Leading search engine Google has been declared the most popular internet property in Britain.

The award was given by internet monitoring service comScore and was based on the amount of visitors the site received in July.

Google was the site most used by UK web surfers, followed by Microsoft sites, online auction house eBay and the Yahoo! search engine.

A number of other sites – mostly based on leisure activities – saw their traffic increase in July, prompted in part by the washout British summer.

"The success of travel and holiday sites mirrors the seasonal trends in the offline world, with July being a popular month for holiday, retail and entertainment sites," Bob Ivins of comScore noted.

As a result, Odeon.co.uk and lastminute.com both received the highest net increase in visitors when compared to site traffic for the previous month.

Earlier this year, the World Economic Forum declared comScore to be one of the 47 most innovative companies in the world.