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The World’s Most Searched Consumer Brands

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Most Searched Consumer Brands in the World

The World’s Most Searched Consumer Brands

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Strong brands create an emotional link with consumers, and tech brands are no exception.

In fact, Google, Amazon, Netflix, and even eBay rank as some of the most searched consumer brands worldwide. It’s hard to imagine life without these household names, but how do brand preferences shift and change across internet searches worldwide?

This graphic from Business Financing compiles 12 months of data from the Google Keyword Planner and other sources, to uncover the world’s most searched consumer brands.

Note: Due to data constraints, a number of countries on the map do not have sufficient information available.

In Tech We Trust

By far, the world’s most searched consumer brand is Google, which seems very convenient.

It ranks at the top in 100 countries—that’s nearly half of all countries on the planet. With over 90 billion visits monthly, Google has unparalleled dominance in brand loyalty and website traffic.

Top 3 Most Searched Consumer Brands

  1. Google: 100 countries
  2. Netflix: 45 countries
  3. Amazon: 30 countries

Netflix, falling in second, ranks highest in 45 countries including Turkey, Brazil, and South Korea. In third, Amazon is the most popular in 30 countries. The only non-tech company in the top five is IKEA, in fifth place, after eBay.

Gaming the System

When it comes to sub-sectors of consumer brands, the gaming space tells an interesting story.

Namely, it is Epic Games—creator of Fortnite and Grand Theft Auto—that dominates global charts by a considerable margin. Founded in Potomac, Maryland, the company ranks at the top for 141 countries globally.

Most Searched Gaming Brand in the World 820px
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Additionally, Nintendo tops the list of 24 countries including Japan, Haiti, and Canada, while Paris-based Gameloft comes next in line.

Fast Fashion: Shoe Dog At the Top

Since its founding in 1964, Nike has become a remarkable brand builder. In fact, Nike is the most searched fashion brand among 49 countries.

Interestingly, founder Phil Knight only began to fully understand branding power after the company reached $1 billion in revenues. After a series of failures and missteps in the mid-1980s, Nike switched its focus from marketing and manufacturing, to instead, zeroing in on the consumer.

Most Searched Fashion Brand in the World 820px
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Like Nike, Swedish retailer H&M has a long history dating back to 1947. Prior to the pandemic, the fast-fashion retailer operated 5,000 stores globally. Since pandemic tailwinds, however, H&M plans to close 250 physical stores in 2021 and focus more on online sales.

Big Macs are Here to Stay

When you look closer at the most searched fast food chains, McDonald’s ranks highest on a global level, but not by far.

KFC comes in second, topping the list of 65 countries including Russia, Peru, and Thailand. Meanwhile, Pizza Hut, which is owned by the same parent company as KFC, attracted the highest number of searches in America.

Most Searched Fast Food Brand in the World 820px
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On the other hand, Antarctica curiously ranks Baskin Robbins at the top, but this could be influenced from a low volume of searches in the region.

Consumer Brand Outliers

If there’s one recurring trend across the top consumer brands, it’s that they are unsurprisingly dominated by big players concentrated in America.

However, notable outliers are present. In China, search engine Baidu ranks as the top consumer brand on the internet. On the other hand, the Vatican’s most-searched gaming company is Canada-based BioWare, which developed the Mass Effect series (no pun intended).

Meanwhile, in Saint Helena—the island where Napoleon was exiled and later died—has Burger King as its most searched fast food brand. As it happens, the remote island appears to have no Burger King, or any other fast food chains. Kenya’s top fashion brand is Louis Vuitton, while Turkmenistan’s is Gucci.

Despite these differences, many consumer preferences, at least according to search volume, appear strikingly similar on global levels. As many of these multinational brands continue to gain even greater market share, the implications for the global consumer will be interesting to watch in the next year, or even decade.

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Economy

Interactive: Comparing Military Spend Around the World

Which countries have the highest military spend relative to their economy? This visual breaks down the amount spent in each country by GDP.

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A map showing countries' military spend as a percentage of their gross domestic product.

Comparing Military Spend Around the World

One of the easiest ways to identify a nation’s priorities is by tracking its expenditures, and military spend is no different.

Usually spending is measured, and ranked, in absolute amounts. For example, countries around the world collectively spent $2.1 trillion on their militaries in 2021, with the most coming from the U.S. ($800 billion), China ($293 billion), and India ($77 billion).

But these eye-popping figures are best understood in the context of each country’s economy. Using data from the Stockholm International Peace Research Institute (SIPRI), Varun Jain has visualized 158 countries’ military expenditures, both as a percentage of their total GDP as well as in average per-capita spend.

Countries’ Military Spend as a Percentage of their Economy

To begin, Jain identified three categories of military expenditure as a percent of GDP, using the five-year (2018‒2022) average for more consistent data:

Military Spend% of GDPCountries
HighAbove 5%7
Medium2‒5%44
LowBelow 2%107

Under this categorization, the stand outs are the countries spending an outsized amount of their economic output on military, rather than the highest total spenders in absolute terms.

At the top of the table is Ukraine, which has earmarked a staggering average of 9.46% of its total economic output on defense over the past five years. That’s well ahead of second-place Saudi Arabia, which is slightly above 8%.

In Ukraine’s case, its high ranking shows how quickly priorities can change. From 2018 to 2021, the country spent 3.2-3.8% of its GDP on its military, but the outbreak of war with Russia saw its expenditures jump to one-third of economic output.

Other countries from the Middle East and North Africa follow in this tier, with Oman third at 8.11% and Qatar fourth with 5.88%. Rounding out the top seven high spenders are Algeria, Kuwait, and Israel.

RankCountryMilitary Spend% of GDP
1🇺🇦 UkraineHigh9.46%
2🇸🇦 Saudi ArabiaHigh8.19%
3🇴🇲 OmanHigh8.11%
4🇶🇦 QatarHigh5.88%
5🇩🇿 AlgeriaHigh5.70%
6🇰🇼 KuwaitHigh5.66%
7🇮🇱 IsraelHigh5.09%
8🇯🇴 JordanMedium4.81%
9🇦🇲 ArmeniaMedium4.53%
10🇦🇿 AzerbaijanMedium4.53%
11🇱🇧 LebanonMedium4.01%
12🇷🇺 RussiaMedium3.98%
13🇧🇭 BahrainMedium3.79%
14🇵🇰 PakistanMedium3.75%
15🇲🇦 MoroccoMedium3.72%
16🇺🇿 UzbekistanMedium3.56%
17🇺🇸 U.S.Medium3.48%
18🇨🇴 ColombiaMedium3.24%
19🇬🇷 GreeceMedium3.15%
20🇳🇦 NamibiaMedium3.09%
21🇧🇳 BruneiMedium3.09%
22🇸🇸 South SudanMedium3.05%
23🇹🇬 TogoMedium3.03%
24🇲🇱 MaliMedium2.90%
25🇨🇺 CubaMedium2.88%
26🇸🇬 SingaporeMedium2.86%
27🇧🇼 BotswanaMedium2.86%
28🇲🇲 MyanmarMedium2.76%
29🇧🇫 Burkina FasoMedium2.70%
30🇮🇶 IraqMedium2.69%
31🇰🇷 South KoreaMedium2.69%
32🇨🇬 Republic of CongoMedium2.68%
33🇹🇩 ChadMedium2.66%
34🇮🇳 IndiaMedium2.58%
35🇹🇳 TunisiaMedium2.58%
36🇪🇨 EcuadorMedium2.34%
37🇮🇷 IranMedium2.32%
38🇻🇳 Viet NamMedium2.28%
39🇰🇭 CambodiaMedium2.26%
40🇲🇷 MauritaniaMedium2.24%
41🇳🇪 NigerMedium2.21%
42🇧🇮 BurundiMedium2.21%
43🇹🇷 TurkeyMedium2.19%
44🇵🇱 PolandMedium2.17%
45🇱🇻 LatviaMedium2.14%
46🇱🇹 LithuaniaMedium2.13%
47🇪🇪 EstoniaMedium2.13%
48🇬🇧 United KingdomMedium2.12%
49🇺🇾 UruguayMedium2.11%
50🇷🇸 SerbiaMedium2.06%
51🇺🇬 UgandaMedium2.02%
52🇭🇷 CroatiaLow1.97%
53🇦🇺 AustraliaLow1.93%
54🇨🇱 ChileLow1.92%
55🇫🇷 FranceLow1.91%
56🇨🇾 CyprusLow1.90%
57🇷🇴 RomaniaLow1.87%
58🇧🇬 BulgariaLow1.85%
59🇸🇿 EswatiniLow1.82%
60🇳🇴 NorwayLow1.81%
61🇨🇫 Central African RepublicLow1.78%
62🇱🇰 Sri LankaLow1.77%
63🇵🇹 PortugalLow1.77%
64🇹🇼 TaiwanLow1.76%
65🇨🇳 ChinaLow1.72%
66🇬🇪 GeorgiaLow1.71%
67🇸🇰 SlovakiaLow1.67%
68🇬🇼 Guinea-BissauLow1.65%
69🇰🇬 KyrgyzstanLow1.62%
70🇬🇳 GuineaLow1.61%
71🇫🇮 FinlandLow1.60%
72🇸🇳 SenegalLow1.58%
73🇭🇳 HondurasLow1.56%
74🇬🇦 GabonLow1.56%
75🇲🇿 MozambiqueLow1.56%
76🇱🇸 LesothoLow1.56%
77🇲🇪 MontenegroLow1.54%
78🇫🇯 FijiLow1.54%
79🇯🇲 JamaicaLow1.49%
80🇦🇴 AngolaLow1.48%
81🇮🇹 ItalyLow1.48%
82🇭🇺 HungaryLow1.48%
83🇧🇴 BoliviaLow1.46%
84🇸🇨 SeychellesLow1.43%
85🇳🇱 NetherlandsLow1.41%
86🇸🇩 SudanLow1.39%
87🇷🇼 RwandaLow1.39%
88🇳🇵 NepalLow1.36%
89🇩🇰 DenmarkLow1.36%
90🇦🇱 AlbaniaLow1.34%
91🇪🇸 SpainLow1.34%
92🇹🇭 ThailandLow1.33%
93🇦🇫 AfghanistanLow1.33%
94🇳🇿 New ZealandLow1.32%
95🇨🇦 CanadaLow1.32%
96🇩🇪 GermanyLow1.31%
97🇲🇰 North MacedoniaLow1.30%
98🇧🇷 BrazilLow1.29%
99🇧🇿 BelizeLow1.28%
100🇸🇻 El SalvadorLow1.28%
101🇧🇩 BangladeshLow1.26%
102🇿🇲 ZambiaLow1.25%
103🇬🇶 Equatorial GuineaLow1.24%
104🇬🇾 GuyanaLow1.22%
105🇨🇮 Cote d'IvoireLow1.22%
106🇪🇬 EgyptLow1.20%
107🇵🇪 PeruLow1.20%
108🇧🇾 BelarusLow1.18%
109🇸🇪 SwedenLow1.17%
110🇰🇪 KenyaLow1.13%
111🇸🇮 SloveniaLow1.10%
112🇹🇱 Timor LesteLow1.08%
113🇹🇿 TanzaniaLow1.05%
114🇨🇲 CameroonLow1.04%
115🇹🇯 TajikistanLow1.03%
116🇯🇵 JapanLow1.03%
117🇧🇪 BelgiumLow1.02%
118🇱🇷 LiberiaLow1.00%
119🇲🇾 MalaysiaLow0.98%
120🇵🇭 PhilippinesLow0.96%
121🇵🇾 ParaguayLow0.95%
122🇽🇰 KosovoLow0.95%
123🇿🇦 South AfricaLow0.94%
124🇲🇼 MalawiLow0.92%
125🇧🇦 Bosnia and HerzegovinaLow0.84%
126🇰🇿 KazakhstanLow0.83%
127🇦🇹 AustriaLow0.78%
128🇬🇲 GambiaLow0.76%
129🇹🇹 Trinidad & TobagoLow0.75%
130🇮🇩 IndonesiaLow0.74%
131🇨🇭 SwitzerlandLow0.73%
132🇨🇿 Czech RepublicLow0.71%
133🇩🇴 Dominican RepublicLow0.70%
134🇲🇳 MongoliaLow0.69%
135🇲🇬 MadagascarLow0.68%
136🇨🇩 Dem. Rep. of CongoLow0.64%
137🇳🇬 NigeriaLow0.64%
138🇪🇹 EthiopiaLow0.64%
139🇸🇱 Sierra LeoneLow0.64%
140🇦🇷 ArgentinaLow0.63%
141🇱🇺 LuxembourgLow0.61%
142🇲🇽 MexicoLow0.61%
143🇳🇮 NicaraguaLow0.60%
144🇨🇻 Cape VerdeLow0.54%
145🇧🇯 BeninLow0.54%
146🇲🇹 MaltaLow0.48%
147🇬🇹 GuatemalaLow0.45%
148🇬🇭 GhanaLow0.43%
149🇵🇬 Papua New GuineaLow0.38%
150🇲🇩 MoldovaLow0.36%
151🇮🇪 IrelandLow0.27%
152🇿🇼 ZimbabweLow0.26%
153🇻🇪 VenezuelaLow0.20%
154🇭🇹 HaitiLow0.17%
155🇲🇺 MauritiusLow0.16%
156🇨🇷 Costa RicaLow0.00%
157🇮🇸 IcelandLow0.00%
158🇵🇦 PanamaLow0.00%

The medium group consists of 44 countries and is led by four nations (Jordan, Armenia, Azerbaijan, and Lebanon) that all spend more than 4% of their GDP on their militaries. Other familiar countries known to have large military budgets, like Russia, Pakistan, the U.S., India and the UK, are also in this category.

The low spend group has a total of 107 countries, but also contains some surprises. For example, China, France, and Germany—all in the top 10 countries by absolute military spend—actually have similar amounts of military spend as a percent of GDP as Georgia, Cyprus, and North Macedonia respectively.

At the bottom of the table are countries with either low military importance, or strange technicalities. For example, Mauritius is one of the countries with the lowest military budgets because it doesn’t officially have a standing military, instead relying on two paramilitary forces (a special mobile force and a Coast Guard).

Similarly, Iceland allocates 0% of its GDP towards military spending. In place of a standing army, the country maintains a specialized peacekeeping force, a substantial Coast Guard, and relies on security alliances within NATO, of which it is a member and provides financial support to.

Ranking Defense Spending Per Capita

While the measure above equalizes military spend on economic strength, per-capita military spending shows how much countries allocate while accounting for population size.

On a per-capita basis (again using a five-year average), Qatar leads the ranks with a per-capita spend of $4,564, well-ahead of Israel at $2,535, and Saudi Arabia at $1,928.

RankCountryPer Capita Spend ($)
1🇶🇦 Qatar$4,564
2🇮🇱 Israel$2,535
3🇸🇦 Saudi Arabia$1,928
4🇸🇬 Singapore$1,837
5🇰🇼 Kuwait$1,815
6🇺🇸 U.S.$1,815
7🇳🇴 Norway$1,438
8🇴🇲 Oman$1,254
9🇦🇺 Australia$1,131
10🇧🇳 Brunei$959
11🇬🇧 UK$913
12🇰🇷 South Korea$894
13🇧🇭 Bahrain$863
14🇩🇰 Denmark$861
15🇫🇷 France$811
16🇫🇮 Finland$801
17🇳🇱 Netherlands$765
18🇱🇺 Luxembourg$694
19🇸🇪 Sweden$662
20🇨🇭 Switzerland$647
21🇨🇦 Canada$645
22🇬🇷 Greece$629
23🇩🇪 Germany$623
24🇳🇿 New Zealand$610
25🇪🇪 Estonia$535
26🇹🇼 Taiwan$495
27🇮🇹 Italy$494
28🇧🇪 Belgium$487
29🇷🇺 Russia$467
30🇱🇹 Lithuania$463
31🇵🇹 Portugal$417
32🇱🇻 Latvia$405
33🇨🇾 Cyprus$399
34🇯🇵 Japan$398
35🇪🇸 Spain$395
36🇦🇹 Austria$393
37🇵🇱 Poland$359
38🇺🇾 Uruguay$354
39🇸🇰 Slovakia$334
40🇱🇧 Lebanon$334
41🇸🇮 Slovenia$302
42🇺🇦 Ukraine$302
43🇭🇷 Croatia$294
44🇨🇱 Chile$292
45🇷🇴 Romania$258
46🇭🇺 Hungary$248
47🇮🇪 Ireland$235
48🇸🇨 Seychelles$230
49🇦🇿 Azerbaijan$226
50🇩🇿 Algeria$219
51🇦🇲 Armenia$217
52🇧🇼 Botswana$215
53🇯🇴 Jordan$207
54🇹🇷 Turkey$199
55🇨🇴 Colombia$197
56🇧🇬 Bulgaria$194
57🇨🇳 China$183
58🇲🇹 Malta$175
59🇨🇿 Czech Republic$175
60🇮🇷 Iran$169
61🇳🇦 Namibia$159
62🇮🇶 Iraq$145
63🇪🇨 Ecuador$138
64🇲🇪 Montenegro$137
65🇷🇸 Serbia$133
66🇹🇹 Trinidad & Tobago$131
67🇬🇦 Gabon$124
68🇲🇦 Morocco$122
69🇬🇶 Equatorial Guinea$112
70🇲🇾 Malaysia$109
71🇧🇷 Brazil$107
72🇹🇭 Thailand$97
73🇬🇾 Guyana$92
74🇹🇳 Tunisia$91
75🇫🇯 Fiji$83
76🇲🇰 North Macedonia$83
77🇰🇿 Kazakhstan$82
78🇵🇪 Peru$81
79🇬🇪 Georgia$80
80🇧🇾 Belarus$80
81🇯🇲 Jamaica$77
82🇦🇱 Albania$76
83🇸🇿 Eswatini$72
84🇱🇰 Sri Lanka$69
85🇦🇷 Argentina$66
86🇧🇿 Belize$60
87🇲🇽 Mexico$59
88🇩🇴 Dominican Republic$58
89🇻🇳 Viet Nam$58
90🇿🇦 South Africa$56
91🇸🇻 El Salvador$54
92🇧🇦 Bosnia and Herzegovina$54
93🇮🇳 India$53
94🇨🇬 Republic of Congo$53
95🇵🇾 Paraguay$52
96🇧🇴 Bolivia$51
97🇵🇰 Pakistan$49
98🇺🇿 Uzbekistan$44
99🇦🇴 Angola$43
100🇽🇰 Kosovo$42
101🇲🇷 Mauritania$42
102🇭🇳 Honduras$42
103🇪🇬 Egypt$41
104🇰🇭 Cambodia$36
105🇲🇲 Myanmar$35
106🇵🇭 Philippines$33
107🇲🇳 Mongolia$33
108🇮🇩 Indonesia$31
109🇧🇩 Bangladesh$27
110🇹🇱 Timor Leste$27
111🇲🇱 Mali$26
112🇸🇳 Senegal$24
113🇨🇮 Cote d'Ivoire$23
114🇹🇬 Togo$21
115🇰🇪 Kenya$21
116🇰🇬 Kyrgyzstan$20
117🇧🇫 Burkina Faso$20
118🇬🇳 Guinea$19
119🇱🇸 Lesotho$19
120🇨🇻 Cape Verde$19
121🇬🇹 Guatemala$19
122🇹🇩 Chad$18
123🇸🇸 South Sudan$18
124🇸🇩 Sudan$18
125🇺🇬 Uganda$18
126🇿🇼 Zimbabwe$17
127🇿🇲 Zambia$16
128🇲🇺 Mauritius$16
129🇨🇲 Cameroon$16
130🇳🇵 Nepal$15
131🇳🇬 Nigeria$14
132🇳🇮 Nicaragua$12
133🇬🇼 Guinea-Bissau$12
134🇹🇿 Tanzania$12
135🇨🇺 Cuba$11
136🇷🇼 Rwanda$11
137🇲🇩 Moldova$11
138🇵🇬 Papua New Guinea$10
139🇳🇪 Niger$10
140🇹🇯 Tajikistan$9
141🇨🇫 Central African Republic$8
142🇲🇿 Mozambique$8
143🇬🇭 Ghana$8
144🇧🇯 Benin$7
145🇧🇮 Burundi$7
146🇦🇫 Afghanistan$6
147🇬🇲 Gambia$6
148🇪🇹 Ethiopia$5
149🇻🇪 Venezuela$5
150🇲🇼 Malawi$4
151🇸🇱 Sierra Leone$3
152🇲🇬 Madagascar$3
153🇨🇩 Dem. Rep. of Congo$3
154🇱🇷 Liberia$3
155🇭🇹 Haiti$2
156🇨🇷 Costa Rica$0
157🇮🇸 Iceland$0
158🇵🇦 Panama$0

Measured this way, we get a perspective of how small defense budgets can be per person, even if the total expenditure is large.

For example, India has the fourth-highest total defense expenditure in 2022, but because of its massive population only sets aside $53 per resident for its military, putting it solidly at the bottom third of the per-capita rankings.

Patterns Revealed By Measuring Military Spend

Changing how we look at a country’s military budget can reveal a lot more than just looking at absolute numbers.

For example, the Middle East is the region with the highest spenders on defense as a percentage of their GDP, giving us insight into regional security concerns.

Countries from the medium group of military spending—including parts of Eastern Europe, sub-Saharan Africa, and South Asia—highlight past or recent conflict zones between neighbors, countries with internal strife, or countries wary of a regional aggressor. Ukraine’s average per capita military spend, for example, was just $122.4 from 2018 to 2021. The next year, it jumped nearly 10 times to $1,018.66 per person after Russia’s invasion.

In fact, European military spending saw its sharpest one-year jump in 30 years as a direct result of the war.

Alongside European anxieties, ongoing tension between China and Taiwan has also contributed to increased military spending in Asia and Oceania. Will these budgets continue their dramatic ascent or will they rise evenly alongside their relative economies in 2023?

Data note: For these comparisons, the creator is calculating five-year averages (using data from 2018-2022) for military spending as a percentage of GDP and per-capita military spending for each country. The military expenditure data is pulled from Stockholm International Peace Research Institute.

Data for some countries is missing or may vary significantly from official figures. Countries with up to
two years of missing data had averages calculated on the years available, while countries with three or more years of missing data have been removed from this dataset, including: Djibouti, Eritrea, North Korea, Laos, Libya, Somalia, Syria, Turkmenistan, UAE, and Yemen.

Please see SIPRI’s methodologies page for more details on how they collect their data and create estimates.

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