Hitwise, the world’s leading online competitive intelligence service, today reports that UK visits to Olympics websites have increased more than four-fold in the past week. Despite the fact that the UK is not a major player in most Olympic events and currently ranks just 23rd in the medal table, the country is evidently still interested in the performance of its own athletes as well as international competitors.
One of the fastest-moving Olympics websites has been the official website of the Games, www.athens2004.com. This website currently receives more than half of the total amount of traffic to all Olympics related websites, representing over 54% of traffic to the Hitwise Olympics category. The website is also performing strongly across all Internet websites, yesterday ranking at #230 – an increase of 1,000 positions since Monday August 9th.
A US-based website has also made a splash in the Olympics sector this week: Gary the Lifeguard.com (www.garythelifeguard.com), a promotional website from US TV channel NBC, is the latest viral sensation to hit our shores. The website follows the misadventures of the accident-prone character Gary as he disrupts a range of Olympic events, and the site became the second most-popular Olympics website yesterday, accounting for more than one in 10 visits to the category.
Hitwise Clickstream data reveals that a large proportion of visitors to the Athens 2004 website are subsequently looking for tickets to Olympic events, with 17% of traffic leaving to go to the official Athens Ticketing site (www.tickets.athens2004.com). BBC Sport (news.bbc.co.uk/sport) is also a top downstream destination, receiving more than 3% of traffic from Athens 2004 whilst also providing 4.4% of upstream traffic. The BBC Sport website itself has increased its market share significantly this week with its interactive Olympic content – it currently holds 11.2% of all sports sector visits, up from 10% for the same period last week
On average, UK Internet users are spending 7 minutes and 22 seconds on Olympics websites, an increase of approximately 20 seconds on last week’s figure. Session time for the official Athens 2004 site peaked at more than 9 minutes over the weekend, which compares with an average of 6 minutes and 43 seconds for visits to websites across all industries.
An analysis of the top ten search terms for the Olympics industry shows that ‘olympics’ is by far the most popular term resulting in a successful search for an Olympics related website with almost 34% of market share, followed closely by ‘olympic games’ with 18.3%.
Hitwise is the world’s leading provider of online competitive intelligence services. Each day, Hitwise monitors how more than 25 million Internet users interact with over 500,000 websites across 160 industry categories.
By monitoring more people, more websites, more often, Hitwise provides marketers with timely and actionable marketing insights into how their online presence compares to competitive websites. Companies use this information to maximize the return on their online investment in efforts such as affiliate programs, search marketing, online advertising, content development and lead generation.
Hitwise collects Internet usage information via a combination of ISP data partnerships and opt-in mega panels, and complies with local and international privacy legislation as audited by PricewaterhouseCoopers.
Founded in 1997, Hitwise is a privately held company headquartered in Melbourne, Australia and operates in the UK, US, Australia, New Zealand, Hong Kong and Singapore.
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