TouchPoints study reveals key media usage trends among Canadians

A new consumer study recently released by measurement firm RealityMine reveals some interesting trends and key insights into media usage and consumption among Canadians. The TouchPoints Canada 2016 cross-platform study looked at what, where and how different forms of media were consumed, as well as emotional reactions to various platforms and other factors that influenced consumption behaviours.

Researchers found that 55% of Canadians access print and/or digital newspapers on a weekly basis across a range of different devices, including smartphones, tablets and desktop computers. When it comes to reading a newspaper specifically via mobile devices, weekly readership among Canadians has increased to 17%, up from just 4% in 2015.

Newspaper readership is even higher among Francophones in Quebec, where 60% of adults (16+) are accessing digital or print newspapers on a weekly basis; with 28% reading on a daily basis.

“Digital is continually trending up,” explains RealityMine director of global research Paul Street in an interview with Media in Canada. “But it’s not that one media currency is replacing another. People are doing the things they used to like listening to radio, reading newspapers, using different vehicles.”