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Visitors from outside boost India's local news destinations

MUMBAI, INDIA: comScore, Inc has released a report on visitation to local sites in India by online users from outside of the country.
The report found that among the top local news destinations in India, most brands saw non-residents contribute a significant share of global visitors with 36.2% of The Times of India's global audience and 31.6% of Oneindia's audience originating from outside the country. Other sites including those within the portals, financial and sports categories, also saw significant non-resident traffic drive their global audience reach.

"With many local sites attracting a significant portion of visitors from outside of India, these visitors, who are very likely to be non-resident Indians, are an important segment for brands to consider in their digital strategies and often represent very active online users," said Kedar Gavane, comScore director for India. "Understanding this important geographic distinction in audience composition is important for publishers in delivering relevant content and for advertisers in reaching their desired audiences."

Local news destinations see significant traffic from outside of India


Among some of the largest local news sites in India, many destinations generated a significant portion of their traffic from outside of India. The Times of India, which ranked as the largest site in the newspaper category with nearly 7.9 million visitors in India (age 15 and older accessing from a home or work location), attracted 36.2% of its global traffic from outside of India in September. Oneindia reached more than 4.4 million visitors in India in September 2011, with 31.6% of its global visitor base accessing from outside of the country, while HT Media Ltd saw 28.1% of visitation from outside of India. 20.1% of India.com Sites' global visitors were non-residents, with the largest local general news destination in India, NDTV, seeing 38.2% of its audience represented by this segment of visitors.

Among these selected news sites, Mid-Day.com and DeccanChronicle.com displayed the largest percentage of visitors from outside of India with both drawing more than 45% of their global audiences from outside of the country.

Selected Newspaper Sites in India by Total Unique Visitors (000) September 2011 Total India - Visitors Age 15+ Home/Work Locations* (Source: comScore Media Metrix)
Total Unique Visitors in India (000) Total Unique Visitors Worldwide (000) % of Global Unique Visitors in India % of Global Unique Visitors Outside India
The Times of India 7,871 12,336 63.8% 36.2%
Oneindia 4,449 6,501 68.4% 31.6%
HT Media Ltd 4,393 6,109 71.9% 28.1%
India.com Sites 3,786 4,737 79.9% 20.1%
NDTV 3,558 5,756 61.8% 38.2%
The Economic Times 3,169 4,340 73.0% 27.0%
IBN Live 2,355 3,562 66.1% 33.9%
The Indian Express Group 2,022 2,961 68.3% 31.7%
The Hindu Group 1,885 2,850 66.1% 33.9%
Bhaskar.com 1,672 2,105 79.4% 20.6%
Navbharat Times 938 1,081 86.7% 13.3%
Dnaindia.com 743 1,129 65.9% 34.1%
Mid-day.com 450 821 54.8% 45.2%
Maharashtra Times 395 446 88.6% 11.4%
Financialexpress.com 384 460 83.4% 16.6%
Dinakaran.com 297 417 71.2% 28.8%
Deccanchronicle.com 293 583 50.2% 49.8%
Deccanherald.com 286 461 62.0% 38.0%
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs

Portals, banks and cricket sites witness strong visitation from outside of India


Other local destinations also saw visitors from outside of India contribute significantly to their global audiences. Portal IN.com saw more than half (50.4%) of its worldwide audience come from outside of India, while the largest banking site in India, ICICI Bank

CricBuzz.com and CricTime.com saw non-resident traffic at 34.2% and 46.0% of their total global audience, while entertainment site BharatMovies.com had more than half (56.5%) of its visitors access from countries other than India.

Selected Sites in India by Total Unique Visitors (000) September 2011 Total India - Visitors Age 15+ Home/Work Locations* (Source: comScore Media Metrix)
Total Unique Visitors in India (000) Total Unique Visitors Worldwide (000) % of Global Unique Visitors in India % of Global Unique Visitors Outside India
Selected Portals
Times Internet Limited 17,522 24,159 72.5% 27.5%
Rediff.com India Ltd 15,494 19,003 81.5% 18.5%
IN.com 10,176 20,513 49.6% 50.4%
Sify Ltd 3,032 3,892 77.9% 22.1%
Selected Financial Sites
ICICI Bank 4,811 5,733 83.9% 16.1%
Moneycontrol.com 4,332 6,109 70.9% 29.1%
HDFC Group 4,156 4,532 91.7% 8.3%
State Bank of India 3,870 4,265 90.7% 9.3%
Selected Sports Sites
Espncricinfo.com 3,785 7,945 47.6% 52.4%
Cricbuzz.com 1,114 1,693 65.8% 34.2%
Crictime.com 895 1,657 54.0% 46.0%
Cricketnext 340 524 64.8% 35.2%
Other Selected Sites
Sulekha 5,333 7,497 71.1% 28.9%
MakeMyTrip 4,080 4,808 84.9% 15.1%
ClearTrip 3,453 3,872 89.2% 10.8%
Bharatmovies.com 1,207 2,773 43.5% 56.5%
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs
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SOURCE

comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
Go to: http://www.comscore.com
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