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Social media to attract more UK online visits

The Entertainment category has overtaken the retail category in share of UK visits for the first time ever as Hitwise, the online competitive intelligence service revealed. The Hitwise Shopping & Classifieds category had…

The Entertainment category has overtaken the retail category in share of UK visits for the first time ever as Hitwise, the online competitive intelligence service revealed. The Hitwise Shopping & Classifieds category had been the third most popular category based on UK visits until early June, when Entertainment claimed the position.



Entertainment is among the fastest growing categories online, with visits up 12% year on year in May. The fastest growing sub-categories within Entertainment are Multimedia and Photography. The Multimedia category is dominated by the popular video sharing website YouTube, which last week accounted for 47% of category visits. YouTube’s UK visits have risen more than seven-fold year on year in May 2007 and last week ranked #2 among Entertainment websites, behind www.bbc.co.uk. Photography websites are led by Photobucket, which accounted for 21% of category visits last week, up 3-fold year on year in May.



By contrast, visits to Shopping & Classifieds websites were down 5% year on year in May. Whilst the category as a whole has declined, several retail sub-categories have seen strong growth. In particular, visits to Classifieds websites were up 29% year on year in May, fuelled in part by Gumtree, which last week accounted for one-fifth of category visits, up 69% year on year in May. UK visits to Apparel and Accessories websites were up 11% year on year in May, as consumers increasingly turn to the internet for fashion purchases.



YouTube Set to Overtake BBC.co.uk in UK Visits



Hitwise data also reveals that YouTube is set to overtake BBC.co.uk within weeks based on share of UK Internet visits. Last week, BBC.co.uk ranked #14 among All Categories of websites with 0.82% of all UK Internet visits compared to YouTube’s #25 ranking with 0.81% of UK Internet visits. However, the gap between the two websites is closing rapidly. Last week, BBC had a 1.6% lead on YouTube in share of UK visits, down from 37% three months ago and 131% six months ago.



BBC.co.uk has been the #1 ranked Entertainment website for each week over the past two years and YouTube has held #2 position since October 2006.



Share of UK visits to BBC.co.uk continue to grow, up 13% year on year in May, however this is far outpaced by the increase for YouTube. YouTube’s share of UK visits were up nearly 7-fold (669%) year on year in May and up 140% in the past six-months.


Theodore Koumelis
Co-Founder & Managing Director - Travel Media Applications | Website

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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