Hitwise Intelligence - Robin Goad - UK
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November 09, 2007
iPhone UK launch
It hasn’t received much attention in the media over the last week so you probably haven’t noticed, but the iPhone goes on sale in the UK today. 02 is the exclusive British carrier, although the phone will be available via three separate retailers: 02, Apple and Carphone Warehouse. As the table below illustrates, these three companies combined received over 60% of all traffic from the search term ‘iPhone’ during the 4 weeks ending 3rd November.
When you combine the share of its two sites, Apple received the most traffic from the term - although it’s interesting to see that more people went to the global iPhone page than the UK homepage. A successful paid search campaign has helped www.o2.co.uk rise to the top of the pile: ‘iPhone’ is now third most popular search term sending traffic to its homepage, and it has been steadily increasing its share since the 02 / Apple partnership was announced in September.
The chart below illustrates the volume of UK searches for ‘iPhone, and there are a number of clear peaks. The first, and so far largest, was back in January when the product was first revealed by Steve Jobs at the Macworld convention. The second occurred in the summer, when the product was released in the US, while the third occurred in September when the UK release date was announced. So far this fourth peak hasn’t exceeded the initial January peak, but then we don’t yet have the search data for this week. When we have this data next week we’ll let you know what happened, as well as revealing which of the three retailers saw the biggest boost in traffic to their websites as a result.
Posted by Robin Goad at 11:30 AM
Posted to Gadgets | Retail | Search | Shopping and Classifieds
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Comments
I find it amazing that o2 beat both of Apple's individual websites on the search Iphone and even both of Apples sites combined only just beat o2. Whichever marketing company is promoting o2 for the paid search I want working for me.
Posted by: John at November 9, 2007 06:37 PM
Here is this week's analysis - all three companies saw an online boost last week following the iPhone launch.
http://weblogs.hitwise.com/to-go-uk/2007/11/iphone_winners_and_winners.html
Robin
Posted by: Robin Goad at November 13, 2007 09:50 AM
