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SMRT a major Singapore hit on the Web in December

F.Y. Teng | Jan. 12, 2012
During two weeks last month, “SMRT” was the top search term used by Singaporeans.

Last month saw three major SMRT train service disruptions in Singapore. SMRT is Singapore's premier mass transit services operator, so naturally, the incidents aroused as much public interest, if not more, online than anywhere else.

Data released by online competitive intelligence service Experian Hitwise on Monday show “SMRT” and related terms–including “SMRT twitter”, “SMRT CEO”, “SMRT CEO Saw Phaik Hwa”, “SMRT news”, “SMRT Facebook” and “SMRT disruption”–to be among the top search terms of December 2011. In fact, said an Experian Hitwise statement, an increase of 38 percent in related search clicks on all search engines in Sginapore was registered during the week after the disruption of SMRT’s train services in Singapore (the week of December 19).

Search terms directly or indirectly referencing Saw Phaik Hwa, the ex-CEO of SMRT, generated heavy traffic in a number of social media sites and community forums, including Facebook and Singapore HardwareZone Community. At the same time, the SMRT corporate site was the top website receiving traffic from the abovementioned search terms during and after the incident/s.


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