Meanwhile Microsoft’s Bing search traffic dipped slightly between October and November but was up 0.49% year on year to 3.84% market share.The report showed Google has grown its year-on-year market share to 91.07% of all UK searches in November, up from 90.39% last year.

“Google is not only the biggest search engine in the UK but it was also the fastest growing search engine of November,” said Experian Hitwise market research analyst James Murray. “Christmas is a key time of year for the online industry, particularly for online retail. We’ve already seen a record-breaking 84.6m visits online on Cyber Monday (5 December) to retail websites, of which 42% came from search engines. We know that post-Christmas traffic to retailers is going to be even higher, so this is a crucial time for search and for brands to optimise their search campaigns.”

The analytics firm also tracked social network traffic, which saw MySpace nudged out of the top 10 most-visited social networks for the first time by StumbleUpon.

“MySpace traffic has been on the decline for at least three years now but this is the first time it has fallen out of the Experian Hitwise top 10,” said Murray. “In its place, StumbleUpon has risen in the rankings and is now the UK’s tenth most popular social network.

“As the social media landscape continues to evolve, brands need to be aware of the fast moving trends and which social sites people are visiting,” he added. “Around 800m hours are spent on social networks each month by UK Internet users, but understanding which networks people spend their time browsing is crucial to capturing niche audience traffic.”

Twitter, Gumtree and LinkedIn were the only three of the top 10 social networks to lose market share in October. Facebook’s traffic grew to account for over half (52.63%) of all visits to social networks during the month.

YouTube was the fastest growing website in November, according to the report, with its visits up 0.67% month on month, while it saw traffic rise 6.10% year on year.