Trinity Mirror Passes 100m Unique Users Mark

Trinity Mirror’s digital portfolio posted a record month for traffic in January, passing the 100 million unique browsers mark for the first time, according to the latest ABC figures published today (Thursday).

Monthly unique browsers across all combined national and regional sites hit 102,990,697 in January, up 27 per cent month-on-month and a huge 77 per cent increase from the same time last year, reflecting a continued focus across the group on digital output, Trinity Mirror said.

The national Mirror sites and Daily Record contributed the bulk of the traffic with a combined 83,653,738 total monthly browsers, with the Mirror’s unique browsers surpassing 75 million in the month. This is up 27 per cent on the previous month and 80 per cent year-on-year.

Other national newspaper publishers recorded strong rises in digital audiences. The Independent’s daily average unique browsers was up by 60 per cent year-on-year and The Guardian was up by 40 per cent. The Telegraph was up by 23 per cent and MailOnline was up by 19 per cent.   

The digital growth at the Mirror is also evident in social media, with figures from social monitoring service NewsWhip showing that more people engaged with content from on Facebook in January than any other source in the UK, including the BBC.

The Mirror was the seventh most shared global Facebook publisher in January and the biggest in the UK, with 17.5 million interactions – up from just 1.5 million the previous January.  Video traffic has also seen impressive growth for the with views increasing five fold year-on-year, Trinity Mirror said.

There were also record months for several local press websites, including the Manchester Evening News, Liverpool Echo, Chronicle Live, Gazette Live , Wales Online and the Birmingham Mail.

Pete Picton, Mirror Online editorial director, said: “January was a phenomenal month for all of our sites, reinforcing our dedication to, and success, in digital. Passing these milestones and seeing the impact of building a loyal and engaged audience through mobile, online and social media shows that a legacy newspaper brand can not only adapt to a digital age but be successful in doing so.

“The digital content reinforces the Mirror brand and editorial standards perfectly with a mix of news, sport, celebrity and TV. Great exclusives and timely news and opinion are further enhanced with live blogging and video, enabling us to drive greater engagement with the readers and ensure we are playing a key role in their digital lives.”