The mobile sector continues to grow with the latest Emma (Enhanced Media Metrics Australia) data showing media readership is up 16% year-on-year.
Results show that over a four-week period, from January 2015 to December 2015, 11.4million people, or 63% of the population, read news media across digital platforms.
Print still dominates as the preferred medium for the majority of news media readers, at 13.8 million or 77% of the population. However, readership saw a small decline across the board with The Sydney Morning Herald losing 1.5% print readership year-to-year and The Daily Telegraph losing 1.7%.
Despite the small loss, The SMH remains the most read newspaper, with a total audience of 4.8m readers, followed by The Daily Telegraph with 3.9m and The Herald Sun with 3.8m. The top three order remains the same as in last year's results.
Fairfax Media’s Australia publishing media commercial and marketing director, Tom Armstrong, says the SMH attracts 874,000 more readers than its closest competitor in December, with the digital and print content working together.
Newspapers provide a valuable audience to advertisers, with 95% of the ‘high value’ (managers and professionals) audience reading news media each month. Eight in ten read print newspapers, while 78% access news media via digital platforms and 35% read news media on their smartphones.
“The early commitment by Australians news media publishers to continuous innovation and evolution of their brands across all platforms has paid off and the Emma data demonstrates that news media audiences are both large and engaged, providing a valuable target for advertisers,” The Newspaper Works CEO Mark Hollands says.
Magazines follow a similar suit to newspapers, with print readership seeing a slight decline but tablet/mobile platforms rising.
The most read magazine over four-weeks is Woman’s Day with 3.1m total readers, closely followed by New Idea with 3.1m and Taste.com.au with 3.0m. Taste.com.au ranked second to New Idea last year, increasing its readership by 104,000 year-to-year.
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