The Straits Times remains the most widely read English newspaper here on both print and online platforms, a survey by Nielsen revealed on Tuesday.
Based on figures released in the 2013 Nielsen Singapore Media Index Report, the English daily has a combined print and digital readership of 34 per cent reach on average daily. This was about the same as last year.
Its print version was read by 30 per cent of the adult population whereas its digital edition had an average daily readership of 7 per cent.
The report also showed a growth in media consumption via mobile devices with 12 per cent of the adult population in Singapore reading newspapers via this method. In 2012, the figure was 7 per cent.
The growth was highest among those aged 30 to 44. Twenty per cent of this age group read newspapers via their mobile devices, an increase from 12 per cent previously.
This was followed by those aged 15 to 29 at 17 per cent, from 11 per cent in 2012.
The Today newspaper saw its print and online readership fall four percentage points to 14 per cent. Readership of its free print edition dropped to 13 per cent on an average daily basis, while readership for its digital edition was 2 per cent.
"The key challenge now lies with marketers to create integrated marketing campaigns which effectively leverage both traditional and digital media," said Ms Rebecca Tan, managing director of Nielsen's Media Business in Singapore and Malaysia.
Chinese daily Lianhe Zaobao saw its daily print and digital readership maintained at about 14 per cent, Business Times maintained its print and digital readership at 2 per cent, and readership for the bilingual MyPaper remained stable at 7 per cent.