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Paid Search Only Accounts For 6% Of Clicks In UK

Sites include , . Published on September 7th, 2012. Written by Anthony West.

It looks like people in the UK are not a fan of paid ads. According to research findings published by, only 6% of clicks in the UK are directly attributable to paid search. Users over there it seem prefer to click on the natural results.

The research was conducted jointly by GroupM UK and Nielsen and looked at over 1.4 billion search queries during June 2011. 28 million people helped to form the basis of the study, the findings of which shed some light on the search habits of UK internet users.

The findings show that UK searchers are more likely to click on the first three results for branded search terms. Non-brand search terms unsurprisingly got the longer tail of clicks.

When it comes to search and CTR in the UK, some categories of searches do better than others. What is surprising though is just how popular some categories are. Airlines for instance get a whopping 78% CTR—the highest among all search verticals, Broadcast Media and Finance & Insurance were tied for the second highest CTR with 64%. The category with the lowest CTR (39%) was Computer and Consumer Electronics.

The good news for advertisers is that they at least got a glimpse of which gender in the UK is likely to click on paid ads. According to the study, 53% of females click on paid ads. Not a bad stat given that females are more likely to buy stuff.

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