For homes, Canadians look to newspapers. Newspapers Canada enlisted Totum Research to undertake a study with Canadians to understand their media habits. In particular, the research investigated which media were referenced for information when shopping key categories.
For information on home products and services, property and real estate Canadians consult newspapers and their sites more than magazine, television, billboard and radio advertising. Newspapers also effectively drive consumers to home, real estate and condominum developer websites. This demonstrates the power of newspapers and their sites to engage Canadians with advertising on anything related to the home.
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