Key Trends in the Australian Online Search and Directories Market


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Frost & Sullivan Analyst Briefing on the Key Trends in the Australian Online Search and Directories Market

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Key Trends in the Australian Online Search and Directories Market

  1. 1. Key Trends in the Australian Online Search and Directories Market Phil Harpur, Senior Research Manager Digital Media, Australia 9th November 2011
  2. 2. Online Search and Directories Market Overview• The total Australian market for Online Search and Directories, grew by 23% to reach $1,398 million in the financial year ended June 30th 2011• Of the total Online Search and Directories segment, online Search accounts for 76% of revenues, & online directories for 24%.• Online search advertising continues to make significant inroads into the traditional printed listing business models of the directories market.• Google continues to dominate the local Australian online search advertising market, although Microsoft’s Bing in partnership with Yahoo Search Marketing (YSM) has shown slow but steady growth in market share. 2
  3. 3. Search Advertising Market Trends• Strong growth in search advertising market of 28% was evident during FY2011.• The search market continues to outperform the mainstream online advertising market, namely online general advertising (online banner, advertorials, email marketing etc), online classifieds and online directories.• The Search Engine Marketing (SEM) and Search Engine Optimisation (SEO) markets are now coming closer together, and are now more widely adopted simultaneously rather than exclusively. 3
  4. 4. Online Directories Market Trends• The slowdown in growth rates of the online directories which began in a few years ago, continues.• Despite pressure from the encroaching search advertising market, Sensis’s online directories business model remains reasonably solid.• Outside of Sensis, the other mainstream directory and niche directory segments displayed reasonably strong growth, from a relatively small base.• Due to increasing competition from the search market, the online directories market globally is moving towards a free listing model. 4
  5. 5. Market Forecast to 2016• The search market is expected to growth at a Compound Annual Growth Rate (CAGR) of 16% between 2011 and 2016, whilst the online directories market is expected to grow at a CAGR of 6%.• The proportion of the total online search and directories market accounted for by search is predicted to increase from 76% in 2011 to 83% in 2016. 5
  6. 6. Frost & Sullivan 2011 Australian Digital Media Program• 1) The Australian Online Classifieds Market• 2) The Australian & New Zealand Online Shopping Market• 3) The Australian Online Video Market• 4) The Australian Online General and Mobile Advertising Market• 5) The Australian Online Search and Directories Market• 6) Australian Online Advertising Market – Year End Overview and Outlook 6
  7. 7. Follow Frost & Sullivan on Facebook, LinkedIn,SlideShare, and Twitter 7
  8. 8. ContactDonna Jeremiah Carrie LowCorporate Communications Corporate CommunicationsAsia Pacific Asia Pacific+603-6204-5832 carrie.low@frost.comPhil HarpurSenior Research ManagerDigital 8