A total of 16.7 million Australians, or 91 per cent of consumers, read news media in February 2017, the latest emma (Enhanced Media Metrics Australia) data released today has shown.
Digital news media on smartphones, tablets, laptops or PCs is consumed by 70 per cent of people, or 13 million, Australians. Print, however, continues to be the preferred platform for readers of news media, at 13.4 million people or 72 per cent of the population.
Metro newspapers were read by 11.2 million people, or 60 per cent of consumers, in the same period. Regional and community news brands were read by a total of 7.1 million people, or 38 per cent, of the population, with regional newspapers read by 3.2 million people (or 1 per cent aged 14+), while community newspapers were read by 4.1 million (or 22 per cent aged 14+).
The emma data also shows that news media provides travel and tourism operators with a powerful opportunity to connect with holidaymakers. Readers enjoy travelling overseas, with 5.2 million holidaying abroad in the last 12 months. On average, this has grown by 4.6 per cent over each of the past three years. In addition, 5.8 million news media readers intend to travel overseas on holidays in the next 12 months, which has grown by 5 per cent in a year.
Cruising holidays in particular are showing strong growth among news media readers, with 1.9 million intending to take a cruise in the next 12 months, which is an average increase of 14.6 per cent over each of the last two years.
The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.5 million readers. The Daily Telegraph followed, reaching 4.6 million readers and the Herald Sun on 4 million (see table below).
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