Despite innovations in online maps, UK consumer demand for online maps has not grown in the past year. As reported in my Site Seeing column in today’s Guardian, Multimap remains the #1 Maps website, based on share of UK visits, with most of its traffic coming from store locator services. Google Maps is #2, having overtaken Streetmap.co.uk and The AA’s Travelwatch in March. Google Maps has seen its visits increase 4-fold in the past year with most of its traffic coming from Google’s search engine.

Live Local became a top 5 map website two weeks ago after a partnership with Tesco, which caused Live Local visits to increase 5 and a half times. Last week, Tesco was the #1 source of visits to Live Local (see clickstream table below). The chart at the bottom of this post shows the relationship between the increase in visits to Live Local and visits Tesco sends to the mapping website.