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Hitwise Intelligence - Sandra Hanchard - Asia Pacific

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Mocca Takes Top Spot in Online Classifieds in Singapore

August 31, 2007

MediaCorp's new classifieds website, Mocca launched as the leading website in the Hitwise Shopping & Classifieds - Classifieds industry, week ending 11 August 2007, capturing 36.44% of the market.

The entrance of Mocca has had a significant impact on overall visits to the Classifieds industry, with visits spiking by 59% for the week ending 11 August 2007. The industry has grown by 56% over a 24-month period, now accounting for 0.18% of all Singapore Internet visits. The fact that Classifieds websites account for 0.24% of Australian website visits, and 1.08% of online traffic in the US market suggests that there is room for further penetration in the Singapore market with the new competition.

Hitwise data indicates that Classifieds websites in Singapore, compared to overseas sites, accounted for 75.1% of the Classifieds category traffic, week ending 25 August 2007. This compares to a local competitive index of 59% week ending 28 July 2007 prior to the launch of Mocca, indicating the positive effect Mocca has had on visits to local websites.

Classifieds ranked as the 7th most popular sub-category within Shopping and Classifieds, out of a total of 17, behind Books and Department Stores. Wednesday was the most popular day for visits to the Classifieds industry over a 28-rolling day period, indicating that marketing initiatives for acquiring new members are best-timed midweek.

Yahoo! Singapore was the top referring website to the Classifieds industry for the week ending 25 August 2007. Google Singapore and Yahoo! Singapore Search followed suit, accounting for 7.79% and 4.87% share respectively. Friendster was also an important source of traffic at 4th position with 4.75% share.