The latest Nielsen Online Ratings figures show that Domain.com.au is closing the Unique Audience gap (UA) with realestate.com.au. With a 2,455,000 strong unique audience in May, Domain recorded a 7 per cent month on month increase, while REA Group dropped 4.9 per cent.
Over the last 6 months, Domain has experienced strong UA growth setting a record 450,000 Average Daily UBs in May (see chart below).
Domain Group CEO Antony Catalano said the Nielsen Online Ratings were a reflection of the major investments made in the past 18 months to grow agent subscribers, property listings and audience.
“We have grown the Domain Group very aggressively in the past 12 months,” he said.
He also said overall category growth in the past 12 months reflects the significant interest in real estate for Australians.
“We are now almost at parity with REA in agent subscriber numbers and listings for the first time,” he said.
“Today’s numbers are not just a great result for the Domain Group, they are a significant boost for the real estate industry. Agents, vendors and consumers are realising major benefits in price, product, innovation and service as a result of having a very strong competitor in Domain.”
This growth is confirmed with SimilarWeb numbers that clearly show the visit gap between Domain and realestate.com.au is closing.
However, a further look at the SimilarWeb numbers show that while the visit gap is closing, a number of other metric are firmly in favour of realestate.com.au.
In particular, time on site, page views per session and bounce rate are all substantially favouring realestate.com.au.
One more accurate measure of engagement is visits x time on site to get total time on site. On this measure, realestate.com.au had 91 million minutes of engagement in May versus 32 million minutes - almost 3 x as much engagement.