Hitwise: Facebookers Make Loyal Readers

Visitors from Facebook are more loyal to news and media Web sites than are visitors from Google News, according to new data from Hitwise. In particular, among the top 5 print media Web sites in the week ending March 6, 78% of Facebook users were returning visitors compared to 67% from Google News. The figures are almost identical for Broadcast Media, with a 77% returning rate for Facebook compared to 64% for Google News.

Either way, "This reinforces the long term value to news and media organisations [sic] of working with the likes of Google News and Facebook," writes Hitwise senior analyst Heather Hopkins. "With recent Pew Research showing that newspapers have seen ad revenue fall 26% during the year and 43% over the past three years, understanding where to find loyal readers is becoming increasingly important."

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