Audiweb has published data relating to the
total digital audience for the month of September
After analyzing the audience of online newspapers in the first 9 months of 2021 and the time spent on online news from January to September of this year, DataMediaHub analyzes the weight of the home page audience of some of the main sources of information of our country.
Of eight newspapers for which Audiweb makes this data publicly available, the newspaper for which the total digital audience on the average day of its home page has the lowest weight on the total audience is Il Messaggero at 10.7%. The one for which the weight is greater is ANSA which accounts for over a third [33.9%] of the total audience.
The data, which are shown in the infographic for all eight newspapers examined, are a good indicator of the level of loyalty of each magazine. In fact, it is reasonable to assume that a greater audience on the home page corresponds to greater direct access to the website, and therefore is an indication of greater loyalty. In this sense, it is no coincidence that the primacy belongs to ANSA, which according to the Reuters Institute's "Digital News Report 2021" is the first Italian news brand for reliability. So if this is a first interesting indication, a study, also conducted by the Reuters Institute for Journalism, shows that the people who use social media more often,search engines and news aggregators to get news have more diverse media diets than people who access news primarily by going directly to news websites.
Finally, to return to the starting point, it is clear that a greater loyalty corresponds, all conditions being equal, to a greater propensity to subscribe.
Direct access is therefore a fact that can be an indicator of value in this sense.