Ipsos iris rankings have revealed the Easter and April school holidays saw 16.9 million Australians aged 14+ use a travel website or app.
Women were more likely to use travel sites and apps than men, while people aged between 25 and 39 are the largest cohort engaging with online travel content, according to the ranking. The over 55s, however, spent the most time using travel sites and apps at 33% more time per month than under 55s.
The chart below shows the Travel brands’ ranking during April 2023 by online audience size. The Travel category is a ranked list of brand groups and represents their total audience for travel content. Travel includes transport, airlines, hotel and booking sites and apps, as well as travel news.
Australians aged 14+ spent 3.7 hours per day online in April, up 2.5%, to more than 110 hours for the month. The Social networking category had the largest increase in time spent per person, rising by two hours or 4.6% to 55 hours during April, with 20.9 million people using social sites and apps.
The other most consumed online categories were search, with 20.8 million using search sites and apps with eight hours spent per person, a decline of 7.8%. Technology was 20.7 million people and three hours during April spent online (down 1.5%), entertainment was 20.6 million and more than 13 hours spent online (up 5.1%), retail and commerce at 20.5 million and five hours (up 3.7%), news at 20.2 million people at six hours (up 1.2%) and finance at 20 million and two hours per month (down 1.8%).
The 25 to 39 year old age group was the largest cohort online, while people aged 40 to 54 spent the most time online in April.
Ipsos iris, which officially launched in March, provides accurate data about the 21 million Australians aged 14+ who access a wide variety of digital content and services across smartphone, PC/laptop and tablet devices. Ipsos iris is Australia’s new digital audience measurement currency endorsed by the IAB Australia.