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Digital readership trends upwards 3pc

Total cross platform readership for Australia’s news media sector in May reached 16.4 million or 89 per cent of the population (aged 14+). News media readership on digital devices such as smartphones, tablets and laptops, rose by 3 per cent to 13.3 million, or 72 per cent of the population.

Newspapers are read by 12.3 million people each month, or 67 per cent of Australians. Metro newspapers were read by 10 million people, or 55 per cent of consumers, in May. Regional and community news media brands are read by 6.3 million people, or more than one third of the population (34 per cent).

In addition to the industry currency readership data, emma CMV provides valuable insights into Australian consumers’ product purchases and attitudes. The data has revealed that three in four Australians (13.9 million) are ‘concerned’ or ‘very concerned’ about the price of electricity. This has prompted 1.8 million people to change their electricity supplier in the last 12 months, and another 1.8 million say they are likely to change their supplier in the next two months.

“When it comes to the electricity providers, news media reaches 90 per cent of those people who say that they plan to switch providers in the next two months. There is no better way to reach this important group of Australians to help inform their views than news media, the most trusted media channel for both content and ads ,” NewsMediaWorks CEO, Peter Miller, said.

“In the May readership data, it is encouraging to see ongoing pockets of growth in news media, which has also been reflected in the latest News Media Index for advertising revenue. It found that the industry’s decline in ad revenue has almost halved in the past quarter, with newspapers and news websites leading the positive revenue improvements. The News Media Index and latest emma data is further proof that news media brands are gaining ground with both readers and advertisers who want trusted news sources.”

This is the third month of emma cross platform readership data to come from Nielsen, in a new strategic collaboration announced in May. Under the new arrangement, Nielsen leads the fusion process that brings together the industry accredited print readership data from Ipsos and Nielsen’s IAB-accredited digital audience data, to deliver a total audience readership. Nielsen Consumer & Media View (CMV) is fused to the emma Cross Platform data to provide critical product and attitudinal data.

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 4.86 million readers. The Daily Telegraph followed, reaching 3.74 million readers and Herald Sun on 3.69 million (see table below).


  1. emmaTM, 12 months to May 2018. Readership based on last four weeks. Trends compared with 12 months to May 2017. Survey conducted by Ipsos Connect, people 14+, Nielsen Digital Ratings (Monthly), now Nielsen Digital Panel, NDP may 2018, People 14+
  2. Attitudinal and Product analysis emma CMV May 2018.
  3. Adtrust; Galaxy Research online questionnaire, June 2017 (n=2,863) and April 2018 (n=1400) was conducted among a nationally representative sample of Australians aged 18 years and older. View full results at www.newsmediaworks.com.au/adtrust
  4. The revenue data is taken from NewsMediaWorks’ members, News Corp Australia, Fairfax Media, West Australian Newspapers and Community Newspaper Group, WA, who represent around 90 per cent of the news media sector.
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