Vividata: Print remains dominant

Canadians are reading newspapers in both print and digital formats. Seven out of ten weekday newspaper readers are reading a printed edition daily. In major markets, more than half read on digital platforms.

In major markets, of those adults that read a daily newspaper, 47 per cent read only a paper version. Twenty-eight per cent read only a digital version, and 25 per cent read on both print and digital platforms. Print-only readership is stronger (56 per cent) for local papers in non-metropolitan markets.

The latest release from Vividata (2016 Q2) reports print and digital readership for newspapers and provides comprehensive media profiles at the national and individual market level. For the first time, Vividata is reporting daily newspaper readership for 49 markets in a single database.