Print remains by far the preferred platform for newspaper readers, with nine out of 10 newspaper readers consuming a printed edition, compared to five out of 10 using digital formats.
However in a prediction of the changing ways of consuming news Brian Rock, The Newspaper Works Research and Insights Manager says, “The number of readers accessing digital newspapers will overtake those reading print copies within the next few years.”
There are 14.6 million readers of printed newspapers, almost four out of five (83 per cent) of Australians aged over 14.
The Enhanced Media Metrics Australia’s (emma) first full year report shows printed newspapers are still the preferred platform, but a slow change in readership from print to digital media is evident within the report.
According to emma the readership consumption of printed Australian newspapers has declined by 4 per cent in the 12 months to June 2014, while there has been an 11 per cent increase in digital consumption.
The emma data across only key national, metropolitan and regional papers found total masthead readership from print, desktop, mobile and tablet is up slightly, increasing 14.3 million to 14.5 million, with digital readership is up from 9.5 million to 10.7 million while print readership is down from 13.2 million to 12.7 million.
Mark Hollands, The News Paper Works CEO says, “Overall cross-platform readership is up and several newspaper brands are delivering strong growth and large audiences, which make newspapers a compelling proposition for advertisers.”
Rock says, “Consumer demand, especially among older readers, will ensure printed newspapers continue for many years. The small decline in readership was driven by the under 40s, whose audience size is 4.86 million, or 63% of this demographic.”
Emma suggests that the 55+ segment of newspaper readers has increased by two per cent to 4.49 million, or 82 per cent of this demographic.”
Rock said, “The number of readers accessing digital newspapers will overtake those reading print copies within the next few years.”
Hollands also said that print is in a slow decline but not at the rate some suggest, and emma is a great tool in measuring the audience growth and engagement within print and digital platforms. It is in great interest of advertisers and those working within the industry to asses where they stand and future planning.
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