Monday, February 23rd, 2015 - Roy Morgan Research

The gap has grown between the Australia’s two dominant property search sites, REA Group’s Realestate.com.au and Fairfax Media’s Domain. The total number of Australians visiting Realestate.com.au has grown 7% in the past year, but the number visiting Domain has fallen 6%, the latest unambiguous audience measurement data from Roy Morgan Research shows.

Whether on a computer or mobile device, over 3.5m Australians (14+) accessed Realestate.com.au via website or app in an average four weeks in the six months to December 2014, up from 3.3m in the six months to December 2013.

During the same period, 1.7m accessed Domain, down from 1.8m the year before.

The total audience growth for Realestate.com.au comprised an increase in the number of both website visitors (up 6%) and mobile phone or tablet app users (up 7%).

Year on year, Domain’s website suffered a 7% decline in the number of people visiting in an average four week period, while the number using the app fell 15%.

Number of Australians accessing property site in an average four weeks:

 

Realestate.com.au

Domain

 

Jul-Dec 2013

Jul-Dec 2014

Change

Jul-Dec 2013

Jul-Dec 2014

Change

visited website

3,257,000

3,452,000

6%

1,738,000

1,624,000

-7%

used app

722,000

773,000

7%

434,000

367,000

-15%

total audience

3,336,000

3,572,000

7%

1,815,000

1,698,000

-6%

Source: Roy Morgan Single Source, July to December 2013 n = 23,494, July to December 2014 n = 26,516 Australians 14+

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“Roy Morgan’s audience research provides a true and usable measure of the number of people visiting websites or using apps across different devices.

“The recent argy-bargy between REA and Domain over technical aspects of their website visitation numbers highlights just how muddy the waters have become for advertisers, agencies and investors needing a simple, consistent and independent measurement of audiences.

“Roy Morgan’s audience measurements simply show how many Australians visited digital media. We measure consistently over time and consistently for different sites. That way we can always compare apples with apples.”

Contact Profile

Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

realestate domain property websites

Categories

Newsrooms

Sharing

More Formats