comScore, the company that “measures the digital world”, has released the results of a study on USA search activity releated to the Apple iPhone. According to the results of the study, there was an average of 274,000 keyword searches per week since the start of 2007.
When the Apple iPhone was first announced at Macworld on January 9th, 2007, iPhone-related keyword search activity went up to more than 1.1 million searches during the week ending January 14, 2007. From February through May, the number of weekly searches ranged between 80,000 and 200,000, which still represented very high levels of search activity for an individual product.
By comparison, even during the post-announcement period the number of iPhone-related searches was comparable with the number of searches for Motorola’s “Razr,” a well-established and popular cell phone already available to consumers.
As Apple’s major iPhone advertising campaign touched off in June, search activity once again spiked with 704,000 iPhone-related searches for the week ending June 10, followed by 727,000 during the week ending June 17, and finally peaking with 1.2 million for the week ending June 24.
Through June 24, 2007, nearly 6.9 million searches were conducted that included the term “iPhone.” Of those searches conducted, more than half (3.7 million) were for “iPhone,” while nearly one in ten (638,000) were for “Apple iPhone.” The most common related topics were price (“iPhone Price” with 217,000 searches and “Apple iPhone Price” with 57,000 searches) and release date (“iPhone Release Date” with 87,000 searches and “Apple iPhone Release Date” with 26,000 searches).
Top Click-Thru Destinations from iPhone-Related Searches
Week Ending Jan. 7, 2007 - Week Ending Jun. 24, 2007
Total U.S. - Home/Work/University Locations
Source: comScore qSearch
Searches Share of
Search Term (000) Searches
Total iPhone-Related Searches 6,860 100.0%
iPhone 3,722 54.3%
Apple iPhone 638 9.3%
iPhone Price 217 3.2%
iPhone Release Date 87 1.3%
Apple iPhone Price 57 0.8%
iPhones 41 0.6%
iPhone Cingular 36 0.5%
New Apple iPhone 34 0.5%
Apple iPhone Mobile Phone 26 0.4%
Apple iPhone Release Date 26 0.4%
iPhone-related searches generated more than 7.8 million click-thrus to Web sites since the beginning of the year, led by Apple.com with 2.3 million. Other top click-thru destinations include top gadget blogs Engadget.com (288,000 click-thrus) and Gizmodo.com (272,000 click-thrus). Meanwhile, the Web sites for AT&T and Cingular, which have the exclusive carrier rights to the iPhone, generated 151,000 and 124,000 click-thrus, respectively.
Top Click-Thru Destinations from iPhone-Related Searches
Week Ending Jan. 7, 2007 - Week Ending Jun. 24, 2007
Total U.S. - Home/Work/University Locations
Source: comScore qSearch
Click-Thrus Share of
Web Domain (000) Click-Thrus
Total iPhone-Related
Search Click-Thrus 7,873 100.0%
Apple.com 2,363 30.0%
Engadget.com 288 3.7%
Gizmodo.com 272 3.5%
Blogspot.com 217 2.8%
Google.com 199 2.5%
ATT.com 151 1.9%
Cingular.com 124 1.6%
YouTube.com 113 1.4%
EverythingiPhone.com 89 1.1%
CNET.com 85 1.1%
What I find interesting is that more people are turning to sites other than search engines to find product-related information. For example, more people turned to Apple.com, Engadget.com, Gizmodo, and Blogspot.com than Google.
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