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2 Feb 2007

nielsen//netratings: fridae.com one of top ten web publishers in singapore

Fridae.com emerges as the stickiest site in Singapore with session durations more than two times the market average, based on independent auditor Nielsen//Netratings; members lead in tertiary education, occupation and household income.

Fridae.com, Asia's leading gay and lesbian social networking site, closed 2006 by surging past the 300,000 registered member mark. Based on audited figures from Nielsen//Netratings SiteCensus for the year, Fridae attracted up to as many as 380,000 unique browsers and 50 million page impressions per month.

In 2006, Fridae.com was one of the stickiest sites measured by Nielsen//Netratings, with an average session duration of nearly 12 minutes, double the market average of six minutes. The average session duration has since increased to 18 minutes in January 2007, three times the market average.
Demonstrating Fridae's tremendous international reach, SiteCensus data further shows that 22.3% of Fridae's traffic originated from Singapore, 16% from Hong Kong, 10.5% from Malaysia, and 9.3% from Thailand.

Traffic from China, the next country on the list, has risen from outside the top 10 to number five in less than a year, and together with Hong Kong and Taiwan, represent the fastest growing region for the popular social networking portal. Based on current trends, it is estimated that traffic originating from Hong Kong - which is rapidly increasing - will exceed Singapore's within six months.

To date, Fridae is available in English, Simplified Chinese and Traditional Chinese.

Commenting on Fridae's success Patricia Poo, Nielsen//NetRatings's Managing Director Singapore, said: "Based on Market Intelligence's domestic measurement data, Fridae is not only among the top ten publishers in Singapore, it also leads the Entertainment category in page impressions. In 2006, Fridae.com was one of the stickiest sites measured by Nielsen//Netratings, with an average session duration of nearly 12 minutes, double the market average of six minutes."

(When referring to a web site, sticky refers to a site's ability to keep visitors on the site once they have navigated there or encourage the visitor to return frequently.)

The average session duration has since increased to 18 minutes in January 2007, three times the market average, far outpacing any other website tracked by Nielsen//Netratings.

Fridae's powerful platform is aimed at a niche demographic whose discretionary income, buying power, and education are highly attractive and very favourably ranked against other demographic groups. In this respect, Fridae leads in Nielsen//Netratings Market Intelligence December 2006 rankings in a number of key demographic metrics, namely amongst those aged 18-40 years old, annual household income over S$30,000, tertiary educated, and those who are considered PMEB's (professionals, managers, executives and business people. (See chart)

"Asia's gay and lesbian community represents an important yet untapped market for many of the world's leading brands, and Fridae.com is the primary conduit through which to reach them. Marketers who recognise this early will reap the rewards of being a first mover in their industry." said Dr Stuart Koe, CEO of Fridae.

Regular advertisers on Fridae.com include such diverse blue-chip companies as Qantas/British Airways, Motorola, Alfa Romeo, Warner Music, 20th Century Fox and most recently, Men's Skin Centre by Bella.

In October 2006, Fridae announced a hiatus from it's popular Fridae Events to focus on developing the website and gay advocacy. Since then, Fridae has launched a critically acclaimed HIV education campaign called "*Think Again," and is planning the launch of its highly anticipated "Version 5", a complete overhaul of it's website that will incorporate many Web 2.0 features such as blogging, tagging and RSS.

Click here for more info about Nielsen//Netratings and how Fridae's traffic compares with other sites.

Reader's Comments

1. 2007-02-03 01:00  
Congrats, Fridae team! And keep up the great work! :)
2. 2007-02-03 03:47  
Keep up the good work!
3. 2007-02-03 22:19  
What can i say? Way to go!
4. 2007-02-03 22:21  
Congrats to Fridae and Team . : )
5. 2007-02-03 22:25  
Congrats to Fridae for keeping up the good work!
6. 2007-02-04 11:39  
nice.......keep ur good work.....
can u make FridaeIndonesia.com???
7. 2007-02-04 13:26  
I think one of the reasons why Fridae is "one of the stickiest sites" is because its personals pages can take a painfully long time to load.
Comment #8 was deleted by its author
9. 2007-02-04 14:19  
YYeeyy!! yeap.. "one of the stickiest sites" for sure..
ey.. what will the one with the highest heart received will get huh? i always wonder whats the point.. u send hearts.. u receive hearts...
i came across one member with over 50k hearts... can it be convert to cash or something? Firdae??!!! can we? make it worth the time we spend at least can convert them to perks..
one of the main reason fridae is "one of the stickiest sites" is because of the hearts receive and send.. plus those sexy guys of coz.. and gals too..
nothing much to read.. hehe.. juz droolllllll.... (i wish he's my bf...) ahak!
overall.. i love fridae.. do we have free t-shirtS? size S pls.. fridae doin great!
10. 2007-02-05 01:52  
nice nice :-)
11. 2007-02-05 18:43  
But also the average time spent on this site is much longer due to the poor speed of their server and how long it takes to download the pages! And this site constantly is getting stuck on specific pages and often is down....
12. 2007-02-05 22:41  

the perk membership policy and authority of webby to remove pic from menbers' frenz list is authoritative
13. 2007-02-07 10:35  
though fridae is generally a good gay website, i think fridae is ripping me off..

i'm a perk member but most of the time the server is down and it takes 10,000 hours to download a page..

fridae, are you running on a 386 pc?? hmm..

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