News.com.au holds number one news traffic ranking in April for fourth consecutive month
News.com.au has retained the number one news website traffic ranking for the fourth month in a row, reaching 12.71 million Australians in April.
The latest Ipsos Iris report showed the news website has resolidified its market-leading stance, although there was a three per cent dip month-on-month in unique audience. Average time on site per person, sitting at 29 minutes and 55 seconds, also slipped modestly compared to March.
Oliver Murray, news.com.au editor, pointed out April was a month when many should’ve switched off to enjoy Easter and the school holidays.
“It’s testament to our team that we kept serving up news they needed to read,” he said.
That content offering drew in the largest and most engaged audience in the news category, he pointed out – six in 10 online Australians.
“We saw a 17 per cent month-on-month increase in our sports audience to become the number one sports brand, driven by our NRL and AFL coverage,” Murray said.
“Australians also turned to us for travel news, reaching an audience of 2.541 million and leading the travel news category.”
The gap between news.com.au and rival ABC News, sitting in second spot, is sizeable. The national broadcaster’s web offering attracted the eyeballs of 11.14 million Aussies.
Rounding out the top five was nine.com.au with 10.73 million unique viewers, 7news.com.au on 10.06 million, and Daily Mail Australia on 8.35 million.
The Ipsos Iris report found 20.2 million people used a news website or app in April, with engagement increasing by 1.2% to almost six hours per person, per month.
Major news events ranging from the death of comedian Barry Humphries to the arrest of former US President Donald Trump and the federal budget helped fuel the increase, it said.
The report called out travel-related browsing in the month, given Easter and the school holidays, with 16.9 million Aussies aged 14 and above visiting a travel website or app in April.
Those in the 55-plus age bracket spent the most time browsing – 33% more than those under 55 – while women were more likely to use travel sites and apps than men. People aged 25 to 39 are the largest cohort engaging with travel content online.
It’s possible because it’s content is not behind a paywall.
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How is that possible, news has the lowest online reviews around.
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