Newspapers Canada undertook a study with a third party research group, Totum Research, to determine overall newspaper readership across different devices and by time of day. The same study was conducted in 2011, 2013 and 2014 which allows us to evaluate what has changed.
What hasn’t changed?
- Newspaper readership across all devices has been maintained over time. This demonstrates Canadians’ interest in news and their continued trust in newspaper brands to deliver this.
- The order of readership still remains the same (from most to least): print, website, phone and tablet.
- Print readership on a weekly basis has remained stable over time. Readership remains strong in the morning while it is also being read in the evening.
- Newspaper website continues to be solid in the evening – and now it is the most active time of day.
- Tablet is still an evening device for accessing newspaper.
What has changed?
- Newspaper website and phone have both grown by about 10 points since 2011 now at 64% and 47% respectively.
- Reading via phone jumped in 2013 and now remains at 50%. Its usage was even across the day but now it tends toward early morning, mid-morning and evening.
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