More people read news in print than digital, claim emma numbers

Rosie Baker
By Rosie Baker | 20 July 2017

More people read news in print, than on digital, according to the latest Enhanced Media Metrics (emma). Just.

The numbers show 70% of Australians (12.9 million people) read news on digital platforms across mobile devices, tablets or PCs, in May 2017.

The numbers show 13.3 million people or 72% of the population read newspapers in May.

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  • Metro newspapers were read by 11 million people, or 59% of consumers.
  • Regional and community news media brands were read by 7.1 million people, or 38% of the population. 
  • Regional newspapers were read by 3.2 million people (or 17% aged 14+).
  • Community newspapers were read by 4.1 million (or 22% aged 14+).

Of those, 2 million readers intend to buy at least one property in the next 12 months and are 19% more likely to buy property than non-readers, according to the data released.

Most are looking to buy a place to live, while 800,000 are looking for an investment property and 700,000 a holiday home.

Another 1.2 million intend to get a mortgage in the next 12 months - 11% more likely than non-readers, demonstrating the strength of print media for real estate industry and banking brands.

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5 million, followed by The Daily Telegraph, which reaches 4.56 million readers. The Herald Sun sits at 4.1 million.

*Source: emma, 12 months to May 2017. Readership based on last four weeks. Trends compared with 12 months to May 2016.

The data comes from the emma data for the 12 months to May 2017.

In the latest emma data for magazine brands, News Corp’s has the highest total audience at 3.7 million, followed by Pacific Magazines’ New Idea at 2.9 million monthly.

In print, New Idea has the highest readership at 2.7 million, followed by PacMags’ Better Homes and gardens at 2.3 million.

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