Who is the Finder.com.au audience?
Financial aggregators are increasingly becoming a key part of a consumer’s search and consideration journeys.
Since our last blog, leading Australian aggregators, such as Finder, Canstar, and RateCity, have continued to accelerate online.
In this blog, we look at which aggregators are outperforming their peers, and identify the types of content and audiences that are driving this growth in financial analysis.
Visitors have grown +17% in July YoY
1.7 million people visited the top six financial aggregator sites in July, including Finder, Canstar, Compare The Market, iSelect, Mozo and RateCity, which was an additional 250K Australians compared to last year.
Millennials were the largest group, with 366K visitors aged 25-34 yo. They were the fastest-growing segment, rising by +21%YoY, along with females (+17%) and NSW residents (+17%). So, what types of financial insight, information, and advice are these groups seeking?
Aggregators have become the source for trending financial news and comparison advice in 2019
Visits to the top six aggregators have steadily grown in the past two years. The first peak occurred in January 2018, as a result of people searching for the latest updates and news around the Cryptocurrency and Bitcoin crash. Since then, visits have increased by +20%in January-July YoY, with searches for key products such as “loans”, “insurance” and “credit cards” rising in tandem.
Finder continues to dominate, receiving almost 50% of financial aggregator traffic in Australia
In the first seven months of the year, the top six aggregators recorded over 79 million visits. Finder alone attracted 40 million of these visits, equating to almost 50% share.
Australians are also starting to diversify where they seek financial advice and data analysis. Canstar visits rose +58%, with growing volumes of searches around “calculators” for home loans, car loans, insurance, and mortgages. RateCity also recorded an increase of +47%, driven by a higher share of activity around “personal loans” and “superfunds”.
Topical informational and comparison content drives Finder’s success
But Finder’s online dominance is clear, and it largely comes down to their diverse and relevant content on their site.
In July, after the close of the financial year, top performing articles focused on financial comparison information, such as the “cheapest”, “best” and “reviews” of key financial products, with superannuation and credit cards included.
As with their coverage of the cryptocurrency crash, Finder also covers the latest news and developments. Changes made in July to ease mortgage restrictions has allowed consumers to secure larger home loans. The top trending article on Finder’s site and the new entrant for the month was “Home Loans with the Big Four Banks”.
Top Pages on Finder.com.au – July 2019
|Rank||Home Loans Pages 2019|
|1||Home Loans With The Big Four Banks|
|3||Historical Home Loan Interest Rates|
|4||Using Super For A Home Loan Deposit|
|5||NSW First Home Owner Grant Guide|
|Rank||Super Pages 2019|
|1||Using Super For A Home Loan Deposit|
|2||Early Release Of Superannuation|
|3||Rest Super Fund Review|
|4||Choosing A Super Fund|
|5||Australian Ethical Super|
|Rank||Credit Card Pages 2019|
|1||Qantas Premier Credit Card|
|2||Best Frequent Flyer Credit Cards […]|
|3||Foreign Currency International Fees for Credit Cards|
|4||Best Prepaid Credit CardC|
|5||HSBC Platinum Qantas Credit Card|
Source: Hitwise, AU. Top pages by selected sections on Finder.com.au. July 2019.
Practically non-existent less than a decade ago, financial aggregators are taking a larger slice of the consumers online journey, particularly for Gen Y, with Finder leading the way thanks to their comparison content and trending news.
This all has implications for retail banks and financial service providers. These players need to decide who should they partner with, and decide the types of content to promote, in order to capture this fast-growing segment of consumers.
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