Canadians love to read, but the way in which they read is changing. The most recent Vividata fieldwork reported significant growth in digital platforms of newspapers, with 54% of Canadians now reading their daily newspapers on a digital device during the week.
The shift to mobile readership is significant; digital readership has more than doubled since 2012 and cross-device readership has increased more than 400%. Readership via a desktop/laptop continues to decrease as mobile and cross-device readership continues to grow exponentially, with more than 70% of digital readers now using multiple devices to read newspapers.
The ability to read newspapers on a digital device has attracted a different reader. Nearly 60% of cross-device readers are male, under 39, and much more likely to have a bachelor and/or postgraduate degree than the general newspaper reader. The challenge for Vividata is to measure the “what” and the “why” of cross-platform and cross-digital readership.
Learn more about the changing demographics of newspaper readers in this INMA blog post by Vividata representatives.
