LONDON: Online search adspend rose by 11% in the UK in the last quarter of 2008, as Google further extended its dominance of the sector, according to figures from search marketing specialist Efficient Frontier.

The company's "Search Engine Performance Report" also found that search spending increased by 14% in the last three months of 2008 compared with the previous quarter, boosted by heightened spending levels over the festive period.

Google increased its share of the search market to 88.2% from 82.6% in the year-ago period, with its Google Content platform registering an uplift of 300% year-on-year.

By contrast, Yahoo's market share dipped from 13.9% to 8.4%, and Microsoft's Live Search remained static at 3.4%.

Says James Beriker, ceo of Efficient Frontier: "The increased level of search spend during Q4 can be in large part attributed to the strength of the online retail channel in price comparison and shopping efficiency, particularly for more established online brands who increased spend to reach revenue goals."

Data sourced from Brand Republic; additional content by WARC staff