Millennials prefer reading newspapers on their smartphone

The latest study from Vividata confirms that Canadians are reading newspapers in both print and digital formats. Readers of all ages engage with newspaper brands in many different ways.

Readership by platform and device varies by age group and for Millennials (age 18-34) more than half of their daily newspaper reading is on digital platforms. Not surprisingly, the digital platform of choice for Millennials is the smartphone; 73% read newspaper content on a smartphone, 69% read on a computer and 36% read on a tablet.