SOURCE: Compete


December 22, 2010 14:18 ET

Compete November Category Data Show Strong Seasonality Trends to Marketers

Skiing/Snowboarding, Golf and Home Improvement Enthusiasts Behave Predictably Online

BOSTON, MA--(Marketwire - December 22, 2010) - Compete, a Kantar Media company, today released data for November showing strong seasonal trends in several categories including the Skiing/Snowboarding Enthusiasts category (up 24.29 percent overall for the month) and Golf Enthusiasts (down 19.10 percent overall) and Home Improvement Enthusiasts (down 12.61 percent overall). Marketers can use trend data such as this to more effectively target digital marketing and advertising investments over time.

A deeper look within each of the Compete categories reveals interesting micro trends that are relevant to brands marketing products and services within those categories. Deeper insights include:

  • The Skiing/Snowboarding Enthusiasts category typically gets a big lift in October and November and then sees a major peak in December. Snowboard retailer led the category search share for the month.

  • The Golf Enthusiasts category typically drops appreciably after August, reaching the hole in November before scoring big in December. The category drops again in January before reaching a strong April peak.

  • The Home Improvement Enthusiasts category shows that do-it-yourselfers typically slow down after the fall leaves are bagged. Both November and December are down months for the category. While the Shopping: Home and Garden category -- which includes and -- did increase UVs by 7.07 percent, there is enough underlying data to suggest that do-it-yourselfer hibernation is an issue worth a closer look by marketers in this segment.

Information regarding aggregate web categories is drawn from the Compete PRO Enterprise edition on For more information on the enterprise offering, please contact Gavin Blackmore at

About Compete
Compete, a Kantar Media company, helps the world's top brands improve their marketing based on the online behavior of millions of consumers. Leading advertisers, agencies and publishers rely on Compete's products and services to create engaging online experiences and highly profitable advertising campaigns. Compete's online panel -- the largest in the industry -- makes the web as ingrained in marketing as it is in people's lives. Compete is located in Boston, MA, with offices throughout the U.S. For more information, please visit

About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world's multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors -- Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide.

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