Game, Set, Match:

Wimbledon Web

Insights June 2015

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Wimbeldon.com

Traffic Stats Each year, Wimbledon attracts more and more digital spectators to browse, watch, and shop during the

tennis match in England. Looking at the historical data, visits to the Wimbledon website increased more

than 200% on the first day of the tournament. In a year-over-year comparison, the number of desktop

visits increased 20% from 20.7 million in 2013 to 25.7 million in 2014.

With only a couple of days left before the start of the competition, we predict that interest in the 2015

Wimbledon matches will exceed that of the previous championship, since this week’s Web traffic has

already increased by more than 330%.

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However, the subdomain representing the shopping section of the Wimbledon website, shows a 16%

decrease in year-over-year desktop visits between 2013 and 2014.

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Over the last 28 days there has been a gradual increase in visits to Wimbledon’s shopping section.

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Geography

Wimbledon is indeed an international event. This is reflected in the website’s global audience from 134

countries and territories around the globe.

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Traffic Sources

Wimbledon.com receives a huge amount of traffic from Search.

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Besides English, East Asian languages feature prominently among the most popular search terms. This

includes Japanese, Chinese and Korean.

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Most Searched for Players

A closer look at search terms reveals which players drive the most search traffic to the Wimbledon.

# Top Player Searches Country

1 Roger Federer Switzerland

2 Hyeon Chung South Korea

3 Benjamin Becker Germany

4 Rafael Nadal Spain

5 Sania Mirza India

6 Serena Williams USA

7 Sergiy Stakhovsky Ukraine

8 Petra Cetkovska Czech Rep.

9 Andy Murray UK

10 Kyle Edmund UK

Most Popular Players Analysis of the Popular Pages of Wimbledon.com shows the most viewed player’s profiles over the last

28 days. The difference between the most viewed and most searched players is telling.

# Top Players Country Traffic Share

1 Roger Federer Switzerland 0.21%

2 Novak Djokovic Serbia 0.15%

3 Andy Murray United Kingdom 0.09%

4 Rafael Nadal Spain 0.08%

5 Serena Williams USA 0.07%

6 Dustin Brown Germany 0.07%

7 Stan Wawrinka Switzerland 0.06%

8 Petra Kvitova Czech Republic 0.06%

9 Maria Sharapova Russia 0.06%

10 Philipp Kohlschreiber Germany 0.06%

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Mobile Another interesting fact that characterizes Wimbledon’s online audience of is that the share of mobile

and desktop visits to the website is almost equal (48% mobile).

Moreover, the website engagement stats for desktop and mobile users are very similar.

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Wimbledon Online Store

Here are the most popular categories and products visited in the Wimbledon online store over the last

28 days (as of June 26th).

Most Popular Categories

# Top Categories Traffic Share

1 The latest Wimbledon fashion 0.90%

2 2015 Championships Towels 0.79%

3 Ralph Lauren Men’s 0.62%

4 Wimbledon Accessories 0.39%

5 T-shirts 0.39%

6 Sports Bags 0.34%

7 Outlet 0.34%

8 Ralph Lauren Headwear & Accessories 0.34%

9 Homeware 0.28%

10 Gifts 0.28%

Most Popular Goods

# Top Products Traffic Share

1 Wimbledon Mens Championship Towel 2015 – Green 0.90%

2 Wimbledon Mens Jacquard Stipe Pique Polo 0.51%

3 Wimbledon Crossed Rackets Logo Mug 0.28%

4 Wimbledon Large Golf Umbrella with Fibre-Glass Shaft Purple 0.23%

5 Wimbledon Logo & Scroll Embroidered Patch Cap – Navy 0.23%

6 Wimbledon PVC Tennis Racket Key ring – Green 0.23%

7 Wimbledon Crossed Rackets Magnet 0.17%

8 Wimbledon Mens Guest Towel – Green 0.17%

9 Wimbledon Classic Full Zip Hoodie Navy 0.17%

10 Wimbledon Takeaway Mug 0.17%

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Sponsors Sponsors stand out in the outgoing links section of Wimbledon’s website. Wimbledon.com sends its

traffic to the following websites:

# Website Official Title Outgoing Traffic

Share

1 stellaartois.com Official Beer 0.68%

2 ibm.com Official Information Technology 0.67%

3 evian.com Official Water 0.24%

4 ralphlauren.co.uk Official Outfitter 0.13%

5 lavazza.com Official Coffee 0.06%

6 lanson.com Official Champagne 0.05%

Conversion Rate The traffic to Popular Pages for Wimbledon’s shopping subdomain – shop.wimbledon.com – suggests

that there will be a higher conversion rate in 2015 than in the two previous Wimbledon tournaments.

Period Traffic Share to the Receipt Page

Wimbledon 2013 0.20%

Wimbledon 2014 0.12%

Last 28 days (of June 26) 2015 0.28%