The Newspaper Marketing Agency has launched a survey looking at online users of national newspapers. The research shows that there were 94.8 million unique visitors in June, 35.5 million of which were from the UK.
The Newspapers Online Analytics (Noa), produced by sophus3, will now be published every month and aims to provide a detailed picture of online users’ behaviour. It offers “de-duplicated” data to ensure that visitors to multiple sites are counted only once.
According to the research, there were 66.1 million visitors to online national newspapers globally and 19.6 million from the UK. It also found that average weekday unique visitors totalled 5.3 million globally and 2.2 million in the UK, with traffic peaking at lunchtime. Traffic volumes were lower at weekends.
News is the most popular section, with more than a third of all unique visitors looking at news content. The homepages are the most popular entry points, but two thirds access online newspapers via other content.
Google is the top referrer to newspaper sites, but 22 million unique visitors go directly to the newspaper websites.
The launch of Noa is part of the NMA’s PressClick initiative, which also offers analysis of the quarterly BMRB Internet Monitor data to provide better insight into the online national newspaper audience.
The analysis has found that online newspaper users are younger and more affluent than the average online user, and more likely to be male and ABC1. They also spend more time online, visit more sites, and spend more money online.