Most readers are increasingly combining print & digital consumption to suit their lifestyle.
Combined readership across print and digital over a four week period stands at 16.9 million, or 93 per cent of the population.
News media continues to engage consumers across all formats, with significant crossover featured in readers’ usage of platforms, demonstrating why both should play a key role for marketers.
According to emma, readers are integrating digital content into their consumption of newspapers.
More than half of readers (60%) say they get news from both digital and print sources, well ahead of the number who rely solely on print.
Top-dollar spenders still buy papers
Top readers are among the country’s top earners
Full-time workers who read both print and digital news content earn considerably more than other consumers, including those who make up our separate print-only and digital-only audiences.
On average, they earn $86,395 a year compared with $84,970pa for digital-only readers and $83,604pa for newspaper readers. Non-readers earn an average 30 per cent less than readers who combine print and digital news journalism.
Those who consume a mix of print and digital news are 30 per cent more likely to earn a salary of $150,000pa compared with the average Australian, and 87 per cent more likely than non-readers.
State of the States
News publishers’ print and digital platforms continue to deliver strong numbers across the nation.
An analysis of readership by state shows Tasmania has the highest print readership with 85 per cent reading in the past four weeks.
Some 77 per cent of Victorians read a newspaper in the same period, while West Australians (76%) and South Australians (75%) did the same.
Queensland, NSW/ACT and the Northern Territory all register 73 per cent of the population who read a newspaper – and they’re the lowest levels!
At 91 per cent, Territorians lead the way as the biggest consumers of digital news content, followed by Victorians (77%).
Some 73 per cent of residents in WA and Queensland, and 72 per cent in NSW/ACT, access their news online. Tasmanians and South Australians have the strongest preference for print, with digital news media reaching 65.
Sealing the deal
Nearly 1:2 say news media made them a buyer
Understanding the consumer purchase journey is vital to help marketers be more strategic in how they use media, specifically when and where to advertise and what information to deliver.
A recent study conducted by NewsMediaWorks, in collaboration with Research Now, reveals the ultimate purchase decision of 46 per cent of buyers across the travel, automotive, electrical goods and health insurance is directly influenced by news media.
It performs particularly well in the research phase of the purchase journey, as buyers collect information about their options.
In the Automotive study, for example, news media influenced more than half of buyers (51%) to investigate a particular model or brand further.