2019-02-07 08:04

Gemius publishes Estonian most visited website trends in 2018

International Internet technology and research company Gemius has gathered data about the Top 10 most visited Estonian websites throughout 2018. Data shows that Top 3 has been stable and unchangeable throughout the whole year with such sites as postimees.ee, delfi.ee, and ohtuleht.ee. At the same time, postimees.ee domain separation in December lead to serious changes in Top 10 most visited site list.

In 2018 Top three most visited websites in Estonia from all platforms (from computers, mobile phones, and tablets together) were postimees.ee, delfi.ee and ohtuleht.ee. Top was stable throughout the whole year, therefore, not allowing any other site to climb into the Top 3. Throughout the year the number of Real Users in each portal did not differ significantly each month. On average postimees.ee has shown around 625 000 visitors per month, delfi.ee around 579 000 Real Users, but ohtuleht.ee – 313 000. The Top 3 news portals have shown an average monthly Internet reach with 74 percent for postimees.ee, 68 percent for delfi.ee, and 37 percent Internet reach from all platforms for ohtuleht.ee.

Throughout the whole year healthy competition was noted in the Top’s fourth, fifth, and sixth positions between such portals as auto24.ee, tv3.ee, and neti.ee. Each site shown an average monthly Real Users with 251 000 for auto24.ee, 192 000 for tv3.ee, and 194 000 Real Users from all platforms for neti.ee. However, in December Eesti Media Group separated pages city24.ee, kv.ee, osta.ee and soov.ee from postimees.ee domain. Therefore, in December fourth position was taken by site kv.ee with 256 000 Real Users from all platforms, pushing auto24.ee and tv3.ee to fifth and sixth positions. Total platform seventh position in December was subsequently taken by portal osta.ee with 242 000 users, thus, leaving neti.ee in eight position.

Mail.ru took lead in the first half of the year. Up until May (including) remained in total platform Top’s seventh position. Starting with June the site experienced a downfall where in November mail.ru was in Estonian Top’s tenth position. Additionally, with the postimees.ee domain separation, mail.ru left the Top 10 altogether. On average mail.ru had around 128 000 Real Users from all platforms each month. Additionally, kuldnebors.ee, which took Top’s eight position at the start of the year and showed on average around 133 000 users monthly, also left the Top 10 at the end of 2018 due to postimees.ee domain separation. On the other hand, sites such as online.ee and toidutare.ee remained in December’s Top 10 even though on average each site showed around 136 000 and 118 000 Real Users from all platforms each month.


In September Gemius introduced an internationally awarded data publishing method Overnight and BPS (Behavioral Panel Synthesis) in the Estonian market in order to meet ever-growing and changing internet user tendencies. Overnight and BPS methodology allows to analyze data for the previous day, week, and month. Additionally, data is available the very next day with full sociodemographic profile of Real Users, including data on site overlapping on various platforms, video, and audio players, as well as applications.

According to gemiusAudience data, in 2018 the number of Real Users from all platforms together (that is, from computers, mobile phones, and tablets together) in Estonia has increased by 13 000 people or by 2 percent, where at the start of the year there were around 811 000 internet users within the country whereas at the end of the year – around 824 000. On average there were around 819 000 internet users in Estonia per month, from which about 703 000 used computers and 621 000 used mobile phones to browse the web. 49 percent of all Estonian internet users are females, but 51 percent – males.

Top 10 is based on data about internet audience that is aged between 15 and 74 years of age, is from the territory of Estonian state and visit sites from computers, mobile phones, and tablets. The sites included in this top are those that participated in the gemiusAudience research in 2018. gemiusAudience research is based on a complex and modern methodology that allows to see the number of real persons (Real Users) within a page, rather than looking at cookies or IP addresses that do not show the number of actual persons visiting the relevant page. To sign up for gemiusAudience research or to find out more information about it please write to kontakt@gemius.ee.


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