Engagement up in increasing competitive online news market
A new analysis by Nielsen shows consumers are spending more time on the major news websites, while the number of Australian news sites has risen to 223 in 2013 from 196 last year.
The data shows while overall number of sessions, the number of times people logged on to a news website, was down the time spent online had increased from 1 hour and 19 minutes a month last year to 2 hours and 39 minutes a month in 2013.
“During 2013 unique audience numbers have remained stable but engagement levels have significantly increased. Despite the fanfare of new arrivals – on average two new websites a month – the larger sites have grown, not lost share of time online,” said Monique Perry, head of Nielsen Media.
“Among these there have been some standouts – in the last year the ABC grew unique audiences by 34 per cent, the Telegraph by 25 per cent and even the Guardian, without an extra media platform, has increased unique audience by 11 per cent.”
As Mumbrella reported last month, The Guardian re-joined the Top 10 news sites ranked by audience in October for the second time since the site launched in May, with The Australian moving out of the list. 
Brilliant! So that’s about 400m auto-refresh ad impressions rendered out of sight of the user & sold by RTB.
Trebles all round!
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An alternative theory: the print products are now so bad that a quick scan of the web is more than enough.
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