Two of the biggest products which are going to be filling stockings this Christmas are Apple’s iPad and Amazon’s Kindle. Around this time last year when the Kindle 3 was launched, there were four times as many searches for iPads as there were for Kindles. Looking at the latest search data iPad is still the more popular product but the gap has narrowed between the two.
According to Experian Hitwise, both “Kindle and iPad saw a 40% increase in searches in the busy post-Christmas period around Boxing Day and 27 December 2010. Searches for iPads also increased dramatically in the first week of March 2011 when the iPad 2 was launched. However, after the launch of the iPad 2 searches have flattened out and now iPad consistently receives twice as much search volume as the Kindle.”
What’s more interesting is the overlap in searches for both gadgets. The searches for iPad and Kindle for the 12 weeks ending 30 July 2011, revealed that “65% of people searched exclusively for iPad, 27% searched exclusively for Kindle and 8% of people searched for both iPad and Kindle,” Hiwise reports.
Hitwise further says that “of all of the people that searched for an iPad during the 12 week period, 22% also searched for Kindle, whereas of all the people that searched for a Kindle, 10% also searched for an iPad.”
“This core 8% demographic of people searching for both iPad and Kindle is an intense fighting ground for Apple and Amazon to win over new customers. Using Mosaic we can see the three groups of people that are strongly represented in this middle ground are Alpha Territory (60% more likely than the average Internet user to search for iPads and Kindles), Professional Rewards (15% more likely) and Liberal Opinions (21% more likely), three very affluent groups that are tech savvy and have a lot of disposable income to spend on gadgets,” said Hitwsie.