Summer 2013 search volumes for cheap energy outstrip autumn 2012 levels

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Latest reseach from Greenlight shows consumer online searches for energy providers offering the most competitive rates on the market have been in steady decline since March this year. Interestingly however, summer 2013 online search volumes have been a good deal higher than those of autumn 2012.

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The fine summer has done little to deter consumers from continuing to seek out providers that offer the best energy deals, as search volumes in 2013 have remained well above those of the autumn months in 2012

Consumer online searches for energy providers offering the most competitive rates on the market, have been in steady decline since March this year, perhaps due in part to a decent summer.

Regardless, consumer online search volumes over the 2013 summer period, have remained above those of 2012’s autumnal season, reveals a report by independent digital marketing agency, Greenlight.

It could indeed be said consumer shrewdness in shopping around is well founded, particularly as the UK’s big six energy firms have only just recently indicated their being poised to up energy bills in the coming months.

Greenlight’s “Energy Sector Report – Issue 2” which profiles search behaviour in this sector, found consumers made a total of 242,920 searches on Google UK in July, down from December 2012’s 430,000 when they peaked, and 24% lower than January 2013’s volume.

The report shows the fine summer has done little to deter consumers from continuing to seek out providers that offer the best energy deals, as search volumes in 2013 have remained well above those of the autumn months in 2012.

According to the report, the keywords ‘electricity’, ‘energy’ and ‘gas’ were the most popular search terms overall. Cumulatively, they accounted for 20% of searches pertaining to energy, electricity, dual fuel and gas.

Electricity accounted for a 27% share of energy-related searches with totaled 65,790. Business electricity queries made up 8% of these whilst those pertaining to price cumulatively accounted for 13%.

47,950 searches were for dual fuel with the term ‘gas and electric’ queried 6,600 times to account for 14% of searches.

The terms ‘gas’, ‘gas prices’ and ‘gas ‘suppliers’ dominated the 48,660 gas-related queries and accounted for a 30%, 7% and 6% share of searches for gas, respectively.

Greenlight ranked the most prominent sites based on their visibility to searches.

In the natural listings, Moneysupermarket was the most visible site and was visible to 200,315 searches resulting in its securing an 82% share of visibility.

In the paid listings, uswitch.com was the most visible advertiser, attaining a 91% share of voice.

Britishgas.co.uk meanwhile ranked at the top of Greenlight’s Social Media analysis.

ENDS

Notes to Editors:

*Natural /organic Search - Listings in search engine results pages that appear because of their relevance to the search terms

**Paid Media – an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.

Greenlight’s “Energy Sector Report – Issue 2” profiles consumer search behaviour in this sector. It assesses which brands, websites and advertisers are the most visible in natural, paid media results, and Social Media and hence have the greatest share of consideration when consumers go to Google UK to make searches pertaining to Dual Fuel, Electricity, Energy and Gas.

To arrange an interview or for further information please contact:

Krishna Rao
T: +44 (20) 3326 6232
E: krishna.rao(at)greenlightdigital(dot)com

Greenlight’s research covers the following industries and sectors:

CONSUMER ELECTRONICS
PERSONAL CARE - Beauty
HOME GOODS - Home & Garden
CLOTHING & ACCESSORIES - Fashion Retail / Sports Retail
CONSUMER SERVICES - Online Dating / Entertainment
GAMING & GAMBLING - Online Gambling
FINANCE - Personal General Insurance / Life Insurance / Retail Banking
TRAVEL & HOSPITALITY – Holidays / Hotels / Flights / Car Hire / Cruises
UTILITIES - Energy
REAL ESTATE – Property (Residential)
RECRUITMENT
TELECOMS – Telecoms

About Greenlight:

Greenlight is a leading independent digital marketing agency. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.

Web: http://greenlightdigital.com
Twitter: https://twitter.com/GreenlightMKTG

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Krishna Rao
Greenlight
+44 2033266232
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