Bill Hartzer

Keyword Searches Related to Apple iPhone

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.

If you’re interested, my Podcast Alley feed is here. {pca-547bf1a36768a1a7c722030ce96fb363}

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