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BizReport : Search Marketing : September 11, 2007

What are they searching for in the U.K.?

The online search habits of Internet users in the U.K. have been scrutinized in a recently released study from Nielsen//NetRatings.

by Helen Leggatt

nielsen%20logo.gifBritish Internet users clicked on over 1.3 billion search results in July this year, around 29,000 every minute, according to the Nielsen//NetRatings report. The island nation searched within the travel category the most, accounting for 41.6 million click-throughs from search engines, almost 5 percent of overall clicks.

The social networking sector received the second most amount of click-throughs with just over 40 million followed by research tools with 39.3 million and finally, with 4.2 percent, was the search category.

"Britons online are most likely to be searching for travel deals, social networks or reference information through sites like Wikipedia and Yahoo Answers," said Alex Burmaster, European Internet analyst at Nielsen//NetRatings. "To see how deeply ingrained search is in the internet today, one needs to look no further than the fact the fourth most popular search destination is search itself. In other words, people use search engines to find other search engines!"

As for the search engines themselves, Google was the most-used brand in the U.K., accounting for a sizeable 80 percent of search click-throughs. Yahoo came in second with 7.5 percent followed by AOL (5.5 percent), MSN/Windows Live (2.7 percent) and (2.1 percent).

Tags: click-through, search category, search engines, U.K.

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