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How Google and Facebook drive internet traffic by topic

Facebook and Google, which together drive the majority of web traffic on the internet, send traffic to different topics, research from digital analytics company Parse.ly shows. Facebook overwhelmingly drives lifestyle and entertainment news traffic, while Google largely drives business, tech and sports news traffic. When it comes to politics, Facebook is more likely to refer readers to presidential political stories, while Google is more likely to refer to stories about state and local politics.

Expand chart
Data: Parse.ly; Chart: Lazaro Gamio / Axios

Why it matters: The combined size of Google and Facebook make it nearly impossible for web publishers to reach an audience without their help. But even though they rely on them for traffic, publishers research from Digital Content Next, the trade association that represents premium publishers, finds that platforms drive just 14% of revenue.

Who are the "other" referrers? Parse.ly actively tracks news referrals in a daily-updated referral dashboard. These publishers tend to drive the most traffic to news sites on a daily basis:

  1. Facebook
  2. Google
  3. Twitter
  4. Yahoo!
  5. Google News
  6. Drudge Report
  7. Reddit
  8. Pinterest
  9. Linkedin
  10. StumbledUpon

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The social media addiction bubble

Illustration: Annelise Capossela/Axios

Right now, everyone from Senate leaders to the makers of Netflix's popular "Social Dilemma" is promoting the idea that Facebook is addictive.

Yes, but: Human beings have raised fears about the addictive nature of every new media technology since the 18th century brought us the novel, yet the species has always seemed to recover its balance once the initial infatuation wears off.

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Young people's next big COVID test

Illustration: Eniola Odetunde/Axios

Young, healthy people will be at the back of the line for coronavirus vaccines, and they'll have to maintain their sense of urgency as they wait their turn — otherwise, vaccinations won't be as effective in bringing the pandemic to a close.

The big picture: "It’s great young people are anticipating the vaccine," said Jewel Mullen, associate dean for health equity at the University of Texas. But the prospect of that enthusiasm waning is "a cause for concern," she said.

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Rebecca Falconer
7 hours ago - World

New Zealand authorities charge 13 parties over deadly volcano eruption

Prime Minister Jacinda Ardern at New Zealand's parliament in Wellington. Photo: Mark Tantrum Photography via Getty Images

New Zealand authorities laid safety violation charges Monday against 10 organizations and three individuals over the fatal Whakaari/White Island volcanic disaster last December, per a statement from the agency WorksSafe.

Details: WorksSafe declined to name those charged as they may seek name suppression in court. But Prime Minister Jacinda Ardern said government agencies GNS Science, which monitors volcanic activity, and the National Emergency Management Agency were among those charged over the "horrific tragedy" that killed 22 people.

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