Comparing top sites: US and NZ

Hitwise top 15 sites - US and NZ - April 2007

It’s always fun (well, I think so, at least) to compare web traffic stats. Today I was having a look at the top sites identified by Hitwise for the United States and New Zealand. (Unfortunately Hitwise doesn’t report Canadian data.)

First off, it’s important to note that the data refer to market share (expressed as a percentage) of all visits to sites by users based in the specified country. That’s not the way most websites report their rankings, which are more often based on page impressions or unique (unrepeated) visitors during a period. Moreover, the Hitwise data are extrapolations based on samples obtained from co-operating ISPs in the specific countries, not actual counts.

OK, now to the comparison. A few things I found noteworthy:

  • No news website appears in the US top 15. But two (nzherald and stuff) appear on the NZ list. Yes, Kiwis are always on the lookout for news (especially if it’s about rugby). ūüėČ
  • Auction site eBay is number 8 on the US list. But home-grown auction site Trade Me is number 3 in NZ. In fact, more than a quarter of all New Zealanders are registered members of Trade Me, which was sold last year to publishing group Fairfax for NZ$700 million. Now that’s a success story. I find it much nicer to use than eBay and just wish they’d expand out of the Antipodes.
  • In the US, the social networking action is on MySpace and, increasingly, Facebook. In NZ, British-based Bebo dominates.¬†A Silicon Valley rumour has¬†Yahoo looking at buying Bebo for around US$1 billion.
  • YouTube and Wikipedia are popular in both countries. (At least the kids are doing their homework while they watch videos?)
  • In both countries, web traffic is dominated by search and email.