Picking Blackberries Online: A Look at Smartphone Search

Lasse Kristensen/Shutterstock

I once owned a Blackberry.  I liked BBM, that blinking red light and being able to tell everyone that my messages were “encrypted.” That was until I owned an iPhone. Now we have all heard the debate, Mac or PC, iPhone or Blackberry, Firefox or Internet Explorer… everyone has their reasons and I have mine.

Each phone has their unique features, but no matter which device is actually better, people are continuing to buy Smartphones.

Looking on compete.com I searched the keyword “smartphone”. My search showed that the top 25 search referrals are:

 Sites referred to by smartphone from 07/19/2011 - 10/17/2011Industry CategoryVolumePaid ShareNatural ShareAvg. Site Referrals
12facebook.comPersonal Networking1.44%0.00%100.00%525,556,662
13toptenreviews.comMass Merchant and Department Store1.37%0.00%100.00%873,586
16wirefly.comWireless Agent1.12%100.00%0.00%679,820
17walmart.comMass Merchant and Department Store1.09%--16,755,011

Looking at the top 25 search referrals we find that Blackberry.com sees more visitors searching for smartphones, than Apple.com does. Apple.com has 100% paid search referrals for the keyword “smartphone” and Blackberry.com has 28.75% paid search referrals.

Looking at Average Site Referrals we see that Apple.com sees approximately 11 thousand site referrals and Blackberry.com sees approximately 900 thousand.

With such a large number of people searching for smartphones, the competition is as fierce as ever.

Looking at Average Stay and Pages/Visit for Apple.com we can see that people stay on the site for about 6 minutes and look at about 5 pages.

Looking at Average Stay and Pages/Visit for Blackberry.com we can see that the average stay is higher at about 8 minutes and look at about 7 pages.

Are people spending more time on Blackberry.com because there are more options? Do people know what product they want when visiting apple.com spending less time?

While I love my iPhone and have retired my Blackberry, Smartphones are the smartest option for people who want to be connected wherever they are.

About Alyssa Maine:
Alyssa is on the Inside Sales team here at Millward Brown Digital, working within the Financial Services and Technology & Entertainment industries delivering digital intelligence that helps clients improve their marketing based on the online behavior of millions of consumers. Find Alyssa on Twitter at @alyssamaine or connect with her on Linkedin.