Mobile boosts total readership to 16.3m: emma

Mobile has driven a rise in total newspaper readership to 16.3 million readers across print and digital, an increase of 1 per cent, the latest emma data for the 12 months to January 2015 shows.

Digital readership has hit 10.6 million readers aged 14 and over, or 59 per cent of the Australian population, a rise of 5 per cent year on year. Print still holds the lion’s share of readers at 14.4 million, or 81 per cent of the population.

Mobile readership led the charge in digital audience growth, jumping 26 per cent year on year from 2.2 million to 2.8 million. Largely responsible for this were readers aged under 40, which rose by 28 per cent from 1.5 million to 2.9 million.

All ages saw an increase in digital news consumption year on year, with the 25-54 demographic up 4 per cent from 5.7 million to 6 million, under 25s up from 1.5 million to 1.7, and over 55s hitting 2.9 million, up from 2.8 million.

“The digital consumption of newspapers continues to grow, and the rapid growth in mobile demonstrates that Australians turn to trusted newspaper brands,” The Newspaper Works CEO Mark Hollands said.

“Printed newspapers remain a vital source of news, information and entertainment for 81 per cent of the Australian population and are still a viable and effective medium for both readers and advertisers.”

Digital readers also engage with print, Mr Hollands said, with 82 per cent of digital readers, or 8.7 million people, also reading printed newspapers.

The Sydney Morning Herald holds the highest total masthead readership at 4.9 million, followed by the Daily Telegraph at 4.3 million.

The highest average issue readership (AIR) is with weekend printed newspapers, with three titles –The Sunday Telegraph, the Saturday Herald Sun and Sunday Herald Sun – averaging more than one million readers, while two weekday papers – the Herald Sun and Daily Telegraph – also averaging more than one million.

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