A survey of UK consumers shows Google as their internet search engine of choice, while Yahoo is regarded as a portal and Microsoft's MSN is associated with its Messenger and Hotmail services.
Researcher Hitwise says the findings are broadly similar to those in the USA, where Google is also strongly associated with search.
US consumers do not, however, recognise the search titan's "portal-like" tools, whereas their UK counterparts do associate Google Video with the parent brand.
Both UK and US consumers strongly regard the Yahoo brand as a portal, associating it with its channels and content. However these associations are even more marked in the US.
Data sourced from BrandRepublic (UK); additional content by WARC staff