January 20, 2012

In Europe, 10 Percent of Newspaper Visits Preceded by Facebook

Hélène Azevedo
Marketing Manager Europe
In November 2011, 181.5 million unique people in Europe visited Newspaper sites, an increase of 9 percent from the previous year. An analysis of the sites visited by Europeans prior to visiting the top 5 Newspaper sites shows at least 10 percent of visits are preceded by a visit to Facebook, second only to Google Sites. (This data includes both direct referrals from Facebook links and visits initiated by direct user navigation following a visit to Facebook.)

The percentage of traffic to the top 5 newspaper sites preceded by a visit to Facebook has significantly increased in each case, highlighting both Facebook’s growing prominence in the European web landscape and its increasing ability to drive referral traffic. The percentage of inbound site traffic preceded by a Facebook visit was highest at Turkish site Milliyet, where it accounted for nearly a fifth of traffic (18.9 percent). Facebook visitation also preceded a significant percentage of inbound traffic to the Daily Mail and the Guardian, with both sites at approximately 13 percent, while German newspaper site Bild.de saw an even higher share (14.8 percent). Milliyet, the fifth largest European Newspaper site, demonstrated the highest point change in such traffic (9-percentage point increase), followed closely by the Guardian (8-percentage point increase).

For more information, please read the full press release titled “Nearly 50 Percent of Internet Users in Europe Visit Newspaper Sites”.

Growth of Traffic to Top 5 Newspaper Sites

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