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Australians prefer digital over print for news

Thursday, 14 September 2017
By Print21

A total of 13.2 million Australians read news media on digital platforms including smartphones and PCs in July, compared to 13.1 million who read newspapers, according to researcher emma.

It’s the first time that digital platforms have been preferred over printed newspapers since emma began its news media audience surveys.

“A total of 16.8 million Australians, or 90% of consumers, read news media across both print and digital platforms, according to the latest emmaTM (Enhanced Media Metrics Australia) data for July 2017,” said a statement from industry group NewsMediaWorks.

On digital platforms, such as smartphones, tablets, mobiles or PCs, news media was read by 13.2 million people, or 71% of the population. In print, 13.1 million people, or 70%, read newspapers in July.

Metro newspapers were read by 10.9 million people, or 59% of consumers, over the same period.

Regional and community news media brands were read by 6.8 million people, or 36% of the population during July. A total of 3.2 million people (or 17% aged 14+), read regional newspapers, while community newspapers were read by 3.8 million (or 20% aged 14+).

“News media brands continue to attract and maintain large, loyal and engaged audiences who seek trusted, quality journalism,” said NewsMediaWorks CEO Peter Miller. “This is further reinforced by the fact that news media is the most trusted media channel of any for both content and ads, according to the new ADTRUST study by Galaxy Research.

“The emma data shows that 90% of our population continues to turn to news media every month for that trusted content, and provides advertisers with a premium, brand safe environment.”

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms (see table) with 5.45 million readers.

NewsMediaWorks is a not for profit industry body established to advocate the cultural influence and commercial value of print and digital news media in Australia. It was founded in 2006 by Fairfax Media, News Corp Australia and Seven West Media (West Australian Newspapers).



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