Money-saving guru Martin Lewis was the most searched personality by UK web users between October and January this year, says Hitwise.
According to the web analysts, Lewis - who runs the 'consumer revenge' website Money Saving Expert which offers tips on saving money - even beat US President Barack Obama, X-Factor contestant Diana Vickers and Britney Spears to the number one spot.
"The combination of practical money saving advice, a popular website and frequent appearances in the media made Martin Lewis the most searched-for personality in the UK during the final three months of last year," said Robin Goad, Hitwise's director of research.
According to Goad "the majority of people searches are for celebrities, and that looks unlikely to change" but Brits are also using the web to look for "more practical advice in these tough economic times".
There's even more god news for Lewis, as Hitwise revealed his website was the 100th most visited site by UK web users, while the site's forum was the 10th most popular social networking site with Brits.
Hitwise also said there had been a 143 percent increase in the number of searches for retail discount vouchers over the Christmas period.
See also: Six websites that will save you money