Direct Visitors Are the Gold Standard for News Websites

According to new data published by the Pew Research Center, direct visitors to news websites are much more engaged than those coming from search engines or social networks. While the latter two may be indispensable for news websites to be discovered in the first place, those (returning) readers that have a site bookmarked or consciously type in its address are the ones who are truly valuable to online publishers.

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This chart shows engagement metrics for visitors of newspaper websites coming from different sources.

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Leading news websites in the U.S. 2024, by monthly visits

Leading news websites in the United Kingdom (UK) 2024, by monthly visits

Leading search engines in China 2019-2024, by market share

Leading search engines in Hong Kong 2024, by market share

Market share of major tablet search engines in China 2024, by pageview

Market share of mobile search engines in China 2024, by pageview

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Direct Visitors Are the Gold Standard for News Websites