Who's using Brickset and what are they looking at?

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Where do Brickset users live and what do they do when on the site? How many visitors log in? Which pages are viewed the most?

I've been digging around in Google Analytics recently and, given it's a slow news day, I thought I'd share what I found.

If web statistics interest you, read on...


User locations

Brickset is visited by people from all over the world, although nobody from North Korea has looked at it this month. It's pretty much neck and neck between the Americas and Europe which together account for well over 80% of the total visitors.

When broken down by country, unsurprisingly the USA takes the top spot, with 3 times as many visitors as the next largest audience in the UK.

No surprises there, really, but the next two graphs did surprise me when I first saw them.

Logged in vs. not logged in

I've recently managed to work out how to pass custom variables to Google Analytics and have used one to indicate whether the page is being viewed by someone who is logged in, or not.

I had always assumed that most people logged in when visiting the site to enjoy it ad-free and take advantage of features available only when you do so. But that's not the case at all. The number of logged in users is a miniscule 5% of the total of nearly 700,000 in the last 30 days.

Clearly most visitors are casual users who probably stumble across the site when Googling specific LEGO sets or themes or from social media.

However, the 5% that do log in account for nearly 1/3rd of the total pages viewed, so unsurprisingly are using the site a lot more than casual users.

What pages are viewed the most?

In the last 30 days, we have served over 7.5 million pages. Seven pages account for more than 90% of them. One page accounts for almost half. The set database is clearly the reason many people visit.

Brickset.com/sets can of course be viewed in tens of thousands of different ways to show lists and set details and the most popular pages within it will vary over time. The top page this month, the Star Wars set list, is the probably the most visited most of the time, though!

There are slight differences between what non-logged in users are viewing compared to logged in ones.

I'm surprised to see the My sets/collection page taking such a large percentage of views by logged in users, but then I guess that's because you're using the site to manage your collections.

Here's how views of the top pages break down between logged in and non-logged in users:

Anyway, I was going to go out cycling today to train for my charity ride next month but it's been a bit miserable today so didn't find the motivation to do so. Instead I dug up these statistics. I hope you found them interesting! If so, let me know in the comments (if you're logged in!) and I'll dig out some more another day.


The raw data

Page views, from Google Analytics, 19th July - 17th August.

Page Total Logged in Not logged in
Sets 3433987 826666 2607321
Home page 1395376 479516 915860
Article 632811 161742 471069
Parts 410284 61580 348704
Search 404615 106660 297955
My Collection 347620 259740 87880
Minifigs 310074 107592 202482
Browse 140890 30672 110218
Buy 122810 40403 82407
Login 81997 36454 45543
Inventories 57094 9034 48060
News 40560 8580 31980
Reviews 36223 12835 23388
Profile 25803 14639 11164
Signup 16815 5918 10897
Instructions 13183 2078 11105
Admin 10756 9570 1186
Library 9410 1033 8377
BrickLists 9285 3374 5911
Colours 8980 2200 6780
(other pages) 6619 1746 4873
More 6017 1621 4396
MyMenu 5844 2439 3405
Forum 5598 967 4631
ACM 4012 2497 1515
Queries 2896 1640 1256
Tools 2587 571 2016
About 2442 254 2188
Import 1718 1010 708
Contact 1233 423 810
FAQ 1025 434 591
Export 904 575 329
Bargainwatch 548 485 63
Sitemap 321 16 305
Totals 7550337 2194964 5355373


Visitors by country

From Google Analytics, 19th July - 17th August.

Position Country Visitors %
1 United States 236289 36%
2 United Kingdom 82304 12%
3 Germany 37560 6%
4 Canada 33711 5%
5 Australia 29616 4%
6 Netherlands 21113 3%
7 Italy 17939 3%
8 France 16190 2%
9 Poland 12210 2%
10 Hong Kong 10215 2%
11 Denmark 9487 1%
12 Sweden 9189 1%
13 Spain 7819 1%
14 Belgium 7709 1%
15 Singapore 7443 1%
16 Hungary 7074 1%
17 India 6464 1%
18 Taiwan 5761 1%
19 New Zealand 5741 1%
20 Japan 5691 1%
21 Malaysia 5563 1%
22 Switzerland 4918 1%
23 Czechia 4723 1%
24 Norway 4660 1%
25 South Korea 4555 1%
26 Mexico 4498 1%
27 Austria 4485 1%
28 Finland 4029 1%
29 Russia 3900 1%
30 Indonesia 3869 1%
31 Philippines 3699 1%
32 China 3594 1%
33 Brazil 3545 1%
34 Ireland 3453 1%
35 Portugal 3278 0%

 

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90 comments on this article

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By in Netherlands,

Regarding the not logged in-views: I visit every day, usually multiple times, but i only log in when i want to make a change to my account or to post a comment. I don't see the need to immediately log in when i visit the site, and i can imagine this goes for others too.

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By in United States,

Wow...maybe I missed it, but is the forum part of the viewed pages or listed in "other." I would have bet the BrickSet forum would have had more visitors if it's part of "other."

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By in United Kingdom,

^^ I'm never logged out on desktop or mobile, unless I've been cleaning up my cookies/cache.

^ The forum is hosted elsewhere under a different domain so probably isn't included.

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By in Netherlands,

So The Netherlands takes the top spot per capita? :P

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By in Serbia,

AFAIK, the forum is a completely separate site and wouldn't be a part of these stats.

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By in Poland,

Holy sh*t ! 95% not logged in! That's a lot.

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By in United Kingdom,

Not many LEGO fans in France?

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By in United States,

I am always logged in from a desktop, but when using an iPad in Private Browsing mode, it's difficult to log in (and stay that way), so when I am casually checking the news or reviews on the site, I am not logged into it.

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By in United States,

Numbers galore! Very interesting stats especially the one for who's logged in or not.

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By in Canada,

@Wilcosu35, yeah it is the same for me, I only login to check/manage my list and post comments. Would be nice to have less adds but I understand that the site costs money and time to run (for which I am very grateful as they do a great job! )

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By in United States,

Well this is really cool seeing these stats and I’m very surprised as to what category is the most viewed on this site. I appreciate you taking the time to put this together Huw

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By in United Kingdom,

The forum isn't included in these figures.

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By in Switzerland,

I stay logged in always both on my smartphone and computer. I find it awesome that the site is 100 % ad-free then.

I often browse the sets / parts sites and my collection when building own creations in order to find out if any / which of my sets contain a specific part that I need. Since I normally do not mix up my sets, and use just some of them for a new creation, this is very useful. :-)

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By in Finland,

I often check the News and possible new sets wthout logging in. Only if I want to leave a comment or add a set to wish list, will I log in.

Not sure if that is common with many people.

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By in United States,

Impressive, most impressive.

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By in Netherlands,

Google Analytics: don't get addicted to it, Huw! I know it's tempting. Like LEGO.

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By in United States,

I found this super interesting. Also, I’m ALWAYS logged in. That statistic surprised me too.

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By in United Kingdom,

My default is logged in on my phone which is my primary way of access and it keeps me logged in although I must admit I don’t always log in at work when having a sneak peak at a set or review on the sly!!! Interesting article - keep up the good work as always!!!

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By in United Kingdom,

Anyone else thinking that 7.5 million pages is not that much when about 10,000 of those visits are just me checking the site every 5 minutes to see if there’s anything new!

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By in United States,

I find it easier to just stay logged in, whether from iPhone or iPad. I love the news and reviews found here

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By in Netherlands,

I love these statistics (and statistics in general). I also always assumed that most people were logged in when visiting Brickset and that just a tiny fraction of those users would leave a comment on news articles, but now I'm curious how many of the users that are logged in and read a news article leave a comment.

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By in United Kingdom,

I'm another one who is logged in permanently whether it's on my phone, tablet or PC. As a result, I've never seen a single ad!

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By in United States,

Very cool and interesting. Thanks, @Huw.

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By in United Kingdom,

As for logged in Vs not logged in - Brickset is for some reason, about the only website Firefox keeps logging me out of at random. I only remember to log in again when I want to comment, so even though I am a user with an account, most of my daily visits will be seen as a not logged in user.

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By in Netherlands,

Thanks for the numbers @Huw

@rick77, 'penetration' per country (2017): UK 1,40%, NL 1,33%, AU 1,30%, Canada 1,06%, US 0,83% and DE 0,56%... so not highest but a nice runner up... ;)

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By in France,

I obviously knew that Brickset users come from all over the world. But I had never thought neither imagined that so few of them could come from Africa. Bit strange? I can't help myself thinking that Lego toys and hobby as an AFOL or TFOL is something reserved to people rich enough to afford it the way they want to. Not that there are a no wealth in countries of Africa, don't misunderstand, no cliché in my opinion. But I just think average life level needs to be high enough for people to be able to purchase such expensive toys as Lego are? Maybe there is a completely different and rational reason to this 1 % of Brickset users only coming from Africa. Interesting stats once again. Holiday season allows to see things from another perspective, when everyday is not filled with coming releases and breaking news.

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By in Spain,

Always connected. I like to see the site with my settings, and specially I do not like ads!!!
And a little sad because the spanish users are less than 3%...:-(

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By in Portugal,

I wish that portugal was in the static : (

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By in United States,

I check Brickset at least once a day for news or to research sets, but I only log in a fraction of the time, to manage my collection.

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By in United Kingdom,

I only log in to purchase or update my collection, I use the site alot without logging in because it's just quicker and most of the time I'm researching. Nice post and very interesting ??

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By in United Kingdom,

I didn’t know there were ads on the site! I’m permanently logged in on iPad and look at news and amazon bargains with my breakfast every day without fail! Huw... I always click thru from the site when buying anything... the power of affiliate commissions!

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By in United Kingdom,

Well.. I didn't know logging in prevented the ads showing! As ads drive me bonkers (sorry, I realise they are a necessary evil) I'll probably start logging in more often. To be honest, I usually log out so my sons don't inadvertently access my owned list as they'll start asking awkward questions about sets they haven't seen yet :-)

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By in United States,

So, logging in gets rid of the Ads? Now I will try to be logged in every time. The ads are by and large the most annoying thing here. I just deal with it, because I figure its the price to pay for such a great resource. However, I have no compunction about being logged in all the time.

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By in Belarus,

So interesting. I’m ALWAYS logged in too. That statistic surprised... ))) Hello from Belarus!

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By in United States,

I'll be logging in to update my inventory with the entire Harry Potter minifigure series!

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By in United Kingdom,

I believe that the main reason why countries like France are under represented is the language. Exactly the same for the French speaking part of Belgium (where I'm originally from) and maybe other parts of the world where English is not the main language. Not everybody can speak / read in another language.

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By in Sweden,

What’s the percentage for Sweden? :)

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By in United Kingdom,

I'm constantly logged in on my tablet, does this make a difference or does it only register people who log in separately every time they visit?

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By in Netherlands,

Only found out yesterday that adds are supressed when logged in, which is great! I suspect future stats will show more members will remain logged in for this reason alone...Will miss the highly educational origami tutorials though ;)

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By in United Kingdom,

Why log out? Surprised how many people seem to....... or as andyh1984 has just said do you only count logins.....I rarely login but I assume either my PC does or a cookie does. I often use the price / offer comparison section so i need to be logged in to filter my wanted........

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By in United States,

I'm quite surprised by the login statistics. I am always logged into this site, whether it's on my PC or on my smartphone.

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By in Belgium,

This is a very informative article, thanks! Logging in everytime from now on because I check Brickset daily for the Lego news, but on my iPad the ads, although understandably needed for the sites’ survival, were quite large and plenty. And I finally can complete my collection database.

And I want Belgium in the statistics! ;-)

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By in United States,

I’m in digital marketing, so I find these metrics incredibly interesting to look at. Thanks for sharing!

Me personally, I’m automatically logged in via my Chrime browser most of the time. I find that it’s just easier that way and saves the hassle of logging in when I do need to make a change to my collection.

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By in United States,

Like others here, I too visit the site daily, but only usually log-in when I want to manage my account or post a comment. I didn't realize that the site would be ad free if I did. But now that I do, I try to remember to log-in more often.

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By in New Zealand,

Really interesting.

I had assumed the majority of users would be logged in members reading the news. The amount of not logged in, sets viewers is amazing.

The country breakdown doesn't surprise me. Seams to fall along English reading lines.

Given these stats and the templated nature of /sets ; some multi-language work could really pay off down the track.

Personally I've love to see some more "by country" drill down stats.

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By in United Kingdom,

I'm always logged in on my iPad where I spend the most time browsing, writing comments, organising my collection and reading articles. However, I do sometimes access Beickset on the move and the ads sometimes make it totally unusable. I don't really mind since its my fault for not logging in and I can catch up on the iPad later - but it does make me wonder whether it puts off some casual users at all. There's no real metric that could define that though - maybe mobile bounce rates.

I don't think the desktop experience is quite as hindered as the mobile when ads are active. Even as a logged in user I'm still happy to commercially contribute with the endorsed shopping links.

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By in Australia,

Those not-logged-in people would be the ones generating ad revenue for the site, thus allowing the rest of us to benefit from the site’s existence.

So, thanks to the not-logged-in people :)

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By in Taiwan,

Anyone else from Taiwan?

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By in Australia,

Is Australia counted as part of Oceania or Asia?

As in are Aussies taking up almost all of Oceania or is it around a third of Asia, but no other single Asian country stands iut

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By in United States,

I don’t normally log in because I like watching videos playing in the corner of my screen with interesting craft projects. When i log in (like right now), the page just seems too focused and easy to read without distraction.
:-)
In all seriousness, I am part of the group that checks the home page multiple times a day, but don’t feel the need to log in just to scan the headlines.

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By in Australia,

Auto log in on my phone. As far as I'm aware, I'm always logged in on the multiple times I check the site every day.

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By in United States,

I hope this makes the site a bit more America-centric with all the traffic coming in from the USA. I wish there was more LEGO coverage of events from this fair country of mine!

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By in Belgium,

@ MorkMan: the way I see it there is still more non-USA traffic then there is USA traffic ;-)

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By in Netherlands,

my browser is automatically logged in when I visit, how does that count?

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By in Belgium,

Surprising that so few are logged in; the site is running so smoothly without them, offering terrific functions to keep track of everything you (don't) have and get the latest news. Thanks for running this extremely useful website!

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By in United Kingdom,

Was about to praise the 95% for valuing their online privacy by clearing cookies...

...but then figured out that quite a few just never bothered to create an account in the first place.

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By in United Kingdom,

I've added a table at the end showing visitor numbers broken down by country. All those not in the table account for less than 1%.

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By in Denmark,

Rick77, no, Netherlands do not have the most viewers per capita ;-)

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By in Belgium,

@MorkMan What a stupid suggestion. Brickset is already an American website with eyes and ears for anything Lego from all corners of the world. It’s also a major part of the appeal of this website. Why you’d want to change that focus is beyond me and plain silly. It’s about Lego and they are everywhere! :-)

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By in United Kingdom,

I'm not AT ALL technologically minded, so apologies in advance if this is a really silly question, but usually I come onto the website, have a quick scroll down the latest articles on the front page and THEN log in to like or comment or whatever - does this count as 2 separate "views" (1 not logged in and then 1 logged in)? Or, once I've logged in, does this "override" the not logged in view?

This question doesn't read too well, but I'm sure some savvy person will understand what I'm meaning!

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By in United States,

Never heard of Oceania before. How about that, I learned something today.

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By in United Kingdom,

@Legorides actually, most of the team are in the UK :)

@Trifling With A Fatal Part, you'd be counted twice, I believe. In fact there is a slight overlap of a few percent reported in Google Analytics that accounts for those that are both not logged in and logged in during the same session.

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By in Netherlands,

Stats are fun. Groetjes ;-)

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By in South Africa,

Well, hello from probably the only South African here. I feel so lonely.

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By in United Kingdom,

^^ Huw, thanks very much for letting me know - very interesting, makes sense though...

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By in United States,

I’m always logged in, and I visit the site multiple times a day so seeing the numbers on people not being logged in surprised me.

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By in Spain,

Always logged, even at work. I use brickset a lot to look for instructions, and to query all the sets for a specific tag

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By in United States,

So if a bunch of us who have never logged in just to read articles, start logging in to avoid the ads, does this mean that there will be decreased ad revenue for Brickset? If so, this could be the most expensive article in Brickset history...

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By in United States,

Always love your data-based posts! I’d bet that you’d up the percentage of logged in users if you pushed the ad-free experience angle, but maybe that would work against your bottom line? From the site’s perspective, are there benefits to having a user logged in? (behavioral data, etc.?)

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By in Australia,

Ooooh, thanks for compiling this Huw, it is quite fascinating. I'm one of those people that view the site without logging in, despite the fact that I am in fact a member and this is mostly because I'm too lazy to login hahah. I've been doing statistics and data modelling at uni recently so this is more interesting and relevant than ever. Might try and play around with the data myself for practise :)

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By in United States,

I am auto-logged in and I figured other people are too, but I guess not and some of these numbers surprised me.

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By in China,

Hong Kong (China) and Taiwan (China), please

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By in United States,

I usually leave myself logged in on devices I use frequently, but I almost never log in when on a computer I rarely visit from.

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By in United Kingdom,

HK is 10th
CN 32nd

The data is now at the bottom of the article.

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By in Argentina,

I like this article. Thank you for such a great site.
I would like to know how many visitors are from Argentina. I see many users from countries with few Afols that would like to know how lonely they are. I think it would be nice to know who among us lonely Afols should receive the “unicorn” award.

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By in United States,

I love the site and enjoyed this article. I visit the site daily and leave myself logged in. I'll click on any new reviews or news that catches my attention but the one thing I do every day is click "View all discounts" under the "Discounts at Amazon" post and filter the collection down to "Wanted". That's such a helpful feature.

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By in United Kingdom,

Nice stats! Like many it seems, I had no idea logging in got rid of the ads. I visit several times a day but never log in but I will from now on. No more of those "How to make" videos. Yeah!!

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By in United States,

I log in daily to Brickset. Best Lego site out there hands down.
But you know, Brickset, you've logged into...my heart.

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By in Italy,

So maybe I am the only Italian that visits several times per day this site and, yes, always logged in xD

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By in United States,

We have almost 21,000 registered members of LEGOStarWarsFans.com on Facebook, our stats almost mirror your own when it comes to the diversity of the world who interact with us there. The biggest chunk comes from the USA, followed by UK, third Australia, with Philippines and Canada nearly neck in neck, then it trails down into areas with 400 or less from the area such as Germany, France, Spain, Italy and Malaysia, then dips even more with about 80-90 countries. Its great to share, discuss and have contests with so many people from every corner of the globe. Age/Gender is broken down 9.9% women, 89.9% men and 0.2% custom, with our largest audience being between the ages of 35-44. Of course we don't have page view stats like a website, but our most popular threads are Collection posts, Birthday posts, Custom Build posts, Grail Question posts and Advice posts. Thanks for sharing your stats, its good to see a healthy community like yours being so diverse!

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By in United States,

I have not logged in many of times when I am looking for something for reference. I do use the site at least once a day if not two or three sometimes, which I may have not logged in at all that day. I do use the features to keep track of my inventory. Not logging in I would suspect that is the case for many of the loyal users of this site as I have seen in some of the comments. I would come to believe that the numbers shown are not quite accurate.

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By in Ukraine,

Thanks for the fresh statistics. Huw, is it real to know how many users are from Ukraine?

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By in United Kingdom,

Really interesting, thanks Huw.
As some others have said, I stay permanently logged in on my phone, iPad and desktop, to always see the site ad-free.

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By in United Kingdom,

And I also only just realised that the country indicated above each comment, indicates where a user currently is and not, as had I presumed, where a user is registered (as I’m currently on holiday in the USA)

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By in Australia,

I never log in on my mobile or at work (the latter is very rare), but permanently logged in on my pc at home. Honestly, not sure why, except that it is probably because I catalogue my own sets on my home pc.

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By in Australia,

If someone is not logged in, what do they see under "my collection"? Why are there so many hits for this?

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By in United Kingdom,

Try it and see...

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By in Canada,

I pretty much always log in, because I'm always doing something. Even if it's just sharing a comment like this, or checking my set collection.

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By in United States,

The brickset tab is never closed on my computer. Always logged in

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