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Thursday, October 28, 2004

Most Popular Terms, Brands and Word Count Searches on the Internet

Hitwise reports that while eBay is the most visited online shopping and auction destination, it also is the most searched-for brand in the entire Shopping category. According to the four week Search Term Data study ending Sept. 25, 2004, the popularity of the term "ebay" dwarfs the level of search-engine queries for all other retailers fivefold or more.

"ebay" commanded 1.49 percent of queries across all major search engines that delivered traffic to Shopping and Classifieds sites. Meanwhile, "walmart" represented 0.28 percent of all searches; "best buy" 0.26 percent; "amazon.com" 0.24 percent; home depot 0.24 percent; and "target" 0.22 percent.

"Bill Tancer, Vice President of Research, says "Considering (the "ebay") massive consumer appeal, both small and mega online retailers should consider eBay not only as a competitor, but also as a potential partner in their ongoing customer acquisition and e-commerce strategies."

Among the top 50 brand-specific search terms delivering traffic to the shopping category, retailers dominated over product-specific brands. Highlights include:

- Fall sports make "sporting goods" the number-one product search term. And with Halloween approaching, "halloween costumes" was the second most popular search term.

- Eight of the top 50 product search terms included the word "books", driven largely by college students on the prowl for affordable texts.

- Fifty-two percent of search-engine queries delivering traffic to shopping sites included only one or two words.

Queries Resulting in Visits to Shopping & Classifieds Category

• 1 word 19.61%
• 2 words 32.40%
• 3 words 23.66%
• 4 words 12.67%
• 5 words 6.00%
• 6 words 2.79%
• 7 words 1.34%
• 8+ words 1.53%

Source: Hitwise U.S. Search Queries Report, Four Weeks Ending 09/25/04

Top 25 Search Terms By Brand & Product resulting in Visits to Shopping & Classifieds

Source: Hitwise U.S. Data, Four Weeks Ending 09/25/04

Top 25 Shopping & Classifieds Web Sites

Source: Hitwise U.S. Data Week Ending 09/25/04

Research Brief for Thursday, October 28, 2004:
http://www.centerformediaresearch.com/cfmr_brief.cfm?fnl=041028

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