Facebook, ASOS score in Singapore

15 February 2012

SINGAPORE: Facebook, ASOS and Groupon are just some of the major international websites attracting the attention of web users in Singapore, a study has found.

According to figures from Experian Hitwise, the digital research firm, Facebook was responsible for 32% of all social networking traffic in Singapore last year.

It came in ahead of Google+ on 16%, with this fledgling platform seeing its share rise from 1.2% in August 2011, a month after the start of a test launch programme.

By contrast, microblogs and communities – including offerings like Twitter and Singapore HardwareZone Community – posted 6.7%, although usage rates are increasing.

ASOS, a UK-based service, was the most widely-visited property in the online fashion category with a 13.2% share of traffic, beating Forever 21 on 4%.

Among the main search terms relevant to this sector were H&M, Forever 21 and Uniqlo in the mid-market segment, and high-end alternatives like Kate Spade, Louis Vuitton and Prada.

Elsewhere, BaoTime, a Chinese site, led the apparel and accessories field, accounting for 7.1% of visits.

Group buying was another activity gaining in popularity, with Groupon And Deal.com accruing 35.3% of traffic for rewards and directories.

For computers, Apple's website occupied first position on 13.2%, slightly in front of Lenovo on 11%.

Apple retained a lead role concerning electronics more broadly on 18%, with Gizmodo, Sony and Samsung also drawing large numbers of web users.

When discussing entertainment, Channel NewsAsia, ESPN, and Bloomberg constituted the top three online properties, boasting a 50.2% share of visits.

Data sourced from Penn Olson; additional content by Warc staff