Tag Archives: abces

ABCes: Independent.co.uk records biggest increase in daily browsers

The Audit Bureau of Circulations Electronic (ABCe) report for September was released yesterday, outlining the latest figures for unique visitors to the UK’s national newspaper websites.

The biggest month-on-month increase in average daily browsers was recorded by Independent.co.uk with 12.86 per cent, while guardian.co.uk saw the number of its browsers pass the two million mark with a 4.99 per cent increase.

The Mail Online again recorded the highest daily and monthly average browsers, increasing for the ninth month.

The full figures for the four audited titles and Mirror Group’s websites are listed below. The percentage in brackets indicates the month-on-month change compared with August’s ABCe report.

Mail Online
Average daily unique browsers: 2,670,371 (+4.62 per cent)
Monthly unique browsers: 46,910,754 (+3.01 per cent)

Average daily unique browsers: 2,038,493 (+4.99 per cent)
Monthly unique browsers: 35,975,755 (+2.88 per cent)

Average daily unique browsers: 1,669,773 (-0.68 per cent)
Monthly unique browsers: 32,007,189 (-1.05 per cent)

Mirror Group
Average daily unique browsers: 525,914 (+5.26 per cent)
Monthly unique browsers: 11,277,113 (+7.03 per cent)

Average daily unique browsers: 553,593 (+12.86 per cent)
Monthly unique browsers: 12,029,545 (+11.49 per cent)

No data available

No data available

How the Guardian and Telegraph overtook the Mail in latest ABCe traffic report

This post originally appeared on Malcolm Coles’ blog at this link.

June 2009 saw the Mail Online unexpectedly overtake both the Guardian and Telegraph in the ABCes with the most monthly unique users partly on the back of US traffic and Michael Jackson stories, a position it held for both July and August.

Fast forward to September and the story is the same as earlier in the year – Guardian 1st, Telegraph 2nd and Mail 3rd. So what changed from June to September? To find out, I’ve compared the ABCe figures for UK and foreign visitors in June and September. The difference between the Guardian’s performance and that of the Telegraph and Mail is revealing.

Analysis: The Guardian has seen significant growth in the UK AND abroad.

Table: September unique visitors (millions) and percentage change since June

Total Change UK Change Overseas Change
Guardian 33m 14% 11.9m 17% 21.1m 12%

The Guardian’s total visitor numbers grew 14 per cent from June to September (up from 29m to 33m). There was a 17 per cent increase in UK visitors and a 12 per cent increase in visitors from abroad. This makes it the most popular online newspaper in the UK by some way (it’s 2.4m ahead of the Mail in second place).

UK visitors accounted for 36 per cent of the total in September (barely changed from 35 per cent in June).

Analysis: Telegraph sees growth overseas

Table: September unique visitors, percentage change since June

Total Change UK Change Overseas Change
Telegraph 31m 14% 9.1m -1% 21.9m 22%

The Telegraph has also seen a 14 per cent increase in total visitors from June (27.2m) to September (31m).

However, the geographical breakdown is revealing – its UK unique visitor numbers are down one per cent from June to August but its overseas visitors are up 22 per cent (from 18m to 21.9m). It’s now the most visited UK newspaper abroad – but only the 3rd most visited inside the UK.

As a result, the proportion of its visitors that comes from the UK has fallen from 34 per cent to 29 per cent – the lowest of any UK newspaper (the Mail held this honour back in June).

The Telegraph saw the biggest increase in overseas visitors of any newspaper – but because its UK traffic fell, the Guardian beat it into 2nd place.

Analaysis: Mail Online records UK growth only

Table: September unique visitors, percentage change since June

Total Change UK Change Overseas Change
Daily Mail
30m 2% 9.5m 15% 20.6m -2%

The Mail’s traffic stood fairly still between June and September – it had 30m visitors last month, up just two per cent on three months ago. But its story is the reverse of the Telegraph’s.

The Mail saw strong UK growth – up 14 per cent to 9.5m visitors in three months. Overseas visitors, however, fell by 2 per cent to 20.6m. As a result, it now gets 32 per cent of its visitors from the UK (up from 28 per cent in June).

And the rest …

As for the others:

  • The Sun is down to 23m visitors in September, an 8 per cent fall over 3 months. A 15 per cent collapse in overseas visitors couldn’t make up for a 3 per cent increase in UK users.
  • The Times is a story of decline – 13 per cent down overall, with a 10 per cent fall in the UK and a 14 per cent fall from overseas.
  • The same is true of the Mirror Group (down 5 per cent overall) and the Independent (down 6 per cent overall) but to a lesser extent.

This table has all the stats. If you can’t see the iframe, you can see the full spreadsheet here.

The Express doesn’t take part in the ABCes. The FT does not participate every month.

Journalism.co.uk ABCes coverage at this link…

Journalism Daily: 70 jobs to go at Express and Star titles, the Groucho’s libel action, regional ABCes

A daily round-up of all the content published on the Journalism.co.uk site. You can also sign up to our e-newsletter and subscribe to the feed for the Journalism Daily here.

News and features:

Ed’s picks:


On the Editors’ Blog:

Malcolm Coles: Michael Jackson’s kids made the Daily Mail the most visited UK newspaper site in June

This is an edited cross-post from Malcolm Coles’ personal website:

The Daily Mail surprisingly overtook the Telegraph and Guardian in the June ABCes – with more unique visitors than any other UK newspaper.

However it was only 4th in terms of UK visitors. Figures from Compete.com, which tracks Americans’ internet use, suggest that, of the 4.7 million unique users the Mail added from May to June, 1.2 million were from the USA. American and other foreign visitors searching for Michael Jackson’s kids – the Mail tops google.com for a search on this – drove this overseas growth.

US traffic to UK newspaper sites
This is what happened to US traffic for the ‘big three’ UK newspaper websites from May to June, according to Compete.com’s figures:

This dramatic increase in traffic, compared to its rivals, from May to June helps explains how the Mail leapfrogged the Guardian and Telegraph.

Traffic leapt from May to July

Google.com was the main referrer to the Mail – responsible for 22.7 per cent of its traffic. More on this below. Next up was drudgereport.com [a large US news aggregation site], followed by Yahoo.com and Facebook.com.

What was behind this rise in US traffic?
So what led to this sudden increase for the Mail? Compete also shows you the main search terms that lead US visitors to sites.

Top five search terms that lead US visitors to the Guardian

  • Guardian/the guardian: 2.6 per cent
  • Michael Jackson: 0.9 per cent
  • Swine flu symptoms: 0.6 per cent
  • Susan Boyle: 0.6 per cent

Top five search terms that lead US visitors to the Telegraph

  • Michael Jackson: 2.5 per cent
  • Susan Boyle: 0.8 per cent
  • Swine flu symptoms: 0.7 per cent
  • Daily Telegraph: 0.6 per cent
  • Michael Jackson children: 0.5 per cent

Top five search terms that lead US visitors to the Daily Mail

  • Daily Mail/Dailymail: 9.9 per cent
  • Michael Jackson (or Jackson’s) children: 2.9 per cent
  • Michael Jackson’s kids: 1.3 per cent

What does this tell us?The main keywords driving US search traffic to the Mail
The Guardian’s top five search terms, as suggested by Compete.com, accounted for just 4.7 per cent of its search traffic. The Telegraph’s top five for 5.1 per cent.

But the Mail’s top 5 accounted for a massive 14.1 per cent – split between searches for its brand name and for Michael Jackson’s kids (and outside the top five there may have been many other MJ-related terms).

Its search traffic in June is heavily skewed to these two search terms in the USA – and elsewhere in the world, I think it’s reasonable to presume.

Can this last?
Searches in the USA for ‘Daily Mail’ have been fairly consistent over the last few months according to Google Insights. I don’t know why so many people do this compared to other newspapers.

But I do know that interest in Michael Jackson’s kids is going to die down. This graph shows how there was a huge and sudden surge in searches for his children and kids after he died. The graph shows just two search terms – there are likely to be many others, and so a significant proportion of the Mail’s overseas traffic increase is down to search terms related to Jackson’s offspring.

Searches for Michael Jackson and kids/children shot up

This increase in searches translates into traffic for the Mail because it is currently TOP for a search on ‘Michael Jackson children’ at google.com and 3rd for kids (it’s also top in Google India for a search on his children, and India is the next most common source of traffic to the Mail after the UK and USA).

So all this data suggests that the Mail’s top spot in June’s ABCes is built on US and other worldwide search traffic around Jackson’s children – the massive peak in late June and again around his funeral in early July.

Once people stop searching for these terms, this traffic will disappear. The Mail may still top July’s ABCes on the back of this traffic – but it’s hard to believe it will still be top in August.

You can, of course, pick holes in this argument.

The three MJ’s kids search terms account for 4.2 per cent of Google traffic, which accounts for 22.7 per cent of 5.2 million visitors – so about 50,000 users.

But I think it’s reasonable to assume that there are more search terms outside the top five; there are other search engines; and that the other sources of traffic, such as people sharing links on Facebook and news aggregators, will also partially be about Jackson’s children.

Plus this is the only publicly available data that I’m aware of, and this is the story it seems to be telling.

How did the national newspaper online sites report the August ABCes?

This post has backfired a little: the original idea was to look at how the national broadsheets reported the ABCes because it’s always interesting when a publication or website has to report on itself – on its good or bad performance.

Here’s how the Guardian did it today:

That obsession [Team GB] most obviously helped the Guardian, which took advantage of the Beijing effect. That meant that guardian.co.uk remained the UK’s biggest online newspaper for August, attracting 23.11 million global unique users last month, a 46% increase from August 2007 and up 12% on July this year. The Guardian added 2.5 million unique users last month and still has the largest number of UK-based online readers: 8.77 million or 38% of its total audience.

And on the day itself like this.

And Telegraph.co.uk?

It looks like they didn’t.

Times Online?

It appears not.





Please correct us if we’re wrong.

Looks like there was only one national newspaper who gave the August stats so much online space. But you could read about the ABCes at Brand Republic, Press Gazette, NMA and here at Journalism.co.uk. Or find the data for yourself here.