The rankings show that despite its swelling popularity, Facebook was not the fastest growing site of the year. Nielsen internet analyst Alex Burmaster said: 'This honour went to price comparison site Beat That Quote - a reminder that the internet provides valuable services other than virtually poking friends.'
Rainier PR director Chris Lee said that PROs should learn from the Nielsen findings and target traditional websites as the web 2.0 generation grows out of social networks.
'How many social networks will we all be signed up to by 2012?' said Lee. 'PROs should be looking closely at price comparison sites and online aggregators, as these firms will be turning over some serious money in the future when the Facebook generation will be using the web as their de facto first point of call for holidays, mortgages, insurance and other services.'
But Skywrite Comms MD Sarah Baldry disagreed: 'Beat That Quote's growth of 361,000 users still leaves it in the shadow of Facebook.'