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Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results by Kristján Már Hauksson, Anne F. Kennedy

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6. United Kingdom

The United Kingdom holds big potential for using the Internet for marketing because the Internet culture is well integrated, there is high penetration of broadband, and UK users are very “mobile” savvy. The United Kingdom ranks eighth in the world for Internet use. In 2011, more than 82 percent of the UK’s population used the Internet, and almost 48 percent also used Facebook. The United Kingdom seems to be Europe’s most opportune market to communicate via those two media. The 82 percent is to close to 51.5 million people, a huge growth from the 15.4 million users in 2000.

That said, if you are tempted to market in the United Kingdom because you believe a common language and some shared history with the United States make the ...

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