Digital strong, but Aussies still prefer print

Print remains the preferred medium for the majority of Australians who read news media, the latest emma statistics show.

November figures have nine out of ten consumers - or 16.7 million Australians - reading news media, with 80 per cent of them (13.5 million) preferring to read a printed newspaper.

Some 12.8 million readers accessed news media via smartphone, tablet, laptop or PC.

The report says 11.2 million people, or 61 per cent of consumers, read a metro newspaper in the period, while 7.5 million people (41 per cent of consumers) read a regional or community newspaper.

NewsMediaWorks chief executive Mark Hollands says consistency in readership figures "demonstrates the ongoing importance of print and digital news media" for the vast majority of Australians: "2016 was a big year for news, with Australians seeking trusted and credible sources of news and information on local, national and global stories in a 24/7 and almost instant news environment."

According to the emma data for the 12 months to November 2016, the Sydney Morning Herald is Australia's highest-reaching title across all platforms with 5.24 million readers. The (Sydney) Daily Telegraph followed, reaching 4.14 million readers, and the (Melbourne) Herald Sun on 4.04 million (see table below).