Search volume can predict smartphone sales with over 90 percent accuracy, according to a new study from Google.
Google's "Smartphone Launch Predictor" study found that 52 percent of purchase-related searches occur before a smartphone is launched. According to Google, the key to a successful smartphone launch is getting ahead of the release and marketing early.
"One of the biggest factors is getting early buzz. Getting early buzz is key [for a successful smartphone launch]," Google Industry Director for Tech Kyle Keogh told ClickZ.
The study found that the earlier a firm markets a smartphone the more likely they are to succeed in sales. According to Google, an extra 1,000 news stories put in place weeks before a launch can lead to a 9 percent spike in smartphone sales.
Google's research discovered that users tend to do general product searches in the week during launch. After launch, it was discovered that consumers dig deep and search for key specifications on a device.
Video is also becoming a key research tool for consumers shopping for a smartphone. According to the study, video views for smartphones increased 60 percent this year. Google says that if a smartphone gets over 1 million video views during launch week it will likely sell over 1.3 million units.
"[Consumers] want to see a video that un-boxes a smartphone. Trial has really switched from in-stores to online," continued Keogh.
The search giant's research reported that some days work better than others when it comes to smartphone launches. The firm's research found that phones sell the best on Thursdays and Fridays. Given the information, Google recommends that marketers schedule their message with those days in mind.
"Thursday or Friday launches can bring a lot more demand going over the weekend," continued Keogh.
The research found some distinct correlation between ad clicks and sales as well. According to Google, a smartphone that garners 100,000 paid clicks during the first 12 weeks of launch will likely sell over 1.3 million units over the same period.
Another vital statistic uncovered by Google is that mobile searches play a key role in a smartphone's launch. According to Google, phones that receive over 25,000 mobile search results are likely to see a 17 percent sales increase.
Google came up with its results by surveying 150 smartphone launches from 2010 to 2012.
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James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.
March 19, 2014