Newspaper readers skew male, over 35 years old, with higher household incomes

Data from the most recent Vividata survey confirms that 58% of Canadians read a print or digital newspaper yesterday. Average Issue Readership climbs to 68% for Empty Nesters and 61% for Managers, Owners, Professionals and Executives (MOPEs) on weekdays.

Newspaper readers also report higher average household incomes ($87,756) than the average Canadian. In terms of age, total newspaper readers skew older than 35 years, however digital-only readers skew significantly younger, with 40% of readers under age 35.

Vividata Reader Profile - July 2016