was the highest referrer of traffic to the Portals - Frontpages category, with 13.86% share in April, accounting for the strength of MSN NZ. Trade Me and Google New Zealand were the next highest sources of traffic, accounting for 6.7% and 6.44% upstream respectively.

Hitwise analysis further reveals which content areas of Yahoo!xtra have attracted the most visits. While the Email, News and Search services were the most visited sections of Yahoo!xtra, Internet users were then most likely to visit Sport (3.49%), Entertainment (2.14%) and Rugby (1.87%) properties.

The importance of content diversity to the Yahoo!xtra portal is highlighted by a comparison with Google New Zealand properties (including Gmail); where search traffic accounts for 80.56% of aggregated visits. Google's aggregated news service accounted for 1.5% of Google New Zealand properties, compared to Yahoo!xtra - News, which accounted for 7.36% of Yahoo!xtra properties. A similar comparison of Email services indicates repsective figures of 12.07% and 19.07% for Google New Zealand and Yahoo!xtra.

Yahoo!xtra vs GoogleNZ.png

Several of Yahoo!xtra's content areas ranked within the top 10 websites in their respective online industries in April 2007, including its Rugby Union, Weather and Sports subdomains. Yahoo!xtra's fastest growing subdomains amongst All Categories included Yahoo!xtra Music (72%), Yahoo!xtra Weather (31%), Yahoo!xtra Rugby (28%), Yahoo!xtra TV Guide (25%) and Yahoo!xtra Sport (20%), comparing weeks ending 10 March 2007 and 5 May 2007.

Yahoo!xtra subdomain rankings.png

Posted by Sandra Hanchard at 05:47 PM | (0) | (3)
In Categories Portals

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Sandra Hanchard

Senior Analyst, Hitwise Asia Pacific.

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