How someone gets to a news organization’s website says a lot about the level of engagement and loyalty he or she displays toward the site and its content, according to a new Pew Research Center analysis conducted in collaboration with the John S. and James L. Knight Foundation. In this study of U.S. internet traffic to 26 of the most popular news websites, direct visitors—those who type in the news outlet’s specific address (URL) or have the address bookmarked—spend much more time on that news site, view many more pages of content and come back far more often than visitors who arrive from a search engine or a Facebook referral. The data also suggest that turning social media or search eyeballs into equally dedicated readers is no easy task.
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