Report: Express.co.uk UK digital audience up 80% in October

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The total digital UK audience for Express.co.uk rose by 80 per cent from September to October this year, with a 177 per cent increase in visitors on mobile devices, according to a report published today.

The increase in total digital audience, from 1.7 million to just under 3.1 million, brings Express.co.uk into the top ten most-read digital newsbrands in the UK by this study. Mobile traffic increased from 399,000 to over 1.1 million, surpassing the Sun online, Standard.co.uk and The New York Times Brand.

Figures come from the Monthly Multi-Platform Audience Data Summary (MMPADS), which measures UK readers on desktop and mobile devices, published by the UK Online Measurement Body (UKOM) and comScore.

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Metro.co.uk also saw a large increase in total digital population as traffic rose by 66 per cent month-on-month to almost 5.9 million, including a 153 per cent increase in mobile readers.

Since December 2012, Metro has adopted a mobile-first strategy with a focus on social media that has led to steady increases in overall traffic to the site .

Every digital news brand in the top 20 surveyed by UKOM and comScore saw an increase in digital traffic except The Sun, which received nearly 16 per cent fewer visitors in October compared to September, falling to 3.5 million.

The most significant change in digital audience to The Sun online came from the number of unique visitors using mobile devices, which decreased by 30 percent month-on-month.

The Sun introduced a paywall for its digital products on 1 August this year and reported more than 177,000 digital subscribers, almost half on mobile , at the start of December.

Data in the MMPADS report is taken from a number of UK sources, including reader surveys, and potential duplicates are removed when determining the total digital audience in terms of individual readers.

This is in contrast to figures from the Audit Bureau of Circulation which uses web browsers on a global scale, meaning some readers may be counted more than once if they read in different browsers or on different devices.

This is the second MMPADS report from UKOM / comScore.