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BBC and Google consumers' favourite Internet brands

BBC and Google consumers' favourite Internet brands

BBC online and Google are the Internet's most 'trusted' and 'reliable' online brands among UK consumers, according to brands authority Superbrands.

The survey found bbc.co.uk to be the most trusted online brand, with Google voted the consumer's second favourite with eBay third. Internet auction site eBay also featured prominently, topping the "websites visited with a spare hour online" category.

As well as topping the poll for the most trusted brands, the BBC also topped jointly as the most reliable website again, followed again by eBay.

Google topped the poll, however, as users' favourite online brand, this time beating the BBC into second.

Other brands to make the top 10s for trusted and reliable were Yell.com, Friends Reunited and Times Online. The Times was the only newspaper group to make the top 10s for trusted and reliable online brands.

The YouGov survey underlined the immense popularity of online shopping in the UK. However, results also indicated that consumers are wary of parting with their cash online. Nearly 70% of consumers said they would only buy products from websites with a recognisable brand name or reputation.

Consumers voted the logo as the most important feature when recognising online brands. Conversely, celebrity-endorsed websites were found to have limited appeal.

The research was commissioned by Superbrands with the purpose of identifying the UK's strongest online brands. The findings, which were revealed at the launch of the 'eSuperbrands' book in London last night, include case studies of 46 of the UK's eSuperbrands.

Donna Price, chairperson of the eSuperbrands Council, said: "With the proliferation of websites, both reputation and brand image are becoming ever more important in aiding consumer choice. Those brands featured in the 'eSuperbrands' publication are a suitable benchmark of those that truly deliver."

The top 10 online brands as voted for by consumers:

Favourite online brand

1. Google

2. bbc.co.uk

3. eBay.co.uk

4. Streetmap

5. Friends Reunited

5. Nectar

5. tiscali

5. Times Online

5. TOPSHOP

5. Yell.com

Most trusted online brand

1. bbc.co.uk

2. Google

3. eBay.co.uk

4. Streetmap

5. Yell.com

6. Friends Reunited

7. Times Online

8. Nectar

9. Auto Trader

10. UpMyStreet

Most reliable websites

1. bbc.co.uk

1. Google

2. eBay.co.uk

3. Yell.com

4. Streetmap

5. Times Online

6. Friends Reunited

7. Nectar

8. Auto Trader

Source: Superbrands/YouGov 2006


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