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New Year, new you: Nielsen Online Ratings for January show seasonal spikes in people accessing lifestyle-related sites

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Job, real estate and automotive sites saw audiences return strongly from the quieter Christmas period
Current Events & Global News site rankings largely stable – top three sites remained the same compared to December 2014 rankings

SYDNEY: February 11, 2015 – The start of the new year saw Australians reviewing their lifestyle in increased numbers, as revealed in the latest Nielsen Online Ratings figures for January 2015. While Current Events & Global News rankings remained relatively stable, the figures show a spike in Australians reviewing their job, living and automotive situations.

While a number of job sites experienced significant uplifts in audience, Seek.com.au continues to dominate the careers category recording a unique audience of two million people for the period, an increase of more than 430,000 people or 21 percent from December 2014.

Likewise, property search websites returned from seasonal lows with strength. Realestate.com.au continued its stronghold to reach an audience of nearly 3.3 million in January 2015 – or seven out of ten people in the category. This represented an audience uplift of 23 percent, an increase of more than 600,000 people.

With an additional 553,000 people engaging with the automotive information category during January, industry leader Carsales.com.au also recorded growth of 18 percent audience to a total of 1.3 million people for the period.

Commenting on the results, Monique Perry, Head of Media at Nielsen, said: “January is usually a time when people take stock of their lives, action New Year’s resolutions and plan for the year – and this is reflected in our browsing habits. While we’d expect to see uplifts in audience to such sites, 2015 saw a particular boost for career, real estate and automotive sites who really were the big winners in January.

“The news site rankings were relatively stable, showing a ‘return to normal’. While there were shifts, with the UK-originated sites Daily Mail Australia and Guardian Australia having a slightly higher audience for the month compared to December, the top three of News.com.au, SMH.com.au and ABC websites remain unchanged.”

TABLE 1. TOP SITES RANKED BY UNIQUE AUDIENCE FOR NEWS 

Name

Unique Audience (000)

Page Views Per Person

Sessions Per Person

Time Per Person (hh:mm:ss)

news.com.au

3,577

60

13.41

01:50:46

smh.com.au

3,125

35

11.52

01:14:51

ABC News Websites

2,676

28

10.05

00:49:20

Daily Mail Australia

2,462

20

7.85

01:04:47

9NEWS Websites

2,195

25

10.66

00:45:44

Yahoo!7 News Websites

2,049

21

7.11

00:31:25

The Guardian

1,812

15

6.26

00:40:51

The Age

1,753

42

11.49

01:35:37

The Daily Telegraph

1,717

15

6.51

00:32:41

Herald Sun

1,715

18

7.41

00:39:41

Source: Nielsen Online Ratings, Hybrid data January, 2015

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Press Contact:
Nicky Preston, +61 2 8235 7600, npreston@iconinternational.com.au