The British insurance industry had the highest proportion of paid search traffic in August compared with other sectors, Hitwise has revealed.

About 45 per cent of search click-throughs to insurance websites were accounted for by pay-per-click (PPC) last month, while 37.4 per cent of search clicks to utilities sites were found to come from paid search ads.

Shopping and classifieds, travel, banking and automotive websites enjoyed above-average paid traffic rates, although a number of sectors fell below the average of 10.9 per cent, research director for Hitwise UK Robin Goad said.

"News and media and entertainment are the least reliant on paid search, with even government sites receiving a greater proportion of their search traffic from paid clicks," he remarked.

Almost three in ten Canadian internet users have previously opted to click on a PPC ad despite seeing the same site listed in natural search listings, according to research carried out by Ipsos Reid and reported by Mediacaster magazine.

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