Insights / News

Google Zeitgeist: eBay and ASOS Most Searched Brands in 2011

International retailers, supermarkets and mid-market department stores all fared well in terms of search this year, according to Google’s 2011 Zeitgeist.

Google has unveiled it 2nd annual Australian ‘Brand Zeitgeist‘, revealing which brands ‘clicked’ with local consumers in 2011.

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

Google Zeitgeist 2011

Nirosha Methananda

Article by

Nirosha is a content creator for The Media Pad, publisher of Power Retail. Coming from a marketing and communications background (in the legal, retail and online industries), Nirosha is excited to be able to put her knowledge and experience to work for Power Retail. Recently engaged, Nirosha is immersing herself in the joys of wedding planning! She is also an avid reader (of mostly fiction), always keen to get onto the golf course, likes to paint, tries to sing and is able to recall useless celebrity facts at the drop of a hat!

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6 Comments

    • Cheryl
    • 8th December

    As far as saving when buying on eBay goes:

    Use a site like Ebuyersedge.com to set up saved searches. You get an e-mail whenever a matching item is newly listed. Especially good for “Buy It Now”s that are priced right.

    Try a misspelling search using a site like Typojoe.com to hopefully find some great deals with items that have main key words misspelled in the title. Other interested buyers might not ever see them.

    If you see an auction that you want to bid on, use a sniping service such as Bidball.com to place your bid for you. It’ll bid in the last few seconds, helping you to save money and avoid shill bidding.

    Reply
    • Mark Schroeder
    • 8th December

    Nirosha, Power Retail is starting to look like a breathless ecommerce industry PR operation which undermines the credibility of articles like this. The headline of this article reads “eBay and ASOS Most Searched Brands in 2011″ but in fact the article is about “‘Top Searches for Shopping Brands”.

    There’s a very significant difference and your headline is clearly inaccurate and misleading. Power Retail needs to be channel agnostic in order to maintain a credible voice.

    Reply
  • Hi Mark,

    Thanks for reading Power Retail and for your feedback.

    I had no intention of the title being misleading and simply wanted to highlight that according to the Google Zeitgeist, eBay and ASOS came out on top.

    Within the first couple of sentences of the article I mention that these retailers topped the ‘Searches for Shopping Brands’ and go on further in the article to give the actual listed results, which clearly indicate the article is about the ‘Most Searched Shopping Brands’.

    Reply
  • Hi Mark,
    As publisher, I take on board your comment that we are starting to look like a breathless ecommerce industry PR operation and thank you for the compliment.

    We are unashamedly pro-ecommerce and never intended to be channel agnostic. Power Retail launched in 2010 as a news and information resource for online and multichannel retailers. The bigger agenda was to drive interest and activity in ecommerce in the Australian market. No-one can deny 2011 has been a big year in online retail, and the industry now has a regular source of dedicated ecommerce news and information.

    However, if we’re only ‘starting’ to look that way, then we’ve got more work to do. The (huff) breathlessness will (huff) continue.

    Reply
  • Nirosha, Power Retail is starting to look like a breathless ecommerce industry PR operation which undermines the credibility of articles like this. The headline of this article reads “eBay and ASOS Most Searched Brands in 2011″ but in fact the article is about “‘Top Searches for Shopping Brands”.

    Reply
    • Yes, we heard you the first time and responded – see above.

      Reply

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