LONDON, May 13 /PRNewswire/ --
- Nearly 15 Million People Visited Newspaper Sites during the Month
comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released a study summarizing the usage of websites for major daily newspapers, based on data from comScore Media Metrix. The study revealed that 14.8 million people in the U.K. visited a newspaper site in March, viewing a total of 448 million pages of newspaper content over the course of the month.
(Logo: http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)
The Sun Online was the most popular online newspaper in the U.K., attracting 4.3 million visitors in March and accounting for nearly 30 percent of all pages viewed in the newspaper category. Guardian.co.uk had the second largest audience with 3.6 million visitors, followed by Telegraph Group Ltd (2.8 million visitors), and the Times Online (2.6 million visitors).
Top Ten U.K. Online Newspaper Sites Ranked by Total U.K. Unique Visitors March 2008 Total U.K. - Age 15+, Home & Work Locations (000)* Source: comScore Media Metrix Total Unique Total Pages Property Visitors (000) Viewed (MM) Total U.K. Internet Audience 33,761 107,287 Newspapers 14,823 448 The Sun Online 4,268 131 GUARDIAN.CO.UK 3,619 44 Telegraph Group Ltd 2,754 20 Times Online 2,600 21 DAILYMAIL.CO.UK 2,466 40 INDEPENDENT.CO.UK 1,017 3 MIRROR.CO.UK 989 11 Financial Times Group 841 12 METRO.CO.UK 488 3 THISISLONDON.CO.UK 376 2
*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
"With 44 percent of the U.K.'s total online population accessing a newspaper website and viewing half a billion pages of newspaper content in March, it's clear that the expansion of traditional print newspapers to the Internet is making a significant contribution to their overall readership," said Jack Flanagan, executive vice president of comScore.
Traditional Newspaper Content Proves Popular Amongst Online Readers
An analysis of the online behavior of heavy online newspaper readers (defined as the top 20 percent of visitors to the newspaper site category based on time spent, as measured by the comScore Segment Metrix service), revealed their strong appetite for traditional newspaper-type content across the Web, including politics, job listings, lifestyle - food, and financial news. These heavy online newspaper visitors were more than three times as likely as the average Internet user to visit politics sites (index of 337) and more than twice as likely to visit the job search (index of 216), hobbies/lifestyle - food (index of 211) and finance - news/research (index of 207) site categories.
Top Ten Site Categories Visited by Heavy U.K. Online Newspaper Site Visitors March 2008 Total U.K. - Age 15+, Home & Work Locations (000)* Source: comScore Segment Metrix Site Category Composition Index** Politics 337 Job Search 216 Hobbies/Lifestyle - Food 211 Finance - News/Research 207 Car Rental 192 Entertainment - News 191 Home 186 Business to Business 183 Health - Information 181 Religion 180
*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
** Composition Index = % of heavy news site visitors/% of total Internet population x 100; Index of 100 represents parity
"From the publisher perspective, understanding the types of sites that heavy online news consumers also visit can help identify the content that might help keep them more engaged at the publishers' sites," added Mr. Flanagan. "And from the advertiser's point of view, understanding the interests of the core online newspaper audience can provide unique insights for targeting ads to them that are consistent with their interests."
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. For more information, please visit http://www.comscore.com/boilerplate
Web site: http://www.comscore.com
Jamie Gavin of comScore, Inc., +44-(0)-207-099-1775, worldpress@comscore.com / Photo: http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO/ AP Archive: http://photoarchive.ap.org/ PRN Photo Desk, photodesk@prnewswire.com
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