UK online searches for Nokia increase by 797%

3rd March 2017

Captify Media

Alice Matthews

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Consumers around the globe scrambled online to find out more when news broke that Nokia might be bringing back its iconic 3310 mobile phone. Today, new online analysis of search trends reveals insights into consumers’ real intentions towards this soon-to-be relaunched product.

Captify, a search intelligence driven advertising technology company, which analyses 30 billion online monthly searches, found:

Huge consumer interest: Since the news was announced of its relaunch (on 14^th and 15^th February), the second half of February (15^th-27^th) has seen a 797% increase in online searches in the UK by consumers for the new Nokia 3310
Brits want phonecases, more than snake: Despite the rebirth of the Snake game, it’s only the second most popular searched for feature of the Nokia 3310 (at 25% of all UK searches in the past two weeks), with phone cases (at 40%) being the dominant feature consumers are searching information on
- Meanwhile the new camera (18%) and battery (17%) were the other top searched for features related to the phone
Consumers’ intent: UK consumers combined searches for mobile networks along with the Nokia 3310, despite the phone not being available until Q2 of 2017, which indicates the true purchasing intent from the British public for this product
- EE saw a 97% increase in searches related to the Nokia 3310
- Meanwhile, O2 (one percent), Vodafone (0.9%) and Three (0.1%) also saw minor searches related to the new phone

Dom Joseph, CEO and Co-Founder, Captify said: “Nostalgia is incredibly powerful for consumers and the renewed interest in the Nokia brand, as highlighted by our data, is clear proof of this."

“However, to really understand consumer interest in a product, brands need to look to online search data to determine real, concrete intent to purchase, instead of just general interest and nostalgia, which can soon fade. This situation is something at Captify we saw with Pokemon last year. Thanks to the launch of Go, it experienced a huge revival but now, over six months later, searches have declined dramatically, as the initial interest has worn off.”

“The genuine consumer interest in the Nokia 3310 is borne out from our data which shows a huge spike in the public searching for actual network carriers, despite the product not being available until the second half of 2017. It demonstrates that people really do want to buy the product well ahead of its release, and are already starting to make decisions about which network they’ll use too.”