emea peripheral trends · leveraging electronic devices for business or personal purposes....

EMEA peripheral trendsAs of March 21, 2020

HYPOTHESIS

As per the recent coronavirus spread, consumers are forced to stay indoors in many countries. As a result, more users are

leveraging electronic devices for business or personal purposes. Consequently, we might expect an increase in

peripheral/electronic devices in our network.

Italy: Searches started skyrocketing as the all-country lockdown was starting to take place

SRPV indexedagainst week 2

Source: Internal Data, Core O&O + Core O&O Rest, All Device

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar

2 3 4 5 6 7 8 9 10 11 12

2019

2020

Week 11: 82% WoW

Week 11: 133% WoW

Clicks indexed against week 2

Spain: Peripheral searches and clicks were slightly down but there was an uptick since the lockdown startedSearches index week 2



2 3 4 5 6 7 8 9 10 11 12

2019

2020

Week 12: 70% WoW

Week 12: 44% WoW

Clicks index week 2

UK: Peripheral searches/clicks remained quite unchanged over time until the most recent week

Clicks index week 2



2 3 4 5 6 7 8 9 10 11 12

2019

2020

Week 12: 56% WoW

Week 12: 25% WoW

Searches index week 2

Italy: Primarily driven by all of categories but major contribution from Computer Laptop/Tablet queries



Query samples

Computer Hardware: telecamera da pc, hard disk esterno

Laptop Computer: [brand], pc gaming

Tablet: [brand], [brand]

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Computer Hardware Laptop Computer Tablet

Italy: Changing preferences and search patternsTotal searches split by the different categories

Laptop Computer and Tablet have increased their share of volume during the recent weeks. In particular, Laptop Computer almost

doubled its volume %.57.73% 58.83% 62.85% 60.47% 57.73% 59.90% 62.44% 60.12% 64.52% 65.75%

48.18%

25.90% 25.17% 21.14% 24.47% 26.89% 20.41%21.32% 23.81%

21.92%25.43%

40.01%

16.37% 16.00% 16.00% 15.06% 15.37% 19.70% 16.24% 16.08% 13.56% 8.82% 11.81%

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Source: Internal Data, Core O&O + Core O&O Rest, All Devices, March 2019 vs March 2020. Until 21st March

Italy: Top 5 YoY volume searches by categoryComputer Hardware

Laptop Computer Tablet

stampante multifunzione computer gaming [brand]

[brand] computer portatili [brand]

tastiera italiana pc fisso [brand]

[brand] [brand] [brand]

[brand] computer ricondizionati [brand]

Italy: Top 5 % volume searches by categoryComputer Hardware


hard disk esterno [brand] [brand]

cuffie bluetooth [brand] [brand]

[brand] computer portatili tablet ecomomici ma buoni

video camera pc pc gaming [brand][brand] pc portatili [brand]

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Spain: Every Category recorded a significant uplift as per the beginning of the lockdown



Query samples

Computer Hardware: [brand], “scanner [brand]”

Laptop Computer: [brand], pc portatil


Spain: Changing Preferences and Search Patterns

Total searches split by the different categories

Laptop Computer and Tablet have increased its

share of volume during the recent weeks, reducing

Computer Hardware share of volume. 35.45% 35.40% 37.19% 38.46% 38.58% 40.08% 41.86% 41.05% 41.57% 39.98% 39.05% 42.67%

51.59% 53.40% 55.02% 53.18% 53.79% 51.69% 51.62% 51.54% 50.36% 51.17% 54.09% 47.53%

12.96% 11.20% 7.79% 8.36% 7.64% 8.23% 6.52% 7.41% 8.07% 8.85% 6.86% 9.79%

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Spain: Top 5 YoY volume searches by categoryComputer Hardware


altavoces para pc ordenador portatil [brand]

impresora [brand] [brand] [brand]

impresora [brand] ordenador sobremesa [brand]

teclado digital pc portatil [brand]

altavoces bluetooth [brand] [brand]

Spain: Top 5% volume searches by categoryComputer Hardware


auriculares inalambricos [brand] [brand]

scanner [brand] [brand] tablet [brand]

auriculares bluetooth ordenador portatil [brand]

disco duro externo pc gaming [brand]impresora [brand] portatil [brand] [brand]

UK: Computer Hardware & Laptop Computer queries are already soaring during the recent weeks



Query samples

Computer Hardware: keyboard mouse, scanner [brand]

Laptop Computer: [brand], laptop deals

Tablet: [brand] [brand]

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UK: Changing preferences and search patternsTotal searches split by the different categories

Laptop Computer has increased its share of

volume during the recent weeks.

15.24% 13.07% 14.02% 15.26% 14.52% 14.48% 14.14% 13.14% 13.98% 14.28% 13.04%

37.86% 40.83% 39.80% 39.37% 37.36% 36.79% 34.86% 38.00% 38.00% 40.91% 45.04%

46.90% 46.09% 46.18% 45.36% 48.12% 48.73% 51.01% 48.86% 48.02% 44.81% 41.93%

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UK: Top 5 YoY volume searches by categoryComputer Hardware


keyboard light [brand] [brand]

mouse touchpad laptop screen [brand]

gaming mouse pad laptop deals uk [brand]

monitor stands [brand] [brand]

keyboard gaming [brand] [brand]

UK: Top 5% volume searches by categoryComputer Hardware


mouse pad [brand] [brand]

keyboard light [brand] [brand]

mouse price [brand] [brand]

mouse mat computer desk [brand]mouse keyboard laptop deals [brand]


portatilemiglior 0.49prezzo 0.49

portatilemiglior 0.42prezzo 0.25usato 0.25

[brand] 0.12Brand new

correlated tokens

Italy: Query correlation stronger focus between laptop and used /online store than before


portatilordenador 0.34

barato 0.27[brand] 0.27

convertible 0.27[brand] 0.27comprar 0.16[brand] 0.11

+0.16

Spain: Spanish consumers clearly display stronger buying intent with a focus on used laptop than before

portatilcomprar 0.32

ordenador 0.32barato 0.32[brand] 0.27[brand] 0.16

+0.05


laptopbag 0.22

[brand 2] 0.15battery 0.13

convertible 0.13ram 0.13dvd 0.13best 0.11

UK: British users slightly changed their brand preferences with a focus on the price

laptop[brand 1] 0.19[brand 2] 0.12

cheap 0.11battery 0.11

ram 0.11

Brand New Correlated

Tokens

France: Peripheral searches/clicks skyrocketed some days prior to the lockdown

Searches Index Week 2

Clicks Index Week 2



2 3 4 5 6 7 8 9 10 11 12

2019

2020

Week 12: 45% WoW

Week 12: 42% WoW

FR: Primarily driven by Computer Hardware but contribution from Tablet/Laptop Computer queries as well



Query samples

Computer Hardware: scanner [brand], imprimante[brand]

Laptop Computer: [brand], pc portable


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Changing preferences and search patterns


As per the share of searches, categories slightly fluctuate

over time. With Laptop Computer gaining most of

the percentage.

8.18% 8.84% 8.24% 8.55% 8.48% 8.74% 9.42% 9.41% 9.68% 9.58% 9.38% 10.78%

60.13% 63.92% 62.20% 63.42% 62.48% 61.78% 63.39% 61.90% 61.26% 60.81% 63.54% 63.76%

31.69% 27.24% 29.56% 28.02% 29.03% 29.48% 27.19% 28.69% 29.06% 29.60% 27.08% 25.45%

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Top 5 YoY volume searches by categoryComputer Hardware


[brand] [brand] pc portable [brand]

scanner [brand] [brand] [brand]

scanner imprimante [brand] [brand]


scanner [brand] [brand] [brand]

Top 5 % volume searches by categoryComputer Hardware


scanner portable [brand] [brand]

scanner imprimante pc portable [brand]

scanner 3d [brand] [brand]

scanner [brand] [brand] [brand]scanner [brand] pc portable pas cher [brand]


laptopsales 0.50

[brand] 0.34[brand] 0.31

France: French consumers consider more refurbished laptop than last year

laptop[brand] 0.27[brand] 0.18

reconditionne 0.06 Brand new correlated

tokens

Denmark: Peripheral searches/clicks were almost flat but jumped some days prior to the lockdown

Searches Index Week 2

Clicks Index Week 2


Week 12: 31% WoW


2 3 4 5 6 7 8 9 10 11 12

2019

2020

Week 12: 38% WoW

3/16: Shop closures and other restrictions announced

Denmark: Equal contribution of all categories



Query samples

Computer Hardware: [brand], pc bildschirm

Laptop Computer: [brand], pc kaufen


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Denmark: Changing preferences and search patterns


As per the share of searches, categories slightly fluctuate over time. Laptop Computer

shows biggest volume growth while the category of

Computer Hardware is declining.

27.27% 26.74%18.40% 17.67% 18.04% 17.86% 17.86% 15.19% 17.68% 15.95% 15.08% 14.99%

35.16% 37.61%43.75% 43.55% 41.70% 41.54% 42.61% 42.38% 41.77% 42.63% 40.84% 44.08%

37.57% 35.66% 37.85% 38.78% 40.26% 40.60% 39.54% 42.44% 40.55% 41.42% 44.08% 40.93%

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[brand] laptop gaming [brand] angebote

[brand] [brand] [brand] refurbished

monitor wandhalterung gaming laptop [brand] [brand] generationen

controller fuer pc gaming pc set [brand] zubehoer

webcam kaufen laptop 14 zoll [brand] gebraucht

Top 5% volume searches by categoryComputer Hardware




pc bildschirm [brand] [brand]

[brand] laptop kaufen [brand][brand] pc kaufen [brand]


laptopzoll 0.26

aktuell 0.19angebote 0.17[brand 1] 0.16

markt 0.14[brand 2] 0.13

Denmark: German users increased their preference towards generic and slightly modified features YoY

laptopzoll 0.17ram 0.12

aktuell 0.11bestenliste 0.11notebook 0.11

Brand new correlated

tokens

-0.09

-0.08

Netherlands: Peripheral searches/clicks saw sharp increases when restrictions went into effect


2 3 4 5 6 7 8 9 10 11 12

Weekly search volume (indexed, week 2)

2019 2020

First full week of restrictions

(week starting: 3/15/2020)

Week 12:+58% WoW

2 3 4 5 6 7 8 9 10 11 12

Weekly click volume (indexed, week 2)

2019 2020

Week 12:+50% WoW

First full week of restrictions

(week starting: 3/15/2020)

Netherlands: Primarily led by Computer Hardware but also contribution of other categories

SPRV index week 2


Query samples

Computer Hardware: printer kopen, monitor kopen

Laptop Computer: [brand], pc kopen


2 3 4 5 6 7 8 9 10 11 12


+49% WoW

+58% WoW

+47% WoW

Changing preferences and search patternsTotal searches split by the different categories

As per the share of searches, categories slightly fluctuate over time. With Computer

Hardware/Laptop Computer sharing most of

the volume.37.61% 42.50% 41.78% 42.34% 44.79% 44.83% 43.71% 42.93% 44.48% 44.52% 42.52% 41.85%

35.05%34.82% 36.45% 35.18% 33.52% 34.65% 34.21% 33.84% 33.76% 31.17% 34.90% 33.65%

27.34% 22.68% 21.77% 22.48% 21.69% 20.52% 22.08% 23.23% 21.76% 24.31% 22.58% 24.50%

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[brand] [brand] [brand] kopen

monitor audio [brand] kopen [brand] kopen

printer kopen pc kopen [brand]

keyboard kopen laptop aanbieding [brand]

harde schijf kopen pc gaming [brand]

Top 5 % volume searches by categoryComputer Hardware


printer kopen [brand] [brand] aanbieding

toetsenbord verlichting pc samenstellen [brand]

extreme harde schijf niet zichtbaar game pc samestellen tablet aanbieding

monitor kopen pc kopen [brand]harde schijf kopen [brand] tablet kopen beste keus

Source: Internal Data, Core O&O + Core O&O Rest, All DeviceThreshold: 0.10 Correlation Value

Laptoptouchscreen 0.28

inch 0.21docking station

0.20

[brand 1] 0.20sales 0.20

[brand 2] 0.11goedkoop 0.11

beste 0.11

Netherlands: Dutch users associated laptop to big retailers more than in the past with a focus on brand products

laptopinch 0.28

[brand 1] 0.24[brand 3] 0.20[brand 4] 0.14[brand 5] 0.14

Brand New Correlated

Tokens

+0.07

+0.04

emea peripheral trends · leveraging electronic devices for business or personal purposes....

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