Newspaper media attract the eyeballs of 93 per cent of Australians and more than $830 million a year in retail advertising, according to a report by The Newspaper Works.

The first quarterly report on newspapers and their audiences covered the reach, influence and role that newspaper media plays for retail marketers.

It is based on data from the Emma research conducted by Ipsos MediaCT and Nielsen.

Consultant Adrian Fernandes says “as the most trusted paid medium in Australia, newspapers make the perfect vehicle for reappraisal advertising”.

The report quotes retail customers – Woolworths director of customer experience Jess Gill says the retail giant “believes very strongly in print” – and senior ad buyers such as GroupM’s John Steedman who recently questioned the shift by some advertisers away from it.

The Newspaper Works chief executive Mark Hollands says the report is designed to “shine a light on the array of media formats that newspaper publishers embrace in the digital age, and the rich audiences who engage with their journalism”.

The report also explores the appeal of newspaper content to all age groups, dispelling the myth that young people do not read papers. Eight out of ten people under 30 will read a newspaper in any given month, it reveals. In addition, the growth of tablets and smartphones allow newspapers to reach people more constantly than ever before.

The report covers all aspects of newspaper media from print, digital and multiplatform, including the regional sector. “The big takeaway is the breadth of newspaper media and the fact that it delivers content in print and digital all day long,” Hollands says.