Vividata collects a wealth of information on the financial industry and newspapers including ownership of various financial products, media reliance for investment purchase decisions, media sources for banking services/activities and media choices for Business and Economic news, to name a few.
Vividata research confirms that 42% of weekday print and digital newspaper readers own Mutual Funds. The most effective way to reach Mutual Fund owners is with the printed newspaper since they are 10% more likely to be PRINT ONLY readers.
More than half of Canadians (55%) own RRSP’s and newspapers claim the top spot of all traditional media when it comes to investment purchase decisions. Almost a quarter* (23%) of these RRSP owners rely on newspaper media and when looking for Business and Economic News it is no surprise that they turn to newspapers more than other traditional media.
When choosing Banking Services newspapers rank second behind other websites. Vividata reports that 82% of Mobile Banking users read a newspaper in the past week and 55% of them read a newspaper yesterday. As expected, digital only newspaper readers are 20% more likely to have used mobile banking in the past 3 months.
Newspapers Canada has created a series of promotional ads that highlight the strength of newspapers in the Financial category. Ads are available for members in both print and digital formats and can be customized with logos from individual newspapers and local contact information, either in addition to or instead of the Newspapers Canada logo. Member newspapers are encouraged to run the ads as often as desired.
Source: Vividata 2015 Q2 Large Markets Survey
*of all stated responses