The research was compiled from an Ipsos MORI poll of 3,000 adults, which asked which websites they had visited over the 12 months to October when considering a purchase.
Ocado was ranked the 48th most popular UK retail website, trailing Waitrose by 14 places and just ahead of computer retailer Dabs.com. "Online grocery is very brand-driven and Waitrose, as the more established name and with a large network of stores, is more widely recognised than Ocado," said senior retail analyst Matt Piner. "However, with the growth Ocado is enjoying and the problems Waitrose has had with its own site, it will be interesting to see how it compares in 2011."
Waitrose's website was plagued by user complaints it was slow-running and difficult to navigate when it relaunched in March.
The poll was dismissed by Ocado. "I'd point out that we massively over-index for our size," said a spokesman. "We have 0.5% of the UK market, Waitrose has almost 5% and Tesco, Sainsbury's and Asda have over 90% between them."
The research, which counted visits for food & grocery and nine other categories such as homewares and electrical goods, found Tesco's was the third-most popular website, Asda's the 7th and Sainsbury's the 16th.