UK: Facebook most searched for brand last year

02/04/2012

Searches for ‘facebook’ now account for 2% of UK searches, while four retail brands are among the top 10 brands, according to new research.

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The study, from Hitwise, indicates that Facebook was the most searched for brand of 2011.

Looking at the most popular search terms typed into search engines last year, ‘facebook’ was not only the number one branded term but also the most searched for term overall in the UK.

Facebook was responsible for three of the top 10 most searched for terms in the UK last year including ‘facebook’, ‘facebook login’ and ‘fb’.

Focusing purely on the top 10 branded search terms, ‘facebook’ led the pack followed by ‘youtube’ and ‘ebay’.

Four retail brands made the top 10 list including ‘ebay’, ‘amazon’, ‘argos’ and ‘next’. As well as ‘facebook’ and ‘youtube’, fellow digital brands ‘google’ and ‘hotmail’ also made the top 10 list. In news and media ‘bbc’ was the most searched for brand at sixth overall and ‘daily mail’ came in at number nine.

James Murray, Marketing Research Analyst commented: “Search engines are the primary portal people use to get to where they want to go online. The place people want to go most online is Facebook. Around two per cent of all UK searches online are for the term ‘facebook’ which contribute to the website receiving over a billion visits a month from British Internet users alone. Understanding the way people use search engines is crucial for marketers if they want to adapt their digital strategies to the fast moving and constantly evolving online landscape.”

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