1. Search Characteristics
of Consumer Products
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
February 3, 2013.
February 3, 2013 1

2. Executive Summary
• Consumer products, especially bigger ticket items,
usually have a “december bump” which corresponds
to purchases between Black Friday and end of year
• Smaller ticket items are usually “flat across” and
show little seasonality unless they are tied to specific
events or needs
February 3, 2013 2

3. Bigger Ticket Items
“December Bump”
February 3, 2013 3

4. Blu Ray
More people know
correct spelling
Source: Google Trends
February 3, 2013 4

5. Digital Camera
Source: Google Trends
February 3, 2013 5

6. HDTV
Source: Google Trends
February 3, 2013 6

7. Small Consumer Goods
Not Much Seasonality
February 3, 2013 7

8. Diet Soda, Toothpaste
Source: Google Trends
February 3, 2013 8

9. Charmin, Duracell
Source: Google Trends
February 3, 2013 9

10. Board Games, Backpacks
Every December Every August
Source: Google Trends
February 3, 2013 10

11. Dr. Augustine Fou – Agency Czar
“I study trends and help clients
determine implications and impact
on their marketing and business.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
February 3, 2013 11
acfou@mktsci.com

12. Related Slideshares
Digital Insights Hiding in Plain Sight
By: Augustine Fou, December 11, 2012
Demand Trends Based on Search Volume
By: Augustine Fou, January 2, 2013.
Optimizing Search Returns
By: Augustine Fou, July 20, 2012.
- 12 - Augustine Fou