Google may be losing out to Facebook as the primary traffic driver in some areas of the web.

This is according to a new study by Citi analyst Mark Mahaney, Search Engine Land reports, which could prompt internet marketing firms to reassess their approach to selling products or services using Facebook.

The research, which is largely based on statistics provided by comScore, revealed that while Google is still the dominant search engine, the social media website is increasing the amount of traffic it drives to some websites in certain categories.

Google is the leading source of traffic for 76 per cent of the 35 top web properties analysed by Mr Mahaney, however it is driving fewer users to some media sites.

A total of 13 per cent of traffic going to portals owned by Glam Media was sent by Google in January 2011 – down from 17 per cent last year – while Facebook traffic increased from five per cent to nine per cent during the same timeframe.

Experian Hitwise figures released earlier this month revealed social media is now responsible for the biggest single portion of UK activity on the web, having overtaken the entertainment category.

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