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Google Trends Analysis of Pandora Search Terms: Pandora Radio, Pandora from Avatar, Pandora Jewelry
Searching for Pandora Online
As a continuation of a hub I wrote about Pandora Radio, Pandora from Avatar, and Pandora Jewelry, I decided to do a little more research to see just how each of these Pandoras were found online, how much search term traffic they had, and how much media attention they received. To do this I jumped onto Google Trends and did some keyword searching to see what kind of search traffic Google was getting for each of the three terms and some related terms. There are some obvious takeaways from looking at the charts and some interesting patterns that develop that I might not have expected.
As you can see from the above chart, Pandora Radio has a much higher search volume than the other two terms combined, with the exception of maybe when Avatar was released in late 2009. As would be expected, Pandora Radio draws significant search volume because it is a fairly well known service and has had a lot of media reference volume. Pandora Group, the company that owns the Pandora jewelry brand, is a company just the same as Pandora Media, Inc., the company that owns Pandora Radio, but the two have completely uncorrelated consumers and altogether different markets. At some point in the past the interest in both was similar; however, there is a quick divergence with Pandora Radio emerging on top. One of the main reasons is that Pandora Group is in a highly competitive niche market. Also, by the nature of how the jewelry is sold (only in brick and mortar establishments and not online through the official website), less traffic is driven towards the web. Giving Pandora Media due credit, they likely have a good online marketing strategy as their business is web-based and there are not that many sites offering internet radio of Pandora's caliber.
In this section, I have shown a chart for 'Pandora radio', 'Pandora music', and 'Pandora internet radio'. There do not appear to be any significant patterns within this data, but rather marketing and event based fluctuations. It would be expected for popularity to jump on the news that Pandora Radio will be featured on new TVs or when a new cell phone operating system releases a new Pandora Radio application. You can clearly see that 'Pandora radio' is the overwhelming leader as far as search traffic is concerned. However, it is interesting to notice that the media reference volume heavily favors the term 'Pandora internet radio'(in yellow at the bottom of the chart), but that when searchers go to find Pandora they likely cut out the 'internet'. One thing I haven't done so far is show a chart with just the term 'Pandora', mainly because it is ambiguous and the whole point of my analysis is to disambiguate the term. However, according to Alexa, 57% of pandora.com's traffic comes from the search term 'Pandora', with 'Pandora radio' coming in second at about 6% so I have included a chart with the blanket term and you can see that it far exceeds 'Pandora radio' in search volume.
The Pandora from Avatar
Because searches for this Pandora rely solely on a film, it would be expected to see a large spike in data around the time of movie release and then likely a fall off the radar. Avatar was wildly successful, but you can see in the chart that indeed there is a large spike followed by a rapid decline in search volume. However, there are some interesting features of the Pandora of Avatar chart. First off, I compared the terms 'Pandora Avatar' and 'Pandora movie'. I played around for a while trying to find a third term that would have any significance on the comparison chart but came up with nothing and as you can see 'Pandora movie' pales in comparison to the Avatar term. Of note is the build up to Avatar is fairly short lasting only a couple months, followed by the tremendous spike when the movie released. The aftershock a couple months after theatrical release came around Earth Day on April 22 when the Blu-ray and DVD were released. Also, I have included a chart of 'Avatar' vs. 'Harry Potter' to give you an idea of how the to stack up against each other. Harry Potter is consistently being searched at high volume at every release but Avatar holds its own in comparison. Note the massive media frenzy surrounding the release of Avatar - it appears their $150 million marketing campaign paid off.
Pandora Jewelry, Bracelets, and Charms
The terms I compared using Google Trends were 'Pandora Radio', 'Pandora Avatar', and 'Pandora Jewelry'. 'Pandora Bracelets' performed similar to the jewelry term and surprisingly 'Pandora charms' outperformed both, but has less history, so I went with the longer duration jewelry term for my comparison of radio, Avatar, and jewelry. As I would have expected, there is a correlation among all three terms throughout the year. Also as expected, I saw a large upturn in interest approaching the end of the year during holiday shopping season. I was a little disappointed in the tiny blips I saw for Valentine's Day in February as I would have expected that to be a rather popular time for jewelry. The one surprise that I did find was the very significant spike around the May time frame. I could think of only one thing that this could be attributed to - graduation. I may be way off on this but, that was the only event I could think of during the May time frame. As you can see prior to 2010 there were fair sized spikes around May, and in 2010 you see a significant jump. Reading into this a little further, it led me to believe that bracelets and charms may be becoming increasingly popular for children and younger people as opposed to the older generation or wives as I had originally anticipated. Feel free to post your thoughts in the comments as I may be completely missing something.
And the winner is...
You can see that Pandora Radio rules the search engine traffic for these three Pandoras, but the others' charts displayed some interesting features. I would expect to see a jump in Pandora Avatar traffic in the next couple years when Avatar 2 comes out, then eventually again for Avatar 3. And the cyclic nature of the Pandora Jewelry term will ensure that we'll see it again for the next graduation and holiday season. For fun, I've included a chart below that won't be a surprise, but wow!