Vividata study: Print remains the dominant platform for audiences

Vividata, Canada’s leading cross-media and consumer behaviour research firm, has released its latest findings on Canadian consumer and cross-media research.

The recently released 2019 Winter Study finds that three quarters (74%) of Canadian adults (in the 50+ markets surveyed) are readers of newspapers (primarily daily newspapers).  As reading shifts to digital, more than half of readers are accessing content via a mobile device. The study also finds that 1 in 4 newspaper brand readers searched online for a product, brand or service advertised in a newspaper, while 1 in 7 made a purchase.

While platform readership varies by title, print remains the dominant platform for audiences. More than four out of ten (42%) newspaper readers exclusively choose the printed product.

This study surveyed 43,028 Canadians (aged 14+) from October 2017 through to September 2018. You can access the full press release by clicking here.