How much traffic Twitter drives to UK newspaper sites
Adam Sherk found that Twitter drives less than 1% of traffic to the US newspaper and magazine sites he asked (but noted that this still makes it "a top 25 referrer for all the sites and top 10 referrers for most").
Figures for the UK
- For the Mail, under 0.5% of their referrer traffic is from Twitter.
- For the Telegraph, 0.5% of global traffic and 0.25% of UK traffic currently comes from Twitter.
- For the Guardian, 0.4% of their page impressions in February came from Twitter.
Interpreting these figures
These figures are slightly lower than in the US (but that is where Twitter began) but will have grown strongly over the last 12 months from data I've seen for another newspaper site. I'm sure, as with the US, this puts Twitter in or near the top 10 referrers.
How many people
To put these into perspective, these newspaper sites get around 2 million unique users a day, so 0.5% is 10,000 visitors a day. While not to be sneezed at, it shows that search, news aggregators and direct traffic (RSS/bookmarks) are still more important than Twitter (whatever those of us on Twitter might think).
Twitter.com vs Twitter clients
But please bear in mind that interpreting Twitter traffic is notoriously hard - you can measure traffic that comes from twitter.com (although not always if it's using a URL shortener that frames the target page). Measuring traffic from other desktop clients (tweetdeck etc) is much harder.
@dirktherabbit pointed out recently that less than 20% of people access Twitter through the web. Danny Sullivan had a good rant that addressed many of the problems with people who release Twitter statistics (with a shorter summary of that here).
Looking at the stats for my own blog (comparing direct traffic (which is how Google Analytics records Twitter client traffic) to twitter.com referrals on days when there is a spike in traffic due to some Twitter-driven lynch mob), between 2 and 4 times as much traffic comes from desktop clients as twitter.com.
- The Daily Mail has a main headline Twitter feed at @mailonline. The easiest way to find its other feeds currently is to see who @DMAILsports is following.
- The Telegraph has a list of all Telegraph Twitter feeds. There is also a Twitter list of all these accounts, plus one of all Telegraph journalists on Twitter.
- The Guardian also has a list of the official Guardian Twitter accounts.
Oh, and you could also check out my previous posts on newspapers on twitter.