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Domain vs REA: apples for apples audience numbers from Roy Morgan Research

Source: Roy Morgan Single Source, July to December 2013 n = 23,494, July to December 2014 n = 26,516 Australians 14+

The gap has grown between the Australia’s two dominant property search sites, REA Group’s Realestate.com.au and Fairfax Media’s Domain. The total number of Australians visiting Realestate.com.au has grown 7% in the past year, but the number visiting Domain has fallen 6%, the latest unambiguous audience measurement data from Roy Morgan Research shows.

Whether on a computer or mobile device, over 3.5m Australians (14+) accessed Realestate.com.au via website or app in an average four weeks in the six months to December 2014, up from 3.3m in the six months to December 2013.

During the same period, 1.7m accessed Domain, down from 1.8m the year before.

The total audience growth for Realestate.com.au comprised an increase in the number of both website visitors (up 6%) and mobile phone or tablet app users (up 7%).

Year on year, Domain’s website suffered a 7% decline in the number of people visiting in an average four week period, while the number using the app fell 15%.

Number of Australians accessing property site in an average four weeks

Realestate.com.au

Domain

Jul-Dec 2013

Jul-Dec 2014

Change

Jul-Dec 2013

Jul-Dec 2014

Change

visited website

3,257,000

3,452,000

6%

1,738,000

1,624,000

-7%

used app

722,000

773,000

7%

434,000

367,000

-15%

total audience

3,336,000

3,572,000

7%

1,815,000

1,698,000

-6%

Source: Roy Morgan Single Source, July to December 2013 n = 23,494, July to December 2014 n = 26,516 Australians 14+

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“Roy Morgan’s audience research provides a true and usable measure of the number of people visiting websites or using apps across different devices.

“The recent argy-bargy between REA and Domain over technical aspects of their website visitation numbers highlights just how muddy the waters have become for advertisers, agencies and investors needing a simple, consistent and independent measurement of audiences.

“Roy Morgan’s audience measurements simply show how many Australians visited digital media. We measure consistently over time and consistently for different sites. That way we can always compare apples with apples.”

To learn more about Roy Morgan’s audience measurement, contact:

Vaishali Nagaratnam
Telephone: +61 (3) 9224 5309
Vaishali.Nagaratnam@roymorgan.com