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Social Media Brands Grow and Shifts in News Rankings

– Large audiences continue to grow for Twitter, Snapchat and Instagram
 – Shifts in Current Events & Global News rankings
 – End-of-Financial-Year influences growth in online audiences for automotive manufacturers

Sydney, Australia – 27 July 2016: Latest insights from Nielsen Digital Ratings (Monthly) reveal an increase in the number of Australians engaging with many social media brands, as well as shifts in Current Events & Global News unique audience rankings.

June 2016 data revealed Facebook continued to lead the social media category with a unique audience of close to 16 million; however there was notable growth for some of the other social media platforms compared to the prior month. Twitter stood out with an 11% increase to reach a unique audience of 6.8 million. Snapchat recorded a 6% increase to a unique audience of 3.8 million and Instagram grew 7% in June 2016 compared to the prior month, to a unique audience of almost 8 million.

Many Australians went online for updates on the Federal Election, resulting in a 49% increase in the number of people visiting the Australian Electoral Commission (AEC) site – lifting the site’s audience to 3.7 million.

In the automotive manufacturer sub-category, seven out of the top ten car manufacturers reported double digit increases in unique audiences during June 2016 compared to the previous month. The strongest unique audience growth month-on-month for the top 10 car manufacturers was recorded by Mazda (up 131%), followed by Ford (up 77%), Hyundai (up 46%), Nissan (up 36%), Mitsubishi Motors (up 15%) and Holden (up 14%).

The Current Events & Global News sub-category reported changes to unique audience rankings in June 2016. News.com.au retained the top spot with a unique audience of 5.5 million, while ABC News Websites moved to second place ahead of smh.com.au.

Yahoo7 News Websites moved up to fifth position with an increase of 6.3% in unique audience in June 2016 from the previous month. The BBC jumped from tenth to seventh (up 13.6%) and The Daily Telegraph entered the top 10 rankings with a 6.9% increase in unique audience versus the prior month.

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

Name

Unique Audience (000)

Page Views Per Person

Sessions Per Person

Time Per Person (hh:mm:ss)

news.com.au

5,463

47

12

00:59:41

ABC News Websites

5,003

20

8

00:22:16

smh.com.au

4,911

25

10

00:51:21

Daily Mail Australia

3,230

23

9

00:34:31

Yahoo7 News Websites

3,079

11

7

00:14:12

The Guardian

3,043

14

8

00:26:27

BBC

2,888

25

10

00:43:54

ninemsn News Websites

2,753

21

10

00:25:40

The Daily Telegraph

2,520

14

7

00:18:49

Herald Sun

2,519

20

9

00:33:02

 

Source: Nielsen Digital Ratings (Monthly), June 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.

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ABOUT NIELSEN

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Jackie Helliker
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