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Hitwise Intelligence - Sandra Hanchard - Asia Pacific

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Guarantee Searches Spike

October 28, 2008

The introduction of a deposit guarantee by the Australian federal government a fortnight ago has resulted in a 56.1% increase in searches related to 'guarantee' by Australian Internet users. As Perpetual chief executive David Deverall said, "The word 'guarantee' is clearly a very, very important word in the minds of consumers at the moment." Some fund managers have frozen significant assets in the wake of a run on institutions not covered by the deposit guarantee.

Top search variations on guarantee for the 4 weeks ending 25/10/08 included, 'superannuation guarantee' (though likely to be related to employer super obligations), 'bank deposit guarantee', 'bank guarantee', 'government bank guarantee' and references to 'kevin rudd bank guarantee', highlighting the political nature of the issue.

News & Media Websites Receive Majority of Traffic from Guarantee Searches

An analysis of leading search variations on 'guarantee' indicate that News & Media websites received 22.36% of clicks (search resulting in a website visit), followed by Banks and Financial Institutions websites with 17.7% of clicks for the 4 weeks ending 25/10/08. The Superannuation industry, which includes websites of major fund managers, in contrast received only 0.75% of clicks – highlighting room for funds to better optimise communications that address investor fears. The paid allocation on 'guarantee' searches only accounted for 0.49% of traffic, suggesting Pay-Per-Click opportunities for the major banks.

Posted by Sandra Hanchard at 02:51 PM | (1) | (0)
In Categories Banks and Financial Institutions | Global Financial Crisis