European online search behavior is changing: Users are abandoning brand-name searches and opting for more sophisticated terms for both food and online services, according to research from bigmouthmedia in the UK.

European online shoppers still use the search box to access brand sites and browsers like Firefox and Chrome with a single navigation bar combining both navigation and search. But the searches are more targeted and involve more complex search terms, often phrases that are 2-3 words long.

And searching behavior varies by country, the study found. Users in Italy, Great Britain and Germany have the most complex search behavior, with four-word phrases, whereas one-fourth of French and Spanish consumers search for information, goods, and online services using a single keyword.

 The way that users approach the search landscape is changing, said Andrew Girdwood, head of search at bigmouthmedia. As consumers continue to become more comfortable with the technology and the sheer volume of online information proliferates, it will be interesting to see how this trend develops over the next few years and how it may force many big brand companies to reassess their digital marketing strategies, he said.

A March report revealed that the use of keyword searches that are eight or more words long increased 20% in the period between February 2008 and February 2009. It also found an overall trend toward longer searches at the major search engines.