UK net users search for travel and friends

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UK internet surfers are obsessed with holidays and communities – according to the latest research about web usage.

The report by Nielsen//NetRatings studied the results of click-throughs from search engines and found travel websites such as Lastminute.com and membership communities such as MySpace were the most visited categories of net sites.

The study found that Britons clicked on more than 1.3 billion search results in July. This equated to 29,000 every minute. Google is now responsible for four in five search click-throughs in the UK.

The study also found that research sites, such as Wikipedia and Yahoo! Answers have a high percentage of visitors coming from search engines. Nielsen//NetRatings internet analyst, Alex Burmaster, said Britons are most likely to be searching for travel deals, social networks or reference information through sites like Wikipedia and Yahoo! Answers.

To see how deeply ingrained search is in the internet today, Burmaster added that you don’t need to look any further than the fact the fourth most popular search destination is search itself. In other words, people use search engines to find other search engines.