A new Vividata study surveyed 43,400 Canadians from January-December 2016. Here are our results:

Multi-media audience

This release includes updated cross-platform readership data for magazines and newspapers as well as expanded reporting on multi-media consumption, including social media, video, television networks and programming, radio stations, podcasts, direct mail, out-of-home, and place-based media.

Many Canadians still read newspapers.
Many Canadians still read newspapers.

And when it comes to newspaper readership, we have broadened our measurement of newspapers’ digital content with more detailed questions on devices used to access, points of access (i.e. through a newspaper’s Web site, links via social media, search engines, apps, etc.), time spent, recency, content readership, day of access, readers by source of copy, and more. Publishers now have the tools to analyse, with greater granularity, the reading behaviour of their audiences.

Multi-platform audience

Reach matters to advertisers. Newspapers in Canada reach 78% of the adult population every week. Newspaper printed copies reach 65%, and digital content now reaches 42% of adults in Canada each week.

Dispelling the myth that newspapers are for seniors, Vividata reports all ages are reading newspapers, with 70% weekly reach among 18-20 year olds increasing to 87% reach for the greatest generation (ages 70+).

Insights: How Canadians are reading newspapers

Newspaper brands continue to reach eight out of 10 Canadian adults each week. While print remains the most dominant platform for newspaper readers, 37% read news in both print and digital formats.

Many newspaper readers get their news across a range of platforms.
Many newspaper readers get their news across a range of platforms.

Nearly one out of four readers read news content via print, computer, and a mobile device in the average week. These one out of four readers have an income 11% higher than the national average and are much more likely to be managers, professionals, or entrepreneurs.

While exclusive readership of print and digital varies by generation, cross-platform readership (meaning readership of both print and digital) is relatively consistent across all age groups.

Different demographics access content in different ways.
Different demographics access content in different ways.

Discoverability of news brands also varies by age. While Boomers most frequently navigate directly to a newspaper’s digital content, Millennials (and even Generation Z) more often access their news via links in social media.

Advertisers are challenged with placing their messages in an appropriate environment. News brands deliver a trusted source for news and rank highest among all media as the primary source of local and city news.

People turn to newspapers for local news.
People turn to newspapers for local news.

We look forward to sharing more research in our next post.