Where are 16.9 million Australians who visit travel sites spending their time?

• Australians spend more time on airlines sites than third-party booking sites
• Nielsen news rankings

Sydney, Australia, 14 January 2020: After a chilly winter, Australians had a similar thought… time to book a trip! But where are 16.9 million Australians spending who access travel sites spending their time when booking a holiday?*

Australians are increasingly spending more time on airline sites over third party booking sites, with persons 18-24 and persons 40+ spending less time than last year on third-party booking sites. The 55+ age group is pivotal to driving this change in engagement behaviour with a strong increase in airline site usage (30.4%) and a strong decrease using third-party booking sites (-25.8%) when compared to last year.

The total time spent by Australians on desktop devices accessing airline and third-party booking sites increased year-on-year. However, mobile behaviour is driving the increased time spent on airline sites. Mobile users saw a 34% increase on time spent on airline sites and a 36% decrease on third-party booking sites. Again people aged 55+ are driving this trend. Compared to last year, people 55+ are spending 57% more time on airline sites on their mobile and 45% less time on third-party booking sites.

*Nielsen Digital Panel, Nov 2019, Travel category, Text, People 2+, Total Platform.

Digital News Rankings

The December 2019 digital news rankings were released today by Nielsen. Historically due to the festive period December audiences tend to decline. However, the continued coverage of the Australian bushfires meant news site consumption was up when compared with December 2018.

news.com.au retained the top position with a unique audience of 10.6 million. In second place as ABC News Websites (10.1 million) which switched places with nine.com.au (9.4 million) when compared to the prior month.

Next was smh.com.au (8.8 million), followed by 7NEWS (8.4 million) in fifth position. Daily Mail Australia (7.8million) was in sixth place. In seventh position was The Guardian (5.9 million). There were no changes to these audience rankings when compared to the prior month.

The Age (4.5 million) was in eighth position and switched places with the Australian Community Media Network (4.4 million). Yahoo! (3.6 million) rejoined the rankings this month in tenth place.