News.com.au the most-read digital news outlet in first Ipsos Iris report
Ipsos Iris, the new digital measurement currency endorsed by IAB Australia, has released its inaugural set of monthly data, which found that Australians spent on average 107 hours online on a PC/laptop, smartphone, or tablet device in January.
The figures aim to provide insights into the digital behaviours of 21 million Australians aged 14+ who access online digital content and services.
The most popular online categories by total audience size in January include social networking (20.9 million), search (20.9 million), technology (20.8 million), retail & commerce (20.6 million) and entertainment (20.5 million).
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General news is the most popular news sub-category reaching 19.2 million Australians in January and weather had the highest time spent with almost four hours per person. The reporting of news brands also includes the audience of media owner content distributed on platforms such as Google AMP, Facebook, and Apple News.
The top digital news outlet was News Corp Australia’s News.com.au with 12.8 million audiences, followed by 7News with 11.1 million and nine.com.au with 10.3 million.
While Nine’s masthead The Sydney Morning Herald was named the most-read publication across digital and print last month, its readership lagged among digital news players as the brand came in seventh, after The Guardian Australia.
Almost 20.3 million Australians spent on average more than six hours visiting online news sites and apps in January, which rose to 11 hours among those aged 55-64.
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By organisations, almost the entirety (20.9 million) of the Australian online audience has accessed content and services owned by Alphabet, Google’s parent company. This is followed by Meta (Facebook’s owner) with 20.3 million audiences, and Microsoft with 18.8 million.
In demographics, 25- to 39-year-olds remain the largest age group online at 26% share of audience. The highest average time per person spent online is amongst the 55- to 64-year-old age group, spending on average 116 hours online in January.
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The data is collected by Ipsos using a single-source multi-device panel measuring activity on 8,000 smartphone, PC, laptop and tablet devices. Smartphones led digital consumption with 19.2 million Australians spending on average 82 hours online.
A CTV audience currency integration from a data partnership with OzTAM is due to launch later this year, aiming to provide total unduplicated digital audience currency data for CTV, smartphones, tablets, and computers.
Ipsos ANZ CEO, Simon Wake, said: “Ipsos iris brings a new standard of measurement to the industry that has been built in conjunction with the IAB. Ipsos iris delivers accuracy in cross device usage and audience duplication, as well as new insights into younger audiences on mobile devices. All Ipsos clients will benefit from our deep understanding of the digital behaviour of Australians.”
IAB CEO, Gai Le Roy, said: “The launch of Ipsos iris today is the culmination of significant collaboration across the industry to provide robust digital audience content measurement that will continue to evolve with the changing media, consumer, and technology landscape.
“Ipsos iris also provides a pathway to cross-platform and cross-media measurement solutions for the industry into the future.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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