Newspapers holding strong, new Vividata report says

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).