Looking up directions and using map sites are among the most common online activities, reports eMarketer. Some 85 percent of internet users in the U.S. have searched for maps or driving directions online, according to the Pew Internet & American Life Project, and that is the second-most-popular online activity for U.S. adult internet users, according to a study by Harris Interactive, which reports that 75 percent of respondents said they use search engines to get directions or maps online. At number one, 88 percent do so to research specific topics; at number three, 64 percent search for news about current events.

Hitwise data finds that Yahoo and MapQuest are the leading map sites. For the week ending July 23, Yahoo was the most-visited map site, with a 41 percent share, followed by MapQuest ,with 33.4 percent. Google's new site accounted for nearly 10 percent.