Tom Keighley

Amazon and Apple dominate online brown goods market

Amazon and Apple are the two dominant forces in the online brown goods market, research from digital marketing agency Greenlight suggests.

The ’Brown Goods Sector Report“ assessed which brands retailers and review sites were the most visible in both natural/organic search and paid media results.

The research was based on a Google UK search for audio & accessories; cameras & camcorders; PCs & Laptops; phones & accessories; and TVs & DVD players.

It also took into consideration those brands that were prominent on social media networks.

Amazon UK was shown to hold a 30% share of visibility in paid media, and also displayed the most visible unique ad creative, in the audio & accessories subsector, advertising low prices on the iPod Nano.

Apple ranked number 1 for the iPhone search term in the organic listings, and achieved a dominant 37% share of visibility for brown goods searches overall.

Elsewhere in the report is was stated that in May, more than 7 million searches were made for brown goods related keywords.

Searches for PCs and Laptops remained the most popular, accounting for 50% of all brown goods related searches.

For ‘phones & accessories’ O2 was the most visible brown goods website, ranking first across four search terms, including iPhone 4.

Comet was the most visible site for TVs and DVD players, achieving a 57% share of the visibility in natural/organic searches, followed by Argos at 43%.

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