The overall unique audience of the top newspaper blogs is 66% male and 34% female, according to a new study by Nielsen Net Ratings.
Traffic to newspaper web sites – 60% male and 40% female – grew by 9%, while traffic to newspaper blogs grew by 210%.
Male traffic to blogs grew by 226% Year over Year in December, while female traffic to blogs grew by 183%.
And the gap between the sexes seems to be widening.
Nielsen said, “Males tend to be both early adopters of new technologies and avid consumers of news.”
Traffic to the top ten newspaper blogs more than tripled over the last year, reaching 3.8 million in December.
The implication from the data seems to be that the Internet audience is searching for meaning and analysis and a point of view, as opposed to mere breaking news
Overall newspaper Web sites averaged 55.5 million unique visitors a month — one in three of all interest users — an increase of 31% over 2005 according to Nielsen.
Top 4 Newspaper Web Sites in December 2006
Unique Audience (000)
Brand or Channel Dec-05 Dec-06 YOY Growth %
Top 10 Newspapers Roll-Up 27,371 to 29,940 and up 9%
NYTimes.com 10,947 to 13,221 up 21%
USATODAY.com 9,870 to 9,109 down -8%
washingtonpost.com 7,745 to 7,618 down -2%
LA Times 4,090 to 4,925 up 20%
The numbers for Web sites in December:
Audience (000) Person (hh:mm:ss)
1. Microsoft 120,930 2:03:01
2. Google 108,232 1:02:03
3. Yahoo! 111,184 3:02:27
4. Time Warner 107,555 4:14:45
5. eBay 73,763 1:38:32
6. News Corp. Online 70,230 1:37:55
7. InterActiveCorp 59,259 0:25:26
8. Amazon 56,881 0:31:57
9. New York Times Company 44,240 0:18:09
10. Walt Disney Internet Group 44,094 0:31:11
Example: The New York Times had 44.2 million home and work Internet users visit at least one of the NYT sites during the month of December and spent a total of 18 minutes and 9 seconds on one of their sites.