By Daniel Hunter
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%).
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.
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.
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