International retailers, supermarkets and mid-market department stores all fared well in terms of search this year, according to Google’s 2011 Zeitgeist.
eBay heads the list for ‘Top Searches for Shopping Brands’, while rapidly growing pureplayer ASOS leads the way accompanied by a slew of international retailers for the ‘Fastest Rising Searches for Shopping Brands’. The fashion giant which has its feet solidly planted under the Australian retail table, experienced a 250% year-on-year growth in searches (compared to 2010) and displaced Woolworths Online to take the top spot.
“Our data shows that this is the biggest year yet for online retail in Australia – even bigger than the record-setting season driven by the strong Aussie dollar last year. The most popular searches for shopping sites are the big Aussie brands. However, the fastest rising search terms indicate that Aussies are still shopping much more overseas right now than in the past,” comments Ross McDonald, Google Australia’s Head of Retail.
Supermarket (Woolworths and Coles) and mid-market department store (Target, Kmart and BIG W) brands also gained popularity and moved up the scale for top searches this year – perhaps not only a reflection of these retailers increasing their online presence, but consumers becoming more familiar and comfortable with shopping online for everyday items.
However, the largest overall swing from last year is evident in the list of fastest rising searches which saw local brands such as Woolworths Online, Grays Online and Clive Peeters, displaced by international brands including Costco, Zara and Etsy.
“A lot of searches that we see at Google include goods connected with apparel and overseas retailers simply because consumers can’t find local retailers who are selling those products. And some of those who do could use online tools better to tell people what brands and products they sell,” says McDonald.
Leveraging Your Brand From a Search Perspective
“Over 50% of Australians research their purchases online before going in-store, so even retailers who are not e-commerce enabled need to have a web and mobile presence,” McDonald advises.
He reminds local retailers not to forget that 24% of shopping-related searches in Australia now come from mobile.
“All businesses should have mobile-friendly websites that prominently display store hours and locations to accommodate people looking for their stores on mobile. Bunnings and Myer have built mobile-friendly websites that provide store locations and trading hours with just a few clicks.”
“Furthermore, they should update their search marketing campaigns to reflect the way Australians are researching domestic and overseas purchases and use mobile advertising to close the gap between online and store.”
Google 2011 Shopping Brand Zeitgeist Lists