Nielsen Digital Content Planning data revealed that people were on the move during the month of December 2020, as Australians spent 21% 1 more time engaging with maps and travel info content online for inspiration and directions when compared to the previous month.
Looking back at December 2020, amidst the challenges of being in lockdown at that time, people still found a way to escape.
As many sought out those much needed adventures, road trips and holidays, Digital Content Planning data reveals some substantial shifts in the type of online content Australians consumed as they began their end-of-year holidays throughout December.
The most substantial month-on-month increases were seen across the younger age groups. When compared to November, the largest month-on-month increases were seen for people aged 18-24, spending 33% 2 more time engaging with maps and travel info content online.
Significant month-on-month increases were also seen across people 35-44 (+29% 2 ) and people 25-34 (+21% 2 ).
Top 10 Media Owners – Nielsen Digital Content Planning
While Google (20.0 Million) Facebook (18.2 million) and Microsoft (18.2 million) retained the top positions for a unique audience in the month of December 2020, News Corp. Australia retained its fourth position with a unique audience of 16.2 million whilst Nine Entertainment kept its fifth position with a unique audience of 15.4 million.
Woolworths moved from ninth to eighth position and Coles Group moving from 11th to ninth position, both overtaking the ABC which moved from eighth to 10th spot.
1. Nielsen Digital Content Planning, December 2020 vs. November 2020, Total People, Digital (C/M), Text,Maps/Travel Info Subcategory, Total Time Spent (Text)
2. Nielsen Digital Content Planning, December 2020 vs. November 2020, People 18-24, People 25-34, People 35-44, People 45-54, People 55-64, People 65+, Digital (C/M), Text, Maps/Travel Info Subcategory, Total Time Spent (Text)