Hitwise UK: Affiliate Marketing

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• Hitwise UK Affiliate Marketing
• Online Travel Trends Best Practices
• for Online Customer Acquisition

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About Hitwise

• Online competitive intelligence service
• Collect anonymised internet usage data on over
• ? 25 million people globally
• ? 8.43 million UK internet users
• Report on over 800,000 websites
• Provide daily delivery of information
• Founded in 1997. Profitable operations in the UK,
  US, Australia, New Zealand, Hong Kong and
  Singapore
• 1,200 clients worldwide, 400 in the UK
• Used for online customer acquisition
• ? Search marketing
• ? Affiliate marketing
• ? Online advertising

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Changing Landscape - UK
Market Share of UK Internet Visits

• In February percentage change in market share of
  UK internet visits
• Search Engines 9
• Adult -9
• Net Communities Chat 60
• News Media 22

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Changing Landscape - US
Market Share of US Internet Visits

• In February percentage change in market share of
  US internet visits
• Search Engines 7
• Adult -15
• Net Communities Chat 66

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Travel Trends
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Top UK Travel Sites
Top 20 Travel Websites UK Visits, February 2007
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Seasonality of Travel
Market Share of UK Internet Visits
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How Consumers Reach Travel Sites
Industry Clickstream, Week to 24th March 2007

• Search accounts for nearly half of visits.
• Competitive traffic more than one third.
• Social networks less than 1 (0.9).

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Changes in Search Engine Use
Share of UK Internet Searches Powered

• Google up 6 year on year
• Yahoo! Search up 12 year on year.
• MSN Search Live Search down 15 year on year.
• Ask.com UK down 30 year on year and up 12 in
  past 6 months.

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How Consumers Search
Industry Search Terms, 24th March 2007
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How Consumers Search
Industry Search Terms, Week to 24th March 2007
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How Consumers Search
Weekly Share of UK Internet Searches
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Fastest Growing Travel Websites
Market Share of UK Internet Visits

• In February percentage change in market share of
  UK internet visits
• National Rail 17
• Travel Supermarket 69
• Gumtree 84
• Laterooms UK 20
• (Among top 10 Destinations Accommodation,
  Agencies and Transport websites in February).

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TravelSupermarket.com Traffic Sources
Upstream Visits February 2007
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TravelSupermarket.com Search Terms
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TravelSupermarket.com Search Terms
Travel Agency Paid Traffic Quadrants February
2007
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TravelSupermarket.com Affiliates
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TravelSupermarket.com Traffic Sources
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TravelSupermarket.com Traffic Sources
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Potential Affiliate Partner?
Weekly Share of UK Visits
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Late Rooms UK Traffic Sources
Upstream Visits February 2007
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LateRooms UK Search Terms
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Searcher Behaviour
Four Weeks to 24th March 2007
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Summary
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Summary

• Online landscape changing constantly.
• Search accounts for nearly half of visits to
  travel websites.
• Navigational searches dominate, top searched for
  destinations Disneyland Paris, Tenerife, Alton
  Towers.
• No correlation between share of visits, visits
  from search and percentage of paid traffic.
• Consumers tend to click on the brand owners site
  when searching for a brand. However, that can
  change with misspellings.
• Small players can do well for specific terms and
  niche markets.

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Heather Hopkins E-mail heather.hopkins_at_hitwise.co
m Internet www.hitwise.co.uk Analyst Weblog
Weblogs.Hitwise.com