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4.6 Million Adult Australians Accessed Amazon U.S. Site

– Desktop was device of choice to access Amazon U.S. Site
– 80% of total time was spent on desktop to access Amazon U.S.Site

Sydney, Australia – 23 November 2017: In light of Amazon’s imminent launch in Australia, Nielsen Digital Ratings data reports a spotlight on the 4.6 million adult Australians who accessed the Amazon U.S. Site during October 2017.

Females were slightly more likely to access Amazon U.S. Site (2.4 million versus males 2.1 million) but males were more engaged, spending an average of over 11 minutes per person, whilst females spent 8 minutes on average.

Desktop was the device of choice for Australians accessing the Amazon U.S. giant site online, accounting for 80% of total time, followed by Tablet with 13% and Smartphone (7%).

In context, the Mass Merchandiser subcategory was accessed by 13.4 million adult Australians during October 2017, where Amazon U.S. site was ranked second. The top five sites include:

“With the increased behaviour of purchasing goods online and in the lead up to Christmas we expect Amazon to have a significant impact to the Australian retail sector.” Megan Treston, Executive Director, Retailer Services, Nielsen.


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 for all devices on which 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 also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit

For further information please contact:
Eleanor Saxton
T: + 61 421 692 808