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Aussies Road Tripped And Shopped Their Way Through December

3 minute read | February 2021

Nielsen Digital Content Planning – December 2020

Sydney, 25 February 2021 – Nielsen Digital Content Planning data revealed that people were on the move during the month of December 2020, as Australians spent 21%1 more time engaging with maps and travel info content online for inspiration and directions when compared to the previous month. As we look back at December 2020, amidst the challenges of being in lockdown at that time, people still found a way to escape. As many sought out those much needed adventures, road trips and holidays, Digital Content Planning data reveals some substantial shifts in the type of online content Australians consumed as they began their end-of-year holidays throughout December.

The most substantial month-on-month increases were seen across the younger age groups. When compared to November, the largest month-on-month increases were seen for people aged 18-24, spending 33%2 more time engaging with maps and travel info content online. Significant month-on-month increases were also seen across people 35-44 (+29%2) and people 25-34 (+21%2).


Google retained the top position, with a unique audience of 20.0 million for the month of December 2020.

Facebook ranked second with a unique audience of 18.2 million, followed by Microsoft in third position with a unique audience of 17.4 million. News Corp. Australia retained its fourth position with a unique audience of 16.2 million whilst Nine Entertainment Co. retained its fifth position with a unique audience of 15.4 million.

As Australians turned to online retailers throughout the Christmas period, the only two parents to move up in their position in rankings were the two major supermarket retailers, with Woolworths moving from ninth to eighth position and Coles Group moving from 11th to ninth position, both overtaking Australian Broadcasting Corp., which moved from eighth to 10th spot.


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 provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. NielsenIQ (formerly known as 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 nearly 100 countries, covering more than 90% of the world’s population. For more information, visit



Sara Guainazzi