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Apple and Amazon dominate online space for Brown Goods / Research from Greenlight

Amazon UK was the most visible brown goods advertiser online whilst Apple remained the most visible website for brown goods-related searches, reveals the latest research from leading independent digital marketing agency, Greenlight.

Greenlight’s ‘Brown Goods Sector Report – Issue 12’ 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 Audio & Accessories, Cameras & Camcorders, PCs & Laptops, Phones & Accessories and TVs & DVD Players. The report also highlights those brands that interacted well on Social Media Networks.

According to the report, Amazon UK achieved a 30% share of visibility in Paid Media. It also displayed the most visible unique ad creative, in the Audio & Accessories subsector, advertising low prices on the iPod Nano.

Through ranking at position 1 for the search term ‘iPhone’, in the organic listings, Apple attained a dominant 37% share of voice for brown goods-related searches overall.

Expected to launch in September with a release date sometime in October, the keyword ‘iPhone 5’ received the highest number of queries – 450,000, and accounted for 6% of the total number of searches for brown goods products in May and 21% of those made for the Phones & Accessories subsector. The keyword ‘iPhone 5’ was closely followed by ‘iPad 3’ and ‘Blackberry’.

Other key findings from Greenlight’s report reveal:

  • In May, more than 7 million searches were made for brown goods-related keywords
  • Searches for PCs & Laptops remained the most popular, accounting for 50% (over 3.5 million) of all brown goods-related searches. Phones & Accessories followed over 2.1 million searches (30% share)
  • The term ‘iPad 3’ received 301,000 queries and made up the majority (9%) of searches pertaining to the PCs, laptops & tablets sub-sector
  • For Phones & Accessories, O2 was the most visible brown goods-related website, ranking in first place for four search terms including ‘i phone 4’. Orange was the most visible advertiser
  • Comet was the most visible site for TVs & DVD players achieving a 57% share of voice in natural search through ranking at position one for 25 keywords including ‘cheap LED TVs’. Argos followed with 43%


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