2017 Year in review website analytics

Time on site remained within a few seconds from 2016 stats, and the overall average for all users went down by one second. Our audience came to our sites from social media platforms almost exclusively from Facebook. The Daily Astorian stats are skewed some due to bot issues on their site for a few months in the spring, but have fully recovered as of mid-summer. This brought down some averages especially in non-desktop to desktop use, where taking out those couple of months of issues, the non-desktop average for the Daily Astorian would be around 41%. 

We have tools in place for reports to be sent out on a weekly or monthly bases automatically. Access can be given to employees who need analytics at any time through our Google Analytics account. If you need access, please contact the digital team or if you would like certain reporting information sent to you weekly or monthly, just let us know.

Analytics Dashboards from company overviews to individual breakdown of websites, e-Editions and social media have been in place for a couple of years. Allowing anyone to quickly see stats without having to know how to retrieve them in Google Analytics or having an account. These dashboards show the last 30 days. If you would like these emailed to you on a weekly or monthly basis, just email the digital team – online@eomediagroup.com and tell us which of the dashboard reports you would like and if you would like it weekly or monthly.

The amount of time spent on the page will indicate whether users are engaging with the content actively. If your newsroom is consistently producing good content, these metrics start to become more meaningful. Many news companies are increasing this metric by adding blogs, video, links to other relevant stories, slideshows and photo galleries. In the end, it comes down to valuable content in whatever form engages the reader longer – a stickiness indicator.

According to Nielsen, newspaper visitors spend an average of 3.4 mins per session. NAA says 1.3 mins – others fall between this, but no one lays claims to a good industry standard.

Mobile and tablet traffic continue to grow at many of our sites. The Wallowa County Chieftain and Capital Press remain the only sites where desktop is still the majority. All others are ruled by non-desktop devices. The Daily Astorian is skewed due to bot issues on their site for a few months in the spring. Typically they have a higher non-desktop audience.

Our company-wide audience is 58% mobile and tablet traffic. Leaders in our company are the HH with 60%, followed by BME and EO at 68% for non-desktop traffic. CO was close behind with 57% for the year.

Remember your goal: you want about a 50/50 spilt between new and returning users or 60/40 at most. This also depends on what campaigns you have running at the time and their goal – is it to attract new customers – then you would expect your new percentage to be larger – or is it to retain your current customers – then the returning would be larger.

The Daily Astorian is skewed in pageviews due to bot issues on their site for a few months in the spring.

Our audience is focused on the middle age groups. With our smallest being the 18-24, followed by the 65+ The industry median age is 41.4 for websites – for mobile it’s 38.6 and print it’s 53.5.

Social Referrals – what social platforms are our audiences using to get to us.

Facebook dominated by more than we’ve seen in the last two years. All other forms of social media account for 3% of our social session referrals and reflects our Q2 stats. The East Oregonian has the largest amount of Facebook referrals in the company, followed by the Daily Astorian. Now is the time for strategies to be defined and implemented on how to use Facebook to not only drive audience back to our core sites but how do we monetize our social media.