ABCe April 2010: Mail Online passes 40 million unique browsers a month
Mail Online was the most popular national newspaper website in April according to data released by ABCe.
Of all the UK national newspaper sites audited by ABC Mail Online pulled in the most traffic with a daily average of 2.3 million browsers.
April also saw the Associated Newspapers site become the first to break through the 40 million unique browsers per month mark, up 1.3 million MoM.
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April was the second month that News International sites refrained from releasing ABCe data, ahead of the Times Online rebranding as TheTimes.co.uk and the introduction of a paywall in early June. Digital output from The News of the World and Sun Online is expected to follow this payment model shortly afterwards.
Guardian.co.uk remains the second most popular site but reported a rise in unique browsers of just 0.8% PoP.
Despite losing a small number of users in March, the month of April saw The Guardian website gaining 1.83 million daily average unique browsers, with an 18% increase since April 2009.
The Guardian reported a monthly total of 31 million unique browsers.
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Telegraph.co.uk, the only national newspaper site in March to see an increase in traffic, continued the trend through to April with a daily average of 1.58 million unique browers.
The site saw a dent in traffic in January and has been slowly recovering since, although there is a healthy YoY increase in unique browsers of just under 30%.
While Mirror Group saw a drop of 26,000 browsers over the month of April there has actually been an increase of 45,000 browsers (11%) YoY, while Independent.co.uk gained traffic over the month, reporting a PoP increase of 2.2%.
ABCe no longer reports Unique Users and has simplified this metric to Unique Browsers, brought on by a call in the industry to focus more on daily figures, rather than monthly and this has been highlighted in the way the figures are formatted in ABCe’s reporting.