British firms are failing to maximise their online marketing potential and entice British users, according to a new Nielsen/NetRatings report.

Only the BBC – which, ironically, does not carry adverts – made the top ten groups in the UK in terms of numbers. Next in the list compiled for the Times were the government’s websites, at 12, which also lack advertisements.

In addition, seven of the UK’s top 20 firms by market value fail to have websites that are clicked on significant enough to be recognised by the researchers.

Even Tesco, which is Britain’s largest retailer and third biggest in the world, showed up at 15th, with 6.5 million users.

While banks have invested heavily in online sites, highest place was in 23rd for the Royal Bank of Scotland.

Winners were Microsoft and Google, each having 25 million unique users, around 80 per cent of all UK-based web traffic.

The results are mixed – it shows that small firms need not have a large offline presence to make headway, but it also means that traditional firms could do better marketing themselves online.ADNFCR-8000151-ID-18027278-ADNFCR

Related Topics: General Marketing