ABCe: Mail Online top for 11th month as traffic up again

Mail Online remained the most visited national newspaper website in November – the eleventh month in succession – as it again set monthly newspaper web traffic records.

Figures released today by the Audit Bureau of Circulations reveal that Daily Mail & General Trust‘s website drew an average of 2,939,799 daily browsers last month.

The website’s audience increased 6.56 per cent from the 2,758,875 that visited the site on average each day in October and was up 55.77 per cent year on year.

Mail Online has been the most popular national newspaper website since monthly web traffic figures provided by the ABC changed in January to emphasise daily browser averages. The previous system focused solely on total monthly unique users.

In addition to receiving the most daily browsers, Mail Online became the first national newspaper website to pass more than 50m monthly browsers in October.

That figure was surpassed last month as a total of 51,434,953 daily browsers visited Mail Online, more than 11m more than its nearest rival.

The website of The Guardian remained in second place as it drew an average of 2,324,949 browsers each day last month, an increase of 11.74 per cent month-on-month and up 20.67 per cent year on year. had a total of 40,804,452 unique browsers last month as it closed the gap on Mail Online by almost two million monthly users and jumped over 40m monthly users for the first time.

The Daily Telegraph’s website drew an average of 1,724,153 visitors each day last month to remain the third most visited national newspaper website. It was up 6.03 per cent year-on-year and 0.10 per cent month on month.

The website of the Independent drew 559,927 daily browsers last month, up 0.72 per cent on its October figure and up 36.78 per cent on its daily average in November, 2009.

Mirror Group Digital recorded a 0.76 per cent month-on-month increase in the number of average daily browsers visiting its websites last month to 534,188 daily browsers – a rise of per 6.25 year on year.

News International‘s websites for The Times and The Sun dropped out of the monthly web audit in May.

National newspaper website traffic figures for November 2010 (source ABC)

Unique browsers for per day, unique browsers per month, percentage monthly year-on-year change

  • Mail Online: 2,939,799; 51,434,953; 64.59
  • 2,324,949; 40,804,452; 14.00
  • The Independent: 559,927; 11,998,851; 34.41
  • Mirror Group Digital: 534,188; 11,443,999; 7.64
  • Telegraph: 1,724,153; 32,896,824; 6.77

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