Insights

In the UK, Media and Information Sites Thrive as Consumers Seek the ‘Real World’ on the Web
Article

In the UK, Media and Information Sites Thrive as Consumers Seek the ‘Real World’ on the Web

The online world is increasingly reflecting the offline world, with the web’s 50 most-popular brands consisting more than ever of businesses established in the ‘real world’ and sites serving the interaction between ‘real people’, according to a UKOM/Nielsen study of how the profile of the web’s most-visited sites has changed since 2004.

Names such as Freeserve, Lycos, Demon and Kelkoo, which once appeared among the web’s elite, have now been replaced in the Top 50 by brands such as Facebook, Twitter, Sky and John Lewis.

The rise of social media and traditional offline brands

UKOM general manager James Smythe explains: “Over the last seven years, we see two broad developments: first, huge growth in the use of sites built on social content, where we mostly find contributions from people we trust; and second, websites with a high-street or ‘real-world’ presence translating the strength of their offline brands into online audiences.”

Read more about to web brands in the U.K. at uk.nielsen.com