Telmap’s Quarterly Metrics Report lists the top navigation related search terms for major EU countries. Six of the top ten UK searches were for brands – Tesco, MacDonalds, Asda, Alton Towers, Ikea and KFC. This compares to five in Germany, two in France and just one in Spain, where generic searches for terms like restaurant, hotel or parking are more common.
Official then – majority of Brits are shallow brand-led suckers who spend their time driving around retail parks looking for cheap immediate gratification.
Full Telmap report here – http://global.telmap.com/data/uploads/newsletter/Telmap_Metrics_Report_2011Q2.pdf