October in Electronics: Argos is losing share of search, fast

October proved to be yet another difficult month for Consumer Electronics brands the nation-over, with branded market demand down -14% YoY.Despite this, there were some key winners who managed to grow their share of search demand and capitalise on industry trends to deliver growth in a tough market.

Here are the brands who won (and how they did it).

Top 10 Share of Search Winners

Argos leads the pack with a mind-blowing 44% market share of search demand, but it’s losing that market share, fast—they lost 2% share in October alone.

Cex is the one to watch. They claimed an additional 1.4% market share last month—they now have 15% more than they did in October 2023

Here are the brands with the biggest share of search in the consumer electronics industry]

• Argos. 44%
• Currys. 20%
• Cex. 11%
• Halfords. 10%
• Game. 5%
• AO. 3%
• Carphone Warehouse. 1%
• Ninja. 1%
• Dyson. 1%
• PC World. 1%

Another one to watch is Dyson—with market share up 21% YoY. They’ve been doing a tremendous job of inventing and reinventing products that turn heads and spark discourse online, then they facilitate that discussion through Digital PR and Social Media content. Take their air-purifying headphones, for example, which were searched over 10.5k times in a single month following their launch.

Top 10 Fastest-Growing Electronics Brands

Here are the fastest-growing consumer electronics brands who grew their market share the most in October:

• Cex. +1.4%
• Game. +0.73%
• Halfords. +0.24%
• Dyson. +0.15%
• Shark. +0.07%
• Smeg. +0.07%
• Miele. +0.04%
• Bosch. +0.03%
• Philips. +0.03%
• AEG. +0.03%

The Top 10 Consumer Electronics Product Trends

October in electronics was all about enhancing WFH setups and buying into the retro media trend that’s become social media’s latest fixation.

While the former was likely driven by kit-obsessed millennials, the latter is mostly thanks to a Gen Z audience in search of content authenticity, doing away with ultra-HD photo/video formats lacquered with pre-set digital filters in favour of old-school film and digi-cams.

Here are the biggest consumer electronics search trends from October (% is YoY):

• Disposable Camera. +27%
• Gaming Monitors. +23%
• Laptops. +3%
• Digital Cameras. +47%
• Monitor. +8%
• Film Camera. +18%
• Tablet. +7%
• Curved Monitor. +21%
• Smart Watches. +12%
• Kids Tablet. +9%

Did You Know: You Can Get This Data 4X Faster?

This is monthly data, but you can have it weekly, so you see the trends as they’re happening, not once they’ve happened. We can tailor the insights to your business and use the brilliant minds at MediaVision to activate on them, too.

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(it’s where all these insights came from)