Newspaper media continues to achieve strong mobile phone and tablet audience growth, while print remains the most popular means of accessing newspaper content, according to the latest emma (Enhanced Media Metrics Australia) data for the 12 months to June 2015* released today.
Mobile phone and tablet readership is particularly strong, respectively growing 16 per cent and 3 per cent (up 431,000 and 76,000) year-on-year (YOY) to now reach 3.1 million and 2.7 million Australians over a four-week period. Desktop/laptop PC readership also continues to rise, up 2 per cent or 191,000 readers YOY.
Across print and digital platforms newspaper media reaches 16.4 million Australians over a four-week period, up 1 per cent from 16.3 million a year ago. Digital readership grew 3 per cent (YOY) to 11.6 million while print readership eased 4 per cent to 13.8 million readers.
Newspaper media reaches 92 per cent of Australia’s metropolitan population, and nine in 10 adults aged 14 and over.
The PC is still the most popular digital platform among all major age groups, reaching 53 per cent of under-25s, 57 per cent of 25-39s, 65 per cent of 40-54s, and 54 per cent of people 55+.
Mobile reading is skewed towards younger readers, reaching 20 per cent of under-25s and 34 per cent of 25-39s over a four-week period, compared with 16 per cent of 40-54s and 3 per cent of people 55+.
Tablet reading has an older age skew. Only 10 per cent of under-25s consume newspaper content on tablets, compared with 21 per cent of 25-39s, 20 per cent of 40-54s, and 10 per cent of people 55+.
The Sydney Morning Herald again achieved Australia’s highest cross platform reach with a total audience of 5.11 million readers followed by The Daily Telegraph with 4.12 million and the Herald Sun on 3.87 million.
* Source: emma, 12 months to June 2015. Readership based on last four weeks. Trends compared with 12 months to June 2014. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Online Ratings, June 2015 and June 2014, people 14+ only.