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24/7 Food Online
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Background
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Singapore Studies
Online Behaviour
Figures show that the 'clickthrough rate' (refers to the number of clicks at a banner, usually calculated per 1000 impressions) for banner ads in Singapore is only 0.17 – the lowest in the world. Although the banner ad is relatively cheap form of advertising, it is clear that this medium’s performance is not effective at all in this market. Marketers and advertisers need to try other kinds of advertising in this country to generate higher levels of effect and cost efficiency. Apart from that, Singaporeans tend to spend a lot of time on internet banking sites. The average duration of time per user spent on these sites for February 2001 was 35 minutes. Visitors to internet banking sites are mainly of male origin, between the age of 25-34 and are either professionals, executives, managers or businessmen. The main online banking site frequented is dbs.com
Singaporeans also tend towards news and information over entertainment sites. Much of this has to do with Singapore’s strict censorship of entertainment content.
Internet users – one in four homes has 2 Personal Computers or more. According to the findings by IDA (Infocomm Development Authority of Singapore), 23 percent of homes here had more than one PC in year 2000. 26.2% of Internet users here are below 15 years old while the 20 to 39 years old users formed 42.1% of the total number of users.
Although the net penetration in Singapore is one of the highest in the world, e-commerce has not really taken flight here. Only about 6% have bought something online. The sentiment pervading is fear because of issues on security of payment.
Its Singapore site has its corporate profile, food selection, community work – basically static information. The site is clearly not geared to nurture customers and develop loyalty through e-marketing strategies.
Burger King does not have a Singapore site. A visit to its International site, there is no indication that Burger King has country sites like McDonalds (optional) and Pizza Hut.
The Pizza Hut local site offers promotions as well as online delivery. Some of their promotions are tied in to their online delivery.
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Feasibility Study of E-Marketing Strategy on Fast Food Industry