Key Trends in the Australian Online Classified Market


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Frost & Sullivan Analyst Briefing on Key Trends in the Australian Online Classified Market

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Key Trends in the Australian Online Classified Market

  1. 1. Key Trends in the Australian Online Classified Market<br />Phil Harpur, Senior Research Manager<br />Digital Media, Australia<br />10th May 2011<br />
  2. 2. Presenter Details<br />For any other enquiries, email us:<br />Phil Harpur has over 15 years of technology research experience as a Market Analyst and a Research Consultant, having worked on research programs across North America, Asia Pacific Australia & New Zealand. He has particular expertise in: <br /><ul><li>Qualitative analysis on industry and emerging trends
  3. 3. Quantitative analysis, market sizing and forecasting
  4. 4. Customer analysis and segmentation; competitive strategy</li></ul>He has experience base covering broad range of ICT & Digital Media sectors, producing high-level competitive market intelligence research with particular expertise in:<br /><ul><li>Digital Media - online advertising, e-commerce, social media
  5. 5. Digital Content & Convergence
  6. 6. Telecommunications - mobile; infrastructure, broadband access & VoIP</li></ul>He has wide experience presenting at industry events and is regularly quoted in the press.<br />Phil Harpur<br />Senior Research Manager<br />Frost & Sullivan<br />Australia and New Zealand<br />
  7. 7. Overall Online Classifieds Market<br />Expenditure on online classifieds advertising in Australia increased by 22% in 2010<br />Returning to its traditional 20%+ growth rates post impact of GFC<br />Employment market rebounded strongly in 2010.<br />Both the real estate & auto also performed strongly - growth rates of 24%.<br />Australia’s market development – compares well with US & UK<br />
  8. 8. Print to online migration<br />Has been the fundamental driver over past decade<br />Globally - also emergence of other alternatives such as auction sites & free listings sites.<br />Online now 35% of all classifieds Aus adv. expenditure up from 18% in 2007.<br />Total expenditure - online classifieds - $617 million in 2010 almost 60% increase from 2007. <br />Now online classifieds more closely correlated with overall economic conditions.<br />
  9. 9. Advertiser survey with senior management-level executives<br />Source: Frost & Sullivan Online Classifieds Demand Survey 2011<br />
  10. 10. Employment online classifieds market trends<br />Recovered strongly from the GFC-induced downturn of 2009.<br />Online now accounts for 59% of all employment classifieds expenditure<br />Social networking sites such as LinkedIn may pose a long-term threat to the specialist local job portals <br />Seek remains the clear market leader in employment classifieds with a revenue share of 76%.<br />
  11. 11. Real estate online classifieds market trends<br />Strong growth in 2010 came from: <br />increased pricing & <br />greater take-up of premium listings<br />Leading to higher (ARPA) - average revenues per agent <br />Close to 95% of estate agents now using online channels<br />More subdued property market conditions predicted next yr or 2 <br />Growth for 2011 predicted to drop to 9% <br />Growth rates predicted to further taper off to 7% by 2014. <br />
  12. 12. Automotive & General / Personals online classifieds market trends<br />Automotive classifieds sector grew by 24% in revenue terms in 2010<br />Expenditure on online automotive classifieds reached $132 million in 2010<br />Online estimated to account for 62% of automotive classifieds advertising in 2010 <br />Carsales remains the dominant publisher for online classifieds.<br />The General / Personal market grew by 13% in 2010 to reach $56 million<br />
  13. 13. Online classifieds forecast by industry sector <br />Source: Frost & Sullivan<br />
  14. 14. Frost & Sullivan 2011 Australian Digital Media Program<br />1) The Australian Online Classifieds Market <br />2) The Australian Online Shopping Market <br />3) The Australian Online Video Market<br />4) The Australian Online General and Mobile Advertising Market<br />5) The Australian Online Search and Directories Market<br />6) Australian Online Advertising Market – Year End Overview and Outlook<br />
  15. 15. Follow Frost & Sullivan on Facebook, LinkedIn, SlideShare, and Twitter<br /><br /><br /><br /><br />
  16. 16. Contact <br />Donna Jeremiah<br />Corporate Communications <br />Asia Pacific<br />+603-6204-5832<br /><br />Carrie Low<br />Corporate Communications<br />Asia Pacific<br />+603-6204-5910<br /><br />Phil Harpur<br />Senior Research Manager, Digital Media<br />Asia Pacific <br />+61 (0)2 8247 8900<br /> <br />For any other enquiries, email us:<br />