March 27, 2013
Amazon UK relegated to fourth position as Appliances Online jumps four places to rank second and Tesco moves up a notch to take third spot
UK web search volumes for cooking appliances in February surged 5% on the previous quarter and at the expense of refrigeration, dishwasher and laundry products, reveals the latest quarterly research from leading independent digital marketing agency, Greenlight.
Data from the agency's latest '
White Goods Sector Report - Issue 16
', which profiled consumer search behaviour in this sector, found that in February, a total of 784,000 searches were made on Google UK for dishwashers, laundry, cooking and refrigeration products, a 5.5% decline on November's total of 830, 000.
Cooking appliance-related searches on the up
Cooking appliances were the only subsector to see an increase in the volume of search traffic, which increased from 253,232 in November to 265,988 in February making up a 34% share of all white goods-related search queries, up from 30% the previous quarter.
'Microwave' was the most popular keyword accounting for 8% (22,000) of all searches made for this subsector. 'Cookers', 'Microwave oven', 'Slow cooker' and 'Gas cookers' followed with 14,800 searches apiece.
Cooking appliances - Argos maintains leads, Amazon UK slides down the ranks
report also ranked the most visible sites for cooking appliances in Natural Search and Paid Media based on how visible they were for the most popular keyword searches.
Argos topped the table, attaining a 36% share of voice in Natural Search. It was visible to 88,341 cooking appliance-related searches.
Amazon UK, which the previous quarter ranked second behind Argos, was relegated to fourth position as Appliances Online moved up three places to take second spot whilst Tesco moved up a notch to rank third.