Bill Hartzer

We Searched for the iPhone 7 Million Times During April 2008

According to comScore, the company that measures searches on the web, we searched seven million times for the Apple iPhone during the month of April, 2008. They also are reporting that Google delivered a disproportionate number of iPhone-related clicks.

comScore, Inc. (NASDAQ:SCOR) has released a study on “iPhone”-related keyword search phrases . The data is based on information from their comScore Marketer service. The data shows that that 1.3 million people conducted 6.9 million searches for iPhone-related terms in April 2008.

Typically, we have searched on sorts of Apple iPhone-related topics, but the most common keyword search phrase is strictly the keyword “iPhone”. That one keyword generated almost 1.5 million searches. According to comScore, other keyword search phrases ranking high on the list were several keyword phrases related to the upcoming “next generation” iPhone, which includes “iPhone update” (151,000), “iPhone 2.0” (75,000) and “iPhone 3G” (60,000).

What I find interesting is that the phrase “iPhone Speakers” is showing up as a top keyword search phrase.

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For those interested, here are the exact numbers that have been released:

  Top "iPhone"-Related Search Terms
  April 2008
  Total U.S. -- Home/Work/University Locations
  Source: comScore Marketer
  Search Term                 Searches (000)
  IPHONE                              1,488
  IPHONE UPDATE                         151
  IPHONE WEB APPS                       118
  IPHONE MMS                            101
  IPHONE 2.0                             75
  IPHONE 3G                              60
  IPHONE 2                               59
  IPHONE G3                              43
  IPHONES                                38
  IPHONE SPEAKERS                        35

Of the iPhone-related keyword search phrases that generated click-thrus, the vast majority (88.4 percent) occurred on Google, which is actually 33 percent higher than comScore expected given Google’s market share of total Internet search click-thrus. What’s interesting to note is that all other search engines actually generated a lower percentage of iPhone-related clicks than their respective market shares of total search clicks.

  Share of Search Clicks for "iPhone"-Related Search Terms
  April 2008
  Total U.S. -- Home/Work/University Locations
  Source: comScore Marketer
                          Percent of Search    Percent of Total
  Search Engine            Clicks for Term      Search Clicks        Index
  Google                               88.4%             66.5%         133
  Yahoo                                 7.2%             20.0%          36
  MSN-Windows Live                      2.7%              6.9%          39
  AOL                                   1.2%              3.8%          32                               0.6%              2.9%          19
  *Index = Percent of Search Clicks for Term/Percent of Total Search
   Clicks x 100; Index of 100 represents parity

comScore said today, “Not surprisingly, the top destination for iPhone-related searches was Apple Inc., which attracted 17.5 percent of all search click-thrus. Of those click-thrus to Apple Inc., 16.5 percent were the result of paid search and the remaining 83.5 percent were from organic search results. Google Sites, which host significant iPhone-related content on YouTube and Blogger sites, ranked second with 8.8 percent of iPhone-related click-thrus, nearly all of which came from organic search results. NetShelter Technology Media, which owns several Apple and iPhone-specific content sites, ranked third with 8.4 percent.”

ComScore went on to say that “among the top ten destinations, AT&T, Inc. — the lone cell phone carrier for iPhones in the U.S. — had the highest proportion of their search clicks coming from paid links (42.8 percent). Several of the top ten sites had no paid search strategy, but still managed to generate a substantial share of total clicks through organic results.”

  Paid vs. Organic Click-Thrus for "iPhone"-Related Search Destination
  April 2008
  Total U.S. -- Home/Work/University Locations
  Source: comScore Marketer
                         Percent of Total      Percent of Click-Thrus to
  Destination Property    iPhone-Related          Destination Property
                           Click-Thrus            Paid           Organic
  Total Clicks              8.77 MM             0.61 MM          8.16 MM
  Apple Inc.                  17.5%               16.5%            83.5%
  Google Sites                 8.8%                0.7%            99.3%
  NetShelter Technology
   Media                       8.4%                0.0%           100.0%
  AOL LLC                      6.5%                0.0%           100.0%
  Gawker Media                 5.1%                0.0%           100.0%
  CNET Networks                3.7%                0.0%           100.0%
  AT&T, Inc.                   3.3%               42.8%            57.2%
  International Data Group     3.1%                0.0%           100.0%
  Yahoo! Sites                 2.7%                1.3%            98.7%
  ILOUNGE.COM                  1.8%                0.0%           100.0%
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