News media on digital devices, such as smartphones, tablets and PCs, is read by 72 per cent, or 13.5 million, Australians according to the latest emma (Enhanced Media Metrics Australia) data* for November 2017.
A total of 16.9 million people, or 90 per cent of the population, read news media across all platforms in November, while newspapers alone were read by 12.9 million people.
National news media was read by 2.5 million, or 13 per cent, of the population. Metro newspapers were read by 10.6 million people, or 57 per cent of consumers, over the same period.
Regional and community news media brands were read by 6.7 million people, or 36 per cent of the population during November. A total of 3.1 million people (or 17 per cent aged 14+), read regional newspapers, while community newspapers were read by 3.8 million (or 20 per cent aged 14+).
“The fact that news media readership remains stable with large and engaged audiences should come as no surprise, given the enormous trust readers place in quality journalism. Our publishers also pioneered the move to digital news media platforms, which is born out in the strength of their readership,” NewsMediaWorks CEO Peter Miller said.
“News media is the most trusted channel for both content and ads, according to the recent ADTRUST consumer study by Galaxy Research**. Trust and brand safety will continue to dominate marketers’ agendas this year and we will see a further flight to quality and trusted advertising environments that can be assured in news media.”
The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.15 million readers. The Herald Sun followed, reaching 4.35 million readers and The Daily Telegraph on 4.07 million (see table below).
*emmaTM, 12 months to November 2017. Readership based on last four weeks. Trends compared with 12 months to November 2016. Survey conducted by Ipsos Connect, people 14+, Nielsen Digital Ratings (Monthly), November 2017. Following the introduction of Nielsen Digital Ratings Monthly (DRM) data into emma in February 2016, year on year comparisons of digital audiences are valid from February 2017 onwards.
**Galaxy Research online questionnaire, June 2017 was conducted among a nationally representative sample of 2,863 Australians aged 18 years and older. Results displayed are Net ADTRUST and Net CONTENT TRUST which, on a scale from 1 to 7, is Percentage agreeing (5,6,7) less Percentage disagreeing (1,2,3).