As for where readers go when they leave a site, Google is a leading destination accounting for up to 7 percent of departure links.
The study also noted the divide between Google and Facebook in that Google does not send users to Facebook and vice versa.
“Google and Facebook are increasingly set up as competitors sorting through the material on the Web,” it said. “They are two fundamentally different ways to navigate the Web.”
The top 25 sites included 11 newspapers: the New York Times, the Washington Post, USA Today, the Wall Street Journal, the Los Angeles Times, the New York Daily News, the New York Post, the Boston Globe, the San Francisco Chronicle, the Chicago Tribune and the UK’s Daily Mail.
Six were the Web sites of broadcast or cable television networks — MSNBC, CNN, ABC, Fox, CBS and the BBC — and four were pure news aggregators — Google News, the Examiner, Topix and Bing News.
Three were “hybrid” sites which mix aggregation of other news sources with original reporting — Yahoo News, AOL and The Huffington Post — and one was a wire service, Reuters.