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13.3m Australians consume news media on digital devices: emma

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News media is consumed on digital devices by more than seven in 10 Australians, or 13.3 million of the adult population, according to the latest emma (Enhanced Media Metrics Australia) data* released today.

Accessing news, information and entertainment journalism on smartphones, tablets and laptops/PCs continues to grow, with 73 per cent of people using digital devices for news media.

Across print and digital, news media readership was 16.9 million in the month of July, reaching 93 per cent of the adult population.

Newspapers are read by 13.6 million people, or 75 per cent, of the population. Some 8 million Australians read three or more newspapers every week and 7.5 million people read a regional or community newspaper in the past four weeks.

Metropolitan newspapers reach 63 per cent of the population, or 11.4 million readers.

NewsMediaWorks CEO Mark Hollands said a large number of consumers still regularly engaged with print, demonstrating the trusted relationship they have with quality, influential journalism.

“Newspapers remain a powerful medium for reaching high-value consumers. Those who read 3+ copies of a newspaper per week earn an average of 20 per cent more than those who do not read print newspapers. This figure increases to 27 per cent for heavy newspaper readers, who read 7+ copies a week,” he said.

“No other channel can cover important news events that dominate the national agenda like news media can, which is why our sector continues to produce stable readership, across all platforms, with a loyal and engaged audience. This makes news media a powerful medium when it comes to connecting advertisers with audiences and influencing their decision making.”

According to the emma data for the 12 months to July 2016, The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 6.35 million readers. The Daily Telegraph followed, reaching 4.52 million readers and the Herald Sun on 4.14 million. 

emma cross platform readership (000s, last four weeks)*July 2016
Sydney Morning Herald / smh.com.au6355
Daily Telegraph / thetelegraph.com.au4526
Herald Sun / heraldsun.com.au4149
The Age / theage.com.au3638
The Australian / theaustralian.com.au3397
Courier-Mail / couriermail.com.au2888
West Australian / thewest.com.au ^1690
Financial Review / afr.com.au1669
Adelaide Advertiser /AdelaideNow.com.au1565
Sunday Times / perthnow.com.au1395
Canberra Times / canberratimes.com.au708
Gold Coast Bulletin / goldcoast.com.au586
Sunshine Coast Daily / sunshinecoastdaily.com.au530
Mercury (Tas) / themercury.com.au401
Newcastle Herald/ theherald.com.au319

^NB: With the recent release of Nielsen’s Digital Ratings (Monthly), thewest.com.au’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 July 2016. Readership based on last four weeks. Trends compared with 12 months to July 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Digital Ratings (Monthly), July 2016. The emma data for the 12 months to July 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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