Newspapers allegedly reach 92 per cent of Australia’s metropolitan population – and nine in 10 Australians – every month, with digital editions continuing to achieve strong growth, according to the latest emmaTM (Enhanced Media Metrics Australia) data for the 12 months to May 2015* released today.
Across print and digital platforms print newspaper media reach 16.4 million Australians over a four-week period, up 0.4 per cent from 16.3 million in May 2014. While print readership declined 3.7 per cent year-on-year to 13.9 million readers, digital readership grew by 3.2 per cent to 11.7 million.
National and metro print newspapers have the highest reach, with 14.3 million readers each month across print and digital platforms. Print editions reach 13.9 million readers, while national and metro digital content reach 11.3 million readers.
Regional and community newspapers remain vital to their communities. Each month 3.7 million Australians read regional newspaper media across all platforms, with 3.25 reading regional newspapers in their print and 5.3 million reading community newspapers.
Digital readership continues to grow, driven mainly by mobile with 453,000 additional readers (+15.2 per cent YOY) in May 2015. Desktop/laptop and tablet audiences continue to rise, up 3.5 per cent and 5 per cent respectively YOY.
Mobile readership is heaviest among people aged 25-39, 38 per cent of whom have consumed newspaper content on their mobile in the last four weeks, followed by under-25s (23 per cent) and 40- 54s (18 per cent).
“Increasingly people want to access the latest news and information on the go, fuelling continued growth in mobile audiences which largely offsets the gradual decline in print readership. However emma data clearly shows the majority of Australians still prefer their newspaper in print,” said Mark Hollands, CEO of The Newspaper Works.