Weekly NDM Story ..

Mail Online passes 10m daily browsers ..

Mail Online continues to break traffic records, topping 10 million daily average unique browsers for the first time in November. The digital juggernaut is yet to see a significant slowing in traffic growth, with more than 168 million monthly unique browsers in November after hitting 150 million for the first time in October, according to latest Audit Bureau of Circulations figures for national newspaper websites published on Thursday.

• Daily browser numbers grew 8.29% compared to October, with monthly user numbers up 9.2%. 
• Mail Online cracked the 150 million monthly browser mark for the first time in the October report, meaning it has added 15 million browsers in a month.

The figure is more than 50% of Independent.co.uk's total monthly unique browsers in October. For the second month running, the Independent and London Evening Standard websites did not publish monthly ABC figures. Mail Online said that it achieved a record day of traffic on 20 November, with 13,381,032 daily unique browsers.

• The site achieved 38.6m global video plays last month, 
• 10% higher than October, averaging nearly 1.3m plays a day.

Investment in mobile and social continues to pay dividends for Associated Newspapers stablemate Metro.co.uk, which cracked 20 million monthly browsers for the first time, with growth up 24.42% month on month. Daily browser numbers rose 27.52% to 875,740.

Mirror Group Digital also lifted its game with double-digit growth in daily average and monthly unique browsers, to 1,863,344 and 40,725,031 respectively. Guardian News & Media's website network, theguardian.com, which includes MediaGuardian, reported 83,957,033 monthly browsers in November, up 6.6%. Daily browsers rose 8.14% to 4,686,914. Telegraph.co.uk took a backward step in November with daily browsers down 3.62% to 3,033,924, and monthly browsers down 4.95% to 60,639,635.

Mail Online

Daily average browsers: 10,403,48

Month-on-month change: +8.29%

Year-on-year change: +46.34%

Monthly browsers: 168,070,838

Month-on-month: +9.2%

The Guardian

Daily average browsers: 4,686,914

Month-on-month change: +8.14%

Year-on-year change: +18.32%

Monthly browsers: 83,957,033

Month-on-month: 6.6%