Mobile readership up 11pc: emma

Smartphone readership has rocketed more than 11 per cent on last year, while digital newspapers are now read by 11.6 million Australians, according to the latest Enhanced Media Metrics Australia (emma) data.

Tablet readership is also up 6 per cent, but printed newspaper readership has declined 3 per cent year-on-year, the emma figures for the 12 months to March 2015 show.

“Digital readership growth on PCs and desktops is starting to slow, while mobiles and tablets continue their strong growth, up by 350,000 and 135,000 year-on-year respectively,” The Newspaper Works CEO Mark Hollands said.

“The trend is now clear that consumers of newspaper media want access to news and information on the move,” Mr Hollands said.

The Sydney Morning Herald has the highest cross-platform audience, with 5.4 million readers. The Daily Telegraph is in second place with 4.3 million, and the Herald Sun is in third position with 4.2 million.

The fourth-most popular masthead is The West Australian, which reaches 71 per cent of its home audience.

Readership of digital newspapers has grown 3 per cent year-on year, but printed newspapers are responsible for the largest audience, reaching 79 per cent of the population, or 14.1 million readers.

The Herald Sun is the most-read printed newspaper Monday to Friday, with 1.35 million readers for an average issue. The Sunday Telegraph follows up second with 1.2 million readers, followed by Saturday’s Herald Sun with 1.11 million.

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