Concentrate Search Analytics Blog

Kindle Fire and iPads – The Top Holiday Gifts of 2011

The Kindle Fire, iPads, and other tablet devices were among the most wanted holiday gifts in 2011, according to data released Thursday by Hitwise in their annual “Holiday Season” webinar.  Each year, Hitwise provides a recap of online marketing trends for the Holiday season.  It’s a great overview of online behavior during the important Holiday shopping period.  If you missed it, take a look at Hitwise’s webinar archives – they’ll post 2011’s recap soon.

Key Takeaways

Besides tablet devices being highly searched, a few other takeaways are worth noting:

  • Cyber Monday emerged as the top day for traffic, overtaking Thanksgiving and Black Friday for the first time
  • Search remained a key driver of traffic – making up 29% of all traffic to retailers
  •, Wal-Mart, and Target were the top searched retail websites

Fastest Growing Holiday Gift Keywords

Here at the Concentrate Search Analytics blog, we’re mostly interested in the keywords people search for, so we took a deeper look into holiday keywords and search patterns.


Hitwise's fast moving holiday keywords - 2011

The fastest growing keywords among Hitwise's Retail 500


Tablet devices had the greatest increase in search traffic, with “kindle” keywords leading the pack.  Compared to last year, searches related to “kindle” spiked 199%.  Good job  The new Kindle Fire is — on fire!

Kindle vs. Nook – Searchers Weigh Their Options

While digging into “kindle” keyword patterns, we discovered a lot of comparison shopping. Many shoppers weighed Barnes & Nobles’ Nook tablet against’s Kindle by searching for keywords like, “kindle vs nook”. While the Kindle currently has the lead in e-readers, should take note of the fact that searchers see Nook as a suitable alternative.


Kindle vs Nook Word Tree

Concentrate word tree showing comparison searching for "kindle". Data Source: SEMRush 1/12/2012.

Things for my iPad

After people buy the iPad, they search for products to go along with it.  The word, “for” appeared in more than 10% of iPad keyword variations.


iPad Keyword Tree

Concentrate keyword tree showing "for iPad" search patterns. Data Source: SEMRush 1/12/2012.


It should come as no surprise that apps are the most searched iPad companions.  They are followed by stylus pens, books, accessories, software, and keyboards.

Apple, are you listening?  While the touch interface is great, people want to write on their iPads with pens and type with keyboards.  Bake this functionality into the iPad 3.

All Other Tablets

Other tablet keywords chart

Top brands within "tablet" keywords. Data Source: SEMRush 1/12/2012.

Android was a major hit among other tablets.  The word, “android” appeared in 25% of “tablet” keywords.

Samsung’s Galaxy tablet was the most popular brand.  However, searchers were split on what they called it.  “Samsung” showed up in 5% of “tablet” keywords, while “galaxy” showed up in 3%.

Surprisingly, people are still searching for HP’s discontinued TouchPad tablet.  The keyword, “hp” accounted for 4% of “tablet” phrases.

It’s clear from search data that consumers want to write on their tablets.  The Wacom pen tablet made up 5% of “tablet” keywords.  This should be a signal to device makers on features to include in next generation tablets.

Anthony Long

About the Author

Anthony Long is technology evangelist for Concentrate Search Analytics. An industry veteran with over 10 years experience, he has led search marketing efforts at some of the Internet’s most visited web properties. Anthony conceived the idea for the Concentrate tool after spending weeks attempting pattern analysis by hand. He is a speaker at industry events and has given presentations at Search Engine Strategies, Search Marketing Expo, and eMetrics.

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