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RealTime IT News

Roy Morgan Adds Fuel to Australian Metrics Debate

Analyst firm Roy Morgan Research has joined the sudden wave of metrics firms trying to elbow their way to become the most credible source for information about the Australian Internet-using public.

The company has released the first results of its Internet Monitor service, including an estimate of the Australian Net-using population, and a listing of the top 10 Web properties viewed by them. The firm estimated that 48 per cent of Australians had ever accessed the Internet, and 38 per cent did so at least every month. The figures were based on interviews with 60,000 Australians aged 14 and over.

After a long period where www.consult was the only real credible Internet research firm in Australia, a number of competitors have rushed their products to market in the last month, including Media Metrix, ACNielsen eRatings.com, and IMR Worldwide.

The sudden influx of metrics data has become controversial, however, with Yahoo! Australia & NZ complaining that recently released rankings wrongly discounted its audience.

The Roy Morgan figures put Yahoo's network of sites at number two behind ninemsn, which follows the generally accepted industry wisdom. Rounding out the top ten in the Morgan rankings are AOL, Lycos, Telstra Big Pond, AltaVista, OzEmail, Excite, Fairfax and Looksmart.

Notable omissions from this list include: Commonwealth Securities, an online stock broking provider which is usually found in the top three elsewhere; White Pages, which sits at the top of the pioneering Australian site ranking site Where did we go?; and the public sector Australian Broadcasting Commission.