News Media Canada continues to measure newspaper readership across different platforms and by time of day. The most recent research was conducted in January/February 2018 and confirms the continued strength of newspaper readership.
Total readership is strong and stable. Every week nine out of ten adults (88%) read newspapers on any platform.
Newspaper readership is truly multi-platform; more than a third of adults (34%) read newspaper content on all four platforms weekly.
All platforms (print, desktop/laptop, phone and tablet) continue to be used across demographics to access newspaper content.
- Boomers continue to drive print readership with strong early morning and after dinner reading habits.
- Newspaper consumption on desktops/laptops spikes between breakfast and dinner, boosted by those with annual household incomes over $100,000.
- Mobile reading on smartphones is constant throughout the day, driven by Millennials and readers on-the-go. Consistent with global trends, the growth of mobile readership continues to boost overall newspaper readership.
- Evening readership is dominated by mobile platforms; tablet readership displays the strongest increase after dinner. Business Decision Makers over-index on tablet readership (17% more likely than the average adult to be a tablet reader).
Cross-platform newspaper readership demonstrates Canadians’ interest in news and continued trust in newspaper brands.
You can download the entire suite of 2018 research and communication products on our website here.
