Vividata releases study of over 43,000 Canadians Report on what Canadians are reading, thinking, buying and doing

Vividata, ( Canada’s authoritative cross platform media study, released results today covering print and digital audiences for 70 magazines and 70 newspapers.

New to the 2017 Q2 release are data on websites and apps, commuter travel, and community newspaper readership in Vancouver.

Today’s data release from Vividata is based on fieldwork from July, 2016 through to June,
2017, with a total sample size of 43,356 Canadians age 12+. The Vividata study profiles a
broad range of consumers across various regions and demographics.

The latest study confirms that Canadians continue to read newspapers and magazines at
levels consistent with past results. The findings underline the continued importance of
newspapers and magazines to Canadians, diversification of the reader experience and the
enduring value of print for many readers.

Results include a total media profile of Canadians, including what they are viewing, reading, watching and searching while at home, at work, and in transit.

“With the ongoing evolution of Vividata as a cross-platform media study, we are tracking
media behaviour beyond newspaper and magazine readership to include websites, apps and social media, as well as out of home and broadcast media,” shared Sara Hill, president and chief executive officer of Vividata.

“We are proud to lead the industry in sharing the most current insights about cross-platform consumer behaviour.”

What’s New From the Vividata 2017-Q2 Research:
 Eighty new psychographic statements probe attitudes related to communications and
media, advertising, finance, food, automotive, shopping, travel, personal appearance,
and news.
 Community newspapers are the latest addition to the scope of the Vividata study,
with four Vancouver publications now reported.
 For the first time, Vividata has surveyed visits in the past month to 155 websites and
apps, including automotive, travel, entertainment, shopping, finance, news, sports,
weather, search engines and social. Now a complete profile of website visitors can be
built from a single research source.
 A full suite of out-of-home data metrics are reported including new commuter data
covering modes of travel, travel time and distance.

Magazine Readership Diversifies
Overall magazine readership remains consistent at 76 per cent of the population with 31 per cent of Canadians reading with a digital device. The proportion of magazine readers
choosing a digital platform continues to grow (+11 per cent over the last six months). Almost 60 per cent of digital reading is on mobile, with Smartphones accounting for the majority.

Newspaper Readership Shows Resiliency
Seventy seven per cent of Canadians in major markets read a daily newspaper each week,
either in print or online. Vividata results confirm that 56 per cent of these newspaper
readers access newspaper content via digital devices and the vast majority of these are
reading on a mobile device. In line with declining print circulation, a reduction in readership
of daily printed newspapers has been partially offset by an increase in daily digital readership since the last quarterly report.
“Moving into 2018, Vividata will expand our measurement of digital media as part of our
ongoing commitment to be the trusted, go-to source for consumer intelligence in Canada,”
said Kirby Miller, Vividata Chair and Senior Vice-President, and General Manager at House & Home Media.

The next release from Vividata will be in January 2018 and incorporate results for October,
2016 through September, 2017. Further details from the Vividata survey released today are available at