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Hitwise Intelligence - Robin Goad - UK

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Apple the most searched for consumer electronics brand as iPad launches in the UK

May 28, 2010

Apple’s iPad finally goes on sale in the UK today, supported by an advertising campaign and the usual smattering of media coverage. UK Internet searches for the device have been increasing in anticipation of the UK release; for the week ending May 22nd the iPad was the most searched computer in the UK, accounting for 24% of all laptop related searches.

As the chart below illustrates, when the iPad was first announced back in January there was a massive surge in searches. In fact, during the week ending January 30th there were three times as many searches for the iPad as for TVs TVs. Given all the marketing and press coverage Apple and the iPad are receiving this week, we expect UK searches for the iPad to overtake TV’s this weekend, even despite the surge in demand for TVs in the run up to the world cup.

UK_Internet_searches_for_Apple_iPad_iPhone_and_TVs_televisions_2010_2009_chart.png

However, the iPad still has a way to go before it overtakes the iPhone to become the UK’s most searched for consumer electronics product: last week there were six times as many searches for the iPhone than for the iPad. But overall Apple is the most searched for consumer electronics brand in the UK, with its products and brands accounting for 10% of all consumer electronic searches during the week ending May 22nd. Given yesterdays news that Apple has now overtaken Microsoft to become the biggest technology company in the world by market capitalization, it would seem that this brand strength is paying financial rewards for Apple. However, the appearance of HTC (which manufactures the most popular Google phone) in the list should act as a warning to Apple that it faces stiff competition from Google’s Android operating system in the mobile phone and portable device market.

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UK Internet traffic to the official iPad website increased significantly in the run up to the launch. Over 30% of visits to the site during the 4 weeks ending May 22nd came from London and the South East, and people from London in particular are significantly over represented as visitors to the site. People living in West London are 83% more likely to visit the site than the UK average, while for those in East London the figure is 74%. This is also reflected in the type of customers that visited the site of the same period. The two most over-indexed Experian Mosaic groups visiting the iPad homepage are currently Alpha Territory (defined as “People with substantial wealth who live in the most sought after neighbourhoods”) and Liberal Opinions (“Young, well educated city dwellers enjoying the vibrancy and diversity of city life”).

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The data in the post is taken from Experian Hitwise Hot Consumer Electronics List. If you want to find out more about this product, please get in touch with your Client Development Manager or contact us here.