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Mail Online now sits top of the traffic chart with over two million unique daily browsers, according to the latest figures from the Audit Bureau of Circulations Electronic (ABCe).

Under the old system, which prioritised monthly over daily average figures, the Guardian would have come out top with just under 36 million unique browsers for January 2010.

But with the new changes, following an industry call "for more emphasis to be placed on the daily data", the Guardian slips to second position with 1.93 million unique daily browsers, followed by the Telegraph with 1.65 million. The ABC Multi-Platform report has also changed the wording to "browsers" rather than "users" reflecting number of devices rather than people accessing the sites.

Previously, ABCe reported Guardian.co.uk as the most popular UK newspaper website in terms of monthly unique users for four consecutive months. "GNM fully supports ABCe's decision to shift the focus away from the number of monthly unique browsers and on to daily figures," said Emily Bell, director of digital content at Guardian News and Media.

"Although we recorded nearly 36 million unique browsers last month and have been in first position on this measure since last September, we are now a close second on the new headline average daily measure. However, ever-growing daily figures are great news for all of the UK’s newspaper websites."

After the top three, the Sun came in fourth with 1.26 million daily unique browsers; then its sister the Times Online with 1.14 million. In sixth place was the Mirror Group Digital with 491,752 browsers and lastly Independent.co.uk with 432,127.

The full figures for the six audited titles and Mirror Group's websites are listed below. The percentage in brackets indicates the month-on-month change compared with the December 2009 ABCe report :

Mail Online

Average daily unique browsers: 2,156,077 (+ 13.52 per cent)

Monthly unique browsers: 35,878,640 (+9.24 per cent)

Guardian.co.uk

Average daily unique browsers: 1,931,826 (+ 2.30 per cent)

Monthly unique browsers: 35,952,712 (- 2.78 per cent)

Telegraph.co.uk

Average daily unique browsers: 1,652,783 (+7.69 per cent)

Monthly unique browsers: 32,442,973(+ 5.64 per cent)

TheSun.co.uk

Average daily unique browsers: 1,263,809 (+ 4.11 per cent)

Monthly unique browsers: 21,280,154 (+ 1.78 per cent)

Times Online

Average daily unique browsers: 1,143,708 (+ 9.90 per cent)

Monthly unique browsers: 21,364,807 (+ 7.61 per cent)

Mirror Group

Average daily unique browsers: 491,752 (+ 9.61 per cent)

Monthly unique browsers: 10,671,833 (+ 9.99 per cent)

Independent.co.uk

Average daily unique browsers: 432,127 (+ 6.05 per cent)

Monthly unique browsers: 9,722,624 (+ 4.01 per cent)

ABCe figures since January 2009:

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Written by
Judith Townend

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