Forklift Search Trends 2013

Are you a forklift service provider, renter, or someone who is wondering how to start such a business?

Then you are at the right place. I am going to share some helpful material to make your global identity. This information is going to give the knowledge needed on what your goal should be in marketing your business.

We all know that over the past decade the world has become a global marketplace. In the 19th century, the first battery powered forklift was produced and at that time there was only Clark forklift available for handling and moving luggage. Today, there are more than twenty manufacturers globally.

One of the interesting facts is that a few years back many people were searching for everything on the Internet except industrial equipment, such as forklifts, cranes, pallets or trucks. Those who did search for such were very few in quantity. However, things are totally different now. According to a research by Cubic ICE it is presented that the searching trend specifically for forklift is increasing at a rate of 1.5 million/month. An analysis says that coming days can increase these searches more than you could imagine.

Market Share:

With the increase in online search of industries, the market share has also increased worldwide. The graph depicted on the left shows the breakdown of monthly Google searches using the specific term “forklift” for various countries.

According to this research the USA has a market share of 36.3%, UK 13.4%, Australia 9% and Canada only 6%. Therefore, the USA is currently leading with the highest market share percentage. It is also observed that the USA is currently leading with the highest number of forklift service centers. This search phenomenon is by Google and different search engines may present different statistics.

 Brand Popularity by Country:

As shown above, there are more than 20 manufacturers in the forklift industry; however, only a few of them are popular and preference varies by country. Check below the brand popularity by country.


Until now we have discovered that the USA is the most top ranked country for the forklift sale. Toyota is the most popular Forklift Brand, as Toyota dominates branded forklift search with 22% share of search, while Hyster and Crown are the second most popular manufacturers. Toyota is a Japanese company and Crown Equipment Corporation is based in USA, but both these companies are popular worldwide.

Sales vs. Rentals Search:

The increase in online search for handling equipment is just for the forklift sales and services. The research represents that only 3% monthly searches increasing globally for Forklift Hire and Rentals, out of which only 10% from USA. This percentage is better in the UK and Australia.


Searches via Keyword:

Different people use different keywords to search for something on Google. People that are engaged with sales and purchases usually search to buy, sell or price. 80% of such searches come from the USA. More than 19,000 people search monthly for these sales and purchase type keywords. Other specific key phrases that are more often searched on Google are:

  • “Forklift Truck”
  • “Forklift”
  • “Forklift Jobs”
  • “Forklift Training”
  • “Forklift Part”
  • “Forklift Certification”

Only 10% of these people are searching for jobs, driver or operator.

User Intent when Searching:


By these statistics, it is clearly presented that the USA is the top ranked country for forklift services and sales.

Brand Wise Search in USA:

People recognize their demand with brand name. There are over 83,000 monthly searches in the USA where brand name is used. Most of the people search for Toyota, Hyster, Crown, Nissan and CAT, but it doesn`t mean that other brands have never been searched there. The search ratio for other brands is quite less but still exists in the USA.


Toyota Forklift, a Japanese brand, is the most searched term in the USA with the rate of 21.8%. Crown and Hyster rank second and have equal search rates. Similarly, Nissan and Cat are equally searched as well. Yale forklift is nearly equal to Cat and Nissan, but only with the difference of 1.8%. Komatsu, Mitsubishi, Raymond, Clark, Linde, Doosan and Manitou come after that. Only 1% of search terms include other branded search results.

Brand Wise Search in Australia:

Australia is the third second largest country where 14,500 searches are for various forklift brands. Crown Forklift seems to be the most popular brand among Australians. Out of all brands this is searched 24.5%. Here Toyota and Hyster are the second most popular brands.


Mitsubishi, Cat, Yale and Manitou are nearly equally searched brands. Other brands searches are greater than any other country (1.4%).

Brand Wise Search in UK:

In the UK overall 13,100 plus searches are for branded forklift. According to this result, UK is the third largest country where people search for various forklift brands.

Linde and Toyota are the most popular searched terms in the UK.  Hyster, Cat and Nissan are equally popular.


It seems like other non-popular brands are also popular in the UK as compared to the USA, Canada and Australia.

Brand Wise Search in Canada:

Branded searches in Canada have a different search rate when compared to the USA. Overall, there are more than 11,800 monthly searches in Canada where a brand name is used. This ratio is nearly equal to the UK. All these searches include different brand names, but Toyota, Hyster, Yale and Cat are the most searched brands in Canada.


Overall, brand wise search in Canada is small when compared to the USA; however, it is not that small as it is 11,800.

In Canada brands like Linde, Komatsu, Clark, Mitsubishi, Manitou and Doosan have nearly equal search ratio. Other non-popular brands are searched only 0.6%.

Things to Know:

Another interesting thing to know is that less than 3% searches in UK are for Diesel Forklift.

(Diesel Forklift works with diesel and an expensive type of forklift for handling and moving materials.)

Download Forklift Search Trends 2013

By | 2017-05-03T14:50:32+00:00 June 25th, 2013|Forklift Info|0 Comments

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