From Queen Mary to pop princess Taylor Swift: Australians seek out all things ‘royal’ in January – Ipsos iris data


Australians consume record travel content in January – highest audience since Ipsos iris inception

22 February 2024 – Despite the cost-of-living crisis, Australians are still keen to make holiday plans in 2024, with digital audiences for travel search notching up record numbers in January, according to Ipsos iris data.

January travel content had the highest audience since Ipsos iris began, up 2.8% compared to December, and up 4.2% on the same time in 2023, proving Australians are still planning holidays, despite rising interest and inflation rates.

Ipsos iris, Australia’s digital audience measurement currency endorsed by IAB Australia, showed the most consumed website and app categories in January were search engines (21 million), social networking (21 million), technology (20.9 million), retail and commerce (20.7 million) and entertainment (20.6 million).

Homes and property was the fastest growing category in January, rising by 6.5% compared to December, as Australians sought out new properties and renovation inspiration in the new year.

Almost 20.3 million people used a news website or app in January – slightly down compared to December, but up slightly on the same time in 2023.

Sports, floods and cyclones dominated local Australian news, with royalty and pop royalty alike, garnering interest in January. Many Australians looked to celebrate Danish Queen Mary’s proud Aussie roots, along with Taylor Swift’s Australian tour – the Danish Coronation and Swift’s appearance at the Golden Globes dominated news interest.

Other major global and local news events continued to fuel online reading of news sites, including the release of names connected with convicted sex offender Jeffrey Epstein, Princess Catherine’s surgery, the crisis in the Middle East, the Japanese earthquake and tsunami warning, tropical cyclone Kirrily and the Victorian floods.

Sport website and app viewing also peaked in January, up 5% on December and 7.1% on the same time last year, as record numbers of Australians choose to consume sport digitally. Interestingly, 10% more women consumed sport content in January 2024, than a year ago. Tennis, particularly the Australian Open, and cricket proved to spike sporting interest over summer.

The chart below shows the sports brands’ ranking during January 2024 by online audience size.

Australians’ thirst for local and international news drove increased audience numbers for several national outlets. The News category includes audience and time spent online on both general news and broader news content including weather, sport, lifestyle, entertainment, and business news.

The chart below shows the News brands’ ranking during January 2024 by online audience size.

Ipsos iris, which officially launched in March 2023, provides accurate data about the 21 million Australians aged 14+ who access a wide variety of digital content and services across smartphone, PC/laptop and tablet devices.

Notes for editors:

  • Ipsos iris is an independent source of truth for the media industry providing a level playing field for comparison of audience reach and characteristics and supporting the $14.2 billion Australian online advertising market*.
  • Ipsos iris provides accuracy in solving cross-device deduplication, the biggest challenge in measuring online audiences, using a single-source multi-device panel measuring activity on 8,000 smartphone, PC, laptop and tablet devices
  • Ipsos iris provides accurate data about the number of people who visit the content of digital publishers and platforms, along with the frequency of visits and time spent by tracking digital audience behaviour across desktop/laptop, smartphone, and tablets.  It uses a hybrid methodology that combines metered data from a high quality, nationally representative, single-source passive panel with site-centric census measurement via media owner tagging.
  • Later this year CTV audience currency integration from a data partnership with OzTAM will provide total unduplicated digital audience currency data for CTV, smartphones, tablets, and computers.
  • Ipsos iris is fully privacy compliant and cross-media ready and will continue to evolve with a roadmap of enhancements over 2023 and beyond. It will also be adaptable to changing requirements as the industry develops in future years.
  • The launch of Ipsos iris with monthly data from January 2023 was the culmination of extensive work by the IAB and its Measurement Council that commenced in early 2021 with a strategic review of industry requirements. Ipsos was awarded the IAB’s endorsement, having best met the standards on criteria across all areas of product along with criteria for operations and a future roadmap.
  • Further information can be found at:

*Source: IAB Australia Online Advertising Expenditure Report (OAER FY23) prepared by PwC Australia.