Nine in ten (88%) Boomers (Canadians aged 45-64) read newspaper content in print, on their desktop/laptop computer, on their phone or via their tablet device. Newspapers Canada continues to research newspaper readership across different platforms and by time of day.
The most recent research was conducted in January 2016 and confirms the continued strength of newspaper readership across all demographics, including Boomers.
Our new 2016 research fact sheet Newspapers 24/7: Boomers highlights this age group that has enormous spending power and continues to control the largest share of discretionary spending of any generation, by far. Print is their medium of choice and more than a quarter (28%) of Boomers read newspaper content on ALL FOUR platforms (print, online, smartphone and tablet). Newspapers, on any platform, should be a core media choice when marketing to this demographic.