ABCe: Mail Online top website for fifth month running

Mail Online was the most visited national newspaper website for the fifth month in succession in May, figures released today by the Audit Bureau of Circulations reveal.

The Daily Mail & General Trust‘s website drew an average of 2,390,095 daily browsers last month.

The website’s audience increased 4.62 per cent from the 2,366,495 that visited the site in April.

Mail Online has been the most popular national newspaper website since monthly web traffic figures provided by the ABC changed in January to emphasize daily browser averages. The previous system focused on total monthly unique users.

Traffic to all other national newspaper sites also grew month-on-month in May.

The website of the Guardian remained in second place but jumped over the two million mark as it drew an average of 2,010,341 browsers each day last month, up 11.89 per cent month-on-month.

The Daily Telegraph’s website drew an average of 1,663,877, up 7.52 per cent month-on-month.

The website of the Independent drew 481,954 daily browsers in May, up 7.23 per cent down on its April figure, while Mirror Group Digital recorded a climb in the number of average daily browsers of 14.94 per cent to 502,382.

News International‘s Times Online and Sun websites dropped out of the monthly web audit in May in preparation for the move later this month to paid-for online access.

National newspaper website traffic figures for May 2010 (source ABC)

Unique browsers for per day, unique browsers per month, percentage y-o-y change

  • Mail Online – 2,390,095 – 42,370,127 – 71.97
  • Guardian.co.uk – 2,010,341 – 35,693,318 – 31.25
  • The Independent – 481,954 – 10,585,281 – 10.56
  • Mirror Group Digital – 502,382 – 10,723,595 – 23.35
  • Telegraph – 1,663,877 – 32,500,512 – 28.73

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