THE AUSTRALIAN ONLINE LANDSCAPE REVIEW JULY 2015

Size: px

Start display at page:

Download "THE AUSTRALIAN ONLINE LANDSCAPE REVIEW JULY 2015"

Thomasine Hawkins
6 years ago
Views:

1 THE AUSTRALIAN ONLINE LANDSCAPE REVIEW JULY 2015

2 STATE OF THE ONLINE LANDSCAPE July 2015 Welcome to the July 2015 edition of Nielsen s Online Landscape Review. The online landscape in July saw Australians spend 37 hours online over 63 sessions; with 40 billion minutes spent online. As the financial year came to a close, Australians worked to get their affairs in order to report earnings to the Australian Taxation Office, driving up Government services website visits significantly. In addition, financial institutions sites reported shifts year on year in terms of engagement per age as well as growth in duplicated audiences between banks. Insights: CMV Fast Facts: Baby Boomers Have The Renovating Bug Nielsen Twitter TV Ratings: Network Ten takes the top 3 spots in Non-Sport Twitter TV activity in July, with Masterchef taking top spot followed by The Bachelor. In sport activity, State of Origin took first place followed by The Ashes. If you d like to know more about any of the data presented within this report, please contact your Nielsen Account Manager directly or careau@nielsen.com. Source: Nielsen Online Ratings Hybrid, July 2015; Nielsen Market Intelligence, July

3 HIGHLIGHTS NIELSEN ONLINE RATINGS: HYBRID SURFING

4 AT A GLANCE: THE ONLINE LANDSCAPE July billion minutes spent. 37 hours spent online, across 63 sessions per person. 18,144,000 people were actively surfing online. Indicates growth or decline based on the previous month Source: Nielsen Online Ratings Hybrid, July

5 TOP 10 BRANDS AND THEIR ENGAGEMENT July 2015 Unique Audience Rank Brands Unique Audience (000s) Active Reach (%) Sessions Per Person Time Per Person (hh:mm:ss) 1 Google 15, :36:16 2 Facebook 10, :44:15 3 Microsoft 9, :26:23 4 MSN/WindowsLive/Bing 8, :09:50 5 YouTube 8, :25:31 6 ebay 6, :04:47 7 Yahoo!7 6, :29:12 8 Apple 5, :55:49 9 Wikipedia 5, :25:36 10 Department of Human Services 4, :32:38 Including web-based applications Source: Nielsen Online Ratings Hybrid, July

6 Active Reach (%) TOP 10 BRANDS AND THEIR ENGAGEMENT July 2015 Bubble Size = Time per Person Sessions per Person Google Facebook Microsoft MSN/WindowsLive/Bing YouTube ebay Yahoo!7 Apple Wikipedia Department of Human Services 7 out of the top 10 sites experienced an increase in engagement across all key metrics during July. Department of Human Services experienced a boost in active reach of 81%. This growth can be attributed to tax time following the end of financial year. Active reach for Microsoft increased 9.2% while ebay experienced growth in sessions per person and time per person at 6.2% and 6.7% respectively. Source: Nielsen Online Ratings Hybrid, July

7 TOP 10 BRANDS BY AGE Unique Audience (Surfing): July % 90% 80% 70% 60% 50% 8.8% 7.8% 5.2% 4.5% 4.9% 7.8% 8.5% 8.5% 9.6% 8.8% 9.4% 9.1% 15.7% 17.2% 17.0% 17.0% 17.8% 16.3% 29.2% 30.3% 32.2% 31.2% 30.8% 30.7% 3.9% 3.6% 5.2% 3.4% 1.7% 7.1% 7.7% 9.1% 9.3% 10.8% 16.7% 16.3% 16.9% 20.7% 17.4% 33.8% 32.9% 30.0% 31.3% 33.2% 2~17 18~24 25~34 40% 35~49 30% % 10% 35.5% 36.2% 38.4% 38.6% 37.1% 36.1% 38.4% 39.5% 33.3% 40.6% 37.0% 0% Wikipedia has the highest skew towards Australians aged 50+ at 40.6%. 1 in 3 Australians who surf the ebay website are aged Department of Human Services reported the heaviest skew towards Australians aged this month, with 1 in 5 of their audience sitting in that age group. In the younger audiences, Apple has reported the heaviest skew towards Australians aged at 10.8%, with Google and YouTube drawing for the 2-17 age group at 7.8%. Source: Nielsen Online Hybrid, July

8 HYBRID SURFING: DEMOGRAPHICS The active online audience in Australia during July 2015 can be broken down as follows: Percentage of Online Australians 8.8% 1, % 17% 29.2% 35.5% 37:03 Average Page Views Per Person 197 1,401 1,833 1,910 1,793 Average Time Per Person* 06:28 33:36 40:15 41:38 39:16 3 out of the 5 age groups experienced increases this month. Despite a fall in unique audience, those aged spent almost 1 hour extra surfing this month. *HH:MM Indicates growth or decline based on the previous month Source: Nielsen Online Hybrid, July

9 CATEGORY SPOTLIGHT: GOVERNMENT & FINANCE

10 JUL-14 AUG-14 SEP-14 OCT-14 NOV-14 DEC-14 JAN-15 FEB-15 MAR-15 APR-15 MAY-15 JUN-15 JUL-15 TOP 5 GOVERNMENT & NON PROFIT ORGANIZATIONS Unique Audience (000s): July 2014 July ,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1, DEPARTMENT OF HUMAN SERVICES DEPARTMENT OF TREASURY MYGOV AUSTRALIAN TAXATION OFFICE DEPARTMENT OF SUSTAINABILITY, ENVIRONMENT, WATER, POPULATION AND COMMUNITIES As the financial year came to a close, Australians worked to get their affairs in order to report earnings to the Australian Taxation Office, driving up Government services website visits significantly. As expected, tax related websites and online services increased massively, with some reporting significant increases year on year also. Visits to the ATO s website more than doubled (+116%) from June, and increased by +10% year on year, with 3,306,000 visits made. Time spent on the website doubled from half an hour to a full hour (YoY). To read more, click here! Source: Nielsen Online Hybrid, July

11 100% TOP 5 FINANCIAL INSTITUTIONS SITES BY AGE Total Minutes (000s): July 2014 Total Minutes (000s): July % 3.9% 4.0% 1.8% 3.0% 0.9% 8.9% 3.9% 0.9% 2.3% 4.2% 3.6% 90% 80% 22.1% 20.1% 20.6% 16.0% 28.6% 23.2% 18.9% 15.0% 15.4% 13.4% 10.5% 15.7% 70% 60% 50% 40% 30% 20% 31.7% 35.3% 35.2% 40.7% 39.5% 36.0% 40.1% 42.0% 31.1% 37.3% 30.2% 45.7% 18~24 25~34 35~ % 38.6% 37.2% 37.9% 36.4% 43.9% 45.8% 47.9% 31.0% 54.3% 36.4% 44.3% 10% 0% Over time, engagement with Westpac Banking's site has shifted towards older audiences. Over half of their total minutes are generated by Australians aged 50+ and almost 9 out of every 10 minutes are attributed to an Australian over the age of 35. In addition, ING Direct witnessed a shift to middle aged Australians, with year olds taking a larger proportion of total minutes at 36.4%. Source: Nielsen Online Hybrid, July

12 TOP 3 FINANCIAL INSTITUTIONS SITES - DUPLICATION Shared Unique Audience (000s) July July 2015 Commonwealth Bank Commonwealth Bank ANZ 380 National Australia Bank ANZ 469 National Australia Bank July 2014 July 2015 Year on year, Australians are showing that they are more inclined to browse multiple banking institutions. The number of people browsing both National Australia Bank and ANZ increased by +23% year on year. This is followed by shared audience for Commonwealth Bank and National Australia Bank with an increase of +11% and Commonwealth Bank and ANZ at +10% (YoY). In addition, the number of Australians that browse all three institutions has grown +44% year on year. Source: Nielsen Online Hybrid, July

13 HIGHLIGHTS NIELSEN ONLINE RATINGS: HYBRID STREAMING

HYBRID STREAMING KEY ONLINE STATISTICS July 2015 3.6 billion streams watched. 7 billion minutes streamed. 8 hours and 59 minutes spent streaming per person.

14 HYBRID STREAMING KEY ONLINE STATISTICS July billion streams watched. 7 billion minutes streamed. 8 hours and 59 minutes spent streaming per person. 12,992,000 people were actively streaming online. Indicates growth or decline based on the previous month Source: Nielsen Online Ratings Hybrid, July

15 HYBRID STREAMING: TOP 10 BRANDS BY AUDIENCE July 2015 Unique Audience Rank Brand Unique Audience (000s) Total Streams (000s) Time Per Person (hh:mm:ss) 1 YouTube 9,067 1,900,620 06:04:01 2 Facebook 5, ,382 02:02:14 3 VEVO 2, ,607 01:15:13 4 news.com.au 1,781 14,014 00:11:43 5 ninemsn News Websites 1,495 13,039 00:08:30 6 Vimeo Websites 1,369 4,141 00:09:26 7 smh.com.au 1,338 5,220 00:04:58 8 Yahoo!7 1,331 14,873 00:37:50 9 9jumpin 1,120 8,662 00:23:59 10 ABC Online Network 1,079 7,097 02:08:03 Including web-based applications Source: Nielsen Online Ratings Hybrid, July

16 TOP BRANDS COMPARISON HYBRID STREAMING July 2015, Unique Audience (000s) July June 1-8% YouTube 9,067 YouTube 9, % Facebook 5,074 Facebook 5, % +4% VEVO news.com.au 2,460 1,781 VEVO Vimeo Websites 2,908 1,840 5 out of the top 10 sites reported increases in Unique Audience this month % -26% +3% ninemsn News Websites Vimeo Websites smh.com.au 1,495 1,369 1,338 news.com.au ninemsn News Websites Yahoo!7 1,716 1,426 1,418 9jumpin experienced a 13% increase in streaming Australians in comparison to last month, moving to 9th place. 8-6% 9 +13% 10 +3% Yahoo!7 9jumpin ABC Online Network 1,331 1,120 1,079 smh.com.au ABC Online Network MSN/WindowsLive/Bing 1,300 1, All three news sites in the top 10 climbed a rank. news.com.au moved to 4th, ninemsn News Websites to 5th and smh.com.au to 7th. Source: Nielsen Online Ratings Hybrid, July

17 TOP 10 STREAMING BRANDS BY AGE Unique Audience (Streaming): July % 3.6% 1.1% 1.8% 3.2% 0.7% 2.0% 3.0% 6.8% 6.2% 6.1% 6.8% 4.9% 5.8% 9.5% 6.1% 8.0% 6.7% 90% 8.4% 8.2% 10.3% 10.3% 18.4% 11.7% 15.7% 15.2% 12.9% 13.7% 12.5% 80% 16.9% 15.8% 14.0% 16.0% 70% 16.1% 32.0% 28.6% 31.9% 29.0% 60% 32.5% 31.3% 34.3% 21.8% 30.3% 31.2% 50% 30.0% 40% 30% 20% 47.7% 50.1% 45.9% 48.8% 37.6% 38.6% 40.9% 40.3% 43.7% 46.1% 29.3% 10% 2~17 18~24 25~34 35~ % Total YouTube Facebook VEVO news.com.au ninemsn News Websites Vimeo Websites smh.com.au Yahoo!7 9jumpin ABC Online Network In this months top 10 streaming sites, smh.com.au reported the heaviest skew towards Australians aged 50+ with just over half their audiences sitting in that age bracket. Meanwhile, news.com.au reported the heaviest skew towards middle aged Australians with 52.7% of their streaming audience aged between VEVO consistently reports a large representation of younger audiences, with almost 1 in 4 of their viewers aged between Source: Nielsen Online Hybrid, July

18 HYBRID STREAMING: DEMOGRAPHICS July Percentage of Online Australians 7% 1, % 16.9% 30.3% 37.6% 37:03 Average Streams Per Person Average Time Per Person* 8:04 18:46 10:36 8:54 6:17 Despite a decrease in streaming Australians, all age groups experienced a boost in time spent streaming. Notably, Australians aged streamed over 3 hours per person more than last month. In addition, 3 out of the 5 age groups experienced increases in streams per person. Those aged reported an increase of 121 streams per person, followed by those aged 2-17 with an increase of 85 streams per person. *HH:MM Indicates growth or decline based on the previous month Source: Nielsen Online Hybrid, July

19 DEVICE HIGHLIGHTS NIELSEN ONLINE RATINGS: MARKET INTELLIGENCE

20 JUL-14 AUG-14 SEP-14 OCT-14 NOV-14 DEC-14 JAN-15 FEB-15 MAR-15 APR-15 MAY-15 JUN-15 JUL-15 SITES ARE BROWSED MORE ON PORTABLE DEVICES July 2015 Market Domain Domestic Traffic DESKTOP SMARTPHONE TABLET 16% Total Average Daily Unique Browsers 50% 34% 66% of total average daily unique browsers came from portable devices. 119% increase since July 2014 in total average daily unique browsers from portable devices 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 SMARTPHONE TABLET Source: Nielsen Online Ratings - Market Intelligence July

21 JUL-14 AUG-14 SEP-14 OCT-14 NOV-14 DEC-14 JAN-15 FEB-15 MAR-15 APR-15 MAY-15 JUN-15 JUL-15 SESSIONS ON PORTABLE DEVICES HAS GROWN 93% IN A YEAR July 2015 Market Domain Domestic Traffic DESKTOP 13% 38% 62% of total online sessions came from portable devices SMARTPHONE Total Sessions TABLET 49% 93% increase since July 2014 in total online sessions from portable devices 500,000, ,000, ,000, ,000, ,000,000 SMARTPHONE TABLET 0 Source: Nielsen Online Ratings - Market Intelligence July

22 GENERAL UPDATES FOR THIS MONTH:

23 CONSUMER MEDIA VIEW: FAST FACTS

24 BABY BOOMERS HAVE THE RENOVATING BUG! *Baby Boomers = All Australians aged Source: Nielsen Australia Consumer and Media View, Survey National 12 Month Database (July 2014-June 2015), All People

25 NIELSEN TWITTER TV RATINGS

26 NIELSEN TWITTER TV RATINGS Nielsen Twitter TV Ratings - July, 2015 Monthly Top Five - Non Sport Australia Rank Network Program Date Unique Audience Impressions Unique Authors Tweets 1 TEN MasterChef Australia 27/07/15 128,398 4,394,021 6,752 26,261 2 TEN 3 TEN The Bachelor Australia The Bachelor Australia 29/07/15 126,420 2,924,121 4,595 17,632 30/07/15 94,885 1,072,859 2,197 6,919 4 ABC Q&A 06/07/15 85,397 2,724,284 6,914 34,526 5 NINE 60 Minutes 05/07/15 72, ,491 3,344 7,214 Source: Nielsen Australia. Rankings based on Unique Audience. Unique Authors and Tweets are a measure of relevant Australian Twitter activity from three hours before through three hours after broadcast, local time. Reach metrics (Unique Audience and Impressions) measure the audience of relevant Tweets ascribed to a program from when the Tweets are sent until the end of the broadcast day at 5am. Non-sport includes live/new episodes only. 26

27 NIELSEN TWITTER TV RATINGS Nielsen Twitter TV Ratings - July, 2015 Monthly Top Five - Sport Australia Rank Network Program Date Unique Audience Impressions Unique Authors Tweets 1 NINE State of Origin 08/07/15 227,896 6,742,372 22,268 69,898 2 GEM The Ashes: First Test 08/07/15 182,884 2,576,685 10,958 27,384 3 GEM The Ashes: Second Test 16/07/15 134,134 1,482,308 6,203 15,621 4 GEM The Ashes: Third Test 29/07/15 133,977 1,339,682 5,455 13,360 5 GEM The Ashes: Second Test 19/07/15 133,895 1,458,069 5,760 15,994 Source: Nielsen Australia. Rankings based on Unique Audience. Unique Authors and Tweets are a measure of relevant Australian Twitter activity from three hours before through three hours after broadcast, local time. Reach metrics (Unique Audience and Impressions) measure the audience of relevant Tweets ascribed to a program from when the Tweets are sent until the end of the broadcast day at 5am. For simulcast events the metrics reflect the highest Unique Audience across all airing networks and is denoted with an asterisk. 27

28 CONTACT (02)

THE AUSTRALIAN ONLINE LANDSCAPE REVIEW AUGUST 2015

THE AUSTRALIAN ONLINE LANDSCAPE REVIEW AUGUST 2015 STATE OF THE ONLINE LANDSCAPE August 2015 Welcome to the August 2015 edition of Nielsen s Online Landscape Review. The online landscape in August saw