Newspapers reach 50pc of 25-54-year-olds

The next generation is ensuring newspaper media maintains its audiences with one quarter of readers aged under 30, according to the latest data from Enhanced Media Metrics Australia.

Newspaper media reaches a total of 91.5 per cent of all Australians aged 14+, or 16.2 million readers, across all platforms according to new monthly data.

The emma data shows 14.6 million people aged 14+ were readers of national and paid metropolitan newspapers in print or digital over the last four weeks.

The Newspaper Works research and insights manager Brian Rock said notion that printed newspapers were “an old person’s media” was a myth.

“Under 30s make up 24 per cent of readers,” he said.

People aged 65 and older were 11 per cent more likely to read print editions than the average person – but they account for 19 per cent of readers only.

“The core of the printed product is in the 30 to 64 age segment, which makes up 58 per cent of all readers, while the highly-valued 25 to 54 demographic represents 50 per cent of total print readership,” Mr Rock said.

Print remains Australia’s most popular format for news with 14.8 million people reading printed newspapers over the last four weeks, compared with 9.4 million for the digital versions owned by news publishers.

National and metro titles alone attracted 12.7 million print readers as well as 7.8 million on digital.

In addition, 4.7 million Australians have picked up a community suburban newspaper in the past four weeks, and 2.9 million have grabbed a regional title.

The survey shows that 71.8 per cent of the population read a newspaper in the same period, a decline of 0.2 per cent. The decline is slowing overall, with a one per cent drop in readership between January and June this year from 12.9 to 12.7 million, compared with a 3 per cent decline between June and December 2013.

“Although we expect to see a continuing shift towards digital readership over time, the appetite for printed newspapers will continue for quite some time,” Mr Rock said.

Digital readership remains strong, reaching more than 44 per cent of the population for the third consecutive month in July.

Further cementing newspaper media’s position among younger people, digital readership increased among under 30s, from 40.8 to 41.7 per cent, and jumped from 48.6 to 50.1 per cent among the 30 to 44 age group. It declined from 45 to 42.8 per cent among over 45s.

The Nielsen online audience ratings for August, which saw smh.com.au take the top spot, can be viewed here.

For more news from The Newspaper Works, click here.

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