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Generic searches are a large part of how many consumers make their journey towards an
online purchase, according to a new survey.

The study, conducted by comScore and Google UK found that around 54 per cent of online
travel shoppers began their buying process using generic word, destination or search
terms.

Commenting on the results, Google UK's Robin Frewer said that the figures show that
branded sites are less popular - meaning that consumers are more likely to come upon a
generically named domain by using simple search tactics.

"The fact that users are using more generic search queries gives ample opportunity for
brands to attract new customers - and brands that are not present during these searches
are missing out on sales," he said.

Last month a spokesman for NetEarthOne suggested that a strong generic domain name was
an invaluable commodity for businesses and would also assist in building corporate
identity.