ABC Reveals Habits of Online Users

The inaugural ABC report combining print and online circulation data shows that internet-based news consumption habits are still in a state of flux.

Circulation figures from July released by the Guardian, Times, Sun and Daily Telegraph reveal that the majority of national news Web site users are based outside the UK, with 67% of timesonline users and 66% of Guardian Unlimited visitors living overseas.

The combined report also demonstrates that users accessing news via the Web tend to adopt a different approach than their print-reading counterparts and are more likely to concentrate on a specific section as opposed to browsing the range of stories available.

Writing in the Guardian, media research spokesman Jim Bilton suggests the new data show that ‘publishers have to become much more creative in their website architecture to make the customer journey longer and more wide-ranging’.

The managing partner at Wessenden Marketing adds: ‘Publishers need to get smarter about building loyalty and frequency of usage on their websites.’

The full story is available from Guardian Unlimited.