Nearly 80 percent of Canadians read a print and/or online version of a daily newspaper according to the latest research released by the Newspaper Audience Databank (NADbank). The 2011 readership study shows that print editions are still the primary choice for newspaper readers, with 73 percent of adults reading a print copy every week. The research also shows that a growing number of young adults (aged 18-34) are migrating from print to online.
Winnipeg has the highest level of total weekly readership (print and online) with 83 percent, followed by Vancouver with 80 percent and Ottawa-Gatineau with 79 percent.
Demographic research shows that daily newspaper readership is highest among baby boomers, adults with higher education, white collar workers and working women.
NADbank is the principal research arm of the Canadian daily newspaper industry. The 2011 readership study examined newspaper readership data for 84 daily newspapers in 53 markets and 59 community newspapers in 34 markets across Canada.
For detailed results of the 2011 NADbank Readership Study please visit www.nadbank.com.