Hitwise Search by Audience Has You Covered
Are you struggling for last minute Christmas gift ideas? You aren’t alone. No matter how much we organise in advance, searches for “gifts” or “presents” still peak the week before Christmas. We’re also trending almost identical to last year, with searches climbing steadily since mid-November.
So, Hitwise has combined our search insights with online behavioural and consumer survey data, to find those trending, yet personalised, gift ideas. See what’s on the wish list for – The Foodie, The Techie, The Fitness Fanatic, and The Jetsetter.
For the Foodie (which includes people who enjoy eating out, visit food and restaurant sites, and search for recipes), the “Fitbit Versa” and “Air Fryer” are top on their product searches. Male Foodies are 480% more likely to search for “Samsung Tablets”, and 120% more likely to search for “Smart Watches”. Female Foodies also have the “Dyson V6 Animal” and “Soda Stream” on their wish lists. The appeal of ‘Google Home’ may relate to step-by-step cooking instructions feature from Google Assistant
For the Techie (which includes people who read IT magazines, or visit Electronic sites online), there’s no surprise that electronics and smartphones are high on their lists. The “Samsung Galaxy S8” and “Google Pixel 3” tops product searches for both Male and Female Techies. Other smartphones, like the “Oppo A73” and “iPhone XR”, also appear for Male Techies. Whereas, Female Techies are more likely to search for “Sony Wireless Noise Cancelling” headphones and the “Fitbit Charge 3”.
The Fitness Fanatic
For the Fitness Fanatic (which includes people who visit Sport & Fitness sites, or search for terms like “gym” and “crossfit” etc.), the Fitbit is another yearly favourite, particularly for females. Both males and females are over 30% more likely to search for the “Fitbit Versa” and “Charge 3”. Like the Foodie, the Fitness Fanatic also have their eyes on smart watches and home tech, like the “Google Home”.
And finally, for the Jetsetter (which includes people who are planning a holiday and visiting Travel sites), Apple products like the Macbook and Airpods are top of their lists. Similar to the Techie, the Male Jetsetters are also over 500% more likely to search for the “Oppo A73”. Female Jetsetters are 175% more likely to look for the “Soda Stream”.
Have you got your last minute gift ideas?
Search is one of the best indicators of consumer intent. By looking at top searches going to the retail industry, you can identify the trending products for the year. More importantly, the ability to look at these searches by specific audiences, from the Foodie to the Jetsetter, allows you to identify the unique interests of particular segments. This would be the starting point for any retailer or brand looking to target or acquire new audiences.
For more information on our audience analytics and search intelligence services, contact us here.
The Foodie: Visitors to the Food & Beverage Industry, Searchers for “Recipes” or “Restaurants” or variations of the term, People who enjoy eating out at restaurants.
The Techie: Visitors to the Electronics Industry, People who read technology and IT magazines.
The Fitness Fanatic: Visitors to the Electronics industry, Searchers of fitness terms like “crossfit” and “gym”.
The Jetsetter: Visitors of the Travel Industry, People who are planning a holiday.
Search Terms: Top over-indexed searches to the Shopping & Classifieds industry
Index: % shows how much the segment is more likely to search for the particular term, compared to the general online population.
Period: 4 weeks to 15/12/2018 vs. 4 weeks to 23/12/2017.