Singapore Internet Traffic and Traditional Media

Singapore’s online traffic is still mainly influenced by traditional (offline) media and advertising. I just couldn’t believe how fast mocca.com, a site from MediaCorp that has only started less than 2 months ago, could have grown so rapidly in such a short period of time.

When it was first being launched, I thought that it was a crazy move as I believed that the auction traffic in Singapore is already dominated by Yahoo! Auctions Singapore and eBay Singapore and no amount of marketing budget could have moved any of them off the pie.

I was totally wrong. The success of mocca.com and of course, STOMP, has proved to us that traditional media is still highly overpowering online media. And I’m not only saying this in the domain of Singapore media as a whole, but offline media is so dominating that it could take on any existing local internet giants very easily. By take on of course I do not mean moving the users off the current internet giants, but by getting the not-so-net-savvy crowd, whom otherwise would not have explored the web, to visit and frequent sites.

As a summary, here’s a graphic I created to illustrate my point regarding the comparison of influence of online and offline media on local internet traffic.