Eight out of ten Australian commuters are now scrolling through mobiles and tablets on their way to and from work, according to latest research.
More than 2.1 million people commute to work by rail, ferry and bus across the five capital cities every month and 94% of these commuters engage with news media, according to a survey during the month of June by researcher emma (Enhanced Media Metrics Australia). Digital news media is now read by 81% of commuters.
“Digital news media is an ideal and important platform for reaching metro commuters on their way to and from work each day at a time when they are looking to be entertained and informed," says NewsMediaWorks CEO Mark Hollands. "News media is powerful when it comes to connecting advertisers with this audience and influencing their decision making."
About 13.7 million people, or 76% of the population, read a newspaper in the past four weeks.
“The stability of news media readership further demonstrates that our audience is loyal and engaged with quality, influential and trusted journalism.” News media readership remained steady during the month of June, reaching 93% of the adult population. Consumption of news media on desktops/laptops, mobiles and tablets reached 13.2 million people, or 73% of the population.
Metropolitan newspapers continue to dominate the sector, reaching 63% of the population, or 11.3 million readers. Regional newspapers reach 3.4 million readers (19%).
For the 12 months to June 2016, The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 6.06 million readers. The Daily Telegraph followed, reaching 4.63 million readers and the Herald Sun, 4.24 million.
