'iPhone' Searches Spike by 318 Percent

iPhone Australian Launch – Features and Applications driving Consumer Hype

Melbourne 18 June 2008 - Searches for the 'iphone' by Australian Internet users increased by 318 percent during the week ending 14 June 2008, according to Hitwise Australia , the leading competitive intelligence service.

Hitwise measured over 6,700 search variations on 'iphone' for the 4 weeks ending 14 June 2008, reflecting the hype generated by the announcement of an official launch date. Leading search variations on 'iphone' included 'iphone australia', 'apple iphone', and 'iphone 3g.

Australian Volume of Searches for 'iphone' search terms

Pre-Launch Analysis

To analyse the consumer buzz leading up to the announcement of a launch date, Hitwise compared iPhone search queries related to the release date, reviews and news, carriers and features and applications.

The analysis demonstrated that a large component of consumer search was around the features and third-party applications of the iPhone; search examples include, 'iphone applications', 'iphone games' and 'iphone specs'. For marketers in the electronics space, this type of analysis highlights that communications and messaging around product features is crucial in a launch strategy

Analysis of iPhone Search Variations

While News and Media websites accounted for 11.49 percent of search traffic on the term 'iphone' for the week ending 7 June 2008, there is likely to be increased traffic volumes from 'iphone' to Telecommunications and Electronics retail websites, as iPhone distributors ramp up their campaigns.

For more information email press.au@hitwise.com  or contact Rheika Tompkins on 03 8530 2400.

About Hitwise

Hitwise is the leading online competitive intelligence service. Only Hitwise provides its 1,400 clients around the world with daily insights on how their customers interact with a broad range of competitive websites, and how their competitors use different tactics to attract online customers.

Since 1997, Hitwise has pioneered a unique, network-based approach to Internet measurement. Through relationships with ISPs around the world, Hitwise’s patented methodology anonymously captures the online usage, search and conversion behavior of 25 million Internet users. This unprecedented volume of Internet usage data is seamlessly integrated into an easy to use, web-based service, designed to help marketers better plan, implement and report on a range of online marketing programs.

Hitwise, a subsidiary of Experian (FTS: EXPN)  operates in the United States, United Kingdom, Australia, New Zealand, Hong Kong and Singapore. More information about Hitwise is available at Hitwise.

For up to date analysis of online trends, please visit the Hitwise Intelligence-Analyst Weblogs at http://weblogs.hitwise.com and the Hitwise Data Center.