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Retailers and department stores see cracker online Christmas season

Woolworths, Coles and ALDI see Christmas online audience growth retains top place in Nielsen digital news rankings

More adult Australians than ever took to online retailers and department stores for their Christmas shopping in December 2017, (14.4 million), growing the number of people who visited the online mass-merchandise sub-category by 6.3% when compared with December 2016.

Almost nine million (8.8 million) adult Australians spent an average of 56 minutes online during December 2017, searching and shopping in the mass-merchandise sub-category via desktop. More Australians accessed via their smartphones (9.3 million), however with a lower average time of 18 minutes per person, followed by tablet with 4.9 million people who spent close to 17 minutes on average per person.

Grocery retailers also fared well with their online offerings over the Christmas period, with Woolworths, Coles and ALDI all reporting notable growth in audiences to their sites and apps.

Woolworths reported a unique audience of 8.1 million Australians, a 14.4% increase in people when compared with the prior year. This was followed by Coles (5.1 million, +7.2%) and ALDI (2.5 million, +14.4%).

Name Unique Audience (000) Unique Audience Month on Month

% change

Unique Audience Year on Year

% change

Woolworths 8,125 4.9% 14.4%
Coles 5,101 9.3% 7.2%
ALDI 2,509 13.8% 14.4%

Source: Digital Ratings (Monthly), December 2017, People 18+, Top Supermarket entities, Mass Merchandiser sub-category

Online electrical and department stores also saw an influx of adult Australians in December 2017 when compared with the year prior, despite some individual brands showing

year-on-year declines in audiences. However, month-on-month increases showed an overall increase in online audiences.

Name Unique Audience (000) Unique Audience Month on Month

% change

Unique Audience Year on Year

% change

Kmart 4,396 +11.7% +22.1%
JB Hi Fi 4,297 +26.0% +5.2%
Big W 4,022 +21.7% +8.5%
Target Australia 3,555 +24.6% +8.9%
Kogan 3,521 +12.0% +15.5%
Myer 3,120 +34.6% +0.8%
Harvey Norman 2,766 +22.8% -11.5%
Officeworks 2,618 +22.7% -0.2%
The Good Guys 2,585 +34.1% +4.8%
David Jones 2,065 +12.7% -5.1%

Source: Nielsen Digital Ratings (Monthly), December 2017, People 18+, Local retailers, Mass Merchandiser sub-category


December 2017 digital news rankings released today by Nielsen revealed that (5.6 million) remained the top news entity and grew 7% when compared with prior year. In second place was ABC News Websites (4.5 million, +8%), who moved up from third when compared to December 2016, switching places with (4.4 million, +3%) who secured the third spot. (3.8 million, +4%) remained in fourth place.

In comparison with December 2016, there were changes in the ranking order for the next six news entity rankings. Yahoo7 News Websites (3.0 million, +21%) moved from seventh to fifth place, followed by Herald Sun (2.4 million, +9%), which jumped from ninth place to sixth place. Daily Mail Australia (2.3 million, -14%) which had previously held fifth place in December 2016, moved back to seventh place. Next was The Guardian (2.2 million, -13%) which dropped from sixth to eighth and BBC (2.2 million, -10%) which moved into ninth place from eighth place. Lastly was MSN News (2.1 million, +6%) which moved into the top 10.

Top 10 Current Events and Global News by Unique Audience

Name Unique Audience (000) Sessions Per Person Time Per Person (HH:MM:SS) 5,643 14 00:43:55
ABC News Websites 4,544 11 00:35:11 4,376 15 00:55:30 3,808 10 00:42:14
Yahoo7 News Websites 3,003 8 00:17:01
Herald Sun 2,361 7 00:18:05
Daily Mail Australia 2,335 14 00:32:41
The Guardian 2,243 9 00:28:41
BBC 2,172 15 01:11:08
MSN News 2,136 6 00:14:20

Source: Nielsen Digital Ratings (Monthly), December 2017, People 2+, Current Events & Global News sub-category

REMINDER: Nielsen Digital Ratings (Monthly) measures content directly to the publishers’ websites and apps. It does not include content consumed off-platform.



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. 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. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. 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

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