UK search marketing spend up 11%

Google grew its overall UK market share from 82.6% to 88.2% year on year, largely as a result of its Google Content network which grew by 300% year on year.

The increase in market share by Google was in part at Yahoo!'s expense. Its market share dropped from 13.9% to 8.4% year on year.

Microsoft Live Search was able to maintain its presence in the UK market at 3.4% market share.

James Beriker, president and chief executive of Efficient Frontier, said: "The increased level of search spend during Q4 can be in large part attributed to the strength of the online retail channel in price comparison and shopping efficiency, particularly for more established online brands who increased spend to reach revenue goals.

"The retail landscape has changed dramatically in recent times as consumers increasingly turn to online shopping and search marketers are now recognising this trend."

The report was based on an analysis of over 4bn impressions and 58m clicks across an index of Efficient Frontier UK customers.