Seven in 10 read news media in digital: emma

Australians continue to read news media on a variety of platforms, with 16.7 million people, or 91 per cent of the population, consuming news content in print or on digital devices during October, according to the latest Enhanced Media Metrics Australia data released today.

Digital devices continue to be a popular choice for consuming news media brands, with 13 million people, or 71 per cent of the population, reading news media on smartphones, PCs/laptop and tablets.

Newspaper readership remains stable, with 13.5 million people, or 74 per cent of the population reading a newspaper in October. Metropolitan newspapers were read by 11.2 million, or 62 per cent of the population, while regional and community newspapers were read by 7.5 million, or 41 per cent of the population.

emma data has found that news media is particularly popular among “high value” audiences, with 95 per cent of managers and professionals reading news media each month. Some 77 per cent read newspapers, while 83 per cent, or four in five professionals, access news media via digital platforms.

NewsMediaWorks CEO Mark Hollands said managerial and professional audiences consume news media brands due to their trusted journalism, advice and analysis.

“C-suite executives are some of the most avid readers of news media journalism with 97 per cent reading news content in October. Business and finance sections are particularly popular for 55 per cent of CEOs and 38 per cent of business owners who are regular readers,” he said.

“This demonstrates the integral role that news media plays in the lives of senior business people as a trusted and valuable source of information. It makes news media a powerful medium for advertisers to connect with a senior business audience.”

According to the emma data for the 12 months to October 2016, The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.44 million readers. The Daily Telegraph followed, reaching 4.28 million readers and the Herald Sun on 4.24 million (see table below).

emma cross platform readership (000s, last four weeks)* September 2016
Sydney Morning Herald / 5435
Daily Telegraph / 4281
Herald Sun / 4242
The Age / 3161
The Australian / 3070
Courier-Mail / 3028
West Australian / ^ 1712
Financial Review / 1653
Adelaide Advertiser / 1520
Sunday Times / 1446
Canberra Times / 685
Gold Coast Bulletin / 585
Mercury (Tas) / 394
Sunshine Coast Daily / 333
Newcastle Herald/ 319


For more news from NewsMediaWorks, click here.

^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 October 2016. Readership based on last four weeks. Trends compared with 12 months to October 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Digital Ratings (Monthly), October 2016. The emma data for the 12 months to October 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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