Experian Hitwise Explains Singapore General Election Internet Traffic

Just received this report from Experian Hitwise. They did an Internet Traffic analysis on the recent Singapore General Election. The results is quite interesting.

Experian Hitwise reports Internet Data for

Singapore General Elections

Singapore, 10 May 2011 – Experian® Hitwise®, a part of Experian Marketing Services, announced data from Singapore Internet users following the recent General Elections in Singapore.

The search variations for the word “election” on all search engines in Singapore saw a significant increase from the week ending 16 April, reaching a peak on 7 May, the date marking the end of polling day. Top search term variations by Singaporeans included general election 2011, general election Singapore and Singapore election (Figure 1).

The Singapore Elections website secured the highest volume of traffic following search engine searches conducted by Singapore Internet users, capturing almost 65.71% of total downstream traffic. Meanwhile, Facebook was listed as the most popular social networking site, securing 4.5% of total traffic volumes (Figure 2).

In a comparison of specific websites visited by Singapore Internet users, Channel NewsAsia secured the highest share of website visits in all categories over a 24 week rolling period, followed by The Straits Times Online. Other sites that registered significant share of visits include The Temasek Review, The Online Citizen, TODAY Online and the Singapore Elections page (Figure 3).

In addition, local Internet users showed interest in new elections candidates like Tin Pei Ling from the People’s Action Party (PAP) and Nicole Seah from the National Solidarity Party (NSP). Both candidates secured 0.019% and 0.017% share of all search terms by Singapore Internet users. Meanwhile, Minister Mentor Lee Kuan Yew was also a notable character of interest in this year’s elections, securing 0.026% of total local Internet traffic to all categories.

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(Figure 1: Share of Search on variations of “election” over 24 weeks ending 7 May)

(Figure 2: Websites receiving traffic from search term “election” over 24 weeks ending 7 May)

(Figure 3: Website market share in all categories measured by number of visits from Singapore Internet users over 24 weeks ending 7 May)

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