CREATION: SIA air crash draws traffic to news sites

Singapore Airlines' (SIA) unfortunate crash last year left Internet users in the Lion City searching for answers on news and information websites during November, resulting in a 60 per cent increase in traffic to related sites. ACNielsen eRatings.com, Singapore, managing director Hoe Chin Fee, said, "Media attention was focused predominantly on the crash of SQ006 in November. The overall increase in traffic to news and information sites, in particular, the channelnewsasia.com site, in November, shows Singaporeans are using the Internet as a medium to get updated news on a timely basis." The researcher said the data suggested Singaporeans are venturing into a wider variety of websites in addition to their staple sites within the online communities, search engines/portals and telecom/Internet services categories. Entertainment sites in particular saw a surge in traffic over a three-month period, with unique audiences in the category more than doubling from 45,565 in September to 97,795 in November. "Entertainment sites like Napster seem to be gaining in popularity with younger, more tech-savvy surfers, especially those in the 12-17 age group. "The year-end post-examination and school holiday period may account for the surge in traffic to these sites," said Ms Hoe. Meanwhile, findings from the researcher's BannerTrack service showed NeoPets, a virtual pet site, was the leading online advertiser in November. This was the first time in six months that a newcomer occupied the top advertiser spot (Yahoo and MSN had dominated the top spots in previous months). Banners served by NeoPets also generated the highest click rate among those viewed by the Singaporean audience.

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