According to a custom analysis by Nielsen Online for the Newspaper Association of America, newspaper web sites attracted more than 68.3 million unique visitors on average (41.4% of all Internet users)
in the third quarter of 2008, a record number that reflects a 15.8% increase over the same period a year ago,
In addition, newspaper Web site visitors generated an average of just over 3.5
billion page views per month throughout the quarter, an increase of 25.2% over the same period a year ago (2.8 billion page views). These figures are the highest for any quarter since NAA began
tracking the data in 2004.
NAA President and CEO, John F. Sturm, said "... record audiences are trusting newspaper Web sites for comprehensive, up-to-the-minute reporting and analysis on
the events that impact their lives... newspapers are the top local brands that readers turn to for information... (to) help (with) challenging issues... "
The third quarter also set
records for active reach percentage (the percentage of active Internet users that visit newspapers on an average month), page views, pages per person, time per person and visits per person.
Randy Bennett, NAA's senior vice president of Audience and New Business Development, concludes that "The dramatic increase in page views suggests users are visiting newspaper Web sites
frequently throughout the day."
Third Quarter 2008 Newspaper Online
Audience |
Month | Unique Audience | Active Reach Percentage | Page Views | Pages
per person | Time Per Person (mm:ss) | Visits Per Person |
July-08 | 67,952,516 | 41.21 | 3,410,220,416 | 50.19 | 44:19 | 8.48 |
Aug-08 | 69,313,361 | 41.52
| 3,421,605,140 | 49.36 | 43:18 | 8.52 |
Sept-08 | 67,703,978 | 41.53 | 3,686,180,159 | 54.45 | 49:20 | 9.20 |
Q3 Average | 68,323,285
| 41.42 | 3,506,001,905 | 51.33 | 45:49 | 8.73 |
Source: Nielsen Online Custom
Analysis |
Third Quarter
2007 Newspaper Online Audience |
Month | Unique Audience
| Active Reach Percentage | Page Views | Pages per person | Time Per Person (mm:ss) | Visits Per Person |
July-07 | 59,635,245 | 37.05 | 2,735,019,015 | 45.86 | 40:07 | 8.00 |
Aug-07 | 59,278,593 | 37.42 | 2,828,613,489 | 47.72 | 41:52 | 8.22 |
Sept-07 | 58,160,770 | 36.96 | 2,836,328,492 | 48.77 | 43:44 | 8.15 |
Q3 Average | 59,024,869 | 37.14 | 2,799,986,999 | 47.45 | 41:54 | 8.12 |
Source: Nielsen Online Custom Analysis |
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