Newspaper reader behaviour differs between weekday and weekend

Vividata’s latest research results confirm consistent readership levels across all newspapers. Newspapers play an important part in Canadian lives, reaching eight out of 10 adults per week, however people are reading differently throughout the week.

On the weekend, when readers have more time, the print format dominates at 52% print only. During the week, with more demands on their time, readers are accessing more digital content. The data shows that six out of ten readers choose digital access during the week, and more than a third (36%) are reading digital content exclusively.

Vividata is Canada’s authoritative source of cross platform audience data, print and digital, for magazines and newspapers. Founded in 2014 as the amalgamated organization of NADbank and Print Measurement Bureau (PMB), Vividata launched in 2015. While readership has not changed, what has changed is Vividata’s ability to measure digital readership with greater accuracy and timely reporting. The single source survey also provides a comprehensive media and product usage database. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.