A trailblazing Global Phenomenos, with 20M UK Users Per Month

Daily Mail is one of the world’s largest English speaking newspaper websites

Type	Digital
Ownership	MailMetro Media
Political Alignment	Centre-right
Monthly Visitors	160 Million Monthly Visits (worldwide)
Cover Price	£3.20
Website	DailyMail

7M

UK daily unique visitors

20M+

UK monthly users

70%

Approx. share of UK visits from mobile users

25-54

Core UK age group with strongest engagement on DailyMail.co.uk.

Audience Scale & Reach

MailOnline is one of the UK’s highest-reach digital news brands, consistently attracting tens of millions of monthly UK visitors.
Strong daily penetration among mobile-first users, with peak engagement during morning and evening commutes.
High dwell time across entertainment, lifestyle, health and consumer content.
Multi-section reach creates broad exposure across Homes, Health, Money, Travel, Fashion, Food and Showbiz.

Demographics & Income

A broad UK audience with strong C1/C2 and AB representation.
High proportion of working households aged 25–54, particularly women who make day-to-day purchasing decisions.
Above-average spending power across retail, travel, beauty, food, health and home categories.
Strong reach among UK families, couples, and multi-generational households.

Consumer Behaviour

DailyMail.co.uk users are highly active online shoppers, frequently engaging with retail, vouchers, offers and product reviews.
They over-index for purchasing everyday consumer goods, beauty, fashion, homewares, electronics and health products online.
Users show strong responsiveness to affiliate-style content, product round-ups and “best value” editorial features.

Lifestyle & Category Engagement

MailOnline’s UK users strongly engage with:
- Health & wellbeing
- Beauty & skincare
- Fashion & trending products
- Food, recipes, meal planning
- Homes, décor, garden and DIY
- Travel, holidays & family breaks
- Parenting & family lifestyle
- Consumer deals and comparison content
One of the most visited UK platforms for entertainment, showbiz, celebrity, sports and news features.

Technology & Usage Patterns

A mobile-dominant audience — majority access DailyMail.co.uk via smartphone.
Heavy use of social discovery (Facebook, Instagram, X, TikTok) leading into MailOnline articles.
Strong propensity for repeat visits across the day, supporting high impressions and frequency for campaigns.
High engagement with video, interactive galleries and multimedia storytelling.

Advertising Responsiveness

Audiences respond strongly to:
- Direct-response campaigns
- Retail and affiliate links
- Competitions and offers
- Sponsored lifestyle content
- Travel and experience-led promotions
- Beauty, fashion and home product launches
High volume of UK users converting on CPM, CPC, CPA and affiliate-based advertising.

Sources: PAMCo – Publishers Audience Measurement Company (UK) / YouGov Profiles – UK Digital Audience Segments / Kantar TGI – UK Digital Lifestyle & Consumer Categories / IAB UK/Ipsos – UK Digital News Consumption Data / DMG Media – Commercial Audience Reports & Media Packs (MailOnline / DailyMail.co.uk)