Thursday, December 4th, 2014

In September 2014, 2.8 million Australians (14+) had visited The Guardian website within the last four weeks, up 48% since July 2013, data from Roy Morgan Research shows.

Around 540,000 Australians visited The Guardian by phone or tablet computer in an average four weeks in the year to September 2014, a monthly mobile reach slightly above that for Yahoo!7 News but still over 300,000 behind mobile newspaper leader the Sydney Morning Herald.

The Guardian’s recently revamped site uses a customisable block format with more integrated advertising—upon launch featuring a campaign from car-maker Hyundai.

Monthly number of Australian visitors to in the last four weeks:

Source: Roy Morgan Single Source July 2013–September 2014, average monthly sample = 4200 Australians 14+

Visitors to the website in an average four weeks over the past 12 months have been 31% more likely than the average Australian to say they intend to buy a new car in the next year. This reflects the composition of the masthead’s audience, as identified by the Helix Personas segmentation tool. Visitors to The Guardian are often in the Metrotech or Leading Lifestyles communities, with personas including New School Cool, Social Flyers, Big Future, Cultural Pioneers, Humanitarians, Progressive Thinkers and Successful Bureaucrats among the most likely to visit the site.

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

“As an online-only newspaper, The Guardian’s Australian edition has gone from strength to strength since its launch in May 2013. While many commentators are talking about the decline of newspapers, these results—as well as the strong performance of many other mastheads in the digital space—clearly show that Australians continue to have an appetite for news.

“Having made a big impact among Metrotechs—high-earning inner city professionals in their 20s and 30s who are often among the first to adopt new technologies or explore new media—The Guardian will now be looking to expand its reach among other types of Australians.”

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


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