Tuesday 15 October 2019

Record online traffic and engagement for Independent.ie coverage of Storm Emma

Some scenes from around the country after Storm Emma hit Ireland
Some scenes from around the country after Storm Emma hit Ireland
Independent.ie Newsdesk

Independent.ie Newsdesk

Independent.ie generated record online traffic and engagement during the coverage Storm Emma.

INM's brands proved to be the trusted source of news and updates through last week's extraordinary weather events, figures show.

Our flagship digital platform, Independent.ie, saw a massive 55 million page impressions and 5.4 million users during the week of the snow and freezing temperatures.

It was way ahead of the traffic for our nearest competitors.

Moreover, a leading global internet search tracking service showed that Independent.ie was the No.1 destination for those searching for news about Storm Emma online.

The figures prove Irish people turned to the site on their phones and devices for updates on the weather.

Group Editor In Chief Stephen Rae commented: "In many ways INM was like the public service media provider during the storm as hundreds of thousands of people frequently came to our sites and newspapers for trusted content and updates.

"Our coverage of Storm Emma across the editorial team was an incredible testament to everyone's hard work. Independent.ie became the go to source for information updates, combined with serious reporting on weather conditions.

"It was also very encouraging to see the huge increase in downloads of our e-paper which allowed snowbound readers to get their newspaper experience without leaving the house," he added.

"We also noticed that Independent.ie became a platform for some fun in adversity where our users shared some of the more humorous interactions and videos from the storm with us."

INM's online editor Fionnuala O'Leary commented that: "From February 26 onwards Independent.ie and its app provided continuous coverage and updated information for users across the island. "

Content which engaged most users included breaking news, live video and user generated stories.

The most visited story was headlined "Status Red shutdown - Contingency plans put in place for emergency services".

A total of 5.4 million unique users visited the site over the week of February 26 a sizeable 1.7 million more than the same week in 2017.  

Met Eireann's red alert warnings, and related public safety notice, had an impact in desktop traffic as users migrated to mobile devices.

More Independent.ie users turned to the Independent.ie App rather than mobile browser with 51pc of page impressions being delivered by the App. 

While 84pc of these impressions came from Irish users, some 66pc of the unique users recorded were also from the domestic market with an interesting 34pc accessing the information from abroad.  

Social Media Editor Brian O'Reilly explained that Independent.ie's performance on social media was also a huge success :

"This was a record week for direct upload video on Facebook. Storm Emma content generated 7.5m views, that's a 726pc increase on the previous week. 3.3m minutes of video content was viewed over the same period - an increase of 699pc on the week previous. Storm Ophelia generated 6.9m views and 3.1m minutes of viewership by comparison.

"The most popular post was the uniquely Irish video of a trad session in an igloo, which was viewed 1.1m times."

Top Five Stories

'Status Red shutdown' Contingency plans put in place for emergency services

Storm Emma: Department of Education 'monitoring' situation as Ireland braces for 'exceptional weather event'.

Storm Emma latest: Blizzard conditions 'have passed' and public advice to shelter indoors in withdrawn.

'Storm Emma' will impact everybody, people need to be 'aware' - National Emergency Coordination Group

Status Red weather warning WILL be issued in coming days and worst is yet to come – Met Eireann forecaster

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Shocking footage shows moment passersby save woman from drowning in Sandycove during Storm Emma

'We were blinded and couldn't see' - Nerve-wracking moment snow covers drivers' windscreen as bus approaches

The incident at Lidl in Fortunestown earlier today

'Beast from the East' - Artic blast to bring snow and cold snap of –10C to Ireland

Gardai tackle suspect involving JCB in Fortunestown, Dublin

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