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57% Growth In Online Audiences To Financial Trading And Investments Content

– 4.2 million Australians 18+ accessed online financial trading and investments content and apps
– News.com.au retains top position in Nielsen news rankings

Sydney, Australia – 20 April 2018: Nielsen Digital Ratings (Monthly) for March 2018 reported 4.2 million Australians 18+ accessed online content regarding financial trading and investments, such as the stock market and crypto-currencies.

Over the past 12 months, the online financial trading and investments sub-category saw an enormous influx in adult audiences, up 57%. The majority of people who accessed this content were males (60%), versus female (40%), and were more likely to be aged 55+ .

The top three publishers in this sub-category all saw year-on-year increases – CommSec (854,000, +19%) Link Market Services (708,000, +27 %) and Acorns (698,000, up from 142,000 last year, +392%). These digital investment sites and apps are providing individuals with the power to make quick investment decisions, anytime and anywhere.

Additionally, the emerging popularity of crypto-currencies has been a relatively new phenomenon in Australia. Over the past year, online 18+ audiences for leading crypto-currency trading brands have grown from nearly 100,000 to 1.36 million. The largest audience was CoinSpot, who reported a unique audience of 539,000 adult Australians. CoinSpot accounted for 13% of the total online financial and investment sub-category unique audience in March 2018. .

For financial trading and investments, smartphone was the device of choice for 2.2 million Australians 18+, followed by desktop at 1.7 million and tablet at 691,000 Australians 18+. However, when looking at time spent, tablet devices had a total of 45 minutes and 6 seconds per person, followed by desktop (38 minutes, 55 seconds) and smartphone (20 minutes, 35 seconds).

DIGITAL NEWS RANKINGS (PEOPLE 2+)

Nielsen Digital Ratings (Monthly)  news rankings for March 2018 revealed that news.com.au (5.9 million) remained the top news entity in terms of highest unique audience – up 3% when compared with March the prior year.

In second place was nine.com.au (4.9 million, +7%), who switched places with ABC News Websites (4.7 million, -3%). Fourth place saw no changes to the rankings with smh.com.au (3.5 million, -14%) retaining its position.

Next was Yahoo7 News Websites (3.2 million, +33% year on year) which moved from tenth to fifth place, followed by The Guardian (2.8 million, -1%), which retained sixth position.

Compared with March 2017, there were changes in the ranking order for the next four news entity rankings. Daily Mail Australia (2.5 million, -22%) which had previously held fifth place in March 2017, moved back to seventh place. Next was MSN News (2.4 million, +26%) which jumped up into the top 10 from fourteenth to eighth place. In ninth place was BBC (2.4 million, -7%) who dropped down from seventh to ninth place. Lastly was Herald Sun (2.2 million, -12%) which fell from eighth place to tenth place.

Media Relations Contact:

Eleanor Saxton
eleanor.saxton@nielsen.com
0421692808

About Nielsen

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