Audience for the online sports category hit a new audience peak last month, as Australians flocked to both Olympics and Paralympics coverage, Ipsos iris data for August has revealed.
The sports category grew 5% month on month, representing an extra 735,000 Australians, for a total sports audience of more than 15.6 million. The new record since the inception of Ipsos iris, followed an already significant 7% (962,000) increase in audience numbers for July, making two consecutive months for record Australian sport audience numbers online.
More than 20.7 million people used a news website or app in August, reaching 96.5% of online Australians aged 14+.
The chart below shows the News brands’ ranking during August 2024 by online audience size.
The chart below shows the Sports brands’ ranking during August 2024 by online audience size.
Ipsos iris, Australia’s digital audience measurement currency endorsed by IAB Australia, showed that overall, 21.4 million Australians aged 14+ used the internet in August and spent on average 4.6 hours per day, or almost 143 hours for the month, online – an equal record with last month.
The most consumed website and app categories in August were social networking (21.4 million), search engines (21.3 million), technology (21.3 million), retail and commerce (21.1 million) and entertainment (21 million).
The social media category beat search engines for the top consumed category for the first time in recent months, notching up the largest audience number since the launch of Ipsos iris in January 2023. The games category experienced a month on month increase of 8% in time spent, sitting at more than 638 minutes spent on games websites and apps per person.
The retail and commerce category peaked in August, recording its highest-ever engagement numbers, increasing by 8% to 456 minutes per person.
The homes and property category also recorded an all-time audience high in August, peaking at just over 14 million Australians. The figure was the highest number recorded in both 2024 and in Ipsos iris history, with overall audience numbers increasing by more than 300,000 month on month.
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