How US traffic is vital for UK newspaper sites 1
Posted on
July 30, 2009 by
Malcolm Coles
The latest figures for UK users from the audited ABCes together with Compete's figures for American site usage show how USA traffic is vital for UK newspaper sites.
On average, US traffic is 36.8% of the UK traffic (ie there is just over one US visitor for every 3 UK visitors). The figure for the Telegraph is slightly higher (44.5%) and for the Mail it's a massive 62.5%.
| Newspaper site |
USA visitors (Compete) |
UK visitors (ABCe) |
US users as % of UK |
| Daily Mail | 5,199,078 | 8,316,083 | 62.5 |
| Telegraph | 4,087,769 | 9,184,082 | 44.5 |
| Times Online | 2,805,815 | 7,668,637 | 36.6 |
| Guardian | 3,676,498 | 10,211,385 | 36.0 |
| Independent | 1,317,298 | 3,781,320 | 34.8 |
| The Sun | 2,419,319 | 8,704,036 | 27.8 |
| Mirror | 748,098 | 4,907,540 | 15.2 |
| FT.com | 5,960,589 | n/a | n/a |
| Express | 63,216 | n/a | n/a |
| Average | 2,919,742 | 7,539,012 | 36.8 |
These figures are all for June 2009. The FT wasn't audited in June's ABCes. The Express isn't in the ABCes.
They are further proof that the Mail's success in the June ABCes was driven by American searches for Michael Jackson's kids.
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Very interesting figures. It may just be me, but I find the % a bit difficult to get my head around. I recalculated US as a % of UK+US to get:
Daily Mail 38.47
Telegraph 30.80
Times Online 26.79
Guardian 26.47
Independent 25.84
The Sun 21.75
Mirror 13.23
Average 27.73
If one discounts for Michael Jackson's kids it would appear the US likes its news serious and right-of-centre.
Ade