Market Overview

Southern Cross Austereo Takes 70 Percent Share Of Mobile Browsing


Southern Cross Austereo (SCA) mobile infrastructure has captured 70 percent share of the daily mobile users in Australia, according to a Neilsen data for May, Ad News reported.

SCA, an Australian Group of companies this year is ranked as the second most popular mobile optimized publisher in Australia and its popularity has soared from ranking 30th to seventh last in 2013, the report added.

SCA, which is also one of the major broadcasters in Australia, topped other broadcasting companies in terms of visits via mobile devices. SCA is ahead of Australian Radio Network, Pedestrian TV, News Australia and Fairfax Media, according to the Nielsen rating.

The Nielsen rating covering the period from May 2013 to 2014 showed that SCA has over 2.5 million monthly mobile active users and over 190,000 monthly app active users.

Meanwhile, the SCA Web site added, that according to the same May 2014 rating, the daily online traffic of SCA is greater than all the commercial radio combined.

For May 2014, SCA has 189,175 unique browsers daily driven by the company's shows, sports, social, celebrity and mobile browsers.

SCA's Director of Digital and Innovation, Clive Dickens stated in the article that the company is focused on its overall ranking as a mobile publisher.

“Even though we have articulated our success as being greater than the entire commercial radio industry combined, which is true, the reality actually is we spent a lot of time looking where we are in the overall ranking of publishers,” Dickens was quoted as saying.

He said the overall ranking of 7th as mobile publisher and 5th as a media company is “particularly pleasing.”

Dickens in an earlier press release from SCA's website, stated SCA is on top of the social media spectrum noting that it has Facebook fans of 3.3 million and 1.4 million Twitter followers.

As a result of its robust social media engagement, SCA holds 71% share of the Australian social radio market on Facebook and 80 percent of the market on Twitter, the press statement stated.

‘We've put a lot of effort and resource into creating large social communities who can not only act as ambassadors for our brands but who can also give us valuable insight into our radio audiences and can interact directly with our shows and content,” Dickens said.

One social media platform SCA has been utilizing is Audioboo, an audio-sharing social media platform owned by London-based Audioboom Group PLC (BOOM.L).

The platform allows companies to widen their reach globally through mobile apps, embeddable players and Facebook and Twitter sharing and generate revenues from ads.
In 2013, SCA has signed on with spoken word social network Audioboo.

Audioboo already has in its roster a list of well-known international broadcasters utilizing its platform and among them are BBC, CBS, Premier League and ESPN. Media entities like Daily Telegraph and Guardian also use Audioboo.

The following article is from one of our external contributors. It does not represent the opinion of Benzinga and has not been edited.


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