The recent release of the G1 (aka Google phone) through T-Mobile and soon to be released Blackberry Bold & Storm prompted me to compare search activity among the new handheld devices. We often compare the search volume on new products to gauge the strength of consumer interest and how that may translate into sales. The Blackberry Storm was the most commonly searched product with 3.5x the volume of searches for Blackberry Bold and 3.9x the volume of the G1. The gap between the Blackberry Storm and Google phone was the smallest, with the Storm receiving 1.9x the search volume for the 4 weeks ending October 18, 2008.

The destination industries show that the searches end up in different places to receive information about the devices. For both of the BlackBerry models, the Telecommunications industry was the top destination as these searches were likely to be checking the BlackBerry website and the websites of providers to check on the release dates (which have been pushed back) and pricing. Searches for ‘g1’ and ‘google phone’ are also informational in nature, but the destinations suggest that the searchers are looking for reviews and opinions. The majority of clicks from searches on ‘g1’ are resulting in visits to Blogs, while 'google phone' results in more visits to News & Media websites. We may see a shift in searches for the G1 towards the Shopping & Classifieds category with the addition of Wal-Mart as a retailer selling the phones at a discounted price of $148.88 with contract that is being reported as starting tomorrow.

While Social Networks & Forums and Blogs received a lower share of click-throughs, these websites still represent an opportunity for consumers to discuss and learn about new products. One factor to consider is making sure that people are getting the name right, particularly when there is early speculation about the launch of a product (common in the technology sector). One example is the ‘blackberry thunder’, which was an originally reported name for the BlackBerry Storm that has managed to live on, at least through search.

Speculation is inevitable, but it also important to monitor consumer awareness and perceptions around your brand, product launches, and existing product lines to anticipate any potential issues that may arise. This example is a minor one with an easy fix, but that may not always be the case!

Heather Dougherty

Heather Dougherty is Director, Research at Hitwise. This piece originally appeared on Hitwise's analyst blog here.