The mobile news audience is engaged, and prized among marketers, Vividata finds

The vast majority of adult Canadians (79 per cent) now own a smartphone. This is up from 60% in 2015. This steep increase in smartphone ownership in Canada is consistent with other developed countries and has changed the way people consume media, new data from Vividata finds.

News brands across the globe continue to evolve their mobile strategy to address this change. For some major brands, marketing investment has shifted to make mobile the primary focus for numerous campaigns, even while best practices for mobile engagement remain in flux.

While the different platforms that news brands publish on attract different audiences and levels of audience engagement, it is all about their content. News brands are, and have always been, a trusted, immediate source for accurate news and information — no matter the platform.

Click here to read the rest of Vividata's research results and for a comprehensive breakdown of mobile news brand audiences.