Nintendo's wildly popular Wii Fit game is currently the most searched-for product by UK internet shoppers in the run-up to Christmas. Perhaps unsurprisingly the Wii console is at number two, followed by the Apple iPhone.

According online competitive intelligence service Hitwise, during October there were more UK Internet searches for Wii Fit than the Nintendo Wii, the most popular product last Christmas. After Wii Fit and the Wii console, the third most searched-for gadget is the Apple iPhone.

Nintendo's Wii Fit accounted for one in six searches for a video game during October.

Wii Fit game

Top 10 most searched-for Consumer Electronics products in the UK during October 2008:

  1. Wii Fit
  2. Nintendo Wii
  3. Apple iPhone
  4. Nokia N96
  5. Apple iPod
  6. Sony Playstation 3
  7. Microsoft Xbox 360
  8. Apple iPod touch
  9. Apple iPod nano
  10. Nintendo DS

"This generation of consoles - the Wii, Playstation 3 and X-Box 360 - have started to mature, and we have reached the stage where more people are now looking for games online rather than the consoles themselves," commented Robin Goad, Hitwise's UK Director of Research.

However, it is multi-platform video games that are most popular: almost 1 in 2 video game searches are
for titles published across more than one console. Three of the top 5 most searched for video games in the UK during October were multi-platform: Far Cry 2, Call of Duty: World at War (released this week) and Saints Row 2.

Wii Fit has helped Nintendo Wii Games into second place, accounting for almost a quarter of all video game searches. Fable 2, launched solely on the Microsoft Xbox 360 at the end of October, helped Xbox games stay above Sony Playstation games in the search chart.

Apple iPhone most searched-for smartphone

Mobile phones are the most searched-for consumer electronics items in the UK, accounting for a third of searches during October - twice as many as the next product type, video games, and three times that of computers.

Combined searches for televisions, cameras, MP3 players, toys and satellite navigation systems (satnavs) - which have all increased in popularity in the run-up to Christmas - make up more than one-fifth of all product searches.

Top 10 most searched for Consumer Electronics types in the UK during October 2008:

  1. Mobile Phones
  2. Video Games
  3. Computers
  4. Games Consoles
  5. Televisions
  6. Cameras
  7. MP3 Players
  8. Toys/Hobbies
  9. Satellite Navigation
  10. Printers/Scanners

The most searched-for mobile phone in the UK during October was the Apple iPhone, which accounted for 6 percent of all mobile phone searches.

Apple iPhone 3G

The popularity of the iPhone, combined with the company's dominance of the portable audio market - four-fifths of all MP3 player searches are for the iPod, with the iPod touch the most popular during October - along with its popular computers, means that Apple is also the most searched-for consumer electronic brand overall in the run-up to Christmas.

Top 10 most searched for Mobile Phones in the UK during October 2008:

  1. Apple iPhone 
  2. Nokia N96 
  3. Samsung F480 Tocco
  4. Samsung Omnia i900
  5. Sony Ericsson c905
  6. LG Viewty KU990
  7. Nokia N95
  8. Sony Ericsson C902
  9. Sony Ericsson Xperia X1
  10. Samsung G600

However, a number of so called ‘iPhone killers' are tracking closely behind the Apple iPhone. The Nokia N96, Sony Ericsson C905 and Samsung Omnia all increased their market share of searches in October. The popularity of Nokia's N96, combined with the company's large back catalogue of phones, enabled Nokia to maintain its standing as the most searched-for mobile phone brand in the UK.

Sony Ericsson sits as the second most popular mobile phone brand with three models in the top ten - including the recently launched Xperia X1 - while Samsung is in third place. The HTC T-Mobile G1, the first mobile phone to utilize Google's Android platform, launched in the UK the same week as the Xperia X1 and was the 17th most searched for phone in the UK during October.

Netbooks most popular computers

According to Hitwise, netbooks accounted for one in every six searches for computers during October. Dell was the most searched-for computer brand in October, accounting for one in eight computer searches. Acer was the second most popular computer brand, helped by the performance of its Netbook, the Acer Aspire One.

Netbooks - small to medium sized, light-weight, low-cost, energy-efficient laptops optimized for web usage - account for one in six of all computer searches as Christmas approaches.

Acer Aspire One netbook

In addition to the Acer Aspire One, the top 10 most searched-for computers during October included four other Netbook models: the Asus Eee, Advent 4211, Samsung NC10 and the MSI Wind. The Samsung NC10 was the fastest growing Netbook over October, with a 300% increase in searches compared to the previous month. Dell's Netbook, the Inspiron Mini 9 fell just outside of the top 10.