Online traffic still sores above pre-COVID-19 levels but does show month on month decline.
This month on month decline across many of the top 10 sites was mostly due to fatigue in general COVID-19 related news. Instead, internet users consumed localized content on how and what they could do during the adjusted lockdown regulations. This meant internet users migrated from large news sites to smaller, more localized websites.
Online traffic on domestic publishers continues to sore due to COVID-19, with people still using local publishers as their primary COVID-19 news source. Despite a month on month decline, traffic levels remain well above pre-COVID-19 levels. See the graph below:
News & Politics interests decline and drop to second place as people consume less breaking news around Covid-19. Music & Audio is the next biggest dropper in unique browsers as people get busier as lockdown restrictions ease. There is also a distinct drop in traffic around Personal Finance interest in line with people showing overall fatigue with COVID-19 related worries and stresses.
Here too we see a significant decline in traffic to large breaking news Apps in line with a decrease in consumption of COVID-19 breaking news.
Overall, we see the sites with the most significant month on month growth are the sites that are focused on hyper-localized news. These sites successfully covered topics like where and how to renew your car license or localized lockdown regulations and COVID-19 stories. People are now looking for practical information to navigate their way out of lockdown and to understand further the changing risk-adjusted lockdown regulations.
Age: 23.69% of the total market is aged 20 – 24 and 53.16% of all browsers are age 20 – 35
Average visit duration: 2 min 59 sec (-1,10%)
Frequency: 14.42 page views per unique browser ( 3.82%)
Device: 81.50% of traffic is from mobile phones (-2.65%)