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Date :April 2010

Unique Visitors & Visits – millions Apr 2010 51.5 135.3 118.2 261.5 Unique Visitors Visits UK UV Global UV 87.9m net UVs – Globally 30.2 m net UVs – UK

Unique Visitors millions – Apr 2010 by day UK UV Global UV

Unique Visitors millions- Weekday Apr 2010

Total Dwell Time – Millions Minutes Apr 2010

Total Dwell Time – Millions Minutes 2010 Note : Telegraph data not inc since late April

% Dwell Time* Apr 2010 9 mins 27 secs 9 mins 11 secs Total dwell time/visits more than 1 page view 24 mins 47 secs 21 mins 49 secs Total dwell time/UV more than 1 page view > 10 Min 4 - 10 Min 2 – 4 Min 1 – 2 Min < 1 Min

% Dwell Time UK* 2010 Total dwell time/visits more than 1 page view Total dwell time/UV more than 1 page view 9 mins 18 24 mins 08 9 mins 12 25 mins 06 9 mins 16 24 mins 52 9 mins 27 24 mins 47

% Dwell Time UK* Apr 2010 by newspaper site 10 mins 11 7 mins 18 Total dwell time/visits more than 1 page view 31 mins 39 19 mins 10 Total dwell time/UV more than 1 page view 10 mins 24 26 mins 02 13 mins 04 26 mins 13 5 mins 34 10 mins 35 8 mins 45 21 mins 08 6 mins 18 12 mins 45

Average Unique Visitors by Hour of Day – Weekdays Apr 2010 midnight UK AVG UV Global AVG UV Global AVG UV All Week

Average Unique Visitors by Hour of Day – Saturday Apr 2010 midnight UK AVG UV Global AVG UV Global AVG UV All Week

Average Unique Visitors by Hour of Day – Sunday Apr 2010 midnight UK AVG UV Global AVG UV Global AVG UV All Week

Most Popular Sections – Apr 2010 % of Unique Visitors visiting each section

UK Most Popular Sections – 2010 % of Unique Visitors visiting each section

Most Popular Sections Apr 2010 Page Group Page Sub Group UK % of UV Global % of UV Homepage Homepage 34.5 26.6 News News/Domestic News/International News 39.1 42.4 Sport Sport 16.5 14.1 Business & Finance Business/Finance 4.9 3.9 Lifestyle Woman & Fashion/Travel/Motoring/Health/ Lifestyle/Food & Drink/Gardening/Education 19.5 16.2 Culture Entertainment/Film & TV/Books/Arts/ Theatre/Media/Music 29.7 27.8 Personal Finance Personal Finance/Home & Property 4.7 2.7 Science Technology & Nature Technology/Environment/Science 6.0 6.6 Commentary Commentary 6.2 5.5 Service Games/Classified/Blogs & Forums/ Registration & Login 9.7 6.4 Politics Politics 6.8 4.6

Monthly Unique Visitors 000s: Apr 2010 57352 (+3484) 35992 (+8480) 21856 (+670) 19076 (+1397) 37625 (+266) 3587 (-436 ) 8952 (+901) 8596 (-3988) 6186 (+2194) 7395 (+110) 5236 (-1961) ( xxx) = =/- 000s YOY

UK Monthly Unique Visitors 000s: Apr 2010 ( xxx) = =/- 000s YOY

Daily Unique Visitors 000s: Apr 2010 2399 (+386) 2764 (+205) 1047 (+73) 1044 (+32) 1963 (+114) 151(-26) 369(+48) 417 (-166) 328 (+148) 360 (+13) 245 (-109) ( xxx) = =/- 000s YOY

UK Daily Unique Visitors 000s: Apr 2010 ( xxx) = =/- 000s YOY 1102 (+142) 1240 (+169) 521 (+56) 471 (-50) 898 (+161) 104 (-24) 140 (+29) 256 (-67) 197 (+102) 171 (+17) 129 (-70)

Most Popular Entry Points Apr 2010

UK Most Popular Entry Points – 2010 % of Unique Visitors visiting each section

Online national Newspapers accessed via mobile Apr 2010 based on global visits

Online National Newspapers accessed via mobile Apr 2010 2,474,468 = 0.90% of Total global visits

Online National Newspapers accessed via mobile 000s 2010 2271 0.80% No/% Total Global Visits 2101 0.78% 2251 0.82% 2474 0.90%

Global Top 10 Referring Domains – Apr 2010 Referring Domain – Global Sum Of Unique Visitors Search Engines - Global Sum Of Unique Visitors Direct Traffic 27,405,.311 Google 39,694,597 drudgereport.com 6,596,538 Yahoo 3,195,794 news.bbc.co.uk 1,992,425 MSN 2,548,611 stumbleupon.com 994,924 AOL 335,354 facebook.com 845,328 ASK.com 268,202 digg.com 714,159 Search.conduit.com 116,198 fark.com 618,928 Search.bt.com 92,003 en.wikipedia.org 610,356 Virginmedia.com 81,656 Reddit.com 537,986 Search.mywebsearch.com 47,755 newsnow.co.uk 450,552 Search.sky.com 31,190

UK Top 10 Referring Domains – Apr 2010 Referring Domain - UK Sum Of Unique Visitors Search Engines - UK Sum Of Unique Visitors Direct Traffic 11,687,611 Google 18,533,017 news.bbc.co.uk 1,222,462 Yahoo 1,569,082 facebook.com 278,613 MSN 1,402,486 newsnow.co.uk 247,809 AOL 229,380 en.wikipedia.org 211,443 ASK.com 142,995 da.feedsportal.com 165,173 Search.bt.com 91,990 twitter.com 152,268 Virginmedia.com 72,198 drudgereport.com 123,837 Search.conduit.com 52,467 bbc.co.uk 102,385 Search.sky.com 20,597 wrx.zen.co.uk 64,225 Search.orange.co.uk 18,291

Top Global Search Words – Apr 2010 1 DAILY MAIL 26 PAGE3 51 OBSERVER 76 THETIMES 2 THE SUN 27 MIRROR 52 GUARDIAN FOOTBALL 77 SUN UK 3 GUARDIAN 28 DAILY RECORD 53 KATIE PRICE 78 TIMESONLINE.CO.UK 4 THE TIMES 29 EVENING STANDARD 54 MAIL ON LINE 79 GUARDIAN CROSSWORD 5 THE GUARDIAN 30 THE TIMES ONLINE 55 SHEEP PIG 80 FACEBOOK 6 TIMES 31 GUARDIAN NEWSPAPER 56 WWW.DAILYMAIL.CO.UK 81 YOUTUBE 7 TIMES ONLINE 32 MAILONLINE 57 ARSENAL 82 DREAMTEAMFC 8 DAILYMAIL 33 MAIL ON SUNDAY 58 SUNDAY MAIL 83 TIMES ONLINE UK 9 THE SUN NEWSPAPER 34 SUNDAY TIMES 59 THE DAILY MIRROR 84 DAILY MAIL NEWSPAPER 10 MAIL ONLINE 35 ICELAND VOLCANO 60 NEWS 85 THE MIRROR NEWSPAPER 11 DAILY MIRROR 36 SUN DREAM TEAM 61 DAILY MAIL SHOWBIZ 86 THIS IS LONDON 12 GUARDIAN JOBS 37 DAILYMAIL.CO.UK 62 CHERYL COLE 87 VOLCANO ICELAND 13 SUN 38 LONDON TIMES 63 KINDRED SPIRITS 88 THISISMONEY 14 THE DAILY MAIL 39 SUNDAY MIRROR 64 PAGE3.COM 89 MANCHESTER UNITED 15 THE MAIL 40 THE GUARDIAN NEWSPAPER 65 DAILY MIRROR UK 90 3AM 16 MAIL 41 FEMAIL 66 MIRROR NEWSPAPER 91 ICELAND VOLCANO ERUPTION 17 DAILY MAIL UK 42 DREAM TEAM 67 THE DAILY MAIL UK 92 THE GUARDIAN JOBS 18 SUN NEWSPAPER 43 THE SUN UK 68 GUARDIAN UNLIMITED 93 TELEGRAPH JOBS 19 PAGE 3 44 THE MAIL ONLINE 69 INDEPENDENT NEWSPAPER 94 SUN NEWS 20 INDEPENDENT 45 DAILY MAIL ONLINE 70 TIMES ON LINE 95 THE SUNDAY TIMES 21 THESUN 46 THESUN.CO.UK 71 THE OBSERVER 96 SUN NEWSPAPER UK 22 DAILY MAIL NEWS 47 GUARDIAN UK 72 THIS IS MONEY 97 THE TIMES UK 23 THE MIRROR 48 GUARDIAN.CO.UK 73 HOROSCOPES 98 GUARDIAN JOBS UK 24 TIMESONLINE 49 THE SUN DREAM TEAM 74 GUARDIAN ONLINE 99 HUBBLE TELESCOPE 25 THE INDEPENDENT 50 DREAMTEAM 75 PAGE 3 GIRLS 100 ENCOUNTERS

Top UK Search Words – Apr 2010 1 DAILY MAIL 26 DAILY RECORD 51 SUNDAY MAIL 76 TIMES ENCOUNTERS 2 THE SUN 27 EVENING STANDARD 52 MIRROR NEWSPAPER 77 DAILY MAIL NEWSPAPER 3 GUARDIAN 28 THE INDEPENDENT 53 THIS IS MONEY 78 TELEGRAPH JOBS 4 THE TIMES 29 MAIL ON SUNDAY 54 CHERYL COLE 79 GUARDIAN JOBS UK 5 TIMES 30 THE TIMES ONLINE 55 DAILY MAIL SHOWBIZ 80 THE DAILY MAIL UK 6 TIMES ONLINE 31 SUN DREAM TEAM 56 HOROSCOPES 81 ENCOUNTERS 7 THE GUARDIAN 32 GUARDIAN NEWSPAPER 57 THESUN.CO.UK 82 GUARDIAN UK 8 GUARDIAN JOBS 33 MAILONLINE 58 GUARDIAN FOOTBALL 83 THETIMES 9 MAIL ONLINE 34 SUNDAY TIMES 59 THE DAILY MIRROR 84 TIMES ONLINE UK 10 THE SUN NEWSPAPER 35 SUNDAY MIRROR 60 INDEPENDENT NEWSPAPER 85 SUNDREAMTEAM 11 MAIL 36 DREAM TEAM 61 DREAMTEAMFC 86 GUARDIAN UNLIMITED 12 SUN 37 FEMAIL 62 GUARDIAN CROSSWORD 87 TIMESONLINE.CO.UK 13 THE MAIL 38 THE MAIL ONLINE 63 ARSENAL 88 SUN NEWS 14 DAILY MIRROR 39 THE SUN DREAM TEAM 64 GUARDIAN ONLINE 89 JOBS 15 DAILYMAIL 40 PAGE3 65 WWW.DAILYMAIL.CO.UK 90 SUNDAY PEOPLE 16 THE DAILY MAIL 41 DREAMTEAM 66 DAILY MIRROR UK 91 SUNDAY TIMES RICH LIST 17 SUN NEWSPAPER 42 DAILY MAIL ONLINE 67 TIMES ON LINE 92 DAILY 18 DAILY MAIL NEWS 43 KATIE PRICE 68 FACEBOOK 93 THISISLONDON 19 INDEPENDENT 44 OBSERVER 69 3AM 94 MAIL ONLINE UK 20 THE MIRROR 45 DAILYMAIL.CO.UK 70 THISISMONEY 95 GRAND NATIONAL 21 THESUN 46 MAIL ON LINE 71 THE OBSERVER 96 SUNDAY TIMES RICH LIST 2010 22 MIRROR 47 NEWS 72 THIS IS LONDON 97 GUARDIAN.CO.UK 23 DAILY MAIL UK 48 THE GUARDIAN NEWSPAPER 73 THE MIRROR NEWSPAPER 98 CHARLIE BROOKER 24 PAGE 3 49 KINDRED SPIRITS 74 THE GUARDIAN JOBS 99 YOUTUBE 25 TIMESONLINE 50 ICELAND VOLCANO 75 ENCOUNTERS DATING 100 MEDIA GUARDIAN

Appendices

1. Total UVs by week – aggregated data

Unique Visitors millions – Jan-Mar 2010 by week 16.8 15.4 15.6 15.9 16.0 15.4 13.6 14.8 14.5 14.9 15.6 14.8 14.4 40.6. 38.1 37.8 39.9 39.1 40.1 40.1 41.0 37.4 38.9 35.7 33.7 37.5 UK AVG UV Global AVG UV

Unique Visitors millions – Apr-Jun 2010 by week 13.0 12.6 12.8 12.8 14.1 12.8 13.1 12.4 13.9 14.1 13.4 13.5 13.1 37.1 39.2 37.6 UK AVG UV Global AVG UV

Unique Visitors millions – Jul – Sep 2010 by week UK AVG UV Global AVG UV 13.7 12.5 13.1 12.8 12.5 12.9 12.9 12.9 12.7 13.1 13.1 13.3 13.9

Unique Visitors millions – Oct – Dec 2010 by week UK AVG UV Global AVG UV 15.4 15.1 14.9 14.5 14.9 15.3 14.4 15.5 14.4 14.8 11.6 14.6

2. Total Unique Visits by week – aggregated data

Unique Visits millions – Jan-Mar 2010 by week 24.9 28.5 30.7 27.7 27.7 27.9 29.7 27.5 26.8 32.2 29.1 30.2 30.0 68.1 63.2 64.3 65.6 68.2 65.1 67.1 68.6 64.8 63.0 60.4 55.2 62.1 UK AVG UV Global AVG UV

Unique Visits millions – Apr-Jun 2010 by week 61.1 65.1 62.0 34.1 36.1 34.1 UK AVG UV Global AVG UV

Unique Visits millions – Jul-Sep 2010 by week 25.7 23.8 25.0 24.3 24.0 25.2 25.0 24.7 23.4 24.3 24.2 24.7 25.6 UK AVG UV Global AVG UV

Unique Visits millions – Oct-Dec 2010 by week 27.9 28.0 27.6 27.5 28.8 27.4 29.3 26.5 27.8 26.7 21.2 27.9 UK AVG UV Global AVG UV

3. Average Unique Visitors & Visits by day Mar 2010 aggregated data

UK Average Unique Visitors & Visits by day – Apr 2010 Global Visits UK visitors UK Visits Global visitors

4. Average UK Unique Visitors by day by section Mar 2010 – aggregated data

UK Average Unique Visitors by day – Apr 2010 Homepage News

UK Average Unique Visitors by day Apr 2010 Culture Personal Finance Lifestyle Sport

UK Average Unique Visitors by day Apr 2010 Service Science Tech & Nature Commentary Business & Finance Politics

5. Average Global Unique Visitors by day by section Mar 2010 – aggregated data

Global Average Unique Visitors by day Apr 2010 News Homepage

Global Average Unique Visitors by day – Apr 2010 Culture Personal Finance Lifestyle Sport

Global Average Unique Visitors by day – Apr 2010 Service Business & Finance Commentary Science/Tech & Nature Politics

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