69% Of Daily Mail Website Users Are Overseas
Overseas users of the websites of the BBC, Guardian, Telegraph, Times, and Daily Mail outnumbered the domestic audience, according to a new study from comScore.
The Daily Mail had the highest proportion of international visitors, with 69% of its 7.6 million visitors originating from outside the UK.
The BBC attracted 59% of its audience internationally, while the Telegraph (57%) and Guardian Media Group (56%) also took more than half their respective audiences from outside the UK.
Only two of the ten sites studied, British Sky Broadcasting (BSkyB) and ITV Sites, had less than a quarter of their traffic originate internationally, said comScore.
| International Visitor Composition of Selected Leading U.K Traditional Media Brands, Ranked by Total UK Unique Visitors (000), November 2007, Age 15+ Home and Work Locations* | |||
| Property | Total UK Unique Visitors (000) | Total Worldwide Unique Visitors (000) | International As % Of Worldwide Traffic** |
| BBC Sites | 18,897 | 45,967 | 59% |
| BSkyB | 7,654 | 9,565 | 20% |
| ITV Sites | 5,923 | 7,677 | 23% |
| Guardian Media Group | 3,666 | 8,301 | 56% |
| TheSun.co.uk | 3,321 | 6,000 | 45% |
| Channel 4 | 3,255 | 5,234 | 38% |
| Telegraph Group Ltd | 2,679 | 6,226 | 57% |
| Times Online | 2,422 | 5,390 | 55% |
| DailyMail.co.uk | 2,369 | 7,556 | 69% |
| Independent.co.uk | 899 | 1,785 | 50% |
| * Excludes traffic from computers such as internet cafes or access from mobile phones or PDAs | |||
| ** International traffic defined as online visitation originating from outside the UK. | |||
| Source: comScore | |||
Bob Ivins, EVP of European Markets for comScore, said: “In recent years, UK media companies have been able to acquire significant international audiences by leveraging their brands online.
“The internet is a truly global medium, allowing consumers to easily access content from anywhere in the world. It is critical that publishers and advertisers understand their global franchise – not just their UK audiences.”
The comScore study also shows that several UK TV news media brands experienced online growth during the past year. BBC Sites, the largest property in the study, was up 5% year on year to reach nearly 46 million worldwide unique visitors in November 2007, while ITV Sites grew 37% to 7.7 million, and Channel4 increased 28% to 5.2 million.
There were also increases in traffic to a number of online newspaper sites, including the DailyMail.co.uk (up 153% to 7.6 million visitors) and the Telegraph Group Ltd (up 129% to 6.2 million visitors).
| Visitation to Selected Leading UK Traditional Media Brand Sites, Ranked by Total Worldwide Unique Visitors (000)*, Total Worldwide Age 15+ Home and Work Locations*, November 2007 v November 2006 | |||
| Media Brand | Total unique Visitors (000) | ||
| Nov-06 | Nov-07 | % Change | |
| Total Worldwide Internet Audience | 736,072 | 810,779 | 10% |
| BBC Sites | 43,703 | 45,967 | 5% |
| BSkyB | 9,679 | 9,565 | -1% |
| Guardian Media Group | 7,210 | 8,301 | 15% |
| ITV Sites | 5,603 | 7,677 | 37% |
| DailyMail.co.uk | 2,984 | 7,556 | 153% |
| Telegraph Group Ltd | 2,723 | 6,226 | 129% |
| TheSun.co.uk | 4,130 | 6,000 | 45% |
| Times Online | 4,053 | 5,390 | 33% |
| Channel 4 | 4,105 | 5,234 | 28% |
| Independent.co.uk | 1,625 | 1,785 | 10% |
| * Excludes traffic from public computers such as internet cafes or access from mobile phones or PDAs | |||
| Source: comScore | |||
comScore: www.comscore.com