Readership of newspaper media on mobile devices jumped 16 per cent year on year to 3.6 million, according to the latest Enhanced Media Metrics Australia data* released today.
The emma report found accessing news and information on smartphones was growing more quickly than other digital platforms.
However PCs are still the most popular way to read news media with readership of 9.4 million, while news media on tablets is read by 3 million.
Readership of news media across digital platforms remains steady at 11.4 million, or 63 per cent of the population.
Print still dominates as the preferred medium for the majority of news media readers, at 13.8 million or 77 per cent of the population.
Total newspaper media readership across all platforms was strong, with 16.3 million Australians reading newspaper media each month over the past 12 months.
Newspapers also provide a valuable audience to advertisers, with 95 per cent of the “high value” audience, managers and professionals, reading news media each month. Eight in 10 read print newspapers, while 78 per cent access news media via digital platforms and 35 per cent read news media on their smartphones.
The Newspaper Works CEO Mark Hollands said the early commitment by Australian news media publishers to continuous innovation and evolution of their brands across all platforms had paid off.
“The emma data demonstrates that news media audiences are both large and engaged, providing a valuable target for advertisers,” Mr Hollands said.
“It shows that readers are accessing their news content from a range of platforms depending when, where and how they like it.”
The Sydney Morning Herald finished 2015 with Australia’s largest cross platform readership, reaching 4.9 million readers. The Daily Telegraph followed with 4 million readers and the Herald Sun with 3.9 million. (See table below)
* Source: emmaTM, 12 months to December 2015. Readership based on last four weeks. Trends compared with 12 months to December 2014. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Online Ratings, December 2015 and December 2014, people 14+ only.
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