UK top paid search reveals the popularity gulf between Apple iPhones and Samsung mobiles
Apple has vastly outperformed smartphone rival Samsung in the UK paid search ranks according to research from Kantar Media company AdGooroo.
‘iPhone 7’ was identified as the top term
Using insights from paid search activity on more than 2.5bn search engine results, the study ranked consumer product keywords based on Google UK desktop ad spend from June 2016 to May 2017.
It identified ‘iPhone 7’ as the top term, with retailers spending a total of £5.6m on the term via paid search, over £3.6m more than the next highest keyword. Older iPhone models including the iPhone 6S, iPhone SE, and the iPhone 5S all ranked higher than Samsung’s former flagship device, the Galaxy S6. This is despite seven of the top 20 keywords being related to mobile.
Apple dominated the list, with five iPhone-related terms totalling ad spend of almost £8.9m from retailers, in comparison, Samsung featured one keyword in 16th place, comprising a spend of over £383,000, signaling a disparate contrast in consumer demand or search volume across the brands.
Laptops were the only other consumer electronics device to appear on the list, generating £491,351 in spend from 81 different advertisers.
Eric Marcy, president of AdGooroo, said: “While the UK has faced a tough retail landscape over the past year, paid search remains one of the most effective forms of advertising for retailers because it enables you to connect with in-market consumers who are actively searching for products to purchase.
“Retailers across all sectors need to have a clear understanding of paid search advertising to navigate the competitive landscape and continue to attract consumer spend.”
Reflecting the time of year, the research was conducted, home and garden ware features heavily, even above the Samsung device. The top 20 paid search were: iPhone 7; Pandora; iPhone 6s; engagement rings; mobile phones; fitted wardrobes; iPhone SE; iPhone 5s; mirrors; catalogues; beds; rattan garden furniture; hot tubs; laptops; garden furniture; Samsung Galaxy S6; catalogue, iPhone 6S Plus; flowers and prom dresses.
It's no coincidence the iPhone is such a popular device, it recently reached its tenth anniversary, The Drum looked back at some of its most defining ads.