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Hitwise Intelligence - Heather Hopkins - UK

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Nike Ipod Tie Up - A Good Match Online

May 24, 2006

Last week in my blog post about the launch of Urge, I mentioned that UK searches for "ipod" were down 67% year on year. Must be time for a next generation iPod? But, I already own two ipods, an iBook and just about every accessory sold by Apple! The partnership announced yesterday with Nike is brilliant. When I run (which I daresay has not been that often of late) I take my Nano tucked into my Nike armband. Integration between my shoes, ears, and iPod seems irresistible!

I looked at Hitwise to see what our data shows about the likely success of the partnership.

Nike Ipod.png

Nike enjoys stronger brand recognition than both Apple and the iPod online. Search volume is one of the best indicators of brand awareness.

Searches for "nike" have been enjoying a steady increase in the past few weeks and overtook searches for "apple", "ipod" and "ipod nano" in late March.

Apple's brand is closely associated with the iPod. The chart illustrates the strong correlation between search volume for "apple', "ipod" and "ipod nano". Notice how closely they track one another, especially since Christmas.

Search term suggestions are a good gauge of brand association. A search term suggestion report for "apple" reveals that the Apple brand is most closely associated with "ipod" followed by "store" and "mac".

Nike's brand is most closely associated with "football" followed by "trainers". The increase in searches for Nike in recent weeks is likely a direct result of controversy surrounding Wayne Rooney's injury and excitement during the FA Cup Final, Champions League Final, and in anticipation of the World Cup. Nike Football's brand is also enjoying a lift due to the Joga TV ads, popular among footie fans.

While Nike may have a stronger brand presence online, Apple brings access to a potentially valuable lifestyle segment, Urban Intelligence. Urban Intelligence is a Mosaic Group described by Experian (who compile the profiles) as "Young, single and mostly well-educated, these people are cosmopolitan in tastes and liberal in attitudes." One in every five visits to www.apple.com last week were from this lifestyle group, which is more than two and a half times the level that were on Nike.com. If Nike is trying to sell trainers to the young, urban hipsters than run each morning listening to music on their iPods - Apple may prove an ideal partnership.

As a gadget geek -an iPod that connects to my trainers and my ear buds should get me training. If not, the guilt I'll feel over the price I will have paid for the bundle should encourage me to hit the streets more often!

Lifestyle Profile - Apple.com versus Nike.com
Swing Nike Ipod.png