The Australian online residential real estate market is dominated by one player - realestate.com.au. Since September 2000, realestate.com.au has been the most popular site in the country with domain.com.au consistently in second place.
realestate.com.au's dominance of the Australian market can be seen in the following facts:
Over the last 8 years, the online real estate advertising market (residential + commercial) has grown quite quickly.
|$m||FY 2001||FY 2002||FY 2003||FY 2004||FY 2005||FY 2006||FY 2007||FY 2008|
|Est Market Size ($m)||12||17||25||40||63||95||141||195|
|Year / Year Growth||39.9%||44.8%||61.3%||56.9%||51.4%||48.0%||38.6%|
It is estimated that the total spend on online advertising was just under $200m in FY 2008. Of this, residential online advertising captured around 90% - or $180m while commercial online advertising captured $20m. The total advertising market for print and online is estimated to be around $1bn in FY 2008.
What is interesting, is that the REA Group, through its Australian operations (realestate.com.au, realcommerical.com.au and Web Design Services) is estimated to capture around 60% of the total spend.
|Residential Offices||Est. Total||% Total||Portal Ads||Web Design||SEM/SEO|
|Commercial Offices||Est. Total||% Total||Portal Ads||Web Design||SEM/SEO|
|Total Online Ad Spent||Est. Total||% Total||Portal Ads||Web Design||SEM/SEO|
|Name||Publisher||UB||PI||TT ('000 secs)|
|aussiehome.com.au||aussiehome.com Pty Ltd||20,619||431,062||15,175|
In addition, there are a number of other smaller players not tracked by Nielsen Netratings. They are: