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For site licenses, access is always via automatic IP recognition, but for other titles which you do not subscribe to, access could come from users at your institution with personal subscriptions, individual article purchases, or from a promotional free article or issue online.
In most cases the numbers for these extra hits are quite small; if they are large, it may be due to a particular article or journal that has attracted a lot of attention, or it may indicate that there are multiple personal subscriptions at your institution.
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