Mobile powering audience growth

New data revealing the increasing pace of audience growth on smartphone and tablet platforms has been welcomed by The Newspaper Works as further evidence that consumers see publishers as genuine multi-platform news brands

Mobile phone and tablet readership has grown 16 per cent and 3 per cent respectively, according to the latest emma (Enhanced Media Metrics Australia) data for the 12 months to June 2015*.

“The continued growth of digital readership – particularly on smartphones – shows newspapers are meeting Australians’ desire for news on-the-go,” The Newspaper Works chief executive Mark Hollands said.

“Across print and digital platforms, six Australian mastheads each reach more than 2 million readers over four weeks, and another four reach more than 1 million. This is an impressive achievement in our fragmented landscape,” Mr Hollands said.

“It confirms newspapers’ influential place in Australians’ media mix and the enduring popularity of print, with almost 14 million consuming content in that format.”

The smartphone audience is up 431,000 year-on-year to now reach 3.1 million. Tablet readers have risen 76,000 to 2.7 million.

Desktop/laptop PC readership also continues to rise, up 2 per cent (191,000 readers).

Overall, newspaper media reaches 16.4 million Australians across print and digital platforms over a four-week period. That is up 1 per cent from 16.3 million.

Digital readership grew 3 per cent to 11.6 million while print readership eased 4 per cent to 13.8 million readers.

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
  • 34 per cent of 25-39s
  • 16 per cent of 40-54s, and
  • 3 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 (4.12 million) and the Herald Sun (3.87 million).

Emma - 6-8-15

The Herald Sun (Monday-Friday) continues to have the largest average issue readership with 1.29 million followed by The Sunday Telegraph (1.13 million), the Saturday Herald Sun (1.08 million), the Sunday Herald Sun (1.03 million) and the Monday-Friday Daily Telegraph (983,000). The Saturday Newcastle Herald is the most-read regional newspaper with 145,000 readers, followed by its daily counterpart with 132,000.

Emma2 - 6-8-15

* Source: emmaTM, 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.

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