The study carried out in conjunction with Compete showed a drop in the number of people looking at reviews from 55 percent in October 2007 to 46 percent in October 2009.

In the study, TripAdvisor was the leader with 12.3 million monthly unique visitors, a figure that has doubled in the past 18 months. Its nearest rival: IgoUgo with 1.7 million visitors every month.

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