The festive season took its toll on the majority of online newsbrands, with five out of the six reporting titles losing traffic in December – some much more than others.
The Independent led that charge with a 21.8% decline, shedding almost 1.25 million unique browsers a day compared with the previous month.
Meanwhile, the Evening Standard was down -12.5%, MailOnline down -10.9%, the Sun down -7.5% and Trinity Mirror Group Digital down -1.29%.
Only the Metro increased its web traffic over the period, with a 4.8% boost securing an extra 99,400 visitors a day.
Note: The majority of regional based sites have stopped reporting after not renewing their ABC licence.
| Site | Dec 17 daily average unique browsers | Nov 17 daily average unique browsers | Actual change | % change |
|---|---|---|---|---|
| MailOnline | 12,431,759 | 13,954,918 | -1,523,159 | -10.91 |
| Trinity Mirror Group – Digital | 8,896,791 | 9,013,012 | -116,221 | -1.29 |
| The Sun | 4,958,205 | 5,358,018 | -399,813 | -7.46 |
| The Independent | 4,463,969 | 5,711,605 | -1,247,636 | -21.84 |
| Metro | 2,161,391 | 2,062,024 | 99,367 | 4.82 |
| Evening Standard | 741,404 | 847,549 | -106,145 | -12.52 |
ABC
