Singapore top search terms for 19 categories

I am in the middle of digesting some very powerful analytics lessons by Avinash Kaushik. The materials just blow my mind.
I will definitely write review about these materials so come back later for that 🙂

For today’s post, i intend to give an overall feeling of Singapore online through the most favorite search terms in each vertical for 24 weeks ending Feb 23 2008.

Again, the data can be found on Hitwise.
I am not a fan of data entry work yet i think the information is important enough to list them here.
Also for the easy of reading these figures, i will not use screenshots but typing the figures below.
Most of the terms are in low case letters because that ‘s how people normally type in the search box.
The percentage is the percentage volume of searches that successfully drove traffic to websites in the Hitwise Automotive – Manufacturers category

1. Automotive – Manufacturers Search Terms

• toyota 3.98%
• honda 3.19%
• toyota singapore 2.36%
• nissan 1.55%
• mitsubishi 1.40%
• subaru 1.31%
• mazda 1.14%
• honda singapore 1.11%
• kah motor 1.08%
• bmw 1.03%

Another way to look at the above figure is using excel and combining related terms together, for example combining “toyota” and “toyota singapore “.

2. Aviation – Commercial Airlines Search Terms

1.	singapore airlines	5.79%
2.	tiger airways	4.60%
3.	jetstar	3.72%
4.	airasia	1.81%
5.	singapore airline	1.79%
6.	jetstar asia	1.76%
7.	sia	1.67%
8.	air asia	1.64%
9.	silkair	1.22%
10.	tigerairways	1.19%

The same kind of graph can be produced for this category as well.
I guess based on the above figures, one could have a general feeling of which airlines are hotter amongst people living in Singapore (Singaporean, Permanent Resident, Ex pats etc…)

FYI: Tiger Airways is the budget carrier arm of Singapore Airlines. Silk Air is the sister company of Singapore Airlines as well, Silk Air flys to more exotic and uncommon destinations. SIA is another name for Singapore airlines.

3. Lifestyle – Dating Search Terms

	1.	dateinasia	3.92%
	2.	gaydar	2.89%
	3.	aff	1.87%
	4.	adultfriendfinder	0.93%
	5.	muslima.com	0.76%
	6.	meetic	0.65%
	7.	sdu	0.61%
	8.	muslimmatrimonialsnetwork	0.55%
	9.	love quotes	0.52%
	10.	filipino friend finder	0.49%

Hey, you notice gaydar, aff and adultfriendfinder are no 2, 3 and 4?

4. Education category Search terms

1.	dictionary	0.57%
2.	wikipedia	0.56%
3.	moe	0.29%
4.	wiki	0.24%
5.	ntu	0.22%
6.	nus	0.22%
7.	nlb	0.18%
8.	sim	0.15%
9.	dictionary.com	0.13%
10.	online dictionary	0.13%

5. Fashion category search terms

1.	coach	2.65%
2.	louis vuitton	2.47%
3.	gucci	1.88%
4.	lv	1.86%
5.	victoria secret	0.84%
6.	burberry	0.77%
7.	coach bags	0.65%
8.	tiffany	0.60%
9.	chanel	0.58%
10.	g2000	0.58%

6. Food and Beverage category search terms

1.	pizza hut	1.17%
2.	kfc	1.08%
3.	sakae sushi	0.70%
4.	canadian pizza	0.68%
5.	pizza hut singapore	0.44%
6.	kfc singapore	0.43%
7.	macdonald	0.38%
8.	bengawan solo	0.36%
9.	macdonalds	0.31%
10.	mcdonalds	0.29%

For some weird reason, in Singapore you have canadian pizza???
It seems that more people are search for pizza hut or kfc compared to McDonalds.
Btw, McDonalds will stop their current membership program in Singapore by May 2008 so …

7. Business and Finance – Insurance category

1.	cpf	16.23%
2.	www.cpf.gov.sg	3.18%
3.	cpf singapore	2.93%
4.	ntuc income	2.57%
5.	cpf board	2.39%
6.	cpf.gov.sg	2.06%
7.	aia	1.05%
8.	prudential	0.96%
9.	aviva	0.86%
10.	aia singapore	0.83%

A whopping number of people have been searching for cpf -_-

8. Health and Medical category search terms

1.	singhealth	0.36%
2.	nuh	0.28%
3.	singapore general hospital	0.27%
4.	sgh	0.26%
5.	nhg	0.23%
6.	kk hospital	0.23%
7.	tan tock seng hospital	0.20%
8.	polyclinic	0.16%
9.	fitness first	0.16%
10.	raffles hospital	0.16%

9. Business and Finance – Legal category search terms

1.	asa forum	0.81%
2.	singapore law	0.65%
3.	singapore academy of law	0.50%
4.	law society	0.48%
5.	singapore law society	0.38%
6.	subordinate courts	0.34%
7.	law society of singapore	0.30%
8.	lawnet	0.27%
9.	subordinate court	0.27%
10.	drew and napier	0.26%

10. Entertainment – Movies category search terms

1.	golden village	4.59%
2.	gv	2.50%
3.	eng wah	0.94%
4.	cathay	0.92%
5.	imdb	0.80%
6.	golden village cinema	0.75%
7.	golden village singapore	0.68%
8.	shaw	0.67%
9.	movies	0.46%
10.	eng wah cinema	0.42%

Only when i start compiling this list i know of “eng wah” cinema… Anyway, i will still patron Golden Village.

11. Music category search terms

1.	baidu	0.98%
2.	lyrics	0.75%
3.	baidu mp3	0.26%
4.	song lyrics	0.24%
5.	ultimate guitar	0.21%
6.	fannatic fann club discussion forum powered by invision power board	0.19%
7.	raaga	0.18%
8.	tamil songs	0.18%
9.	gendou	0.15%
10.	mp3	0.15%

12. News and Media category search terms

1.	channelnewsasia	0.45%
2.	channel news asia	0.41%
3.	cnn	0.39%
4.	asiaone	0.38%
5.	bbc	0.26%
6.	stomp	0.23%
7.	straits times	0.23%
8.	edison chen	0.23%
9.	bloomberg	0.21%
10.	hardwarezone	0.20%

I am quite surprise to see Channel News Asia occupy the top 2 search terms. May be it’s because of the website name is too long, or you need to pay for Straits Times and AsiaOne is failing.
Yet Edison Chen managed to get in to the top 10 for the past 24 weeks !

13. Health and Medical – Pharmaceutical and Medical Products category search terms

1.	osim	1.84%
2.	abbott	1.21%
3.	gnc	1.11%
4.	osim singapore	1.04%
5.	novartis	0.64%
6.	pfizer	0.60%
7.	gnc singapore	0.54%
8.	durex	0.50%
9.	schering plough	0.47%
10.	acuvue	0.44%

14. Business and Finance – Property category search terms

1.	hdb	7.86%
2.	hdb singapore	2.16%
3.	www.hdb.gov.sg	1.16%
4.	hdb.gov.sg	0.81%
5.	singapore expats	0.51%
6.	info-tools	0.42%
7.	sisv	0.37%
8.	era	0.35%
9.	hdb resale	0.26%
10.	housing development board	0.26%

Well as you can see, instead of condo or private estate, hdb related terms are searched the most. With the sky high rental price, i guess a lot of expats have to downgrade from condominium to hdb flat.

15. Lifestyle – Religion category search terms

1.	muis	1.39%
2.	new creation church	1.16%
3.	bible	0.65%
4.	city harvest church	0.56%
5.	daily bread	0.49%
6.	our daily bread	0.40%
7.	salvation army singapore	0.39%
8.	mosque in singapore	0.39%
9.	salvation army	0.36%
10.	hope church singapore	0.35%

16. Shopping and Classifieds category search terms

1.	ebay	0.83%
2.	sistic	0.28%
3.	mocca	0.27%
4.	amazon	0.23%
5.	m1	0.22%
6.	ebay singapore	0.22%
7.	coach	0.20%
8.	dell	0.17%
9.	ikea	0.17%
10.	cathay	0.16%

It surprises me that ebay leads the table. I always have the feeling that ebay is not a big thing in Singapore. Well i am wrong apparently.
And for Mocca, i am really tired of all the mocca ads so far. They claim that they have the most traffic in Classified category in Singapore but i think it’s because of all the money they’ve spent on bombarding people via tv, print ads, etc…
Btw, Mocca is owned by MediaCorp so well you know, just so convenient to appear on Channel 5 or CNA all the time yeah?

17. Business and Finance – Stocks and Shares category search terms

1.	sgx	4.21%
2.	sgx.com	1.34%
3.	www.sgx.com	0.64%
4.	poems	0.54%
5.	currency converter	0.49%
6.	singapore stock exchange	0.40%
7.	sgx singapore	0.39%
8.	singapore exchange	0.34%
9.	asiaone	0.34%
10.	www.poems.com.sg	0.32%

18. Travel category search terms

1.	street directory	0.99%
2.	singapore airlines	0.97%
3.	tiger airways	0.77%
4.	jetstar	0.64%
5.	changi airport	0.52%
6.	sbs transit	0.46%
7.	singapore street directory	0.44%
8.	sbs	0.37%
9.	sentosa	0.34%
10.	zuji	0.31%

Despite still be no 1 search term in Travel category, i think the traffic to Street Directory is going down, or at least i hope.
If you don’t know yet, Street Directory is the local map service which helps you to find most of the locations in Singapore and how to get there by car, bus etc…
However, the interface is absolutely …..!
Banners ‘re everywhere, text links, flowers, all kind of junks
I will 100% support any new startup who want to build a better map service.

Sometimes, when you view a map you will see an annoying person walking across your screen and you can’t make him/her stop ……

19. Lifestyle – Weddings category search terms

1.	singapore brides	1.87%
2.	rom	1.39%
3.	singapore brides forum	1.06%
4.	wedding	0.49%
5.	singaporebrides	0.40%
6.	singaporebrides forum	0.40%
7.	wedding forum	0.35%
8.	style weddings	0.33%
9.	majalah perkahwinan	0.33%
10.	singapore bride	0.33%

Disclaimer: These figures only serve as an indication. They help you to have a general feeling about the industry that you are interested in. Please do more indept analysis if you decide to make any important business decision.

Thank you so much for your time and attention. Feel free to share any comments you may have and come back later for Web Analytics post…

P.S: I followed up with updates about Singapore Top Industry Search Terms in Oct 2008