Holidaying news media readers prefer wine country

Holidaying news media readers prefer wine country

A total of 16.8 million Australians, or 90 per cent of consumers, read news media in April 2017, the latest emma (Enhanced Media Metrics Australia) data has shown.

Print continues to be the preferred channel for consuming news media, with 13.3 million people or 72 per cent of the population reading newspapers in April. Digital devices, such as smartphones, tablets, mobiles or PCs, are growing in popularity, with 13.1 million or 71 per cent of people, accessing news content in this way.

Metro newspapers were read by 11.1 million people, or 60 per cent of consumers, in the same period. Regional and community news media brands were read by 7.1 million people, or 38 per cent of the population during April. Regional newspapers read by 3.2 million people (or 17 per cent aged 14+), while community newspapers were read by 4.1 million (or 22 per cent aged 14+).

The emma data also reveals that, compared to non-readers, news media readers prefer to holiday in Australia. A total of 12.6 million readers, or 75 per cent, intend to holiday in Australia in the next 12 months, meaning that news media readers are 7 per cent more likely to holiday domestically.

Australia’s vineyards are a popular holiday choice for news media readers, with 16 per cent intending to visit a vineyard on their next holiday, which is 28 per cent more likely than non-readers. News media readers also prefer higher quality hotels when they holiday in Australia. The emma data found that in the last 12 months, 1.2 million people stayed in a 3 star hotel, 2.8 million in a 4 star hotel and 1 million in a 5 star hotel when they travelled for holidays.

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.24 million readers. The Daily Telegraph followed, reaching 4.55 million readers and the Herald Sun on 4.34 million (see table below).

emma April 2017
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