Stuck in the ABC data yesterday was the web data for rte.ie and interesting reading it makes. The audit is for October 2012 and we have comparative data for October 2011.

The state broadcasters site is visited on average by 443,000 unique browsers (roughly equivalent to people) every day and 4.8m browsers every month. There are 3.9m pages read every day and 121m every month.

Compared to last year the total number of unique visitors is up 6% but their engagement has slipped marginally as the total number of pages viewed per day is down 2% both per day and per month. The number of pages viewed per visit dropped from 9.5 to 8.8 per day (-7%).

The audit splits the browsers into web and ‘app’* and it clearly shows that the ‘app’ is crucial to attracting visitors. App visitors now account for 30% of total visitors but 50% or all page impressions. App visitors are up 75% year on year and app page impressions are up 29%. Conversely, whilst there 57,000 more app visitors year on year, those using the apps to access the RTE’s website are viewing significantly less pages, 25% less - more visors but less engagement.

This increase in mobile access has lead, I’d suggest, to the marked drop in both requested downloads and AV plays.

According to the ABC, an app is: “A program with a clearly defined purpose typically referred to as an app when installed on a handheld device”. So, you can assume from the explanation that rte.ie being accesses directly, not via their app, is included in the all web browser figure - which is misleading and underestimates mobile access to their site.

Serverd: Oct-12 % Oct-11 +/-
All Browsers - Daily 443,993 100% 419,054 100% 6%
Page Impressions - Daily 3,910,703 100% 3,978,646 100% -2%
Pages Per Browser - Daily 8.8 9.5 -7%
Web Browsers  - Daily 310,257 70% 342,538 82% -9%
Web Page Impressions - Daily 1,947,890 50% 2,457,386 62% -21%
Pages Per Browser - Daily 6.3 7.0 -10%
App Browsers  - Daily 133,736 30% 76,516 18% 75%
App Page Impressions - Daily 1,962,813 50% 1,521,260 38% 29%
Pages Per Browser - Daily 15 20 -25%
All Browsers - Monthly 4,836,963 100% 4,563,632 100% 6%
Page Impressions - Monthly 121,231,805 100% 123,338,034 100% -2%
Pages Per Browser - Monthly 25.1 27.0 -7%
Web Browsers  - Monthly 4,344,123 70% 4,344,894 82% 0%
Web Page Impressions  - Monthly 60,384,592 50% 76,178,989 62% -21%
Pages Per Browser  - Monthly 13.9 17.5 -21%
App Browsers  - Monthly 492,840 30% 218,738 18% 125%
App Page Impressions - Monthly 60,847,213 50% 47,159,045 38% 29%
Pages Per Browser - Monthly 123.5 215.6 -43%
Requested Downloads 22,386 40,168 -44%
AV Plays 177,066 268,752 -34%