Share of Search report: Retail in the Netherlands

Google searches deeply reflect consumer behaviour in the Netherlands, according to a Share of Search (SoS) report conducted by s360. Our research shows that, generally, the brands people search for are also the brands they buy. For marketers, these findings mean that considering Share of Search is recommended instead of solely focusing on Share of Market (SoM).

Key findings of the study

Our study represents a comprehensive effort to understand the market dynamics relative to their branded searches in the Netherlands, focusing on the retail industry. To investigate the Share of Search effect on brand market share, we selected 128 brands and divided them into seven verticals. These verticals include retail (fashion, cosmetics, department stores, home, DIY & furniture), supermarkets and the Eredivisie.

These are the key findings of the report:

• SoS is a strong predictor of SoM, demonstrating its value as a key metric for evaluating market performance.
• The trajectory of SoS often anticipates future shifts in market share, highlighting its predictive power.
• SoS is a versatile indicator, with a 90% correlation to SoM observed across over 100 brands spanning diverse categories, including DIY, furniture, fashion, and beauty.

Brands used in this report

Why is Share of Search important for brands?

Many marketers use several methods to track brand awareness and the effectiveness of advertising. However, these methods leave much to be desired and focus on the past instead of predicting future performance.

Share of Search (SoS) allows you to analyse how many people are searching for your brand online compared to competitors in the same category. It gives you a glimpse of what consumers are thinking and reveals which brands they are interested in.

With SoS you can:

• Indicate the market interest
• Analyse against competitors
• Predict your market share

Interested in how Share of Search can help you track your brand? Download our full Share of Search report for the Dutch market now by filling in the details below.