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Beijing Olympic Sites Show Record Breaking Traffic

13
August
2008

Americans are going online to cheer on this year’s Olympic athletes.

Christine Pepin
Media Coordinator

Since the opening ceremony of the 2008 Olympics in Beijing, fans around the world have tuned in to cheer on the world’s finest athletes.  Just four years ago at the Olympics in Athens, NBC recorded only seven million page views on its Olympic site.  Although the Internet was surely a go-to medium for real-time information back then, its global impact has continued to increase.  This year, web traffic for the Beijing games has been record setting, with NBC’s and Yahoo’s Olympic-related content sites leading among the top 10 most visited.  These sites have been providing users with real-time news, athlete profiles, polls and exclusive interviews. NBC’s Olympic site even has had over 2,200 hours of live competition coverage so far.  In addition, nearly 45% of US and 31% of UK mobile users have been following the games via their cell phones, according to Nielsen Mobile.  During the opening ceremony alone, NBC’s Olympic Site recorded a staggering 70 million page visits, up 10 fold from the 2004 games. What is even more impressive is the number of unique audience members who are visiting the top Beijing Olympic content sites, as seen in the chart below.

nielsen olympics sites audience august 6 9 2008 Beijing Olympic Sites Show Record Breaking Traffic

In addition to site traffic records, Nielsen Online has also been tracking the buzz among message boards and blogs in the last week.  The active web community has perhaps aided the increase in page views, where the most talked about content relates to the record setting athletes and medal winning teams.  As the momentum picks up for other sports, that haven’t received a lot of coverage, there may be a shift in buzzed content from the following:

nielsen olympics t2 Beijing Olympic Sites Show Record Breaking Traffic

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Blogs Continue To Flourish

16
May
2008

As the number of the people who contribute to blogs and read blogs both continue to rise, so does the amount of money spent on blog advertising.

Ryan Moss
Research Analyst

Blogs are increasingly becoming a larger part of everyday life. According to a recent report by eMarketer, the number of people who contribute to blogs as well as the number of people who read blogs are both steadily increasing. In the U.S. during 2007, about 23 million people or 12% of in Internet population "published a new blog or updated an existing blog." The number of "bloggers" is expected to be upwards of 34.7 million people by 2012 (16% of the total Internet Population).

Additionally, the number of people in the U.S. who consistently read at least one blog per month is also on the rise. In 2007 about 94 million people or 50% of Internet users fell into the blog reader category defined by eMarketer. By 2012 this number is predicted to increase to about 145 million people or 67% of the Internet population.

Advertisers have taken notice of the increasing number of bloggers and blog readers and have started to increase the amount of money spent on blog advertising. As seen in the chart below, money spent on blog advertising is expected to steadily increase from 2007 to 2012. Blogs are great for advertisers because they attract a specific audience allowing for specific demographic targeting for advertisers to focus on.

094506 Blogs Continue To Flourish

 

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Consumer Trust

14
April
2008

Consumers typically see other consumers as the most credible source of information about companies and their products, therefore encouraging viral marketing ans social networks.

Ryan Moss
Research Analyst

Viral Marketing and Social Networks recently received good news when it was reported in Edelman’s Trust Barometer that consumers tend to trust other consumers more then any other source of information. According to Edelman’s Trust Barometer, about 60% of the consumers surveyed said that consumers like them are the most credible sources of information, encouraging news for companies that engage in viral marketing. Additionally, social networks often include features such as blogs, and online ratings and reviews that will continue to grow in popularity as consumers use them to gather information. In fact, according to a report by JupiterResearch titled "Social Networking Sites: Define Advertising Opportunities In A Competitive Landscape" online social network users are three times more likely to trust the opinions of fellow consumers over advertising when making a major purchase decision.

Research from the IBM Institute for Business Value suggests that there are several reasons why Internet users contribute to social networks and/or user-generated content web sites. The top two reasons are the desire to feel like they are part of a community (31%) and they want recognition from their peers (28%). Regardless of why they make contributions the information they are providing is extremely valuable to fellow consumers and will help social networks continue to flourish.

 

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Social Media Marketing Is Here To Stay

4
March
2008

According to a new study, senior marketing executives worldwide agree that using social media for corporate, brand and product marketing is not a fad and will continue to be an important part of marketing campaigns.

Ryan Moss
Research Analyst

TNS Media Intelligence/Cymfony recently surveyed senior marketing executives worldwide and released study in with some very interesting findings with regard to social media. Below are some of the findings.

  • 49% of senior marketing executives believe that social media should be monitored at the executive level and be allocated significant resources
  • 30% of senior marketing executives agreed that social media is an unconventional new opportunity that businesses must grasp with a sense of urgency
  • 95% of senior marketing executives think that social media will grow significantly during the next five years
  • Uses of social media: 37% said to gain consumer insight, 21% said to build brand awareness, 18% said to increase customer loyalty
  • 88% of U.S. senior marketing executives (65% global) agreed that reading and analyzing social media to understand unfiltered consumer perceptions would have the most impact on the future of their businesses
  • Word-of-Mouth campaigns had second highest impact
  • 50% of senior marketing executives said creating a user community of bloggers to provide user feedback is the most effective use of social media
  • 47% of senior marketing executives said using social media vehicles to generate a viral campaign would also be very effective in a product launch
 

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Web 2.0 Coming To A Website Near You

12
February
2008

Study shows that website operators plan to incorporate more Web 2.0 features into their website sooner rather than later.

Ryan Moss
Research Analyst

Web 2.0 is taking over the Internet and causing website operators to redesign their sites in hopes of attracting more traffic. According to Scene7′s "Web 2.0 Experience 2008 and Beyond" study, over 90% of website operators surveyed are planning to add Web 2.0 features within the next year. The most popular planned enhancements are alternate views (37%), user ratings and reviews (36%), video (35%), blogs (34%) and 360-degree spin (34%).

As far as measuring the success of these additions, different operators use different tactics. 60% of those surveyed use the number of clicks and the conversion rate as key determinants. Other operators focus on things such as a revenue increase, a decrease in the abandonment rate, an increase in repeat purchases and larger then average order size.

Web 2.0 is coming whether you’re ready or not. If you have not already upgraded your website you should as you don’t want to be left in the dust and be seen as a "dinosaur" website.

 

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