70pc access news media on digital platforms

Almost three quarters of Australians are accessing news media content on digital platforms, such as desktop, smartphones and tablets, according to the latest Enhanced Media Metrics Australia data released today.

This constitutes 12.7 million or 71 per cent of Australians over 14 years old.

The February data also demonstrates print continues to maintain a large audience with 13.7 million readers, or 76 per cent of the population.

National and metro print titles are read by 11.7 million people each month. One in five Australians read regional newspapers while community papers reach 4.9 million people a month.

The emma data for the 12 months to February 2016 now includes the IAB-endorsed digital currency data, Nielsen’s Digital Ratings Monthly (DRM). This replaces Nielsen Online Ratings (NOR). Due to this change of methodology, there is a trend break in the data that means digital audience comparisons to previous periods are not valid.

“The incorporation of Nielsen’s DRM is a further enhancement for emma and Ipsos’ commitment to rigor, accuracy and innovation and provide a clear picture of digital news media audiences,” The Newspaper Works CEO Mark Hollands said.

“The emma data shows that news media audiences are of high quality. An analysis of income levels and shopping habits shows readers earn more and spend more than other consumers.”

News media readers earn an average of $82,000 per annum, which is $16,400 pa more than other consumers, the emma data reveals.

Retailers that advertise in news media reach consumers who prefer to shop locally, with readers 8 per cent more likely to visit their nearest shopping strip than non-readers.

Across a range of categories, readers spend more than other shoppers. When it comes to buying their next car, for example, readers intend to spend 14 per cent more than non-readers and spend 32 per cent more on home entertainment and electronics.

The emma data shows The Sydney Morning Herald has Australia’s largest cross platform readership, reaching 5.9 million readers. The Daily Telegraph followed with 4.5 million readers and the Herald Sun with 4.4 million. 

NB: With the recent release of Nielsen’s Digital Ratings (Monthly), thewest.com.au’s mobile and tablet audience is under-represented. This is a result of restrictions in Nielsen’s methodology being able to capture iOS mobile secure sessions (HTTPS) due to privacy restrictions inherent to the operating system. This gap will be addressed by Nielsen with the launch of Digital Content Ratings in the coming months.

emma cross platform readership (000s, last four weeks)* Feb-16
Sydney Morning Herald / smh.com.au 5877
Daily Telegraph / thetelegraph.com.au 4510
Herald Sun / heraldsun.com.au 4367
The Age / theage.com.au 3545
The Australian / theaustralian.com.au 3088
Courier-Mail / couriermail.com.au 2994
Adelaide Advertiser / AdelaideNow.com.au 1787
West Australian / thewest.com.au 1657
Australian Financial Review / afr.com 1611
Sunday Times / perthnow.com.au 1560
Canberra Times / canberratimes.com.au 893
Gold Coast Bulletin / goldcoast.com.au 506
Sunshine Coast Daily / sunshinecoastdaily.com.au 458
Mercury (Tas) / themercury.com.au 343
Newcastle Herald / theherald.com.au 319

* Source: emmaTM, 12 months to February 2016. Readership based on last four weeks. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Digital Ratings (Monthly) February 2016.

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