Get the CMO perspective WATCH BURNING QUESTIONS NOW
Latest readership figures reveal 20.8 million Australians read Total News GET THE FACTS NOW
Consumer-led research reveals the holistic impact of Total News Publishing for advertisers in the media moments that matter most DOWNLOAD THE FACTS NOW

Trending

Nine in 10 under 40s engage with news every month, more than any other channel

A new report, The Youth Chapter, debunks the myth that young Australians don’t engage with news.

Contrary to popular belief, Australians under the age of 40 are embracing news with a new report showing nine in 10 young Australians read news every month, a figure far greater than any other media channel.

Drawing on Roy Morgan data, The Youth Chapter, released today by ThinkNewsBrands provides a detailed analysis of Total News* consumption for the under 40 demographic.

Findings of the report include:

Ninety-four per cent of under 40s in Australia read the news each month. Of that, 96 per cent of 25-to-39-year-olds are reading news and 91 per cent of 14-to-24-year-olds engage with news on a monthly basis.

Of the 20.4 million Australians that read news every month, 42 per cent of that audience is under 40 and each week, news engages more Australians under 40 than any other channel, including Facebook.

While digital news consumption is high, almost three in every five under 40s get their news from a newspaper.

News consumption is on the rise for this important demographic with dwell time increasing from 63 minutes in 2019 to 86 minutes in 2021.

One in three under 40s access news directly by searching for news or specific stories and going straight to the source.

News readers under the age of 40 are a covetable audience with research showing they are early adopters and influencers across categories from tech to real estate, lifestyle and food with 87 per cent of young news consumers regarded as “trusted advisors” in their sphere of influence.

Trust is also high among young news consumers with advertising placed in print and digital news far exceeding the levels of trust for search engines, social media and non-news sites.

ThinkNewsBrands General Manager Vanessa Lyons said: “One of the greatest myths is that young people don’t engage with news, a misconception often tied to the thinking that news only means printed newspapers. But these findings show that people under 40 are regularly turning to Australia’s major news publishers for trusted information.

“News brands continue to evolve their offerings to reach and engage younger readers by innovating the way news is delivered both on and off platform and clearly this is working to build the habit of regular news consumption among younger generations.”


*Total News refers to all professional journalist written news consumed within Australia, spanning both print and digital news mastheads and websites, including Australia’s leading publishers.



Media Enquiries
Brooke Hemphill
bhemphill@premiumcontentalliance.com.au
0419 351 445

Trending Media Release
27th Nov

Latest readership figures reveal 20.8 million Australians read Total News, with broad multi-category engagement.

Produced by Roy Morgan, the latest figures show Total News continuing to retain its broad reach across the country, with 20.8 million Australians aged 14+ years consuming news in any given month.

Latest readership figures reveal 20.8 million Australians read Total News, with broad multi-category engagement.

Produced by Roy Morgan, the latest figures show Total News continuing to retain its broad reach across the country, with 20.8 million Australians aged 14+ years consuming news in any given month.

Trending News
12th Oct

Audience reach, ‘shareability’ get a makeover as new media study mythbusts consumption
Audience reach, ‘shareability’ get a makeover as new media study mythbusts consumption

Trending News
22nd Aug

CMO Perspectives: How Yalumba’s bespoke news media approach is helping the brand build consideration and engagement

Cultural context is critical in how Yalumba tells its distinctive brand story and it is finding it through total news, says CMO, Nicky Gameau.

CMO Perspectives: How Yalumba’s bespoke news media approach is helping the brand build consideration and engagement

Cultural context is critical in how Yalumba tells its distinctive brand story and it is finding it through total news, says CMO, Nicky Gameau.

Trending Media Release
21st Aug

Total News readership: 96 per cent of Australians remain engaged with news

Produced by Roy Morgan, the latest Total News readership figures refer to the 12 months to June 2023 and represent news readership across print and digital formats. The latest figures show Total News continuing to retain its broad reach across the country, with 96% of Australians aged 14+ years consuming news in any given month.

Total News readership: 96 per cent of Australians remain engaged with news

Produced by Roy Morgan, the latest Total News readership figures refer to the 12 months to June 2023 and represent news readership across print and digital formats. The latest figures show Total News continuing to retain its broad reach across the country, with 96% of Australians aged 14+ years consuming news in any given month.

Trending News
14th Aug

You’re probably not spending enough on one media solution: Here’s why.

New research shows us there is an underleveraged media solution that can deliver against both top and bottom-of-funnel objectives. The question Vanessa Lyons is asking is: Are you harnessing it enough?

You’re probably not spending enough on one media solution: Here’s why.

New research shows us there is an underleveraged media solution that can deliver against both top and bottom-of-funnel objectives. The question Vanessa Lyons is asking is: Are you harnessing it enough?

Trending News
25th Jul

How news builds bottom-of-funnel bang for buck

Research shows brands can 4X the ROI on their marketing investment and deliver double digit growth on customer acquisition and conversion through investment in Total News as the platform to access highly engaged, ‘ready to buy’ customers. Vanessa Lyons delves into the latest research revealing the power of news as a bottom-of-funnel driver.

How news builds bottom-of-funnel bang for buck

Research shows brands can 4X the ROI on their marketing investment and deliver double digit growth on customer acquisition and conversion through investment in Total News as the platform to access highly engaged, ‘ready to buy’ customers. Vanessa Lyons delves into the latest research revealing the power of news as a bottom-of-funnel driver.

Trending News
20th Jun

GroupM ‘responsible journalism’ push to increase ad budgets for news sites via private marketplace.

ThinkNewsBrands executive GM Vanessa Lyons called GroupM’s initiative “a beacon” for industry – most categories and brands, she said, should upweight their budgets fourfold in “Total News”, irrespective of their ESG agendas, citing ROI econometric modelling.

GroupM ‘responsible journalism’ push to increase ad budgets for news sites via private marketplace.

ThinkNewsBrands executive GM Vanessa Lyons called GroupM’s initiative “a beacon” for industry – most categories and brands, she said, should upweight their budgets fourfold in “Total News”, irrespective of their ESG agendas, citing ROI econometric modelling.

Trending News
13th Jun

Total News: Mighty power for mighty sales

Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.

Total News: Mighty power for mighty sales

Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.

Trending News
25th May

A new kind of funnel

Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.

A new kind of funnel

Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.