The data supplements ComScore's regular Media Metrix report, which covers the number of unique users websites attract from home and work computers and is based on a survey panel and site-centric tagging.
Not all newspaper publishers have signed up for the new data, which is gathered via tags on their content and covers mobile and tablet browsers and apps as well as computers in shared locations such as libraries, schools and cafes.
Mirror Online, which includes mirror.co.uk and mirrorfootball.co.uk, has 4.1 million unique visitors by the home and work data and 4.46 million if the mobile devices and shared computers are also included.
Mail Online has 10.52 million unique visitors by the regular measure and 10.96 million with the additional data.
The incremental reach varies from 8.3% in the Mirror's case to 4.2% for the Mail.
According to ComScore the accuracy of the data depends on the level of coverage publishers are at with tagging their mobile content.
Last month the ABC launched new metrics allowing publishers to measure app traffic.
| Newspaper sites by Key Measures (UK) - April 2011 | |||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Media | Total Universe | Home and Work | Incremental Reach | ||||||||||||||||||||||||||||||||||||||||||||||
| Total Unique Visitors (000) | Total Unique Visitors (000) | % increase | |||||||||||||||||||||||||||||||||||||||||||||||
| Mail Online | 10,957 | 10,518 | 4.2% | ||||||||||||||||||||||||||||||||||||||||||||||
| guardian.co.uk |
8,985 | 8,574 | 4.8% | ||||||||||||||||||||||||||||||||||||||||||||||
| Mirror Online | 4,445 | 4,103 | 8.3% | ||||||||||||||||||||||||||||||||||||||||||||||
| independent.co.uk |
3,884 | 3,639 | 6.8% | ||||||||||||||||||||||||||||||||||||||||||||||
| metro.co.uk |
2,844 | 2,672 | 6.4% | ||||||||||||||||||||||||||||||||||||||||||||||
ComScore Total Universe Report, UK, April, 2011 (beta data)
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