Vividata’s new cross-platform data confirms that almost half of young adults surveyed are reading newspapers. Newspapers reached 56% of Canadian adults 18+ “yesterday,” compared to 48% for adults aged 18-34.
In addition to the print reading habit, almost three quarters of them also read a digital version. Vividata’s new measurement is capturing reading across multiple digital devices, including laptop/PC, mobile phone and tablet/e-readers.
Newspapers Canada’s Newspapers 24/7 research, updated in 2014, found that print readership among 18-34 years increased over the previous two years. Eight out of ten young adults embrace three key sources to read newspapers: print, website and phones.
Print readership continues to be stable and happens primarily in the morning while newspaper websites increased in usage and are strong throughout the date. Tablet readership is strongest in the evening and phone usage occurs throughout the day with peak usage in the evening.
The Newspapers 24/7 research will be updated again in 2016 with fieldwork starting in January and results expected in early spring.