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57% Growth In Online Audiences To Financial Trading And Investments Content

3 minute read | April 2018

– 4.2 million Australians 18+ accessed online financial trading and investments content and apps- retains top position in Nielsen news rankings

Sydney, Australia – 20 April 2018: Nielsen Digital Ratings (Monthly) for March 2018 reported 4.2 million Australians 18+ accessed online content regarding financial trading and investments, such as the stock market and crypto-currencies.

Over the past 12 months, the online financial trading and investments sub-category saw an enormous influx in adult audiences, up 57%. The majority of people who accessed this content were males (60%), versus female (40%), and were more likely to be aged 55+ .

The top three publishers in this sub-category all saw year-on-year increases – CommSec (854,000, +19%) Link Market Services (708,000, +27 %) and Acorns (698,000, up from 142,000 last year, +392%). These digital investment sites and apps are providing individuals with the power to make quick investment decisions, anytime and anywhere.

Additionally, the emerging popularity of crypto-currencies has been a relatively new phenomenon in Australia. Over the past year, online 18+ audiences for leading crypto-currency trading brands have grown from nearly 100,000 to 1.36 million. The largest audience was CoinSpot, who reported a unique audience of 539,000 adult Australians. CoinSpot accounted for 13% of the total online financial and investment sub-category unique audience in March 2018. .

For financial trading and investments, smartphone was the device of choice for 2.2 million Australians 18+, followed by desktop at 1.7 million and tablet at 691,000 Australians 18+. However, when looking at time spent, tablet devices had a total of 45 minutes and 6 seconds per person, followed by desktop (38 minutes, 55 seconds) and smartphone (20 minutes, 35 seconds).


Nielsen Digital Ratings (Monthly)  news rankings for March 2018 revealed that (5.9 million) remained the top news entity in terms of highest unique audience – up 3% when compared with March the prior year.

In second place was (4.9 million, +7%), who switched places with ABC News Websites (4.7 million, -3%). Fourth place saw no changes to the rankings with (3.5 million, -14%) retaining its position.

Next was Yahoo7 News Websites (3.2 million, +33% year on year) which moved from tenth to fifth place, followed by The Guardian (2.8 million, -1%), which retained sixth position.

Compared with March 2017, there were changes in the ranking order for the next four news entity rankings. Daily Mail Australia (2.5 million, -22%) which had previously held fifth place in March 2017, moved back to seventh place. Next was MSN News (2.4 million, +26%) which jumped up into the top 10 from fourteenth to eighth place. In ninth place was BBC (2.4 million, -7%) who dropped down from seventh to ninth place. Lastly was Herald Sun (2.2 million, -12%) which fell from eighth place to tenth place.

Media Relations Contact:

Eleanor Saxtoneleanor.saxton@nielsen.com0421692808

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