ABCe February 2010: Mail Online takes top spot

25 Mar 2010  |  Niall Johnson 
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Mail Online was the nation's most read online national newspaper in February, according to data released by ABCe.

Last month saw a change in how ABCe data is reported, putting the focus on daily figures. Mail Online reported a daily average unique browser figure of 2.2 million in February, up 5% on January. An overall monthly figure of 36 million unique browsers puts the site firmly in the top spot.

Trailing behind with a daily average of around 1.9 million browsers is Guardian.co.uk, down 3.2% month on month. The Guardian has been extremely popular with the online population over the last few years but last month's change in metric could see its success dampened.

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Telegraph.co.uk also lost some of its audience over February, falling 6.3% MoM.

Sun Online saw an increase in traffic with a daily average of 1.4 million browsers viewing the site in February, a MoM rise of around 10%.

Mirror Group and Independent.co.uk remain at the bottom of the list with 469,000 and 465,000 browsers respectively viewing the site daily. The Daily Mirror website was down 22,000 unique browsers MoM while Independent.co.uk gained 33,000.

The daily unique browser figure for Times Online was up 6% to 1.2 million.

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ABCe no longer reports Unique Users and has simplified this metric to Unique Browsers, brought on by a call in the industry to focus more on daily figures, rather than monthly and this has been highlighted in the way the figures are formatted in ABCe's reporting.

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