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Online Travel Audiences Surge During Holiday Season

February 24, 2017 Statistics & Trends No Comments Email Email

Australians had their minds on travel during the January holiday break with significant increases in unique audiences to online travel entities, according to the latest data from Nielsen Digital Ratings (Monthly).

More Australians visited Cruise Line entities with an increase of 20% across the sub-category during January 2017 compared to the previous month to reach a unique audience of 2.6 million. Princess Cruises lead the sub-category reaching 587,000 (+11%), followed by Royal Caribbean Cruises reaching 515,000 (-1%) and P&O Cruises 485,000 (+34%).

TABLE 1: TOP 5 CRUISE LINE ENTITIES RANKED BY TOTAL UNIQUE AUDIENCES

Name Unique Audience (000) MoM (%) Increase
Princess Cruises 587 11%
Royal Caribbean Cruises 515 -1%
P&O Cruises 485 34%
Ozcruising 384 75%
Cruisecritic.com 382 35%

Source: Nielsen Digital Ratings (Monthly) – January 2017

Unique audiences to the Hotel Information sub-category grew by 19% during January compared to the previous month to reach 7.5 million. Booking.com lead the sub-category with a 35% increase to reach 3 million, followed by Trivago increasing by a massive 95% to reach 1.7 million and Airbnb growing to 1.6 million (+26%).

TABLE 2: TOP 5 HOTEL INFORMATION ENTITIES RANKED BY TOTAL UNIQUE AUDIENCES

Name Unique Audience (000) MoM (%) Increase
Booking.com 3,042 35%
Trivago 1,726 95%
Airbnb 1,601 26%
Wotif.com 1,404 9%
Hotels.com 932 44%

Source: Nielsen Digital Ratings (Monthly) – January 2017

The Airlines sub-category also saw increases; Qantas led with a unique audience of 4 million growing by 11% over January, Jetstar 2.1 million (+10%), Virgin Australia steady at 2 million and SkyScanner reaching 1.4 million (+46%).

Current Events and Global News Sub-Category

News sites grew their unique audiences during January with 9 out of the top 10 entities seeing increases compared to the previous month.

With no changes to the top 10 digital rankings, News.com.au retained the top position with a unique audience of 5.4 million (+2%).

Nine.com.au remained in second place with a unique audience of 4.4 million (+4%) and ABC News ranked third with a unique audience of 4.3 million (+3%). Smh.com.au retained its fourth place with a unique audience of 4 million (+10%).

Daily Mail Australia (3.2 million), The Guardian (2.7 million), Yahoo7 News (2.6 million), BBC (2.4 million), Herald Sun (2.3 million) and The Age (2.3 million) all retained their positions in the audience rankings from position 5 through to 10, respectively – see table below.

TABLE 3: TOP 10 BY UNIQUE AUDIENCE, CURRENT EVENTS & GLOBAL NEWS SUB-CATEGORY, JANUARY 2017

Name Unique Audience (000) Page Views Per Person Sessions Per Person Time Per Person (hh:mm:ss)
news.com.au 5,352 51 15 02:17:21
nine.com.au 4,421 40 13 01:35:02
ABC News Websites 4,341 25 10 00:34:56
smh.com.au 4,028 32 12 01:08:47
Daily Mail Australia 3,154 24 13 00:29:54
The Guardian 2,710 15 8 00:29:11
Yahoo7 News Websites 2,614 11 9 00:15:52
BBC 2,402 26 12 00:50:48
Herald Sun 2,307 14 8 00:36:49
The Age 2,280 40 14 00:50:00
Source: Nielsen Digital Ratings (Monthly) – January 2017

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