Classifieds Marketing Outlook: All Segments

International opportunities and adding adjacencies to support growth as the digital classifieds market enters maturity.

Gabbi Stubbs · Venture Insights1 November 2017Period: CY178 min read

Last updated 10 June 2026

$1.9bn↑

Forecast Online Classifieds Market Size (2021)

11.1%↑

Property Classifieds Revenue CAGR (2014-2021)

Locked

+1more stats

Companies covered:REA GroupSEEKcarsalesDomainLinkedInGumtreeCarsGuidePurple BricksbuyMyplaceIndeedJoraAdzuna

Abstract

This report analyses the Australian online classifieds market, forecasting a CAGR of 10.5% to reach $1.9 billion by 2021. While the transition from print to digital is largely complete, the market is entering a mature phase characterized by slowing growth and disruption from new technology-driven entrants. The analysis covers key verticals including Property, Recruitment, and Automotive, highlighting how incumbents like REA Group, SEEK, and carsales are expanding into international markets and financial services adjacencies to maintain revenue momentum.

Key Takeaways

The Australian online classifieds market is forecast to reach $1.9 billion by 2021, growing at a 10.5% CAGR from 2014.
Property remains the dominant segment, accounting for nearly 50% of total expenditure and expected to grow at 11.1% CAGR.
Mobile strategy is critical for dominance, with mobile devices now contributing approximately 60% of all traffic to leading portals.

stakeholder implications · PDF download

Frequently Asked Questions

The market is forecast to reach $1.9 billion by 2021, representing a 10.5% CAGR since 2014. While the transition from print is complete, the sector is now entering a mature phase characterized by slowing organic growth.

Property is the dominant vertical, accounting for nearly 50% of total market expenditure. This segment is expected to outperform the broader market with an 11.1% CAGR through 2021.

Incumbents maintain high concentration, with SEEK holding 80% of the job board market and REA and Domain sharing 90% of the property market. However, new entrants like Purple Bricks are disrupting these models using flat-fee and private-seller structures.

Mobile optimization is the primary driver of engagement, as mobile devices now generate 60% of all traffic to leading portals. This shift supported a 26.7% increase in digital display advertising growth in 2016.

Classifieds Marketing Outlook: All Segments

Abstract

Key Takeaways

Frequently Asked Questions

Unlock the full report

Free

Lite

Team