Australians Continue to Embrace Traditional Written News
In the digital age where audio and video news have gained popularity, traditional written news still reigns supreme in Australia. According to Roy Morgan’s latest Total News readership figure, an impressive 96% of Australians engage with news, with 50% of consumers considered heavy users who consume news content across various categories.
The survey reveals that 70% of Australians read news across three or more categories, in addition to general news content. Property, sport, lifestyle and health, entertainment and culture, and business and finance are the most popular specialist categories.
Despite the availability of online audio and video news, a significant 56% of Australians prefer reading their news compared to watching news videos (52%) or listening via podcasts or digital radio (29%).
Vanessa Lyons, executive general manager of Think News Brands, affirms that Australians eagerly embrace news content in all forms throughout the day. Michele Levine, CEO of Roy Morgan, adds that Total News continues to be a premium and resilient media channel, with readers displaying a commitment to high-quality news content as a reliable source of information.
Surprisingly, despite the proliferation of free online news services, Australians are still willing to pay for news. Roughly 60% of readers pay to access written news content, and these subscribers are also more likely to be homeowners and have a higher income. Additionally, 70% of these paying subscribers are planning a holiday within the next year.
News media appears to attract a specific demographic known as super NEOs who earn over $250,000 per year and are more likely to invest and spend their money. Readers of business and finance, travel, and automotive news categories tend to be more affluent and have substantial savings and investments.
For advertisers, Total News offers an attractive platform to target price-insensitive customers. Particularly in a challenging economic climate, where the ANZ Roy Morgan Consumer Confidence Index has significantly dropped, news readership and engagement remain strong. News serves as a reliable source of information and helps Australians stay informed and prepared during uncertain times.
In terms of readership, The Sydney Morning Herald leads the pack with a unique audience of 7.5 million, closely followed by The Age with 5.1 million. Other News Corp publications also feature prominently in the top five rankings.
These statistics highlight the enduring appeal of written news among Australians. Despite the rise of digital media, the trusted medium of newspapers continues to captivate readers. With a highly engaged and diverse consumer base, news brands remain a dependable resource for advertisers seeking to connect with their target audience.
