Money guru is a bigger web celebrity than Obama

HE has overtaken both Barack Obama and Britney Spears to become most-searched-for name online in the UK.

Britain's new celebrity king is, in fact, the man behind money-saving website moneysavingexpert.com.

Martin Lewis created the site in 2003 to give simple financial advice.

Today the media personality and author was named as the web's most-searched-for name in the 12 weeks ending 3 January 2009.

He had 11 per cent more searches than US President Barack Obama, who was the second most searched-for. "It's not often you get to be ahead of Barack Obama in any list," said Mr Lewis, 36, of Kensington, who started the site with £100, and puts his rise in fame down to the public's increasing obsession with coping with the recession. "Everyone is interested is saving money," he said.

While the rest of the top 10 is dominated by female celebrities, including Britney Spears, Katy Perry and Cheryl Cole, web experts say the poll is an indicator of how seriously consumers are taking the credit crunch.

"British Internet users are looking for practical advice," said Robin Goad of Hitwise, the web analysis firm which compiled the figures.