A total of 12.9 million Australians, or 70 per cent of consumers, read news media on digital devices such as smartphones, tablets, mobiles or PCs, in May 2017, the latest emma (Enhanced Media Metrics Australia) data has shown.
Print, however, 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 May.
Metro newspapers were read by 11 million people, or 59 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 May. Regional newspapers were 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 readers are most likely to be in the market for a house or mortgage, compared to non-readers. A total of 2 million readers intend to buy at least one property in the next 12 months and are 19 per cent more likely to buy property than non-readers.
Of those readers, 1.5 million intend to buy a property to live in, while 800,000 are looking to purchase an investment property and 700,000 a holiday home.
News media readers are also in the market for a mortgage, with 1.2 million readers intending to obtain a mortgage in the next 12 months. Compared with non-readers, news media readers are 11 per cent more likely to be in the market for a mortgage. In addition, more than half (816,000) the intended mortgages are for investment properties.
The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.07 million readers. The Daily Telegraph followed, reaching 4.56 million readers and the Herald Sun on 4.1 million.
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