ABCe: Mail Online top for the second month running

Mail Online remained the most popular national newspaper website in February with a daily average of 2,265,623 unique browsers, according to figures released today by the Audit Bureau of Circulations.

The website, which features content from the Daily Mail and the Mail on Sunday, was the leading national newspaper site for the second month running after traffic figures provided by the ABC changed emphasis in January to prioritize daily browser averages over the previous system which focused on monthly totals of unique users.

The new system takes each day’s total traffic, combines it to form a monthly total which is then divided by the number of days in the month – unlike the old system this approach doesn’t disregard those people that use a particular site more than once a month.

Last month, Mail Online increased its average traffic marginally from the 2,156,077 unique browsers is recorded in January. Year-on-year Mail Online’s daily average increased 65.75 per cent.

Guardian.co.uk increased its daily average to 1,869,448 unique browsers each day in February; a year-on-year increase of 22.27 per cent from the average daily traffic figure it recorded in the same month last year.

Telegraph.co.uk remained the third most popular national newspaper website last month. It recorded a daily average of 1,548,059 browsers, a year-on-year climb of 9.68 per cent.

Sun Online drew an average of 1,388,831 daily browsers last month, a drop of 22.5 per cent year-on-year, while stablemate Times Online had a daily average of 1,215,446, a drop of 7.14 per cent year-on-year.

Mirror Group Digital had a daily average of 469,442 browsers in February. This was a 31.43 per cent increase over the daily average in the same month last year.

The website of the Independent drew 465,346 daily browsers on average last month, a rise of 1.84 per cent year-on-year on the average number of daily web browsers it recorded in February, 2009.

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