Facebook is driving an increasing amount of traffic to news sites, but Google remains the top referring service, according to a study published yesterday.
The study by the Pew Research Center’s Project for Excellence in Journalism looked at the behavior of news consumers online during the first nine months of last year using audience statistics from the Nielsen Co.
The study examined the 25 most popular news Web sites in the US, looking at how users get to the sites, how long they stay there, how deep they explore a site and where they go when they leave.
An average of 40 percent of the traffic to the top 25 news sites comes from outside referrals, the study found, with Google Search and, to a lesser extent, Google News the single biggest traffic driver.
The Nielsen figures did not break down where the remaining 60 percent of a news site’s traffic comes from, but the study said much of it stems from direct visits to the home page of a news site.
“Far from obsolete, home pages are usually the most popular page for most of the top news sites,” the study said, and were the most viewed part of the site for 21 of the 25 studied.
Google Search was responsible for driving an average of 30 percent of traffic to top news sites with the Drudge Report and Yahoo also ranking as major traffic drivers.
However, social media — and Facebook in particular — is “rapidly becoming a competing driver of traffic,” the study said.
At five of the top 25 sites, Facebook was the second or third most important driver of traffic.
“If searching for news was the most important development of the last decade, sharing news may be among the most important of the next,” the study’s authors said.
The Web site drawing the most traffic from Facebook links was The Huffington Post with 8 percent of its visitors landing on the site that way.
Twitter, somewhat surprisingly, “barely registers as a referring source,” the study found.
Only one Web site in the top 25 — the Los Angeles Times with 3.53 percent — derived more than 1 percent of its total traffic from Twitter.
Many visitors to top news sites are what the study described as “casual users” people who visit just a few times a month and spend a total of just a few minutes there at a time.
On average, 77 percent of the traffic to the top 25 news sites came from users who visited just one or two times, the study said, with the percentage varying among sites. Yahoo News, had lowest number of people visiting only once or twice, but it was still more than half at 55 percent.
More loyal and frequent visitors — what the study called “power users” — return more than 10 times a month to a particular site and spend more than an hour there during that time.
However, power users make up an average of just 7 percent of total users among the top 25 sites, the study said. CNN had the most power users — 18 percent — while 16 percent of Fox New’s audience fell into that category.
Only six sites had power user figures in double digits.
“Overall, the findings suggest that there is not one group of news consumers online, but several, each of which behaves differently,” the study said. “These differences call for news organizations to develop separate strategies to serve and make money from each audience. Advertising may help monetize some groups, while subscriptions will work for others.”