Unique Visitors to US Newspaper Websites Grows 22% to Over 57M in 2006

The average unique audience for newspaper Web sites jumped more than 22% or over 10 million in 2006 to reach monthly unique visitors of a record 57.6 million in the fourth quarter 2006, according to the data by Nielsen//NetRatings for the Newspaper Association of America (NAA). 

Highlights:

  • The 2006 4th quarter average of 57.6 million visitors represents a 7.4% increase over the same period last in 2005 (53.6 million). 
  • October 2006 broke some records of its own; more than 58.7 million people visited newspaper Web sites that month, more than any month on record.  This figure represents an 11% increase from the same period a year ago.   
  • For the year’s fourth quarter, more than 36% of all active Web users visited newspaper Web sites, with visits averaging 43 minutes a month during the quarter. 
  • Users generated more than 2.8 billion page impressions on average, a 13.1 percent increase over the same period a year ago.   

In another study, Nielsen//NetRatings indicated that traffic to blog pages at the top 10 newspaper Web sites grew a staggering 210% YoY in December, with unique visitors to blog pages accounting for 13% of overall newspaper Web site traffic that month.

US News Website Traffic 

Month

Unique Audience

Active Reach Percentage

Pages Per Person


Page Views (billion)

Time Per Person (mm:ss)

Visits Per Person

Oct-06

58,717,539

37.18

50.67

 2.98

44: 04

8.16

Nov-06 58,129,985 36.33 48.03 2.79 41:59 7.93

Dec-06

56,013,742

34.68 48.00 2.69 42:55 7.80

Q4 Average

57,620,422

36.06

48.90

2.82

 42:59 

7.96

 

Year

Unique Audience (mil)

Active Reach Percentage

Pages Per Person

Page Views (billion)

Time Per Person (mm:ss)

Visits Per Person

2006

56.4

36.19

47.38

2.67

 41:14

8.00

2005

46.1

30.77

41.77

1.94

 38:37

7.49

Source: Nielsen//NetRatings Custom Analysis

 

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