Apple's revenue may have missed expectations as sales of the iPhone reportedly disappointed. However, data from leading independent digital marketing agency, Greenlight, shows no slump in the number of online searches pertaining to iPhones, in the lead up to Christmas. In fact, search volumes for the term 'iPhone 5' saw a dramatic 594% jump. However, the opposite was true for the term 'Blackberry'. Just last week, its inventor, Research in Motion (RIM), showed off two new smartphones for its newly built BlackBerry 10 operating system.
According to Greenlight's 'Brown Goods Sector Report – Issue 14', in November 2012, a total of 12 million searches were made on Google UK for Audio & Accessories, Cameras & Camcorders, PCs, Laptops and Tablets, Phones & Accessories and TVs & DVD Players, up 5 million on August 2012 levels.
Phones & Accessories-related search terms proved most popular. They accounted for 53% of all Brown Goods-related queries compared to 32% in August, when searches pertaining to PC's, Laptops and Tablets dominated (48%).
'iPhone 5' search volumes see a six-fold rise
According to Greenlight, the term 'iPhone 5' was queried more than 4 million times, accounting for 34% of all Brown Goods-related searches in November, up from August's 673,000.
In the case of 'Blackberry' however, the opposite was true. Greenlight's data shows search volumes for the term totalled 246,000 compared to 301,000 in August.
Apple knocks Amazon UK off top spot to become the most visible site for Brown Goods Greenlight also assessed which brands, retailers and review sites were the most visible in both Natural Search* and Paid Media** results and therefore had the greatest share of consideration when UK consumers searched on Google UK for Brown Goods in November.
Greenlight's Integrated Search league table shows that Apple, which in August lay in fifth place, snatched Amazon UK's lead to become the most visible website overall. In November, it achieved a dominant share of visibility across both the Natural Search and Paid Media listings - 60% and 72%, respectively.
Whilst Amazon UK was relegated to fourth place, it was one of just three sites that managed to hold on to a spot in Greenlight's top ten, from August.
Table 1: Top 10 most visible Brown Goods websites in Natural Search and Paid Media listings (November 2012)
* Natural /organic Search - Listings in search engine results pages that appear because of their relevance to the search terms
** Paid Media – an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.
Greenlight's report, 'Brown Goods Sector Report- Issue 14' profiles Search behaviour in this sector. It assessed which brands, websites and review sites were the most visible in Natural Search, Paid Media results and Social Media and hence had the greatest share of consideration when consumers went to Google UK to search for Brown Goods.
Press Officer for Greenlight
Greenlight is an award winning search marketing specialist and technology firm, the largest of its kind in Europe and the fastest growing. With over 100 blue-chip clients including Santander, Vodafone UK, New Look, Interflora, Co-operative Financial Services, Nespresso and ghd, Greenlight is a leader in the search marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future of search.
Greenlight is considered the premier thought leader in the sector, publishing widely read industry reports, original research, speaking at trade events, and delivering a highly respected search training programme in conjunction with the IDM. Founded in 2001, Greenlight is headquartered in London, with offices in New York. www.greenlightsearch.com