30
UK Search Volume & Click Share Analysis
DVD / Blu-ray / Home Cinema Search Impression Volume •
In contrast to the music market, the film industry has yet to offset losses though physical sales with a move towards downloads and streaming. This is in part because of the complications arising from a diverse market with various issues relating to digital rights management (DRM). Attempts to establish agreements between producers, manufacturers and providers on a common standard, as part of the Ultraviolet initiative, continues to be affected by disputes over copyright and revenue. (Source: cnet.com, Will Hollywood’s ‘ultraviolet’ plan replace the DVD?, 5 January 2011).
•
Unit terms in this sector are dominated by blu-ray terms, with blu-ray and blu ray player ranking highly. However, most searches in the DVD format are highly specialised, reflecting the fact that the market has reached saturation point and is in decline, following pressure from the blu-ray format and the growth of digital content distribution. These terms include portable DVD player (22.29%) and DVD recorder (19.77%) (see Appendix A9).
Organic Click Share •
Whilst Amazon once again dominates the sector (22.62% click share), there is a relatively competitive battle for click share behind the retailer, with Argos, Currys, Tesco and Richer Sounds all visible in the sector (See Figure 30).
•
The leading four brands in particular are highly visible to for the leading keywords blu ray player, 3d blu ray player, home cinema systems and portable DVD player.
•
Once again, there is a strong presence for review sites with the presence of What Hi-fi and TechRadar, indicative of the developing state of this market, through innovations such as 3D TV and digital streaming, and the desire from consumers for expert advice and product guidance.
Paid Click Share •
Once again, Amazon is pursuing a very aggressive paid search campaign, with more than a third of paid click share rate (see Figure 31). This, coupled with their organic rankings give them an unassailable lead in this market (See Figure 32).
•
Currys manages to rank second with 12.49% of paid click share to outrank fellow ‘click and collect’ brands such as Argos and John Lewis, which hold 12.37% and 5.83% respectively. This position is underscored by appearing in 90% of unit keywords and holding high rankings for terms such as home cinema systems and 3D blu ray player.
•
The presence of Pricerunner, a price comparison site, and eBay in the paid search index is perhaps indicative of the decline of the DVD market. As the consumer demand for DVD products continues to fall, it is highly likely that there will be a stronger focus on discount sites in the future.
“Amazon, Argos, Currys and Tesco dominate organic search terms within this category, managing to outrank both specialist and review sites such as Richer Sounds and TechRadar.”