The automotive category increased by 5%, or 557,000 people, month-on-month, reaching 12.3 million Australians aged 14+ in September - the largest audience for the auto category since Ipsos iris’ 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%, RAC up 29%, RACQ up 26% and RAA up 20% in their respective audiences.
The September category result for Ipsos iris, Australia’s digital audience measurement currency endorsed by IAB Australia, has 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.
Other industry categories that saw increases in online audiences during September included energy suppliers/utilities, which rose 3%, 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.
In terms of online audience engagement, the business category rose by 4% 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% in average time spent in the category and equating to 24.38 minutes per person during September.
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).
More than 20.7 million people used a news website or app in September, reaching 96.7% of online Australians aged 14+.
The chart below shows the News brands’ ranking during September 2024 by online audience size.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.