Mobile readership grows, but print preferred: emma

Mobile readership grows, but print preferred: emma

News readership on smartphones continues to grow, with 3.6 million Australians accessing news media on a mobile device in 2015, according to the latest Enhanced Media Metrics Australia data.

Mobile readership led the growth in news consumption on a digital device, with an increase of 8 per cent year on year.

Other digital devices also performed well. Tablet readership reached 3 million readers, and PC and laptop readership reached 9.8 million readers.

The Newspaper Works CEO Mark Hollands said the growth in smartphone readership was likely to continue this year.

“The growth in newspaper readership on smartphones shows no signs of stopping, as newspaper publishers continue to innovate the way they deliver news via mobile, and audiences are responding to this,” he said.

The emma data shows total newspaper media readership was strong, with 16.4 million Australians reading newspaper media each month over the past 12 months.

Print remained the preferred medium, with 13.8 million Australians reading print mastheads.

“Despite the ongoing growth of digital, print newspaper readership remains strong, with 77 per cent of Australians reading a print newspaper every month,” Mr Hollands said.

“This means that readers are accessing news content via a range of platforms depending on where they are.”

Readership of news media across digital platforms reached 11.6 million consumers.

The report also found that newspaper readers were wealthier than non-readers, with average personal incomes that were 30 per cent higher, and average household incomes 20 per cent higher, than non-readers.

The Sydney Morning Herald was Australia’s highest reaching title across all platforms, attracting 4.9 million readers.

Following closely behind were the Herald Sun and The Daily Telegraph, both reaching 4.1 million readers.

Cross platform readership (000s, last four weeks) Nov-15
Sydney Morning Herald / 4905
Herald Sun / 4117
Daily Telegraph / 4116
The Age / 3336
The Australian / 2990
Courier-Mail / 2866
West Australian / 1708
Adelaide Advertiser / AdelaideNow 1590
Australian Financial Review / 1447
Sunday Times / 1380
Canberra Times / 734
Gold Coast Bulletin / 421
Sunshine Coast Daily / 351
Mercury (Tas) / 343
Newcastle Herald / 328
Northern Territory News / 321

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