The report found that portals led as the top category by penetration, reaching 96.1% of Australians online in September, while social networking accounted for the largest share of total online minutes at 20.8%. Among ad networks, Google Ad Network ranked as the largest entity reaching 13.9 million visitors (88.9% of the entire online population in Australia), followed by Adconion Media Group (66.5% reach) and ValueClick Networks (56.2% reach).
Analysis of the top content categories in Australia showed that portals reached 96.1% of the total Australian online population age 6 and older accessing the Internet from a home or work location, ranking as the top category by penetration. Other top categories by online reach included entertainment, which reached 94.3% of the 15.7 million Australians online, followed by Search/Navigation (91.8% reach) and social networking (90.0% reach).
When looking at the top online categories by share of total online minutes, social networking led the ranking with 20.8% of total minutes in September, followed by portals at 17.3% share of minutes. Entertainment content accounted for 13.8% of minutes during the month, while Instant Messengers (7.1%) and Email (5.1%) rounded out the top five.
| Top Categories by Percent Reach of Visitors and Percent Share of Minutes September 2011 Total Australia Age 6+, Home/Work Locations (Source: comScore Media Metrix) | |||
|---|---|---|---|
| Top Categories by Percent Reach of Unique Visitors | % Reach | Top Categories by Percent Share of Total Online Minutes | % Share of Total Online Minutes |
| Portals | 96.1% | Social networking | 20.8% |
| Entertainment | 94.3% | Portals | 17.3% |
| Search/Navigation | 91.8% | Entertainment | 13.8% |
| Social networking | 90.0% | Instant Messengers | 7.1% |
| Community | 85.1% | 5.1% |
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs.
The comScore Ad Network report, which measures people that were actually served an ad through an ad network and reports on the audience reached through these networks, found that Google Ad Network led the ranking in September with more than 13.9 million visitors, or 88.9% of the entire Australian online population. Adconion Media Group ranked second with 10.4 million visitors (66.5% reach), followed by ValueClick Networks with 8.8 million visitors (56.2% reach). Tribal Fusion reached 53.5% of the online population, while Digital Networks Sales secured the #5 position with 24.8% reach.
| Top Ad Networks by Percent Reach in Australia September 2011 Total Australia Age 6+, Home/Work Locations (Source: comScore Media Metrix) | ||
|---|---|---|
| Total Unique Visitors (000) | % Reach | |
| Total Internet : Total Audience | 15,695 | 100.0% |
| Google Ad Network | 13,946 | 88.9% |
| Adconion Media Group | 10,439 | 66.5% |
| ValueClick Networks | 8,827 | 56.2% |
| Tribal Fusion | 8,394 | 53.5% |
| Digital Network Sales | 3,887 | 24.8% |
| RockYou | 2,054 | 13.1% |
| Adknowledge | 1,250 | 8.0% |
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs.
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