2024 Retrospective: Geographic Access
Where are Exchanges readers based around the globe, and how many of them were accessing the journal in 2024? For the first time, we can share this insight with you.
Having looked at the headline stats for 2024 in terms of most accessed articles, issues and podcast episodes, I’m turning today to a new metric: end-user location. Information about where people are based in the world, isn’t information OJS (the Exchanges platform) has aggregated for us before, so I’m rather excited to be able to reveal it. Not least, because it’s the first time I’ve been able to get a genuine insight into where our readers are coming from, which offers a suggestion as to where we need to perhaps strengthen our outreach and engagement.[1] The data is based – to the best of my knowledge – on those people accessing the articles, based on unique identifiers. Hence, the same person accessing the journal from the same location (IP address) will be counted only the once. So, that means we are recording both those who visit an article’s landing page to read the abstract as well as those downloading the full article to read.[2]
As a headline, there were accesses last year from 155 countries, which in of itself is an interesting factoid.[3] In terms of absolute numbers, for around a third of countries accesses were in the single digits, representing a solitary individual, accessing an article or abstract once. A singular, but welcome measure of interest – perhaps they went on to cite that article! However, from here the access numbers steadily climb until we’re into the hundreds and thousands of unique accesses needed to appear within the top 10 locations. Rather than share the full table here, which I suspect would make for tedious blog entry and be of marginal interest to anyone who’s not me, what I’ll present here are the top 10 countries accessing us. I’ve included an indication for each of the percentage of the total unique accesses each region represents of our total.
Rank – Country – Percentage
Rank* | Country | Percentage of Total Accesses |
1 | United Kingdom | 22.26% |
2 | United States | 19.82% |
3 | China | 11.42% |
4 | India | 5.87% |
5 | Germany | 3.56% |
6 | Netherlands | 2.92% |
7 | Canada | 2.89% |
8 | Ireland | 2.33% |
9 | Russian Federation | 2.08% |
10 | Indonesia | 1.90% |
*out of 155
The table therefore represents ~75% of all our readers in 2024 – so what does this tell us then about them? Well, finding out more information on our readership has been a topic I’ve been both curious about and frustrated in my efforts to uncover. So, you can understand my mild delight in finally having some concrete, if solely indicative, data to consider.
Given our UK base of operations, Editorial Board composition and relative ‘outreach’ in recent years, I am not in the least bit surprised that the UK is the single biggest reader of our title.[4] I am though thrilled to see the US comes in close behind, although the relative larger population of this country undoubtedly accounts for the level of access to a degree. Likewise in third and fourth, China and India’s burgeoning population and research community undoubtably contributes to their degree of interest in us. Were I to normalise the figures by population sizes of each country, then perhaps a very different ‘top 10’ would emerge![5]
Europe is also strongly represented in the top 10 with Germany, Netherlands and Ireland making their appearances – although you’ll note by now the relative levels of access are starting to fall, with eighth placed Ireland only representing a tenth of the accesses in the UK. Canada and Russia make appearances too, although given our (mostly) shared language with the former, that accesses are not higher is a pity. Tail End Charlie of our table is Indonesia, possibly the one location I was surprised to see riding so high. Other more Anglophone regions of the globe are much further down the chart, indicating a relative invisibility in this regions. Perhaps though, there’s been some especially relevant, exciting or positive work to scholars within Indonesia appearing in our pages – but I’d be darned if I could point my finger to what it is! Maybe blog readers can make suggestions? [6]
So, this is, on reflection all broadly interesting stuff to myself as an editor. Not too many surprises with global superpowers and large populations well represented. Scouring further down the table though I am spotting those countries with whom Warwick has partnerships who we might look towards to gain a greater visibility and readership. Certainly, this is all information I’ll be continuing to reflect on as we revisit, expand and relaunch our marketing and outreach efforts over 2025.
If anyone is curious as to where their country appears in this list – leave me a comment or drop me a line, I’ll only be to happy to share.
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Endnotes
[1] Having checked it appears there’s no data recorded for 2023. This leads me to suspect that the information for 2024 might not represent the entire year, but only from the point at which this new ‘feature’ was turned on. This might be September, when our last major update occurred, it might be earlier in the year – I’ve no way of telling. Sadly, the IT workings behind the scenes aren’t something I’m party to, so this is all an educated assumption. Four months however, is still a usefully representative sample to use, even if the absolute figures for this year (2025) will not be directly comparable in 12 months.
[2] Yes, if they were using a VPN, this probably skews the stats. Some people living in, certain less ‘informationally free’ regimes are undoubtedly going to appear as though they are coming from elsewhere. It’s an imperfect, indicative rather than absolute metric at best.
[3] ‘Countries’ being defined by OJS’s ISO based dataset. I’m not going to get into the geopolitics of what is/isn’t defined as a country here – given the answer can be problematic even for those well versed in geography! Yes, there were one or two regions in the list that made my eyebrows rise. The fact that Wales was listed as an ‘unknown’ subregion of the UK, also baffled (and slightly annoyed) me!
[4] If you’re interested, from the more granular data the top three UK locations to access us are Long, London (Shadwell) and bringing up the rear, Kenilworth (likely meaning the University of Warwick itself).
[5] Sadly, the realpolitik of available time against work demands precludes me continuing this line of thought. Especially since while it would be interesting, I am unsure as to what further value it would offer at this time. Never mind, should it become important down the line – I’ve got the data to hand now for future analysis.
[6] By contrast I strongly suspect the forthcoming Sustainability Culture special issue will be of particular interest and relevance to Indonesia and scholars in this region of the world, so maybe they’ll climb the charts in 2025?