Research shows how readers access newspaper content

According to Vividata’s Fall 2019 study, Boomers are more likely to access digital newspaper content directly, while Millennials navigate through social media and search.

Baby Boomers, accounting for a third of the population, are also more likely to read a printed newspaper, in combination with a digital product or on its own.

Vividata is gearing up for the release of the Winter 2020 study on February 5 with updated data. See more from Vividata here.