Social networking site Friends Reunited - recently dumped by ITV.com - is defying all expectations to become one of the top web destinations in the UK.
Even MoneySavingExpert.com, the popular website set up to help consumers survive the ravages of the economic downturn, isn't attracting as much web traffic as the reportedly beleaguered salad days site.
Statistics released today from Hitwise, which analyses web traffic for major websites and then ranks sites according to the number of 'hits' each gets, shows that MoneySavingExpert ranked seventh of all UK social networking and forum sites last month, while FriendsReunited came in sixth.
It's not all bad news for MoneySavingExpert , though. Its chief proponent, Martin Lewis, is the most searched-for personality in the UK (though we wouldn't be surprised to find him usurped by Gail Trimble).
Friends Reunited launched in 1995 and was a great success at enabling former classmates to get back in touch. In more recent years, its popularity has been usurped by sites such as Facebook and Bebo - US imports that offered similar abilities but with more fun media applications to keep members returning to the site.