Students returning to school and university are believed to be behind a surge in popularity of the online encyclopaedia Wikipedia.
New figures show that UK visitors to the site increased by 15% in September, helping Wikipedia notch up its highest ever UK audience of 13.3 million unique visitors in one month.
Industry analyst comScore said it was the second year running that the site had enjoyed a popularity boost as students returned to their studies.
The return to schools and colleges also gave a boost to Amazon, which grew 3% over the previous month to attract 13.6 million unique visitors in September.
The Fish4 sites enjoyed the biggest growth in popularity in the UK- up 34% to 2.9 million unique visitors – partly due to people visiting the Fish4jobs site.
It was also good news for high-street entertainment retail chain HMV, which saw web traffic increase by 25%, while blogging sites WordPress and Six Apart also enjoyed similar growth.
Bob Ivins, from comScore, said: ‘Seasonal trends had their typical impact on UK internet use in September. The start of the school year drove traffic to online retail sites, encyclopedia sites, and career sites.’