Press Room

14.3 Million Australians Banked Online in August

8 out of top 10 banking entities reported growth in total unique audience
News.com.au back on top of news rankings with a unique audience of 6.1 million
Census drives significant increase in unique audiences for the ABS

Sydney, Australia – 27 September 2016:  14.3 million Australians went online for their banking needs in August 2016, according to latest figures from Nielsen Digital Ratings (Monthly). And – when looking across all digital devices – 8 out of the top 10 banking entities ranked by unique audience reported growth.

Commonwealth Bank led the way with a unique audience of 7.3 million across all devices in August 2016, an increase of 2% when compared with the previous month. NAB and ANZ followed with a unique audience of 5.3 million and 4.9 million respectively, both increasing their unique audience by 6% compared with the prior month.

Of the top four banks ranked by unique audience, Commonwealth Bank also reported the highest percentage of customers accessing their online banking services via an app (57%), followed by NAB and Westpac, both sitting at 46%; ANZ ranked at fourth place with 44% of their total unique audience derived from their app. 

TOP 4 BANKING WEBSITE BRAND BY UNIQUE AUDIENCE, AND APP UNIQUE AUDIENCE, AUGUST 2016

Name

Total Unique Audience (000)

App Unique Audience (000)

App % Of Total Unique Audience

Commonwealth Bank

7,344

4,217

57%

National Australia Bank

5,329

2,425

46%

ANZ

4,902

2,180

44%

Westpac Banking

4,081

1,877

46%

Source: Nielsen Digital Ratings (Monthly) – August 2016

CENSUS BOOSTS ABS UNIQUE AUDIENCE
Nielsen also reported that, unsurprisingly, the Australian Census had a significant increase in unique audience to the ABS website during August 2016. The ABS site saw a six-fold increase in unique audience from 1.1 million to 7.6 million. The average Time Per Person was about 29 minutes, the approximate time taken for census details to be completed.

NEWS.COM.AU BACK ON TOP OF NEWS RANKINGS
There was some movement in the news category as News.com.au jumped back to the top of the Nielsen digital rankings with a unique audience of 6.1 million in August 2016, despite a slight decline of 2.3% compared to the previous month. Smh.com.au returned to second place with a unique audience of 5.2 million (-0.2%) and ABC News returned to third place – normalising off the back of a record-breaking previous month due to the election – with a unique audience of 4.7 million (-27.3%).

Nine.com.au and Daily Mail Australia remained in 4th and 5th positions. Yahoo7 news, BBC and Herald Sun moved higher, to 6th, 7th and 8th positions and The Guardian and the Age both fell in the rankings to 9th and 10th place respectively.

TOP 10 BY UNIQUE AUDIENCE, CURRENT EVENTS & GLOBAL NEWS SUB-CATEGORY, AUGUST 2016

Name

Unique Audience (000)

Page Views Per Person

Sessions Per Person

Time Per Person (hh:mm:ss)

news.com.au

6,104

47

11.88

01:38:18

smh.com.au

5,214

25

8.81

00:46:52

ABC News Websites

4,731

22

9.14

00:28:28

nine.com.au

4,480

37

13.19

01:19:03

Daily Mail Australia

3,208

33

11.27

00:50:09

Yahoo7 News Websites

2,840

13

7.89

00:14:49

BBC

2,553

30

9.76

00:40:27

Herald Sun

2,541

20

7.41

00:28:55

The Guardian

2,489

16

11.82

00:43:11

The Age

2,428

35

11.94

00:50:09

Source: Nielsen Digital Ratings (Monthly), August 2016

About The Interactive Advertising Bureau

The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 43 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.

The role of the IAB is to work with its members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy, to better target and engage their customers and build their brands.

By addressing the core pillars of growth of the online advertising industry – simplified and standard online audience measurement, research, and online operational standards and guidelines, and regulatory affairs, IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice.

IAB Australia is a registered not-for-profit organisation; membership fees and revenue generated is invested back into the IAB’s membership benefits such as resources, events, reporting, and industry representation.

For further information about IAB Australia please visit: www.iabaustralia.com.au

ABOUT NIELSEN

Nielsen N.V. (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

For further information please contact:

Jackie Helliker
Tel: +61 403 074 864
Email: jackie.helliker@nielsen.com