The UK's top 50 online brands, but what does it all mean?
Nielsen and UKOM have produced a list of the country's top 50 online brands. There we are. What does this means, exactly?
Nobody's quite sure, especially the Daily Telegraph. According to its coverage of the story, it's a listing of the most popular online brands in 2011, and it proves conclusively, somehow, that it's traditional offline brands that are most popular into today's digital world.
Except it doesn't prove any such thing. Read the story, then look at the results of the research. It's like the Telegraph journalist read the press release on her BlackBerry just before she fell asleep after a little too much Asti Spumante, and proceeded to wrote the story from memory this morning.
Here are the top 10 online brands:
2. MSN/Windows Live/Bing
An impressively strong turnout for what would be considered primarily online brands. Tesco is 17th place, the same position the supermarket chain was in in 2004 - despite the Telegraph's headline claiming Tesco has 'ousted' other online brands in the poll. The story's byline states:
"Companies which have a presence in the real world, such as Tesco and BT, have become the UK’s most popular brands online."
Yet the actual results don't show anything of the sort; the Telegraph's definition of "most popular" seems to defy English language. And BT Openworld, which was 12th in 2004, is nowhere to be seen in today's top 20. Baffling. In fact the Telegraph's coverage is stuffed with very odd claims that don't fit any of the facts:
"The rest of the top 10 is mostly made up of brands which have a real-world presence, such as Amazon and eBay, whose respective businesses rely upon people buying and sending goods offline."
Well yes, there are physical elements to the service - products, deliveries - but nobody would ever describe Amazon or eBay as anything other than an online brand. A "real-world presence"? Are you sure about that? As opposed to Google, which the paper describes as a "web-only" company? If the fact that Amazon are offline brands because there is a physical product bought or sold, what about the Nexus One and Android OS? Nonsense.