The Newspaper Association of America has released comScore data that shows a new high for audiences engaged with newspaper digital content and reflects significant growth among key demographic groups. The audience engaged with newspaper digital content totaled 164 million unique visitors in August, an 18% increase from August a year ago, and young women 18-24 increased 38%.  

The Newspaper Association of America has released comScore data that shows a new high for audiences engaged with newspaper digital content and reflects significant growth among key demographic groups.

The audience engaged with newspaper digital content totaled 164 million unique visitors in August, an 18% increase from August a year ago, and reflected growth among young women 18-24, a group that increased 38% in the last year.

Jim Conaghan, NAA vice president of research and industry analysis, outlined the major points from the recent comScore data:

• Eight in 10 (80%) of U.S. adults who were online in August accessed newspaper digital content, also a new peak.
• Over the past year, young women (ages 18-24) were the fastest-growing segment of the newspaper digital audience, rising 38%.
• More than nine in 10 (92%) women ages 25-34 read newspaper digital content, the greatest reach among any age or gender.
• Those who use only mobile devices — smartphones or tablets — to access newspaper digital media now exceed those who use only desktop/laptop computers and those who used both kinds of machines during the month.

The newspaper digital audience rose to 164 million unique visitors (adults 18+) from 139 million in August 2013. The previous peak level for the newspaper digital audience occurred in March of this year, at 161 million unique visitors. After a seasonal decline to 153 million unique visitors in June, the audience count grew in July (to 155 million) and again in August (to 157 million).

Eight in 10 adults engaged with newspaper digital content in August 2014. That compares with a reach of two-thirds (65%) of adults in June 2013. 

The reach of newspaper digital content was highest among those ages 25-34 (85%). More than eight in 10 are also reached among those in the 35-44 and 45-54 age segments. Both the oldest group (55+) and the youngest group (18-24) have lower reach levels, at 77% and 72%, respectively.  

The fastest-growing segment of the newspaper digital audience over the past 12 months has been with young women, age 18-24, which increased 38%. The groups next highest in growth were men 35-44 and men 45-54, which rose 31% each.

The number of older women, those age 55 and over, using newspaper digital content increased by 21%, above the overall gain reflected in the total adult figure (+18%).

Newspaper digital media have the highest reach among women ages 25-34, with more than nine in 10 (92%) engaged with that content in August 2014. The next highest reach levels are among men 45-54 (86%) and men 35-44 (84%). The remaining age/gender segments are at or below the overall 80% net reach level. 

Mobile devices are clearly providing a significant boost to the newspaper digital audience. Those who use only mobile devices for their newspaper digital access more than doubled in the past year, with their unique visitor count rising 102%. In contrast, the audience that uses only desktop or laptop machines for newspaper digital access dropped by 16%. Those who used both mobile and non-mobile grew by 48%.

As a result of the large increase among those using only mobile for newspaper digital access, that group is now the biggest piece of the three segments, representing 38% of the total. The desktop/laptop group is 34% of the total and those who use both kinds of access platforms are 28% of the total. 

The report is based on an analysis of data gathered from more 300 U.S. newspapers bycomScore through its Media Metrix Multi-Platform and Mobile Metrix services.