In a surprise, surprising headline writers and sub-editors all over the country, Fitzroy, an inner suburb of Melbourne, has been named as the clickbait capital of Australia.
Wikipedia describes clickbait as "a pejorative term describing web content that is aimed at generating online advertising revenue, especially at the expense of quality or accuracy, relying on sensationalist headlines to attract click-throughs and to encourage forwarding of the material over online social networks. Clickbait headlines typically aim to exploit the 'curiosity gap,' providing just enough information to make the reader curious, but not enough to satisfy their curiosity without clicking through to the linked content."
Statisticians compiled the statistics after a request by both Fairfax Media and News Limited. The media giants wanted a better understanding of how their content was consumed.
Fitzroy, a former working-class area that has been undergoing a process of transformation and gentrification over the last few decades, was the surprise hotspot. Statisticians had expected the CBD areas of Melbourne, Sydney and Brisbane to rank higher, as office workers attempted to enliven their days behind their desks scouring websites for news of the latest outrage.
Fitzroy is also home to so-called ‘progressives’ and ‘hipsters,’ considered to be ambivalent about consuming mainstream news services, adding more confusion to this story.
“It’s like people saying they’re tired of a sex scandal, or leadership shenanigans in Canberra,” says Al Bert Countalot from the ABS. “But the numbers don’t lie; people always devour these salacious stories.”