White goods pull in nearly a million consumer online searches in lead-up to Christmas

LONDON, UK: In the lead-up to Christmas, white goods attracted 957 000 consumer searches on Google.co.uk, according to the latest quarterly report, White Goods - Issue 11, by leading independent specialist search and social marketing agency, Greenlight. Dishwasher and laundry products had close to 364 000 UK consumer searches, making up a third of the total number of white-goods related queries.

Greenlight's report profiles search behaviour in the white goods sector. It analyses which brands, retailers and review sites were the most visible in both natural* and paid media results** and therefore had the greatest share of consideration when UK consumers searched for white goods on Google UK. The report also assesses which brands interacted well on social media networks.

Overall, Greenlight's analysis established that in November:

The search term 'washing machines' was most queried (49 500 times), and accounted for 5% of all searches made for white goods
Searches for dishwasher and laundry products accounted for over 38% of all searches made for white goods online, proving to be most popular
Comet was the most visible website in the natural search listings, achieving a 68% share of voice. It was visible to a volume of 648 374 white goods-related searches
Appliances Online was the most visible advertiser, achieving a 79% share of visibility in the paid media space
Of the brands analysed in Greenlight's social media analysis, Amazon was the most visible, achieving a Klout score of 65. Samsung had the largest number of followers on its Facebook account, just under 5,500 000
Appliances Online featured at the top of Greenlight's integrated search league table, as it attained a sizeable share of visibility in both the natural search and paid media space

Notes:

*Natural Search - Listings in search engine results pages that appear organically 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, White Goods - Issue 11, profiles search behaviour in this sector. It assesses which brands, websites and review sites are the most visible in natural, paid media results, and social media and hence have the greatest share of consideration when UK-based searchers go to Google UK to find white goods.