Hitwise Intelligence - Heather Dougherty - US
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December 05, 2007
Nintendo Wii Hunt is on - Comparison Shopping Traffic off to Early Start
On Tuesday, Dec. 4, I presented at Search Engine Strategies in Chicago on a panel titled "Shopping Search Tactics". I have included a high level summary of some of the key points from the presentation with some exclusive new analysis.
This year the holiday season started well ahead of the traditional trend for the comparison shopping engines.
For the week ending Dec 1, 2007, traffic to a custom category of the top comparison shopping engines was up 44 percent compared to the same week from the previous year. Traffic to the category has grown steadily since May of this year on October 13, 2007, surpassed the peak traffic levels of the previous holiday season. More growth is expected as we head into what has traditionally been the peak traffic weeks for the comparison shopping engines.
Comparison shopping brands & generic products are most common search terms.
The top search terms by volume driving traffic to the comparison shopping engines (4 weeks ending Dec. 1, 2007) were dominated by comparison shopping eninge brands Shopzilla, Pricegrabber, and Nextag, suggesting brand awareness among consumers and possibly some repeat usage based upon a successful previous visit, recommendation from friends, or marketing campaigns. On average, 23 percent of the visitors to the category have visited in the previous 30 days. For product searches, the Nintendo Wii game console was the only branded product in the top 15 search terms.
Fast Moving Search Terms
Hitwise is now providing fast moving search terms, allowing online marketers to identify the quickest rising search terms within our database. This data is available for search terms by over 170 different industry categories.
The search terms that experienced the highest relative week-over-week growth for the custom comparison shopping category for last week (week ending on Dec. 1) versus the previous week, included a new term 'black monday' indicating that some consumers are combining the terms Black Friday with the new Cyber Monday term.
The hot products for last week were the rc 1776 (a Norelco razor), the kdl-40v3000 (a Sony LCD HDTV), and playstation 3. The ps3 may be experiencing a boost from the very limited supply of Nintendo Wii consoles as we approach the holidays.
Posted by Heather Dougherty at 11:45 PM
Posted to Shopping and Classifieds
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