Get 40% Off
🤯 This Tech Portfolio is up 29% YTD! Join Now to Get April’s Top PicksGet The Picks – Just 99 USD

Alphabet owned Google position remains strong - Morgan Stanley

Published 23/11/2022, 16:28
Updated 23/11/2022, 16:28
© Reuters.

© Reuters.

By Sam Boughedda 

Morgan Stanley  (NYSE:MS) analysts told investors in a note Wednesday that its AlphaWise survey shows Alphabet (NASDAQ:GOOGL) owned Google's position at the top of the e-commerce funnel remains strong.

They explained that even Amazon (NASDAQ:AMZN) Prime members report starting on Google more often than Amazon, and the data supports why the firm is constructive on Google.

"The holiday shopping season is upon us as we continue our series monitoring GOOGL's position at the top of the e-commerce funnel. As written, we see GOOGL's retail search innovation the past few years bringing more merchants and inventory across improved GOOGL e-commerce experiences (Search, Maps, YouTube etc.) and our AlphaWise survey data continue to show how e-commerce consumer behavior (including Prime member behavior) remains strong on GOOGL," wrote the analysts. "With e-commerce/CPG making up ~42% of total online advertising we see this position as being key to driving durable paid search growth as/whether the consumer weakens."

The analysts provided three key takeaways from the Alphawise survey, including more Americans visiting Google (including YouTube) first when researching products online, 35% of Americans visiting Google first when comparing prices online, and even when consumers know what products they want to purchase, 18% still go to Google first.

On travel, Morgan Stanley stated that Google's "position at the top of the online travel search funnel remains strong as well (37% start on GOOGL when researching travel online vs. 20% on EXPE and 15% on BKNG)."

Latest comments

Risk Disclosure: Trading in financial instruments and/or cryptocurrencies involves high risks including the risk of losing some, or all, of your investment amount, and may not be suitable for all investors. Prices of cryptocurrencies are extremely volatile and may be affected by external factors such as financial, regulatory or political events. Trading on margin increases the financial risks.
Before deciding to trade in financial instrument or cryptocurrencies you should be fully informed of the risks and costs associated with trading the financial markets, carefully consider your investment objectives, level of experience, and risk appetite, and seek professional advice where needed.
Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. The data and prices on the website are not necessarily provided by any market or exchange, but may be provided by market makers, and so prices may not be accurate and may differ from the actual price at any given market, meaning prices are indicative and not appropriate for trading purposes. Fusion Media and any provider of the data contained in this website will not accept liability for any loss or damage as a result of your trading, or your reliance on the information contained within this website.
It is prohibited to use, store, reproduce, display, modify, transmit or distribute the data contained in this website without the explicit prior written permission of Fusion Media and/or the data provider. All intellectual property rights are reserved by the providers and/or the exchange providing the data contained in this website.
Fusion Media may be compensated by the advertisers that appear on the website, based on your interaction with the advertisements or advertisers.
© 2007-2024 - Fusion Media Limited. All Rights Reserved.