Too much sport is never enough for Australia’s online population, who moved on from the Paris Olympics and straight into the AFL and NRL grand finals, and while audiences did not reach the record highs of the last two months for online sports news consumption, footy and big global news events still drove readers to news websites and apps during September.
In addition to the footy finals, other local news events such as the AFL’s Brownlow Medal winners, the Melbourne anti-war protests, and TV shows The Amazing Race Australia, MKR and The Block also attracted online news audiences. Global news events, including the ongoing conflict in Israel, Gaza and Lebanon, rapper Sean ‘Diddy’ Combs’ arrest, and the presidential debate between Kamala Harris and Donald Trump, also drew audiences.
More than 20.7 million people used a news website or app in September, reaching 96.7 per cent of online Australians aged 14+.
The chart below shows the News brands’ ranking during September 2024 by online audience size.
Automotive category posts largest audience since Ipsos iris launched
The automotive category increased by 5 per cent, or 557,000 people, month-on-month, reaching 12.3 million Australians aged 14+. This represents the largest audience for the auto category since Ipsos iris’s inception in 2023.
The automotive category is made up of websites and apps across automotive search, content and manufacturers, along with state-based motorist associations. The motorist association websites and apps increased significantly month on month, with NRMA jumping by 36 per cent, RAC up 29 per cent, RACQ up 26 per cent and RAA up 20 per cent in their respective audiences.
The month-on-month increase is likely due to the school holiday period with many families looking to travel and seeking information, roadside assistance and fuel finder tools to stretch holiday dollars further from their state-based motorist associations.
The September category result has just eclipsed the previous peak for the automotive category in June 2024 (12.2 million) which was driven by EOFY sales.
The chart below shows the Automotive brands’ ranking during September 2024 by online audience size.
Industry categories break new audience records
Other industry categories that saw increases in online audiences during September included energy suppliers/utilities, which rose 3 per cent, or 265,000 people, month on month to reach 9.6 million Australians. The technology, directories and travel categories also hit peak audience numbers in September since Ipsos iris’s inception, to 21.3 million, 20.8 million and 18.2 million respectively.
In terms of online audience engagement, the business category rose by 4 per cent month on month, to 37.08 minutes per person spent in the category, a new record for 2024. The telco and ISP category also recorded a significant month on month engagement increase, jumping by 9 per cent in average time spent in the category and equating to 24.38 minutes per person during September.
More than 21 million Australians used the internet in September
Ipsos iris, Australia’s digital audience measurement currency endorsed by IAB Australia, showed that more than 21.4 million Australians aged 14+ used the internet in September and spent on average 4.6 hours per day, or almost 139 hours for the month, online.
The most consumed website and app categories in September were social networking (21.3 million), search engines (21.3 million), technology (21.3 million), retail and commerce (21.2 million) and entertainment (21 million).
Ipsos iris, which officially launched in March 2023, provides accurate data about the 21.4 million Australians aged 14+ who access a wide variety of digital content and services across smartphone, PC/laptop and tablet devices.
