Two in three now access news journalism online: emma

Two in three Australians now access news media journalism online, with mobile readership leading that growth, according to the latest Enhanced Media Metrics Australia data released today.

Accessing news media content on digital platforms has risen by 6 per cent to 11.9 million according to the January emma figures. Smartphone readership has grown by 15 per cent year-on-year to 3.7 million, or one fifth of the population.

Accessing newspaper websites via PCs or laptops still remains the most popular digital platform, increasing by 5 per cent year-on-year to 10 million readers.

Total news media readership remained steady in the latest emma data, with 91 per cent of the population reading newspapers across platforms.

Print remained steady and still dominates as the preferred platform for the majority of news media readers, at 13.8 million or 77 per cent of the population. Most are frequent readers, with 8.5 million reading three or more newspapers each week, and 4.5 million reading a newspaper every day.

“Almost half the population regularly engage with newspapers throughout the week, which clearly demonstrates that newspapers play a valuable and influential role in society,” The Newspaper Works CEO Mark Hollands said.

“The growth in digital readership is offsetting declines in print readership as publishers continue to innovate across platforms and grow their audiences.

“The emma data continues to show that readers are accessing their news content from a range of platforms that provide advertisers with a large and engaged audience.”

The Sydney Morning Herald has Australia’s largest cross platform readership, reaching 5.3 million readers according to the audience data. The Daily Telegraph followed with 4.2 million readers and the Herald Sun with 3.9 million. 

emma cross platform readership (000s, last four weeks) Jan-1
Sydney Morning Herald / 5313
Daily Telegraph / 4163
Herald Sun / 3887
The Age / 3222
The Australian / 2832
Courier-Mail / 3020
West Australian / 1763
Adelaide Advertiser / 1665
Australian Financial Review / 1526
Sunday Times / 1489
Canberra Times / 911
Gold Coast Bulletin / 443
Northern Territory News / 320
Sunshine Coast Daily / 415
Mercury (Tas) / 393

* Source: emmaTM, 12 months to January 2016. Readership based on last four weeks. Trends compared with 12 months to January 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Online Ratings, January 2016 and January 2015, people 14+ only. 

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