Later this week I’ll be sharing some insights at the Australian Retail Symposium 2009 on how specific demographic segments search for retail brands and products. I’ve looked at searches by Australian households in our Hitwise Lifestyle segment, ‘Young Ambition’, who are early adopters of technology and are likely to research products over the Internet. Here’s a sample of their leading electronics search terms during March 2009:
• ‘mobile phones’ was the leading product-related search term, but ‘Young Ambition’ were much more likely to search for ‘mobile phone reviews’ with an index of 485 compared to the online population average (100).
• ‘iphone accessories’ attracted higher volumes of search than ‘iphone,’ suggesting that ‘Young Ambition’ are seasoned iPhone users and are now looking for the latest accessories.
• ‘Omnia’ and the ‘LG Web Slider’ are providing strong competition to the iPhone amongst ‘Young Ambition’ households, with high search volumes compared to the online population.
• ‘navman’ and ‘tomtom’ searches were over-represented amongst ‘Young Ambition’ during Christmas 2008 but were under-represented during March 2009. This suggests that navigation products are becoming less of a fad amongst early adopters.
• ‘headphones’, ‘cameras’ and ‘laptops’ were other leading product search terms. ‘Sennheiser’ related terms also appeared in the long-tail of ‘Young Ambition’ searches.
Retailers can gain an understanding of the products and brands that resound with specific consumer groups by drilling into their search behaviour. Stay tuned for a similar analysis on high-end shoppers and suburban families.