Online shopping stats firm Hitwise has revealed that Nintendo’s Wii Fit is currently the most searched for product by internet shoppers in the UK – with the Wii console itself and Apple’s iPhone close behind.

In total, Wii Fit accounted for one in six searches for video game products in October, and has seen games software overtake hardware in the online search battle. In addition, one in two searches are now for multiplatform titles, with Far Cry 2, Call of Duty: World at War and Saints Row 2 performing well.

“This generation of consoles – the Wii, PS3 and Xbox 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,” Hitwise's UK director of research Robin Goad stated.

Elsewhere in the stats, the iPhone was confirmed to be the most searched for mobile phone, accounting for three in every ten associated searches. The iPod also completely dominated the MP3 search sector, claiming four out of five searches.