Indy revamp hooks online readers

The Independent online's recent refresh appears to have paid dividends, scoring the website a 10% uplift in average daily users, which made it the only national newspaper website to record an increase between November and December, according to ABC data.

The Independent: 2011 redesign boosts online figures
The Independent: 2011 redesign boosts online figures

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Average daily traffic to Independent Online hit 758,524 in December, up 10.56% on the previous month.

The Independent  made a concerted effort to overhaul its digital offering late last year, redesigning the site, which now carries a bold red masthead, like its printed companion and launching a paywall for non-UK readers and an iPad app.

Despite the uplift, independent.co.uk remains a minnow compared to the big cats of national newspaper websites.

But December proved a tough month for the big cats, with guardian.co.uk the biggest faller, shedding over 20% of its average daily users to 2,937,070.

MailOnline, which is the world's largest English-language newspaper according to ComcScore, fell back over 5% to 4,8838,140, according to ABC.

Telegraph Online, the third biggest national newspaper website, fell back 8.16% to 2,156,001 average daily users in December.

News International's Sun Online fell back over 10% to 1,339,077 average daily users.

League Tables
ABCe results December 2011
  December Month/month Year/year December
Online title Glibal Daily Ave Daily % change Daily % change UK monthly total
guardian.co.uk  1,626,788 -20.61 31.45 N/A
MailOnline  2,802,486 -5.03 N/A 84,172,568
Metro  N/A -7.45 N/A 8,226,791
Mirror Group Digital  N/A -4.23 44.19 16,311,555
standard.co.uk  N//A -18.37 N/A 3,199,013
Telegraph  N/A -8.16 36.17 42,699,603
The Independent  N/A 10.56 50.35 15,833,084
The Sun  19,158 -10.44 N/A 22,132,021
www.insurancetimes.co.uk  N/A N/A N/A N/A

Follow John Reynolds on Twitter @johnreynolds10

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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