F.Y.I.

7.1 million Aussies visited Domain last month

November 29, 2024 1:07

According to the latest Ipsos Iris data, 7.1 million Aussies visited Domain in October 2024, marking its highest audience number since April 2023.

The announcement:

A record 7.1 million Aussies visited Domain in October 2024(1), marking the highest audience numbers for the property marketplace since April last year.

The October figures highlight a surge in property searches across Australia, and offer valuable insights into user behaviour on Domain.

Key trends from October include:

Four of the Top 5 suburbs people searched to buy were in Victoria, including Melbourne CBD, Carlton, Richmond and South Yarra.

All of the Top 10 suburbs searched for renting were within 5km of Melbourne and Sydney’s CBDs.

Waterfront homes with views, swimming pools and a study were the most searched.

The most viewed listing in October was Jesse and Paige’s stunning luxury residence from The Block.

Domain stands out as the only major property portal to have experienced six months of consecutive audience growth, demonstrating its increasing appeal to Aussie buyers and renters(2).

Commenting on Domain’s impressive audience growth, chief commercial officer and managing director – agent division John Foong said that interest in properties on Domain had increased this October, with an average 230,000 Aussies visiting the marketplace each day.

“Searches have been particularly focused on properties in Victoria, with four of the top 5 most searched suburbs located in Greater Melbourne. Properties featuring swimming pools and a study also ranked among the most sought-after.

“This audience growth highlights the success of our efforts to leverage exclusive data, create ‘Only on Domain’ experiences for Australians, and invest in reaching consumers at the right time and place.”

Recent innovations from Domain include the launch of Audience Boost, a first-of-its-kind feature in the Australian property portal space, which has led to an average(3) 23% increase in listing views on Domain.

The new feature uses AI to reach potential buyers through display ads and social media, and is one of a range of solutions Domain is investing in to make the property journey easier for customers.

Sources:

1: Ipsos iris Online Audience Measurement Service Jan 2023 to Oct 2024, Age 14+, PC/laptop/smartphone/tablet, Text only, Homes & Property Category, Domain Brand Group including Nine property pages, Audience (000s).

2: Ipsos iris Online Audience Measurement Service May 2024 to Oct 2024, Age 14+, PC/laptop/smartphone/tablet, Text only, Homes & Property Category, Domain Brand Group including Nine property pages, Audience (000s).

3: National Average, percentage of additional views across all subscription tiers from Audience Boost compared to non-Audience Boost views during the first 15 days on eligible residential listings (Domain Internal Data, July–Sept, 2024). Social channels and performance vary across subscriptions.

4: Ipsos iris Online Audience Measurement Service July to Dec 2023, Age 14+, PC/laptop/smartphone/tablet, Text only, Domain Group (Domain Brand including Nine property pages, Commercial Real Estate Brand Group, Allhomes Brand Group), Homes and Property Category, Audience (000s)