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Alphabet owned Google position remains strong - Morgan Stanley

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...
Alphabet owned Google position remains strong - Morgan Stanley © Reuters. Alphabet (GOOGL) owned Google position remains strong - Morgan Stanley
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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 Prime members report starting on Google more often than Amazon (NASDAQ:AMZN), 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)."

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03-12-2022 08:28:39 (UTC+7)

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    EUR/USD 1.0540 ↑ Buy  
    GBP/USD 1.2292 Buy  
    USD/JPY 134.30 ↑ Buy  
    AUD/USD 0.6795 ↑ Sell  
    USD/CAD 1.3473 ↑ Buy  
    EUR/JPY 141.59 Buy  
    EUR/CHF 0.9876 ↑ Sell  
    Gold 1,811.40 ↑ Sell  
    Silver 23.355 ↑ Sell  
    Copper 3.8550 ↑ Sell  
    Crude Oil WTI 80.34 ↑ Buy  
    Brent Oil 85.42 ↑ Buy  
    Natural Gas 6.222 ↑ Sell  
    US Coffee C 162.08 ↑ Sell  
    Euro Stoxx 50 3,977.90 ↑ Buy  
    S&P 500 4,071.70 ↑ Buy  
    DAX 14,529.39 ↑ Buy  
    FTSE 100 7,556.23 ↑ Sell  
    Hang Seng 18,675.35 ↑ Sell  
    Small Cap 2000 1,889.98 ↑ Buy  
    IBEX 35 8,382.60 Neutral  
    BASF 48.730 ↑ Buy  
    Bayer 54.84 Neutral  
    Allianz 202.65 ↑ Sell  
    Adidas 124.26 ↑ Buy  
    Lufthansa 7.738 ↑ Buy  
    Siemens AG 134.70 ↑ Buy  
    Deutsche Bank AG 10.024 ↑ Buy  
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