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.

Source: Nielsen Digital Ratings (Monthly), June 2016

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Jackie Helliker
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Email: jackie.helliker@nielsen.com