Nine in 10 consume news media: emma

Nine in 10 consume news media: emma

Nine in 10 consumers, or 16.7 million Australians, read news media in November 2016, the latest Enhanced Media Metrics Australia data* released today has shown.

Print continues to be the preferred platform for most readers (13.5m readers), while 12.8m readers accessed news media via smartphone, tablet, laptop or PC.

11.2 million people, or 61 per cent of consumers, read a metro newspaper in the period.

Demonstrating the important role of regional and community news brands to their local audiences, 7.5 million people (41% of consumers) read a regional or community newspaper. 

NewsMediaWorks CEO Mark Hollands said: “The consistency in the news media readership figures to November 2016 demonstrates the ongoing importance of print and digital news media for the vast majority of Australians.”

“2016 was a big year for news, with Australians seeking trusted and credible sources of news and information on local, national and global stories in a 24-7 and almost instant news environment.”

According to the emma data for the 12 months to November 2016, The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.24 million readers. The Daily Telegraph followed, reaching 4.14 million readers and the Herald Sun on 4.04 million (see table below).

emma cross platform readership (000s, last four weeks) emma Nov16
Sydney Morning Herald / 5241
Daily Telegraph / 4142
Herald Sun / 4039
The Age / 2991
The Australian / 2871
Courier-Mail / 2920
West Australian /^ 1680
Financial Review / 1575
Adelaide Advertiser / 1476
Sunday Times / 1426
Canberra Times / 717
Newcastle Herald / 622
Gold Coast Bulletin / 538
Mercury (Tas) / 372
Sunshine Coast Daily / 293

^NB: With the recent release of Nielsen’s Digital Ratings (Monthly),’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.

*Source: emmaTM, 12 months to November 2016. Readership based on last four weeks. Trends compared with 12 months to November 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Digital Ratings (Monthly), November 2016. The emma data for the 12 months to November 2016 includes the new Nielsen Digital Ratings Monthly (DRM). This replaces the previous digital currency, 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.

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