In 2023, retail shopping websites and apps dominated the digital landscape, with Open AI leading the pack, according to data from Ipsos iris.

Australians increased their online time by 3.4% in December 2023, a trend driven by the cost of living crisis that year. This saw Australians flock to shopping websites and apps in search of value and convenience.

The largest audience growth among the top 100 consumer websites and apps was seen on Open AI, followed by Temu, Mastercard, Shop App, Afterpay, Doordash, Big W, Dan Murphy’s, Target Australia, and Woolworths’ gift cards. In December 2023, Australians aged 14+ spent more than 3.8 hours a day online, totalling 117 hours for the month.

The most consumed website and app categories in December were technology, social networking, search engines, retail and commerce, and entertainment. Energy & Utilities was the fastest-growing category in December, rising by 11.8% compared to November. Major global and local news events continued to fuel online reading of news sites, with almost 20.4 million people using a news website or app in December.

Ipsos iris, launched in March 2023, provides accurate data about the 21 million Australians aged 14+ who access digital content and services across smartphone, PC/laptop and tablet devices. Ipsos iris is an independent source of truth for the media industry, supporting the $14.2 billion Australian online advertising market. Ipsos iris provides accuracy in solving cross-device duplication, using a single-source multi-device panel measuring activity on 8,000 devices.

Later in 2023, CTV audience currency integration from a data partnership with OzTAM will provide total unduplicated digital audience currency data for CTV, smartphones, tablets, and computers. Ipsos iris is fully privacy compliant and cross-media ready and will continue to evolve with a roadmap of enhancements over 2023 and beyond.