Canadians are reading newspapers more than ever, and how they are reading has changed. Vividata’s new cross-platform data confirms that declines in print readership of newspapers have been offset by growth in digital readers. And 26% of readers now can only be reached through the digital platform (digital replica, mobile app, website).
Newspapers reached 56% of Canadian adults “yesterday,” up from 50% five years ago. While reach of those reading printed copies dropped five percentage points over the five years (from 46% to 41%), digital readers have almost tripled to 31% reach.
Founded in 2014, Vividata is the amalgamation of NADbank and Print Measurement Bureau. The new organization launched its first cross-platform audience measurement study for magazines and daily newspapers in the fall of 2015. The single source survey also provides members with a comprehensive media and product usage database.