Let’s face it, everyone loves Google. Even the name is cuddly. Spurning other search machines, we live and die online in line with the G-man’s plan for info domination.

But next time you make use of one of Google’s nifty online tools, give yourself a pat on the back: it’s all powered by insurance.

Wired magazine recently revealed that 97% per cent of Google’s revenue comes from advertising – and what is the most lucrative advertising keyword of them all? Why it’s insurance, of course, driving almost a quarter (24%) of Google’s advertising revenue, beating loans and mortgage into cocked hats marked second and third, and leaving lawyers back in sixth and claim a tiny twinkle down at tenth.

So there you have it: a morbid fear of loss it is that makes the online world go round.


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