Mobile readership up 16pc to 3.6m: emma

Mobile readership up 16pc to 3.6m: emma

More than 500,000 new readers accessed newspaper media on smartphones over the past year, taking the total number of mobile readers to 3.6 million – an increase of 16 per cent in the last 12 months

The data, released today by Enhanced Media Metrics Australia, also shows 11.8 million Australians consumed newspaper media on a PC, laptop, tablet, or mobile over a four-week period. This is a 4.4 per cent increase year on year.

The transition led to a decline in print readership of 6.6 per cent year on year. However, the total readership of newspaper media remained steady at 16.4 million.

Print still delivers more readers than other platforms combined – a total of 13.8 million readers, a figure that represents 77 per cent of the population aged 14 years or more.

The emma report also revealed that regional and community titles continued to grow in total readership, up 7.4 per cent and 6.7 per cent respectively.

Data released this week by the Interactive Advertising Bureau and Nielsen now endorses the increase in mobile readership shown in emma data, but reveals that users spend close to 30 per cent more time on mobile than a tablet device.

emma readership

(millions, last 4 weeks)

Sep-15 Change YOY
Total readership 16.4 -0.2%
Total Print 13.8 -6.6%
Metro 11.4 -10.9%
Regional 3.9 7.4%
Community 5.1 6.7%
Total Digital 11.8 4.4%
Mobile 3.6 16.2%
Tablet 3.0 1.4%
PC/laptop 10.0 2.9%
Rank Cross platform readership (last four weeks) emma Sep15
[000]
1 Sydney Morning Herald / smh.com.au 5148
2 Daily Telegraph / thetelegraph.com.au 4081
3 Herald Sun / heraldsun.com.au 3885
4 The Age / theage.com.au 3139
5 The Australian / theaustralian.com.au 2960
6 Courier-Mail / couriermail.com.au 2855
7 West Australian / thewest.com.au 1667
8 Adelaide Advertiser / adelaidenow.com.au 1495
9 Australian Financial Review / afr.com 1476
10 Sunday Times / perthnow.com.au 1285
11 Canberra Times / canberratimes.com.au 774
12 Gold Coast Bulletin / goldcoast.com.au 442
13 Sunshine Coast Daily / sunshinecoastdaily.com.au 346
14 Newcastle Herald (M-Sat Net) (L4W) 334
15 Northern Territory News / ntnews.com.au 320
16 Mercury (Tas) / themercury.com.au 309
17 Geelong Advertiser / Geelong Advertiser.com.au 257
18 Chronicle [AdNet] (Print & Comp Web) (L4W) 246
19 Townsville Bulletin (M-Sat Net) (L4W) 172
20 Cairns Post (M-Sat Net) (L4W) 158
21 The Examiner (M-Sun Net) (L4W) 155
22 Illawarra Mercury (M-Sat Net) (L4W) 145
23 Border Mail (M-Sat Net) (L4W) 125
24 The Advocate (M-Sat Net) (L4W) 92
25 Northern Star (M-Sat Net) (L4W) 91
26 Daily Mercury (M-Sat Net) (L4W) 88
27 Bendigo Advertiser (M-Sat Net) (L4W) 84
28 Morning Bulletin (M-Sat Net) (L4W) 83
29 The Courier (M-Sat Net) (L4W) 79
30 Daily Advertiser (M-Sat Net) (L4W) 75
31 The Standard (M-Sat Net) (L4W) 48

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