Gemius: Insights into Estonia's most visited websites in March and April 2025
Google and Facebook remain at the top
Maintaining the top two positions, the search engine Google closed March with 687 000 Real Users, and the social networking website facebook.com – with 512 000 users. Meanwhile, April followed with 763 000 users for Google and 591 000 for facebook.com.
Emta.ee faces post-tax season decline
In February, the Estonian Tax and Customs Board’s website emta.ee saw a big increase in activity due to the annual income tax declaration period. However, as expected, traffic dropped in the following months. By March, the audience had decreased by 102 000, resulting in 203 000 Real Users, but by April, the website had left the top entirely.
Rising interest for e-commerce platforms
Spring began with a notable increase of 36 000 users for the e-commerce platform kaup24.ee, bringing its total to 178 000 Real Users in March, followed by 170 000 in April. Meanwhile, temu.com made a strong return to the top in March, with 158 000 Real Users after a short absence, and reached 168 000 users in April.
What else has happened?
Social media platform instagram.com showed remarkable growth in March with a 66 000 increase, reaching 246 000 Real Users, but April followed with 240 000 users. These months also brought changes in the top rankings – in March, the top was left by terviseportaal.ee, bing.com, and go3.tv, while reddit.com (166 000 Real Users), temu.com (158 000 Real Users), and inforegister.ee (145 000 Real Users) joined. However, by April, emta.ee had fallen out of the top, while terviseportaal.ee (151 000 Real Users) returned.
Visits from all platforms together
When we analyze the combined statistics for all platforms - both PC and mobile - a compelling picture emerges of user engagement across popular Estonian websites. In March, the news portal delfi.ee attracted an impressive 712 000 Real Users, and in April, it reached 729 000 users, while, õhtuleht.ee was visited by 413 000 Real Users in March and 348 000 in April, but the email service mail.ee reached 106 000 Real Users in March and 121 000 in April. Lastly, the business-oriented site rup.ee had 14 000 Real Users in March and 17 000 in April.
New methodology
Reminder that, as of April 1, 2025, the gemiusAudience study in Estonia has adopted an improved methodology with the implementation of Gemius’s Joint Apocalypse Response Flex (JAR Flex). This initiative is designed to address potential disruptions caused by further restrictions on Third-Party Cookies (TPC). JAR Flex combines the use of TPCs, where they remain available, with First-Party Cookies (FPCs) to ensure the study’s continuity. By effectively restoring data previously reliant on TPCs, JAR Flex prepares the gemiusAudience study to adapt seamlessly to evolving browser limitations.
The top is based on data about internet audience that is aged between 15 and 74 years of age, is from the territory of Estonian state and visit sites from computers. gemiusAudience research is based on a complex and modern methodology that allows to see the number of real persons (Real Users) within a page, rather than looking at cookies or IP addresses that do not show the number of actual persons visiting the relevant page. In case you are also interested in data about scripted sites visited from applications or mobile devices, not only computers, or have any other questions, please contact us by writing to kontakt@gemius.ee.
