News, sport and real estate top digital browsing in July, finds Nielsen

September 28, 2021 7:00

New data from Nielsen shows that Google continues to be the number one digital platform for consumption of digital media in Australia, with nearly 20 million Australians aged 18+ accessing Google-owned channels online in a month.

According to the Nielsen Digital Landscape Report – July 2021, Google’s unique audience for the month of July was 18.39 million. Followed by Facebook with 17.67 million and News Corp close behind on 17.23 million.

Source: Nielsen Digital Content Planning, July 2021, People 18+, Digital (C/M), Text, All Parents, Unique Audience

In terms of brands that adult Australians are browsing, across all categories, Google and Facebook were top and second, while MSN/Outlook came in third.

Eighteen million adult Australians consumed news content during the period, spending on average about three hours and three minutes per person.

Sport was next with 15.2 million adult Australians consuming sporting content, spending on average 1 hour and 36 minutes per person.

Perhaps not surprisingly given the current record activity in the market, Real Estate content has an audience of 14.9 million adult Australians, spending on average 52 minutes per person.

Source: Digital Media Ratings, Monthly Total, Text, July 2021, People 18+, Unique Audience, Avg Time Spent

This is in contrast to 12.3 million Australians adults who consumed lifestyle content, spending on average 13 minutes per person.

In terms of access, 93% of adult Australians’ can now be reached online, with 79% able to be reached on a computer and 88% on a mobile device.

In terms of streaming, Google-owned YouTube had the highest amount of total time spent streaming, with Broadcast Video on Demand platforms 7Plus and 9Now coming in second and third.

Source: Nielsen Digital Media Ratings, Monthly Volumetrics, Video, 2 secs Qualified, Total Ad Supported, July 2021, People
2+, Digital (C/M), Total Time Spent (minutes).

Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.