Online lottery game site Bananalotto ( www.bananalotto.co.uk ) was a major contributor to the increase in overall gambling traffic by 370,000, from June's figure of 1.8 million visitors to 2.2 million in July.
According to NetValue's panel-based measurement system, over seven per cent of all internet users visited the Bananalotto site, which is free to enter, at least once in the month. This hoisted it to the number 36 most-visited site in the UK in July. Over half of the site's visitors logged on between two and five times in the month.
Bananalotto was also number one in terms of domains accessed by clicking on an advertising banner, with 62 per cent of visitors arriving at the site in this way.
The web site backing up Channel Four's cult TV show Big Brother entered the top 50 sites in July, with over 700,000 people visiting the site at least once, averaging over 16 minutes per visit.
MSN came number one in both the top 10 domains and top 10 properties lists.