Readership data is aggregated across a network of users on a multitude of publisher sites in Australia, protecting individuals’ privacy while informing advertisers about the interests of their audience. This is made possible by working with recommendation platforms that integrate into a vast number of publisher sites, like Taboola.
What people read about changes depending on what they are going through and what’s happening in the world. This is what makes readership data reliably current for advertisers seeking to know what’s on their audience’s mind. It can lead to the discovery of seemingly “new” or unexpected topics their audience is reading about.
So what are the top three topics consuming Australians at the moment?
Money is on everyone’s minds
The topic of money has seen a surge of interest in the last 90 days – with online reading on news websites jumping by +55 per cent.
In the last month, the looming recession is top of mind for Australians, resulting in increased cost of living reading online +16 per cent and reading about inflation is up 66 per cent.
As a result, people are reading more (+43 per cent) on personal finance and on investing (+500 per cent) and in that, family and cash (+70 per cent).
The rise in interest rates is also concerning Australians, with a 39 per cent increase in online reading.
People are actively looking at ways to save money – from renegotiating insurance policies and loans to cooking at home
Interest in reading about loans has surged by 138 per cent in the last 90 days, as has interest in insurance, which is up seven per cent, as Australians think about saving money on their insurance policies.
Cooking at home, instead of eating out, is also popular with online reading about cooking rising by 59% over the period.
However, on the shopping front retail interest is strong (+19 per cent) but it is focused on coupons and grocery prices (+66 per cent). Interest in cars is also up 51 per cent to 1.4 million page views but reading about electric cars jumped 708 per cent, again pointing to interest in saving money on petrol and being concerned about the environment.
There has also been a 339 per cent increase in online reading about stocks.
The ‘R’ word is a rising topic
Australians are looking at the topic of recession as the economy tightens. There have been more than 612,000 page views in the last 90 days on this topic.
