Of these, some 746,000 Australians have downloaded a Newspaper/Magazine App to their mobile phone or tablet computer. Whilst this group represents only 4% of the total Australian population aged 14+ years, it accounts for 19% of those who have ever downloaded/used an App.
In terms of the number of Australians 14+ who report having used a Newspaper/Magazine App in the last 4 weeks, Sydney Morning Herald boasts the highest number of users (121,000) – in fact, 36% more users than the number 2 ranked App in this category, from Fairfax stable-mate The Age(89,000). The next most popular Newspaper/Magazine App is The Australian, just edging out the New York Times for third place.
Top 10 Newspaper/Magazine Apps (via mobile phone or tablet) – Australians 14+
Source: Roy Morgan Single Source, January-November 2011 (n = 17,253). Usage based on ‘used listed Apps* on mobile phone or tablet computer in the last 4 weeks’.
* Newspaper/Magazine Apps during the 11-month survey period include: The Australian, Australian Financial Review, Sydney Morning Herald, Daily Telegraph, The Age, Herald Sun, Courier Mail, Adelaide Advertiser, West Australian, Economist, New York Times, The Daily, International Herald Tribune, Times of London, Wall Street Journal, New Yorker, Martha Stewart Living, Time, Newsweek, Australian Women’s Weekly, Gourmet Traveller, Marie Claire, Magshop, The Monthly, APC Magazine, Shop Til You Drop, GQ Magazine, Fortune, O Oprah Magazine, Vogue (UK), Wired (UK), Other Newspaper/Magazine Apps.
While the top 3 most popular Newspaper/Magazine Apps are produced by Australian newspapers, the remaining Apps that complete the top 5 – New York Times and The Economist (Asia/Pacific) – are not based on Australian mastheads. Looking at the user demographic profiles for the top 2 Newspaper/ Magazine Apps, the data indicates that the vast majority of users live in NSW/ACT and Victoria. As shown in the following table, although a Melbourne-based newspaper, 16% of the The Age App users live outside of Victoria, with 9% in NSW/ACT alone. Similarly, 15% of Sydney Morning Herald App users do not live in NSW/ACT; in fact 8% of Sydney Morning Herald App users live in WA.
Sydney Morning Herald & The Age Apps – % of Australian users aged 14+ by State
Source: Roy Morgan Single Source, January-November 2011 (n = 17,253). Based on ‘Mobile or tablet Apps used in the last 4 weeks’.
In terms of App user media consumption, both Sydney Morning Herald and The Age App users are more likely to be heavy internet users and heavy-medium consumers of newspapers and magazines.
Sydney Morning Herald App Users – Media Consumption Index
Compared to the Australian population aged 14+ years, Sydney Morning Herald App users are more/less likely to be heavy/medium/light consumers of the following media channels:
Source: Roy Morgan Single Source, January-November 2011 (n = 17,253). App users are ‘used Sydney Morning Herald Newspaper App on mobile phone or tablet computer in the last 4 weeks’. Note: 100 = average media consumption of Australians aged 14+ years. Index figures >110 or <90 indicate a significant difference compared to the average for the Australian population aged 14+.
Compared to the average for the Australian population aged 14+, users of The Age or Sydney Morning Herald Apps are more likely to be heavy newspaper readers (who read 7+ issues in a week), heavy internet users (>15 hours per week) and heavy cinema goers (been to the cinema at least twice in the last 3 months). These App users are also more likely to be medium-heavy magazine consumers (read >3 issues in the last month), but light commercial TV viewers (who watch less than 2 hours per day).
The Age App Users – Media Consumption Index
Compared to the Australian population aged 14+ years, The Age App users are more/less likely to be heavy/medium/light consumers of the following media channels:
Source: Roy Morgan Single Source, January-November 2011 (n = 17,253). App users are ‘used The Age Newspaper App on mobile phone or tablet computer in the last 4 weeks’. Note: 100 = average media consumption of Australians aged 14+ years. Index figures >110 or <90 indicate a significant difference compared to the average for the Australian population aged 14+.
Not surprisingly, the majority of both Sydney Morning Herald and The Age App users are heavy internet users, with 57% of Sydney Morning Herald App users and 63% of The Age App users reporting that their internet usage is more than 15 hours per week.
The Age and Sydney Morning Herald App users differ slightly in some media consumption habits, e.g.:
? Sydney Morning Herald App users are more likely than average to be medium consumers of magazines (reading 3-4 issues in the last month), whereas The Age App users are less likely than average;
? The Age App users are more likely than average to be medium commercial TV viewers (watching 2-3 hours per day), whilst Sydney Morning Herald App users are less likely than average.
These results are generally consistent with those for readers of these newspapers’ printed versions (Monday-Sunday), although the App users are more likely to be ‘Heavy Internet’, ‘Heavy Cinema’ and ‘Light Commercial TV’ consumers.
The majority of these App users (59% of Sydney Morning Herald App users, and 54% of The Age App users) read 3 or more newspaper issues in a week, and in fact around 1/3 of Sydney Morning Herald/ The Age App users are classified as heavy newspaper readers (who read 7+ issues in a week).
This data indicates that these people are avid consumers of news, for whom Newspaper Apps are most likely highly useful tools that provide access to news content whenever and wherever they require.
George Pesutto, Industry Director – Media, Roy Morgan Research says:
“Given the proliferation of Apps and the multitude of uses available, access to the latest news is clearly a popular function, especially when you consider that almost 1 in 5 Australians who have ever downloaded an App have actually downloaded a newspaper or magazine App.
“As smartphone and tablet penetration in Australia continues to increase, we would expect to see a corresponding growth in the number of users of newspaper and magazine Apps.
“What we’re seeing now is that Apps are contributing to a broader media repertoire amongst heavy consumers of news media”.
An extensive range of detailed media profiles, acrossprint, Internet, radio, television, and more can be found at Roy Morgan. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.
Other mobile phone related profiles include activities people do on mobile phones, and handset ownership – iPhone, Blackberry, Nokia and many more.
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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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