Despite UK recession, white goods pull in nearly 1 mn pre-Christmas online searches

Despite a 17-year high unemployment rate, and the spectre of the UK being stuck on the fringes of a recession, in the lead up to Christmas, white goods attracted 957,000 consumer searches on Google.co.uk, reports the latest quarterly, White Goods – Issue 11, by leading independent specialist search and social marketing agency, Greenlight.

Dishwasher and laundry products had close to 364,000 UK consumer searches, making up a third of the total number of white-goods related queries.

Greenlight's report profiles search behaviour in the white goods sector. It analyses which brands, retailers and review sites were the most visible in both natural search  (listings in search engine results pages that appear because of their relevance to search terms) and paid media (per click) results and therefore had the greatest share of consideration when UK consumers searched for white goods on Google UK.

The report also assesses which brands interacted well on social media networks.

Overall, Greenlight's analysis established that in November the search term 'washing machines' was most queried (49,500 times), and accounted for 5 per cent of all searches made for white goods.

Searches for dishwasher and laundry products accounted for over 38 per cent  of all searches made for white goods online, proving to  be most popular. Consumer electrical products maker Comet, owned by Kesa Elctricals, was the most visible website in the natural search listings, achieving a 68-per cent share of voice. It was visible to a volume of 648,374 white goods-related searches