UK customers made 7.1 million internet searches for fashion items over just a single month.

The figure is according to the most recent findings from a leading search engine optimisation company.

Research from Greenlight suggests that 51 per cent of search terms were entered by women, with the term 'dresses' amounting to 31 per cent of searches linked with fashion.

This figure for dresses, standing at 1.5 million increased to 2.2 million from October to November, as the Christmas party season was approaching.

Greenlight’s Fashion Retail Sector Report also found that with paid search, Very was the most prominent advertiser in November 2009, achieving a visibility of 52 per cent.

Coming in at second place for this group was USC and Littlewoods, standing at 40 and 39 per cent respectively.

When it came to integrated searches, Asos came out on top, followed by department store House of Fraser and online conglomerate, Very.