Eight out of 10 Canadians are reading newspapers each week according to the first full-year study released by Vividata. The comprehensive 12-month study also shows significant growth in readership on digital and mobile platforms, with 54% of Canadians now reading daily newspapers on a digital device.
Digital readership is especially pronounced during the work week; 35% of weekday newspaper readers are exclusively accessing content on a digital device. Weekend newspaper readers tend to prefer print, and digital-only readership moves to 20 per cent.
For Millenials (young adults aged 18-34), more than half are reading a newspaper during the work week; 38% are accessing content via digital devices exclusively, 25% are print-only readers, and 36% use a combination of both digital and print.
Boomers (adults 50+) continue to be strong newspaper readers, and they are increasingly shifting from print to digital. Vividata research shows 29% of Boomers are now reading newspapers and magazines on a digital device.
Vividata’s first full-year study surveyed 38,000 consumers across Canada from January to December 2015. This research, conducted through a probability-based sample, reports on 117 publications and captures the evolution of how consumers are using print and digital media to inform what they buy, do and think.
Visit www.vividata.ca for more information.