SA website stats: new system, same top performers
For the last few years the Digital Media and Marketing Association (DMMA – formerly known as the OPA) used Nielsen Online to serve its traffic measurement needs.
This changed in April 2011 after the DMMA announced that Effective Measure has been appointed as a new measurement vendor for South Africa.
Effective Measure is headquartered in Melbourne, Australia, with offices in Dubai, New York, Sydney, Bangkok, and now in South Africa.
“The DMMA has long promoted accurate, efficient and cost effective digital publishing measurement as being vital for growth in the local digital sector,” the DMMA said in a press statement.
The good news is that it has become far more affordable to join the DMMA and Effective Measure, removing the previous barrier of entry for smaller publishers. “It was vital that the successful vendor guarantee a cost effective service which didn’t hinder smaller publishers joining the DMMA, and which allowed large publishers to grow affordably,” the DMMA said.
With the new Effective Measure system fully operational in South Africa, it begs the question: how have website stats changed since the move from Nielsen Online?
The following table provides a comparison of the statistics (local and international) for the country’s top 10 websites.
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Total Traffic
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| Rank | Website | March 2011 Unique Visitors (Nielsen) | April 2011 Unique Visitors (EM) |
| 1 | News24 | 3,796,464 | 2,127,251 |
| 2 | Howzit MSN Live | 3,152,510 | 1,826,251 |
| 3 | IOL | 2,116,958 | 1,654,736 |
| 4 | Times LIVE | 1,583,289 | 1,019,927 |
| 5 | MyBroadband | 968,241 | 800,668 |
| 6 | SuperSport.com | 3,905,358 | 787,934 |
| 7 | PlanetF1 | 551,620 | 720,562 |
| 8 | Webmail | 882,272 | 631,968 |
| 9 | MWEB | 942,324 | 628,689 |
| 10 | Mail & Guardian | 498,623 | 545,152 |
The following table provides a comparison of domestic statistics for the country’s top 10 websites.
| Domestic Traffic | |||
| Rank | Website | March 2011 Unique visitors (Nielson) | April 2011 Unique visitors (EM) |
| 0 | All Categories | 14,207,157 | 8,918,479 |
| 1 | News24 | 2,940,742 | 1,533,617 |
| 2 | Howzit.msn | 2,706,451 | 1,509,318 |
| 3 | IOL | 936,428 | 788,828 |
| 4 | MWEB | 870,875 | 578,221 |
| 5 | Webmail | 715,642 | 549,808 |
| 6 | TimesLive | 608,348 | 460,360 |
| 7 | Supersport | 964,911 | 439,153 |
| 8 | MyBroadband | 446,419 | 410,846 |
| 9 | Careerjunction | 239,055 | 401,509 |
| 10 | Privateproperty | 581,719 | 399,563 |
Effective measure did warn publishers that they can expect a decline in unique visitors as their measuring system is far stricter when it comes to unique visitors. While there have been significant changes in unique visitor numbers for many of the country’s large websites, the overall website rankings for South Africa did not change much.
News24 still reigns supreme while MSN, IOL and MWEB continued their strong performance when it comes to South African website traffic.
New stats for SA’s websites – same top performers << Comments and views
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