The daily unique user figures are now being used as the top comparative measurement in the newspaper ABCes. And Mail Online came out on top in January, with 2.16m unique browsers per day on average (35.87m monthly unique users).
The Guardian has the most monthly users (35.95m) but fewer daily users (1.9m). It is felt that the focus on average daily users is a better measure of regular visitors.
And when you use the Mail website it is clear why it is so successful. Without wishing to sound rude about the Daily Mail newspaper (where I used to work and which is tremendously successful in its own right), the Mail website is very, very different, much more celebrity-focused. And once you are on the site it is very difficult to click away. Those picture trails down the right hand side are addictive: once you've read about Cheryl, you really have to click onto Lily before flicking onto Kate.
