CREATION: SIA air crash draws traffic to news sites

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