Newspapers reach nine in 10: emma data

Nine in 10 Australians are exposed to newspapers every month, assisted by growth in digital audiences, the latest Enhanced Media Metrics Australia (emma) data shows.

Digital readership grew 3.2 per cent in the 12 months to May 2015, driven by mobile readership which lifted 15.2 per cent year-on-year. The desktop and laptop audience has risen 3.5 per cent and tablet readers are up 5 per cent.

The emma survey is conducted by Ipsos MediaCT for The Readership Works, which represents the newspaper industry.

Across both print and digital, newspaper media reaches 16.4 million Australians each month, which is an increase of 0.4 per cent from May last year.

The Newspaper Works chief executive Mark Hollands said the 3.7 per cent decline in year-on-year in print readership was offset by the continued growth in mobile audiences.

“Thirty-eight per cent of 25- to 39-year-olds have consumed newspaper content on their mobile phone in the last month, followed by 23 per cent of under-25s,” Mr Hollands said.

“However, emma data clearly shows the majority of Australians still prefer their newspaper in print,” Mr Hollands said.

The Sydney Morning Herald remains the newspaper with the highest cross-platform readership in Australia with a total audience of 5.1 million readers, followed by The Daily Telegraph with 4.1 million and the Herald Sun on 4.09 million.

A total of 14.3 million people read national and metro print newspapers. Metro digital content reaches 11.3 million readers.

emma May tables

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