Mobile readership up 17pc in year: emma

Mobile readership up 17pc in year: emma

Readership of news media on mobile phones has increased by 17 per cent in the past year, according to the latest Enhanced Media Metrics Australia data released today.

The emma report found that mobile readership had increased from 3.1 million to 3.6 million year-on-year.

The under 40s demographic drove most of this growth, with an increase of 14 per cent, from 2.2 million to 2.5 million.

The shift to smartphones has seen a decline in readership on PCs and laptops of 5 per cent year-on-year, from 10.1 million to 9.6 million. Tablet readership remained steady at 3 million readers.

Although print readership is down 5 per cent year-on- year, the combined readership of print and digital newspaper media remained steady at 16.3 million, or 92 per cent of the population.

Print reached 13.8 million readers, or 77 per cent of the population, while 11.5 million read on digital devices.

“The strong growth in smartphone readership demonstrates the continuing relevance of trusted news brands,” The Newspaper Works chief executive Mark Hollands said.

“Print newspapers, however, remain a vital source of news, information and entertainment for 77 per cent of the population.”

The report also established that 97 per cent of high-income earners – the top 10 per cent of the Australian income range – read newspaper media in the past year.

In terms of cross platform readership, The Sydney Morning Herald had the highest reach, with a total audience of 5 million readers, followed by the Daily Telegraph with 4 million, and the Herald Sun with 3.8 million.

Cross platform readership (last four weeks) emma Oct-15 (000s)
Sydney Morning Herald / 5029
Daily Telegraph / 4022
Herald Sun / 3872
The Age / 3096
The Australian / 3022
Courier-Mail / 2950
West Australian / 1698
Adelaide Advertiser / 1523
Australian Financial Review / 1475
Sunday Times / 1336
Canberra Times / 863
Sunshine Coast Daily / 391
Gold Coast Bulletin / 378
Northern Territory News / 338
Newcastle Herald / 330
Mercury (Tas) / 321

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