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February 16, 2011

How Unique is Unique?:
Gauging the (Actual) Size of Local Web Traffic - Feb '11

Overview

  • EXECUTIVE SUMMARY
  • CHAPTER 1
  • Fig. 1.1: Location of Visitors for a “Local” Website in Atlantic City
  • Fig. 1.2: Cost and “Audience” Rank highest among SMBs
  • Fig. 1.3: Survey Results From 16 Local Websites
  • CHAPTER 2 PEELING BACK THE ONION ON UNIQUES
  • Fig. 2.1: Base Traffic Data from Site #1
  • Fig. 2.2: Two-thirds of Visitors to Site #1 Logged in 4+ days per week
  • Fig. 2.3: Core Loyalists to Site #1 Dominated Visits
  • Fig. 2.4: Incidential Loyalists were Largest Group Visiting Site #1
  • Fig. 2.5: The Final Analysis for Site #1: People= 21% of Unique Visitors
  • Fig. 2.6: Who’s Driving Pageviews for Site #1
  • Fig. 2.7: Who’s Driving Pageviews for Site #1
  • Fig. 2.8: One-fourth of “Loyalists” are not in the market
  • Fig. 2.9: Same Audience: High Overlap in Use of Newspaper and Website
  • Fig. 2.10: Of 181,100 Uniques, How Many Are Potential Car Buyers?
  • Fig. 2.11: Base Traffic Data from Site #2
  • Fig. 2.12: Core Audience for Site #2
  • CHAPTER 3 CONCLUSIONS
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