Competitor Intelligence Report on Online Vernacular News Media (Tamil)

Tamil Online Newspaper Competitor Intelligence Report - TribeNautix

When it comes to comparing your website metrics with competitors, typically website ranks by geography, Industry vertical and sometimes overall aggregate traffic are the measures used. However many sophisticated tools are available to go much deeper – some commonly used data sets are

•    Website engagement metrics like bounce rates, pages per session, time on site
•    Traffic from different source / medium & geographies
•    Keywords & the traffic they drive to each competitor website
•    Audience Profile

With these additional inputs it is now possible to build an entirely new set of indexed benchmarks, that are good for strategic & tactical decision making – even when accounting for potential errors in the data sets.

Using a 3rd party competitor tool, I am able to pull up monthly desktop visits data for top tamil news paper websites.

Overall Website Visits – Jan 2014 to June 2014

Website Visits to Tamil Newspaper sites, Jan 2014 to June 2014

Overall Website Visits – Jan 2014 to June 2014

Website Visit Share of Tamil Newspaper sites, Jan 2014 to June 2014

Tamil Vernacular Digital Media visits – Dinathanthi seems to be the overall share gainer

Insights

Dinakaran catching up with maalaimalar
Dinamalar has dropped its share but continues to be #1 by a huge distance.
Dinamani has held its position across the board.

 

Now let’s take a look at Page Views

Absolute Page Views Data

Website Page Views  for Tamil Newspaper sites, Jan 2014 to June 2014

Tamil Vernacular Digital Media Insights – TribeNautix

 

 

Share of Page Views

Website Page Views  Share for Tamil Newspaper sites, Jan 2014 to June 2014

Tamil Vernacular Digital Media Insights – TribeNautix

 

The geographic spread is interesting – although these are Vernacular – indicating the diaspora of tamil speaking populace across the world.

Tamil Online News - Website Traffic Share by Country

Tamil Vernacular Digital Media Insights – TribeNautix

Tamil Online Newspaper Traffic Share for top 5 countries

Tamil Vernacular Digital Media Insights – TribeNautix

Dinamalar dominates across all geographies – establishing itself as a clear leader
Maalaimalar and Dinakaran seem to be very close – in tune with what we see with the overall trends.

 

Let’s now review Social Visits & index

Tamil Online Newspaper websites - Traffic from Social Media

Tamil Vernacular Digital Media Insights – TribeNautix

Tamil Online Digital News Media  - Social Media Visits Share

Tamil Vernacular Digital Media Insights – TribeNautix

While absolute visit trends are positive for all players, when we index at share of traffic, we see only two winners – this shows the power of competitor benchmarking using Visit share as opposed to absolute visits.

We will continue exploring practical examples of Competitor Intelligence data analysis & insights – in the next few months.

by Harikrishnan Srinivasan

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