ABCe: Mail Online hits 53.9m monthly browsers

Mail Online increased its web reach sharply again in December rising to 53.9m unique monthly browsers, according to figures released today by the Audit Bureau of Circulations.

It means the website of the Daily Mail and Mail on Sunday remains the UK's most popular national newspaper website for the twelfth month in succession.

Mail Online drew an average of 3,044,961 daily browsers in December, up 60.32 per cent on the number of browsers in the same month the previous year and 3.58 per cent up from the 2,939,799 daily browsers it drew in November.

The Daily Mail & General Trust's website 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.

Mail Online became the first national newspaper website to pass more than 50m monthly browsers in October last year and it extended its lead at the top yet again.

Second placed national newspaper website, Guardian.co.uk, dropped slightly month on month to 39m unique browsers.

Guardian.co.uk drew an average of 2,234,360 browsers each day last month, a decrease of 3.90 per cent on November's figures when it was riding high on its Wikileaks exposés, but up 18.32 per cent year on year.

The Daily Telegraph's website drew an average of 1,583,322 visitors each day last month to remain the third most visited national newspaper website. It was up 3.16 per cent year-on-year and down 8.17 per cent month on month.

The website of the Independent drew 504,507 daily browsers last month, down 9.90 per cent on its November figure and up 23.81 per cent on its daily average in December, 2009.

Mirror Group Digital recorded a 5.66 per cent month-on-month decrease in the number of average daily browsers visiting its websites last month to 503,959 daily browsers - a rise of 12.33 per cent year on year.

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