Last updated on April 16, 2014 at 21:24 EDT

Consumer Searches for White Goods Show Signs of Being Static

April 18, 2012

LONDON, April 19, 2012 /PRNewswire/ –

UK online searches for cooking, refrigeration, and dishwasher and laundry products
seem to have remained static going by the latest quarterly research from leading
independent digital marketing agency, Greenlight [http://www.greenlightdigital.com ]. It
reveals online queries for white goods products totalled 1 million in February, showing
little rise on November 2011′s 957,000 and those of August 2011 which also stood at 1

However, with market intelligence provider Key Note, predicting the UK white goods
market will reach a value of GBP3.81 billion by 2015, retailers should be looking to make
the most of online channels, in tandem with those offline, so as to drive traffic to their
sites and be in with a chance of capturing a slice of the predicted revenues.

Greenlight’s research ‘White Goods Sector Report – Issue 12
[http://gossip.greenlightdigital.com/sector-reports-white-goods/white-goods-sector-report-issue-12-february-2012 ]
‘ profiled UK search behaviour in the white goods sector. This it
did via analysis of online search-related data sourced from Hydra’s One Platform
[http://www.onehydra.com ], a leading provider of SaaS tools for digital marketers.

Key findings pretty much mirrored those of its November 2011 report and showed:

        - The search term 'washing machines' was queried 49,500 times, accounting
          for 5% of all searches made for the sector.
        - Searches for dishwasher and laundry products accounted for over one third
          (38%) of all searches made for white goods online. Refrigeration products accounted
          for 34%.
        - Searches pertaining to cooking appliances totalled 290,483 and accounted for
          the smallest share of white goods-related queries, 28%.
        - In February, Comet was the most visible website in the natural search
          [http://www.greenlightdigital.com/search-engine-optimisation ] listings, achieving a
          71% share of voice.
        - Appliances Online was the most visible advertiser, achieving a 73% share of
          visibility in the paid media space.
        - Appliances Online ranked at the top Greenlight's integrated league table,
          charting the most visible websites for white goods, as it attained sizable visibility
          in both the natural search listings and paid media
          [http://www.greenlightdigital.com/paid-search ] space.
        - According to Greenlight's Social Media analysis, Amazon UK was the most
          visible brand, achieving a Klout score of 69.

According to Key Note, a major influence in the white goods market is awareness
concerning the environment. This combined with spiralling energy costs is fuelling
consumer demand for energy-efficient products. In addition, some white goods, which were
previously considered luxuries, have also impacted the market as they are now considered
standard home appliances.

However, Key Note predicts that between 2011 and 2015, the UK white goods market will
increase by 7.3% with cooking appliances experiencing the greatest growth – 8.6% over the
period, as a result of growing consumer interest in home cooking and concerns over healthy

About Greenlight:

Greenlight is a leading independent digital marketing agency, the largest of its kind
in Europe and the fastest growing. With over 100 blue-chip clients including Santander,
New Look, Sky and ghd, Greenlight is a leader in the digital marketing space, and is
recognized worldwide for its commitment to delivering record ROI for its clients and
investing in the future.

Greenlight is considered the premier thought leader in the sector, publishing widely
read industry reports, original research, speaking at trade events, and delivering a
highly respected digital marketing training programme via the Greenlight Academy. Founded
in 2001, Greenlight is headquartered in London, with offices in New York.


SOURCE Greenlight

Source: PR Newswire