bbc.com: reach and audience

Australia

The total income of bbc.com users in Australia is $1.4 billion per month

Source: PAX Q3 2012 - Q2 2013 target Australia (189,441 / 292), bbc.com monthly users

Reach

  • bbc.com reaches 4.08 million unique users in Australia, generating 40.9 million page views every month1
  • bbc.com mobile reaches 175,690 unique users in Australia every month (17% of total APAC traffic)2

Audience

  • Average age: 443
  • Male/female: 66% / 34%3
  • Affluent: 71% of bbc.com users in Australia are part of an affluent household and consider themselves materially comfortable. They are 96% more likely than the average to be earning $250,000 or more4
  • Influential: Reaches 18% of Australia’s business decision-makers5
  • Engaged: Total hours spent on bbc.com in past month – 665,000 hours4. They spend 82% more time on bbc.com than on cnn.com6
  • Loyal: 75% of users in Australia visit the site every dayand 85% have been visiting bbc.com over the past three years8
  • Trust: bbc.com is online’s most trusted news brand ahead of economist.com, CNN and all others9
  • Information hungry: 96% value exploration and discovery10
  • Frequent travellers: 17% took more than three international flights last year11
  • Luxury spenders: 65% purchased luxury items last year12
  • Motor enthusiasts: 94% own cars13
  • Early adopters: 57% are technologically minded. 47% own a tablet. 75% own a smartphone14
  • Love sports: 85% attended/watched/read about one or more sporting events each year15

Source

1  Nielsen Market Intelligence Report, August 2012

2  Omniture Q2 2012 (April-June), monthly average

PAX Q3 2012 - Q2 2013 target Australia (189,441 / 292), bbc.com monthly users

4  Omniture Discover, October 2011

5  PAX Q3 2012 - Q2 2013 target Australia (380,000 / 1,020), bbc.com  monthly users

6  BBC Continuous Survey, March 2010 - May 2011

7  Media Brand Values, 2011

8  BBC Continuous Survey, March 2010 - July 2011

9  Media Brand Values, 2011

10 PAX Q3 2012 - Q2 2013 target Australia, Agreed to either of “It is important to have an international perspective” or “I pride myself on being well informed and up-to-date” or “I am interested to explore more about the culture of other countries”
11 PAX Q3 2012 - Q2 2013 target Australia (164,915 / 345), bbc.com  monthly users
12 PAX Q3 2012 - Q2 2013 target Australia, One of: designer clothes and leather goods over US$500, designer accessories and footwear over US$500, jewellery over US$500 or luxury watch over US$500

13 PAX Q3 2012 - Q2 2013 target Australia (1,330,519 / 1,973), bbc.com monthly users

14 PAX Q3 2012 - Q2 2013 target Australia, Agreed to either of “I'm often one of the first to buy a new product/gadget” or “Keeping up with modern technology is a key to my success” 

15 PAX Q3 2012 - Q2 2013 target Australia, Participated in at least one activities listed in the past 12 months 

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