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Footy Kick-Off Drives Australian Digital Audiences To Their Smartphones

2 minute read | April 2019

– 55% of time online to sports-related content was on a smartphone

Sydney, Australia, 11 April 2019: Today, Nielsen has released March 2019 Nielsen Digital Content Ratings tagged data. Looking at time spent accessing text content online in March 2019, desktop was the device of choice (42%), closely followed by smartphones (40%) and tablets (18%).

Source: Nielsen Digital Content Ratings, March  2019, Total Time Spent (Text), 2+, All Categories

However, when specifically looking at the sports sub-category (which included AFL and NRL kick offs), online Australians took to their smartphone devices to engage in sports content. 55% of time online was on a smartphone, 36% on a desktop and 9% on a tablet.

Since January 2019, overall time spent engaging with sports content online has increased by an average of 40% within the overall sports sub-category.  

Source: Nielsen Digital Content Ratings, January, February and March  2019, Total Time Spent (Text), 2+, Sports Sub Category


For March 2019, was the top news entity with a unique audience of 10.6 million. It was followed by ABC News Websites (9.7 million) and (9.2 million) in third place.

Next in the Nielsen news rankings was (8.3 million), followed by Daily Mail Australia (6.2 million) and The Guardian (5.4 million) in sixth position.

In seventh position was Yahoo! (4.6 million), followed by The Age with a unique audience of 3.9 million. Next was Fairfax Digital Regional Network (3.9 million) and The Daily Telegraph (2.7 million) in tenth place.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries.

An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit



Eleanor Saxton

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