Google has become a household name

The internet search giant came top of a poll conducted by market research group YouGov on behalf of global branding experts The Superbrand Organisation.

Google was also voted the joint number one most reliable website, together with the general BBC site, bbc.co.uk.

Online auction house eBay was voted the best website to visit for someone who has �100 to spend or an hour of spare time with which to surf the internet.

Recognised names

The survey found that one in seven of respondents would only buy products or services from websites with brand names or reputations which they recognised.

The UK's top 10 favourite online brands in descending order are - Google, bbc.co.uk, eBay, Streetmap, Friends Reunited, Nectar, Tiscali, Times Online, Topshop and Yell.com.

"The interesting thing is the success and strategy employed by the mix of traditional brands that we have known and loved for years with other younger pure e-brands that have been developed more recently," said Superbrands Organisation spokeswoman Donna Price.