NAA: Unique Visitors at Newspaper Sites up 12.1% in 2008

By: Jennifer Saba

The average monthly number of unique visitors to newspaper Web sites increased 12.1% to 67.3 million in 2008 compared with 2007, according to new data released by the Newspaper Association of America.

The NAA uses online data collected by Nielsen Online (a sibling company of E&P).

In Q4, the average number of monthly visitors advanced 8.6% to 68.2 million year-over-year.

Curiously, the last months of 2008 included results from the presidential election and yet May had more average uniques at 69.4 million than September (67.7 million), October (68.9 million) and November (69.0 million).

The average time spent per user was 45 minutes and 29 seconds in Q4. For the year, it was about 44 minutes. In 2007, the average time spent per user was almost 43 minutes.

People on average spent more time on newspaper Web sites in September – at 49 minutes and 20 seconds – than any other month in 2008.

“Newspapers’ digital audience has grown 60% in the last three years,” John Sturm, president and CEO of the NAA, said in a statement.

The number of pages views rose in 2008 – 3.2 billion — compared with 2007– 2.8 billion.

For more 2008 stats, go to Fitz & Jen Fitz & Jen.

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