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UKOM shows Conservative site most popular, LibDem site overtakes Labour

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The Conservative website was the most popular political website in the UK last month, according to data from the UK Online Measurement Company (UKOM) with a 150,000 unique audience.

These latest figures, which show the internet behaviour of the UK population each month, show that in March, the Liberal Democrats (115,000 unique audience) overtook Labour (114,000 unique audience) for the first time since last summer in terms of web popularity.

The results also show that visits to the BNP site rose significantly during times of public scrutiny. In October 2009 – when the Question Time featuring Nick Griffin aired – the site topped 152,000 unique audience, more than any other UK political party in that month. Last June, around the time of the local elections, the party attracted some 192,000 unique audience.

Web popularity of UK major political parties, March 2010

All Websites
Unique Audience(000)
Time Per Person(hh:mm:ss)
Web Pages Per Person

Conservatives
150
00:04:36
8

Lib Dems
115
00:11:07
20

Labour
114
00:05:58
11

BNP
60
00:13:31
16



The Conservatives had the greatest proportion of female visitors to their site, with 44%, compared to Labour's 43% and the Liberals' 31%. And their support seems more evenly spread across the social classes than the other parties: 58% of Conservative site visitors are ABC1, compared to a surprising 71% for Labour and 75% for the Lib Dems.

Visits to political websites

About UKOM

The UK Online Measurement Company is a cross-industry organisation set up to specify and oversee the robust measurement of online audiences, to the standards required by for the purposes of brand campaign planning by advertisers and agencies. It is run by the IAB and AOP representing media owners, with oversight by ISBA on behalf of advertisers and IPA on behalf of agencies.

Find out more about UKOM on AOP's dedicated UKOM page

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