A new study by Nielsen Online has revealed which websites proved to be the most popular among UK web users during the month of June.

Comparing the data with figures collected for May 2007, the company said that Google search was the most used site last month, seeing its unique visitor count grow by 15 per cent to 27.9 million.

Other Google websites also fared well in the rankings, with Google Maps placing fourth in terms of unique audience numbers and seeing growth of 57 per cent and YouTube coming sixth with an increase of 52 per cent.

Meanwhile, the likes of Amazon, Wikipedia and BBC News also saw double-digit growth while placing in the top ten. However, Microsoft did not fare quite as well, with usage of Windows Media Player dropping by three per cent between May 2007 and June 2008 and unique visitor numbers for Hotmail also falling by seven per cent.

Alex Burmaster, internet analyst at Nielsen Online, said these figures suggest that the more traditional online companies are slowly making way for newer entities that offer consumers the latest technology and features.

Overall, the fastest growing websites over the last 12 months were found to be dominated by those helping consumers to save money, Nielsen Online said.

Four-figure percentage growth was recorded for websites belonging to Walkers – due to its Walkers Crisps holiday promotion – as well as classified ad search site Trovit, comparison website FindStuff and MyVoucherCodes, reflecting the current consumer mood amid the economic downturn.

With separate Nielsen Online statistics for the US internet population also suggesting that growing numbers of Americans are turning to the web to discuss personal finance issues and find out more about how they can save money, online marketers may be well advised to ensure they target this money-conscious audience with relevant offers and search engine marketing techniques.

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