Citing research from Hitwise, the U.K.'s NetImperative writes that smaller firms gain Web traffic from searches for their larger competitors' sites, with 10 percent of searches from leading travel, retail and insurance brands sending visits to a site offering the same or similar product. The research also showed that brand-name searches remained a key driver of traffic for brands: 80 percent of searches for brands send visits to those companies' websites. However, the findings showed that leading brands rarely receive visits based on searches for competitor brands. Just over five percent of visits to websites for the leading brands were the result of searches for companies that offer a similar product.