Please provide the average breakdown of traffic referral sources for top digital publishers in Australia.

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Please provide the average breakdown of traffic referral sources for top digital publishers in Australia.

In the attached spreadsheet, I have presented the average breakdown of traffic referral sources for top digital publishers in Australia. While this information does not exist precompiled, I had to use a combination of sources to fill in the spreadsheet. Below you will find a deep dive of my methodology and findings.

METHODOLOGY AND FINDINGS

Before responding to the request, I had to determine the top digital publishers in Australia. To find this information, I relied on a 2017 Digital News Report by Reuters Institute which ranked the top digital news brands in Australia based on the percentage of weekly users. According to the report, News.com.au, ABC News Online, Nine.com.au, Yahoo!7, Sydney Morning Herald online, BBC News online, Huffington Post, The Age online, Herald Sun online, and Daily Telegraph online are the top ten digital news publishers in Australia.

Using the list on Reuters Institute report, I examined each digital publisher's traffic statistics using SimilarWeb, however, I was only able to find the top five traffic referral sources for each website since I was using the standard version of SimilarWeb which has limitations.

Based on the report by Reuters Institute 2017 and SimilarWeb tool, I was able to establish that news.com.au is the number one digital publisher in Australia with referrals traffic constituting 11.21% of the total traffic and the five major traffic referral sources include: heraldsun.com.au 20.75%, theaustralian.com.au 19.63%, adealidenow.com.au 9.19%, dailytelegraph.com.au 8.96%, and couriermail.com.au 6.76%.

The list of the other nine publishers can be found in the attached spreadsheet, in which Column B features the main sources of traffic for each website, i.e., direct, referrals, search, social, mail and display and Column C features the top five traffic referral sources for each publisher.

Conclusion

To wrap it up, in the attached spreadsheet I have presented the average breakdown of traffic referral sources for the top digital publishers in Australia including their main traffic sources and a breakdown of their top five traffic referral sources.
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