February news media readership data counts 16.7m readers

• Travel advertiser alert: 5.2 million news media readers holidayed abroad in the past year

A total of 16.7 million Australians, or 91% of consumers, read news media in February 2017, the latest emma (Enhanced Media Metrics Australia) data released today has shown.

Digital news media on smartphones, tablets, laptops or PCs is consumed by 70% of people, or 13m Australians. Print, however, continues to be the preferred platform for readers of news media, at 13.4m people or 72% of the population.

Metro newspapers were read by 11.2m people, or 60% of consumers, in the same period. Regional and community news brands were read by a total of 7.1m people, or 38% of the population, with regional newspapers read by 3.2m people (or 17% aged 14+), while community newspapers were read by 4.1m (or 22% aged 14+).

The emma data also shows that news media provides travel and tourism operators with a powerful opportunity to connect with holidaymakers. Readers enjoy travelling overseas, with 5.2m holidaying abroad in the last 12 months. On average, this has grown by 4.6% over each of the past three years. In addition, 5.8m news media readers intend to travel overseas on holidays in the next 12 months, which have grown by 5% in a year.

Cruising holidays in particular are showing strong growth among news media readers, with 1.9m intending to take a cruise in the next 12 months, which is an average increase of 14.6% over each of the last two years.

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.5m readers. The Daily Telegraph followed, reaching 4.6m readers, and the Herald Sun on 4m (see table below).