• BBC.com reaches 4.08 million unique users in Australia, generating 40.9 million page views every month¹
• BBC.com mobile reaches 175,690 unique users in Australia every month (17% of total APAC traffic)²

• Average age: 44
• Male/female: 59% / 41%
• Affluent: $1.4 billion total income per month. 71% of bbc.com users in Australia are part of an affluent household and consider themselves materially comfortable. They are 96% more likely than the average to be earning $250,000 or more³
• Influential: Reaches 15% of Australia’s business decision-makers
• Engaged: Total hours spent on bbc.com in past month – 665,000 hours⁴. They spend 82% more time on bbc.com than on cnn.com⁵
• Loyal: 75% of users in Australia visit the site every day³ and 85% have been visiting bbc.com over the past three years⁶
• Trust: bbc.com is online’s most trusted news brand ahead of economist.com, CNN and all others⁷
• Information hungry: 93% value exploration and discovery⁸
• Frequent travellers: Took an average 3 flights last year
• Luxury spenders: Nearly a quarter intend to buy at least one luxury item in the next year⁹
• Motor enthusiasts: Own 289,000 cars
• Early adopters: 37% are technologically minded¹⁰. 52% own a MP3 player, 52% own a smartphone
• Love sports: 38% attended/watched/read about 3 or more sporting events each year¹¹

Find out more about digital advertising ideas in Australia on bbc.com, , see examples of successful advertising examples or get the advert specs to begin creating your own camapign.

¹  Nielsen Market Intelligence Report, August 2012

²  Omniture Q2 2012 (April-June), monthly average

³  Roy Morgan, 2011

⁴  Omniture Discover, October 2011

⁵  comScore, August 2011

⁶  BBC Continuous Survey, March 2010 - July 2011

⁷  Media Brand Values, 2011

PAX Q3 2010 - Q2 2011, PAX (1,349,000 / 2,194). Target is bbc.com monthly viewers (141,261 / 210) :

⁸  Agreed to either of “It is important to have an international perspective” or “I pride myself on being well informed and up-to-date” or “I am interested to explore more about the culture of other countries” or “I keep updating myself on the latest global financial situation”

⁹  One of: designer clothes and leather goods over US$500, designer accessories and footwear over US$500, jewellery over US$500 or luxury watch over US$500

¹⁰ Agreed to either of “I'm often one of the first to buy a new product/gadget” or “Keeping up with modern technology is a key to my success” 

¹¹ All activities listed have been carried out in last 12 months