Picking Blackberries Online: A Look At Smartphone Search

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Includes: AAPL, BB, SSNLF
by: Compete

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 - 10/17/2011 Industry Category Volume Paid Share Natural Share Avg. Site Referrals
11 wikipedia.org Dictionary/Thesaurus/Encyclopedia 1.46% 0.00% 100.00% 198,529,152
12 facebook.com Personal Networking 1.44% 0.00% 100.00% 525,556,662
13 toptenreviews.com Mass Merchant and Department Store 1.37% 0.00% 100.00% 873,586
14 blackberry.com OEMs 1.32% 28.75% 71.25% 889,982
15 youtube.com Videos 1.13% - - 245,958,844
16 wirefly.com Wireless Agent 1.12% 100.00% 0.00% 679,820
17 walmart.com Mass Merchant and Department Store 1.09% - - 16,755,011
18 zdnet.com Technology 1.08% 0.00% 100.00% 573,968
19 samsung.com OEMs 1.08% - - 1,247,624
20 apple.com Electronics 0.88% 100.00% 0.00% 11,020,105
Showing 1 to 10 of 10 entries

Looking at the top 25 search referrals we find that Blackberry.com (RIM (RIMM)) sees more visitors searching for smartphones, than Apple.com (NASDAQ:AAPL) 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.

Click to enlarge charts

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, thus 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.