Sydney, Australia – 11 January 2016 – There was a surge in Australians turning to the internet in December to research and buy gifts, purchase food and beverages and make the most of the post-Christmas sales, according to latest insights released today by Nielsen.
Seven out the top ten mass merchant retailer websites recorded double digit gains in unique visitors during December compared to November 2015. Woolworths and Coles recorded the highest number of unique visitors to their websites for a local retailer – behind global ecommerce giant, Amazon – and recorded growth of 14% and 13% respectively.
Nielsen revealed Target Australia, BIG W and Kmart Australia websites, who all recorded growth in the teens, were most likely to be visited by females. Conversely, strong-performing JB H-Fi had a stronger slant toward male visitors.
Monique Perry, Head of Media at Nielsen said: “Australian retailers and mass merchandisers are demonstrating strong adoption and innovation in the ecommerce space, giving consumers more ways to connect and engage. Understanding who these audiences are will be crucial for retailers to give consumers a relevant and efficient experience and sustain growth momentum throughout the year.”
Food and cooking was also a hot topic for online Australians who went online to research their festive meals. Taste.com.au attracted the most visitors with 1.8 million unique Australians. Strong growth for other food and recipe related websites in the top ten was also reported: Allrecipes (+52%); Goodfood (+30%) and Food.com (+24%).
CURRENT EVENTS & GLOBAL NEWS SUB-CATEGORY
In the Current Events & Global News Sub-Category, the top three websites – news.com.au, smh.com.au, ABC News – maintained their rankings for highest unique audience. Overall the sub-category dipped in unique audience by -1%, as anticipated during the December holiday period.
Daily Mail Australia and ninemsn News switched rankings in December, with ninemsn News coming up on top in fourth position. MSN News made Nielsen’s top ten rankings for the first time in the Current Events & Global News sub-category.
TOP 10 BY UNIQUE AUDIENCE, CURRENT EVENTS & GLOBAL NEWS SUB-CATEGORY FOR DECEMBER, 2015
Source: Nielsen Online Ratings, Hybrid Data December, 2015.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world's population. For more information, visit www.nielsen.com.
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