Earthquake Sites Reach Over a Third of Cantabrians

Published: Tue 7 Aug 2012 09:37 AM
Earthquake Sites Reach Over a Third of Cantabrians
Auckland, New Zealand (Tuesday 7 August 2012) – Latest figures from Nielsen, a leading global provider of information and insights, show earthquake information websites are reaching over a third of online Cantabrians.
GeoNet reached over a third of the available online population and the Canterbury Quake Live website reached a fifth. In addition, The Press website reached a third of the online Canterbury population. There are currently 431,000 active online Cantabrians aged 2+. (see chart 1)
Amanda Wisnewski, Client Service Director, Nielsen NZ said, “With our new Online Ratings service we are now beginning to paint a more complete picture of the online consumer. We can see earthquakes remain in the forefront of Cantabrian’s minds and they are turning to these websites for information.”
With 90% of their visitors being from the Canterbury region, the Canterbury Quake Live website had the highest number of Cantabrians proportional to their total visitors in June. The GeoNet site followed, with 75% of their 204,000 unique audience (UA) being Cantabrians.
Nielsen’s demographic segmentation of New Zealand internet users identifies what websites are dominated by which particular demographic allowing websites to better serve their customers, market products and generate revenue through advertising. The Press’ website visitors were 62% Cantabrians, Pak’nSave (34%) and Dick Smith electronics (30%) which completed the top five websites for the highest proportion of visitors from the Canterbury region in June.
Canterbury Quake Live and GeoNet have consistently had a very high number of their visitors from Canterbury since Nielsen Online Ratings service began tracking in February 2012. (see chart 2)
Wisniewski adds, “These monthly unique audience figures to earthquake information sites are boosted by frequent quakes in the region and the spike in May was likely impacted by a number of comparatively larger quakes that month that ranged from magnitude 4.1 to 5.2.”
RankWebsite BrandAudience Composition of Cantabrians (%)Coverage of total online Cantabrians (%)Total NZ Unique Audience (000)
1 Canterbury Quake Live 90 22 105
2 GeoNet 75 36 204
3 The Press 62 33 234
4 Pak’nSave 34 10 124
5 Dick Smith Electronics 30 13 193

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