Internet search engine Ask.com has decided to revert to its original name Ask Jeeves in the UK after just three years, following new market research carried out by the firm.
The Ask Jeeves name was originally created in 1997, inspired by the famous PG Wodehouse character who "embodies the spirit of British resourcefulness", according to the firm.
After polling more than 2,000 UK adults, the internet firm decided to revive the character because user feedback suggested it inspired positive feelings.
“We know from research that they love Jeeves and strongly associate him with providing answers," said Ask Jeeves UK managing director, Cesar Mascaraque.
"Jeeves brings warmth and humanity to the search experience, and thanks to the enhancements we have made to our site, he is even better at providing answers than ever before, so bringing him back is a perfect fit."
The firm will be hoping the makeover helps to grow its popularity. Although Ask claims to have 15 million monthly UK users, the firm currently languishes in sixth place in terms of global market share, with just 0.99 per cent.
The news comes just six months after the launch of the search engine's new web site, which was designed to offer user interface improvements as well as lower latency and enhanced relevancy.
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