Argos beats Amazon and Currys to top integrated search ranking for consumer electronics, according to report

The research collected 7,750 consumer electronics-related terms queried by online consumers and analysed search result breakdowns across organic search, paid search and multiple platforms. In June this year, 6.1 million queries were made in total by consumers searching for consumer electronic-related terms across all platforms.

A more detailed breakdown of the figures revealed Amazon achieved the highest results share for organic search on all consumer electronics via laptop/desktop with a 38 per cent reach, ahead of Wikipedia.org (31 per cent), Argos (29 per cent), Currys (24 per cent) and Tesco (23 per cent). In June, the keyword ‘Xbox’ was queried 301,000 times, which accounted for seven per cent of all searches made using laptops/desktops. Other popular search terms included ‘cheap TVs’, ‘cheap LED TV’, ‘touch screen laptops’ and ‘washer dryers’.

On mobile devices for organic search, Amazon again came out on top, this time with a 57 per cent reach. Argos took a 46 per cent reach, Wikipedia.org 38 per cent, Curry’s 35 per cent and Tesco 33 per cent. Popular search terms on mobile included ‘iPad mini’ - which accounted for seven per cent of all searches made with 110,000 queries – ‘cheap laptops’, ‘Miele washing machine’ and ‘small microwave’.

On paid search results across laptop/desktop, JohnLewis.com took a 63 per cent share of the voice through bidding on 5,425 keywords and achieved an average ad position of five. Of 4.5 million searches, Argos achieved a 61 per cent share through bidding on 4,714 keywords and took an average ad position of six. eBay took a higher ad position of three but achieved a lowed share of the voice at 55 per cent. Curry’s sat equal to eBay in terms of reach at 55 per cent and took an ad position of four. Sitting fifth place on the table with a 45 per cent share and ad position of seven was Amazon.

On mobile 1.6 million searches were made in June for consumer electronics and on paid search results Curry’s came out on top with a reach of 49 per cent through bidding on 3,691 keywords and an average ad position of three. Argos was just behind with a 48 per cent share of voice through bidding on 3,654 keywords, achieving an average ad position of four. Tesco took a 37 per cent share and ad position of four, PC World had an ad position of three and reached a 25 per cent through bidding on 970 keywords, while John Lewis reached 18 per cent and an ad position of four based on 1,666 keywords.

In terms of the social media influence of the most visible integrated search brands, Wikipedia.org had the highest Klout score (97), in front of Ebay at 92, Very.co.uk at 80, Appliancesonline.co.uk at 79 and Currys at 69. Argos ranked eighth with a score of 68, just ahead of Amazon at 67.