Readership remains strong in the digital age.
Nine out of ten adults (86%) read newspapers, in either print or digital format, at least once a week—essentially unchanged from the inaugural study (85%), which was conducted in 2012.
Despite a multitude of media options and digital distractions, readers still turn to traditional news sources.
Newspaper readership is truly multi-platform.
The 2022 report found that 95% of newspaper readers are accessing at least some of their newspaper content online (on phones, computers or tablets). Almost half of readers (46%) are still reading the printed newspaper and 25% are reading on ALL FOUR platforms.
All platforms (print, desktop/laptop computer, phone and tablet) continue to be used across demographics to access newspaper content. Most print reading happens early in the day, while digital reading is more consistent from morning to night.
Millennial readership might surprise you.
The research specifically looked at the newspaper reading habits of younger Canadians. 87% of Millennials read newspapers weekly, accessing newspaper content primarily through their mobile phones but also across all other platforms. And 22% of Millennials are using ALL FOUR platforms to feed their appetite for news.
What about trust?
Trust is an important topic these days. The 2022 Newspapers 24/7 study also finds that trust in newspapers has remained strong. Looking at editorial content in print, 57% of Canadians say the medium is completely/somewhat trustworthy. And 54% trust news media websites, which is well ahead of television, radio, magazines, social and search in terms of consumer confidence.
Print and digital news media advertising also outranked the competition in terms of trust in advertising. No matter how you look at it, newspapers remain a safe space for readers.
Given heightened levels of global mistrust, we’re seeing a clear and continued affinity for the reliable reporting that newspapers provide. Newspapers continue to be the go-to source for credible, trusted, and independent news in both print and digital formats.
– Paul Deegan, President and CEO, News Media Canada