Data from Vividata’s recent Winter 2022 Study of the Canadian Consumer (SCC) finds that just over 20 million adults (66%) read or looked through print or digital newspaper content in the past week. Canada’s oldest adults are the strongest newspaper readers; however, Gen Y and Boomers round out the top 3 groups of readers.
Different generations display different readership habits by platform. Younger generations (Gen X, Y, and Z) prefer to read digitally, while older generations have a preference for printed products. Interestingly, Gen Z is more likely to read print only than Gen Y or X.
Vividata, Canada’s leading media and consumer research firm, released its latest study results in February 2022. In field October 2020 – September 2021, Vividata’s Winter 2022 Study of the Canadian Consumer (SCC) is the most comprehensive single source cross-media, product, attitudinal and brand research study in Canada.