What are Britons searching for?
Web 2.0, Search Engines
11 September 2007
Google is now responsible for four in every five click-throughs in the UK, new web stats from internet media and market research firm Nielsen//NetRatings have revealed.
In July this year, Britons clicked on over 1.3 billion search results - an impressive 29,000 every minute.
The research looked at which sectors receive the most click-throughs from search engines and the greatest percentage of visitors coming from search.
The multi-category travel sector received most of the click-throughs, with 4.7 per cent of total click-throughs or 41.6 million, closely followed by member communities such as Web 2.0 social networking site Facebook.
It found that reference and information sites have the greatest percentage (79 per cent) of visitors coming from search - including people looking for information on places to visit, local services, hotels, or something to buy.
This was followed by travel destinations, for instance About Britain and Visit Scotland, with 68 per cent coming from search.
Alex Burmaster, European internet analyst at Nielsen//NetRatings, said: "Britons online are most likely to be searching for travel deals, social networks or reference information through sites like Wikipedia and Yahoo! Answers.
"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!"
"Wikipedia says that as it has many links and contains lots of content on a wide range of topics, their pages tend to rank well in search engines and to get a high page rank on Google. Hence, large numbers of searchers clicking through to Wikipedia across a very wide range of search subjects."
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