When domestic vacation travellers are looking for travel services, newspapers and their flyers top the list of traditional media relied upon, as reported by 31% of Canadian travellers.
The Internet now dominates in the travel sector, but when it comes to media reliance for travel services, 95% of these travellers report newspapers (and their flyers), along with the Internet, are their media of choice.
More than half of Canadian adults travelled within Canada on vacation in the past 12 months according to research from Vividata. These travellers are strong newspaper readers; more than half (57%) read yesterday’s newspaper and more than eight out of ten (81%) can be reached with newspapers over the course of a week. These readers enjoy newspapers in both print and digital format, with considerable overlap between the two. Digital readership is strong but the majority of digital readers still enjoy their printed newspaper habit.