Skip to content
News Center >

Where are 16.9 million Australians who visit travel sites spending their time?

3 minute read | January 2020

Sydney, Australia, 14 January 2020: After a chilly winter, Australians had a similar thought… time to book a trip! But where are 16.9 million Australians spending who access travel sites spending their time when booking a holiday?*

Australians are increasingly spending more time on airline sites over third party booking sites, with persons 18-24 and persons 40+ spending less time than last year on third-party booking sites. The 55+ age group is pivotal to driving this change in engagement behaviour with a strong increase in airline site usage (30.4%) and a strong decrease using third-party booking sites (-25.8%) when compared to last year.

The total time spent by Australians on desktop devices accessing airline and third-party booking sites increased year-on-year. However, mobile behaviour is driving the increased time spent on airline sites. Mobile users saw a 34% increase on time spent on airline sites and a 36% decrease on third-party booking sites. Again people aged 55+ are driving this trend. Compared to last year, people 55+ are spending 57% more time on airline sites on their mobile and 45% less time on third-party booking sites.

*Nielsen Digital Panel, Nov 2019, Travel category, Text, People 2+, Total Platform.

Digital News Rankings

The December 2019 digital news rankings were released today by Nielsen. Historically due to the festive period December audiences tend to decline. However, the continued coverage of the Australian bushfires meant news site consumption was up when compared with December 2018. retained the top position with a unique audience of 10.6 million. In second place as ABC News Websites (10.1 million) which switched places with (9.4 million) when compared to the prior month.

Next was (8.8 million), followed by 7NEWS (8.4 million) in fifth position. Daily Mail Australia (7.8million) was in sixth place. In seventh position was The Guardian (5.9 million). There were no changes to these audience rankings when compared to the prior month.

The Age (4.5 million) was in eighth position and switched places with the Australian Community Media Network (4.4 million). Yahoo! (3.6 million) rejoined the rankings this month in tenth place.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit



Eleanor Crum