Double-digit growth in time spent on news sites: Nielsen

News audiences are spending longer online, with six of the top 10 news sites in Nielsen Online Ratings reporting double digit growth in time spent on site and browsers typically consuming more than 37 hours of digital content every month.

The latest results from Nielsen for October reveal more than 17.6 million Australians viewed online news in September, and close to five million of them streamed news video content. Unique audience to current events and global news sites was down 2.5 per cent for September, but time spent jumped 11 per cent.

The Sydney Morning Herald website, smh.com.au, retained its number one audience ranking, followed closely by news.com.au. The Age, in sixth place, saw its unique audience jump by 9.9 per cent compared to the previous month.

The Age and news.com.au remained the most engaging sites with readers spending 1 hour and 42 minutes and 1 hour and 30 minutes respectively on the sites. Smh.com.au followed with a reading time of 1 hour and 7 minutes.

However, international competitors experienced the biggest growth in time spent, with The Guardian leaping 47 per cent and the BBC, which has announced it will launch an Australian news site this month, up 28 per cent.

Video streaming of current events and global news was led by Channel Nine News, followed by SMH and news.com.au, while the ABC had the highest time spent.

Top sites by unique audience for news – March 2014

  1. Smh.com.au – 3.607m
  2. News.com.au – 3.569m
  3. Ninemsn – 3.129m
  4. ABC – 2.518m
  5. MailOnline – 2.508m
  6. The Age – 2.082m
  7. The Guardian – 1.934m
  8. Yahoo!7 – 1.911m
  9. Herald Sun – 1.713m
  10. BBC – 1.492m

Source: Nielsen Online Ratings, Hybrid data, September 2014.

For more news from The Newspaper Works, click here.

Leave a comment