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The greenlight sector

REPORT FOCUS Computing Products TV & Entertainment Products Small Kitchen Appliances Large Kitchen Appliances

An exclusive snapshot of the online Search landscape

MAR 2016

Report Overview Executive Summary This report profiles search behaviour for the online Consumer Electronics sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Consumer Electronics-related terms. In our analysis we established that:

In March, 9.2 million searches were made by consumers searching for Consumer Electronics-related terms on Google UK.

Queries for large kitchen appliances keywords accounted for 39% of all searches made for the sector.

The search term 'xbox' was queried 246,000 times, accounting for 3% of all searches made for the sector.

currys.co.uk was the most visible website in the Natural Search listings, achieving a 65% share of voice.

currys.co.uk was the most visible advertiser in the Paid Media space, achieving a 57% share of voice.

currys.co.uk ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

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March Overview In March 2016, 9.2 million searches were made for Consumer Electronics-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Consumer Electronics market in the past 12 months. Number of searches by subsector At a glance In March, 9.2 million searches were made for consumer electronics keywords. Searches for large kitchen appliances keywords were most popular, accounting for 39% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Consumer Electronics: Overall 9.2 million searches In March 2016, 9.2 million searches were made by consumers searching for Consumer Electronics-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 7,719 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘xbox’ was queried 246,000 times, accounting for 3% of all searches made for Consumer Electronics-related keywords.

currys.co.uk was the most visible website, achieving a 65% share of voice through ranking for 4,129 keywords, including the search terms ‘washing machine’ and ‘fridge freezer’. The 20 most visible websites: argos.co.uk attained a 63% share of voice through ranking for 4,124 keywords, including the search terms ‘coffee machines’ and ‘slow cooker’.

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Consumer Electronics: Computing Products 2.4 million searches In March 2016, 2.4 million searches were made by consumers searching for computing product-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,771 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘ipad’ was queried 201,000 times, accounting for 8% of all searches made for Computing Product-related keywords.

amazon.co.uk was the most visible website, achieving a 57% share of voice through ranking for 821 keywords, including the search terms ‘laptop deals’ and ‘computer’. The 20 most visible websites: argos.co.uk attained a 55% share of voice through ranking for 615 keywords, including the search terms ‘toshiba laptops’ and ‘cheap laptop’.

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Natural Search Consumer Electronics: Large Kitchen Appliances 3.5 million searches In March 2016, 3.5 million searches were made by consumers searching for large kitchen appliance-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 3,379 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘washing machine’ was queried 165,000 times, accounting for 5% of all searches made for Large Kitchen Appliance-related keywords. currys.co.uk was the most visible website, achieving an 84% share of voice through ranking for 2,343 keywords, including the search terms ‘washing machine’ and ‘fridge freezer’. The 20 most visible websites: appliancesdirect.co.uk attained a 70% share of voice through ranking for 2,304 keywords, including the search terms ‘range cookers’ and ‘integrated fridge freezer’.

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Consumer Electronics: Small Kitchen Appliances 1.5 million searches In March 2016, 1.5 million searches were made by consumers searching for small kitchen appliance-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,325 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘microwave’ was queried 90,500 times, accounting for 6% of all searches made for Small Kitchen Appliance-related keywords.

amazon.co.uk was the most visible website, achieving a 78% share of voice through ranking for 1,030 keywords, including the search terms ‘slow cooker’ and ‘air fryer’. The 20 most visible websites: argos.co.uk attained a 74% share of voice through ranking for 831 keywords, including the search terms ‘coffee machines’ and ‘slow cooker’.

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Natural Search Consumer Electronics: TV & Entertainment Products 1.6 million searches In March 2016, 1.6 million searches were made by consumers searching for TV & entertainment product-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,244 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘xbox’ was queried 246,000 times, accounting for 15% of all searches made for TV & Entertainment Product-related keywords. argos.co.uk was the most visible website, achieving a 54% share of voice through ranking for 576 keywords, including the search terms ‘32 inch tv’ and ‘tvs’. The 20 most visible websites:

amazon.co.uk attained a 52% share of voice through ranking for 630 keywords, including the search terms ‘dvd player’ and ‘dvd players’.

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Consumer Electronics: Overall 9.2 million searches In March 2016, 9.2 million searches were made for Consumer Electronics-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 7,719 keywords analysed. The 30 most visible advertisers: At a glance: In March, currys.co.uk was the most visible advertiser, achieving a 57% share of voice through bidding on 3,464 keywords, at an average ad position of 5. amazon.co.uk achieved a 50% share of voice through bidding on 3,723 keywords, at an average ad position of 5.

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Paid Media Consumer Electronics: Computing Products 2.4 million searches In March 2016, 2.4 million searches were made for computing product-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,771 keywords analysed. The 20 most visible advertisers: At a glance: In March, amazon.co.uk was the most visible advertiser, achieving a 54% share of voice through bidding on 705 keywords, at an average ad position of 5. ebay.co.uk achieved a 54% share of voice through bidding on 501 keywords, at an average ad position of 6. apple.com displayed the most visible individual ad creative, achieving a 16% share of voice.

The 5 most visible ad creatives:

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Consumer Electronics: Large Kitchen Appliances 3.5 million searches In March 2016, 3.5 million searches were made for large kitchen appliance-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 3,379 keywords analysed. The 20 most visible advertisers: At a glance: In March, currys.co.uk was the most visible advertiser, achieving an 82% share of voice through bidding on 2,404 keywords, at an average ad position of 5. ao.com achieved a 54% share of voice through bidding on 1,603 keywords, at an average ad position of 6.

sears.com displayed the most visible individual ad creative, achieving an 8% share of voice.

The 5 most visible ad creatives:

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Paid Media Consumer Electronics: Small Kitchen Appliances 1.5 million searches In March 2016, 1.5 million searches were made for small kitchen appliance-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,325 keywords analysed. The 20 most visible advertisers: At a glance: In March, amazon.co.uk was the most visible advertiser, achieving an 83% share of voice through bidding on 1,006 keywords, at an average ad position of 4. argos.co.uk achieved a 44% share of voice through bidding on 381 keywords, at an average ad position of 6. nespresso.com displayed the most visible individual ad creative, achieving a 6% share of voice.

The 5 most visible ad creatives:

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Consumer Electronics: TV & Entertainment Products 1.6 million searches In March 2016, 1.6 million searches were made for TV & entertainment product-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,244 keywords analysed. The 20 most visible advertisers: At a glance: In March, amazon.co.uk was the most visible advertiser, achieving a 44% share of voice through bidding on 541 keywords, at an average ad position of 5. ebay.co.uk achieved a 40% share of voice through bidding on 365 keywords, at an average ad position of 5. bigw.com.au displayed the most visible individual ad creative, achieving a 15% share of voice.

The 5 most visible ad creatives:

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Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

currys.co.uk achieved strong

currys.co.uk and argos.co.uk

currys.co.uk achieved strong

Integrated Search Visibility.

achieved strong visibility in the

visibility in the Paid Media

Natural Search listings.

Space.

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The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance currys.co.uk featured at the top of our integrated search league table, as its combined share of voice was most dominant. argos.co.uk ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.

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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 7,719 Consumer Electronics-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Consumer Electronics sector in March 2016. Due to targeting or language settings, occasionally foreign domains may appear across natural and paid search results. These domains appear in our reports just as they would for a search containing the related keywords.

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If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

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