Ebay, Amazon, Argos and Next were the most searched-for retailers in the UK in 2011, according to a new top 10 from Experian Hitwise.
The list of most searched-for brands in 2011 puts eBay in third place, Amazon UK in fourth, Argos in fifth, with Next bringing up the rear at 10th place.
But ahead of them all comes Facebook, in first place, followed by YouTube in second. Facebook was not only the most searched for branded term, says Experian, but the most searched for overall. It appeared three times on the overall top ten list, with ‘facebook’, ‘facebook login’ and ‘fb’.
James Murray, marketing research analyst at Experian Hitwise, said: “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.”
Our view: There’s been recent debate about whether Facebook commerce works, but this is a salutory reminder that retailers – especially those that aren’t on this list – do well to at the very least factor social media into their strategy. Even more importantly, having set up a social media presence, it’s also crucial to maintain it.
Most searched for branded terms of 2011: The Experian Hitwise top 10
1 Facebook
2 YouTube
3 eBay
4 Amazon
5 Argos
6 BBC
7 Google
8 Hotmail
9 Daily Mail
10 Next
