A total of 16.78 million Australians, or 91 per cent of the population, read news media in any form, with print slightly ahead as the preferred platform, at 13.3 million people or 72 per cent of the population.
Metro newspapers were read by 11.12 million people, or 60 per cent of consumers, in the same period. Regional and community news brands were read by a total of 7.1 million people, or 39 per cent of the population, with regional newspapers read by 3.2 million people (or 18 per cent aged 14+), while community newspapers were read by 4.1 million (or 22 per cent aged 14+).
The emma data also shows that the 71 per cent of people who use their smartphone, tablet, mobile or PC to consume news media, are a good source of brand advocacy for advertisers. For example, 53 per cent of digital readers, or 6.9 million people, say they encourage others to buy products and services based on their own brand experiences. Almost a third of digital readers (29 per cent or 3.8 million people), say they encourage others to buy based on their food and dining experiences.
Digital readers are also more likely to share positive comments online about brands and services at 36 per cent or 4.7 million people, compared to 26 per cent , or 3.4 million, who share negative comments, according to emma data.
The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.37 million readers. The Daily Telegraph followed, reaching 4.73 million readers and the Herald Sun on 4.37 million (see table below).