随着新型冠状病毒（COVID-19）大流行继续影响各行各业，澳大利亚的房地产业已经适应了与限制相关的挑战。为此，该行业采用了在线拍卖和虚拟实地考察等数字方式来替代亲临现场的方式。
Despite the uncertain road combined with the fall of national rent values 0.3% in the month of June, Nielsen Digital Content Ratings data found that Australians spent 48%1 more time on real estate websites for the month of June 2020 when compared to the same month last year. As lockdown restrictions have eased to allow open houses and on-site auctions, audiences have spent an average of 27%2 more time on real estate sites each week in comparison to the national lockdown period (WC 11/05/20-WC 26/07/20, vs WC 23/03/20-WC11/05/2020).
房地产网站的受众人数和在线时间均创下新高。从受众每周花费的时间来看，2020 年一开始就表现强劲，超过了上一年的任何时期。
Despite the significant drop in mid-March, peaking during the first week of Australia’s COVID-19 lockdown, time spent on the sites grew quickly from mid-April as the restrictions started to ease. Since these restrictions were eased 11 weeks ago, audiences have collectively been spending over 3 million hours3 per week in the sub-category, levels not achieved for any week of 2019.
毫无疑问，围绕 COVID-19 发生的事件迅速改变了日常生活的方方面面，而在购买永久性新家时，受众对房地产网站的兴趣大增，而不仅仅是因为封锁限制。
尼尔森数字内容收视率数据显示，25-34 岁和 35-44 岁澳大利亚人的参与度同比分别增长了 55% 和 62%，推动了参与度的增长。这些增长主要是由于这些受众通过电脑参与房地产/公寓内容的时间大大增加，同比增长了 80%。
虽然 COVID-19 可能导致消费者信心不足，但澳大利亚人仍在以前所未有的水平参与房地产内容，他们开始为未来的购买、出售或租赁进行研究，并打算长期这样做。购买或搬迁新居是一个重大的决定，澳大利亚人会花很长时间进行研究和规划。
emmaCMV data reveals that 5.4 million4 Australians who engage with the real estate/apartment category intend on moving houses in the short to long term (Intention to move house, 12 months ending March 2020, Nielsen Digital Panel data calibrated to Digital Content Ratings March 2020). Of those Australians who intend on moving in the future who engage with the sub category, 65% agree that they intend to do so more than a year from now.
Nielsen’s reporting of the record level of time spent on real estate-related sites is also parallel to the Reserve Bank of Australia’s announcement to cut the cash rate to a new record low of 0.5% back in March 2020 and lifted restrictions by the Federal Government on open houses and on-site actions (9 and 13 May, 2020 for New South Wales and Victoria, respectively). And most recently, the government announced allocations of grants for housing construction and renovations on 3 June to boost demand in the construction sector.
受众行为正在发生变化，要求房地产网站调整其参与策略。由于一些州的封锁限制正在放松，许多消费者将坚持他们在过去几个月中形成的思维模式。购买房产或搬家是一个需要仔细考虑和研究的漫长过程。虽然目前消费者的信心可能不高，但参与房地产内容的澳大利亚人正在为中长期的购房或搬家进行研究和规划。营销人员需要仔细平衡品牌信息与当前社会情绪和市场条件之间的关系，并注意澳大利亚人在房地产方面的考虑更为长远。
资料来源:
- 资料来源：尼尔森数字内容评级，每月标签，2020 年 6 月与 2019 年 6 月对比，房地产/公寓，2 岁以上人群，数字（C/M），总花费时间，文本：尼尔森数字内容评级，每月标签，2020 年 6 月与 2019 年 6 月对比，房地产/公寓，2 岁以上人群，数字（C/M），总花费时间，文本。
- 来源：尼尔森数字内容收视率，每周，WC 11/05/20-WC 26/07/20, vs WC 23/03/20-WC11/05/2020尼尔森数字内容收视率，每周，WC 11/05/20-WC 26/07/20, vs WC 23/03/20-WC11/05/2020 , 房地产/公寓，2 岁以上人群，数字（C/M），总花费时间，文本。
- Source: Nielsen Digital Content Ratings, Weekly, WC 11/05/20 – WC 20/07/20, Real Estate/Apartment, People 2+, Digital (C/M), Total Time Spent, Text.
- 资料来源：Emma 由 Ipsos Connect 进行，14 岁以上人群，搬家意向，截至 2020 年 3 月的 12 个月，尼尔森数字面板数据校准为 2020 年 3 月的数字内容评级。
