Overseas Surfers Flock to UK Media Websites

04 June 2007

RESTON, Virginia: Many of the UK's leading media websites are more popular with overseas users than with their domestic audience, reports digital researcher comScore.

The US-headquartered firm says April's online traffic figures show the website of the Financial Times business daily notching the highest percentage of international visitors, with 85% originating outside Britain.

The Daily Mail newspaper, which blames "foreigners" for everything from bad weather to bird flu, drew 69% of its online visitors from beyond UK borders.

While publicly funded broadcaster, the BBC, scored 61% of its website hits from overseas.

In contrast, the online sites of commercial free-to-air TV companies ITV, Five and Channel 4, and satellite monopoly BSkyB, drew the majority of their visitors from within the UK.

Comments comScore Europe md Bob Ivins: "The internet allows consumers to view relevant content at any site from anywhere in the world. It is therefore critical for publishers and advertisers to understand their global franchise - not just their UK audience."

Data sourced from comscore.com; additional content by WARC staff