UK news commands a global audience
May 31st, 2007 by Lloyd Gofton
According to the latest comScore traffic figures, out today, many of the UK’s news outlets enjoy a higher web readership outside of the UK.
It is not surprising to see the world renowned sites, such as the BBC (61% international readership) , and FT (85% international readership) draw a large international following, but the Daily Mail?
According to comScore’s findings, 69% of its web users are outside of the UK, a factor linked to the ex-Pat community.
Furthermore, 73% of the Independent’s web audience is international.
In contrast Five.TV, ITV, BSkyB, and Channel 4 were the only sites with larger U.K. web audiences.
These figures are especially interesting for the online marketing community, evidencing that international readership outweighs local audiences on most of our major news brands.
The survey is also another reminder of the importance of maintaining a robust web offering, a fact that won’t have been lost on three of the sites that spent at least some of the last week or so out of action, including The Independent, which was down today, the Mirror which was down yesterday, and the Telegraph, which was down briefly in mid May.
