New survey research released by Vividata indicates newspapers continue to reach nearly 70 per cent of Canadians, which marks little overall change from the same period a year ago.
The firm’s Spring 2021 Survey of the Canadian Consumer (SCC) is the most comprehensive single source cross-media, product, attitudinal and brand research study in Canada. Results revealed that 21 million adults read daily newspaper brand content in an average week, with over half – 56 per cent – accessing content via a mobile device.
Some other interesting statistics worth noting include:
• In the past five years, those who ‘most often’ access newspaper content on a smartphone has more than doubled; from 13% in Spring 2016 increasing to 29% in Spring 2021.
• Nearly 1 in 4 Canadians increased their consumption of print or digital magazines during the pandemic; those that increased their consumption were 46% more likely to have ‘usually’ read/accessed bridal magazine content than the average magazine audience.
• After healthcare professionals, news brands (print or digital platforms) are the most trusted source for information on the COVID-19 pandemic; continuing to achieve a higher rate of trust than government, television, radio and other media.
• Canadians increasingly agree with the statement, “I commit more time each day to seek out current news and information than I did two years ago” (30% in Spring 2020 | 40% in Spring 2021).