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Vividata: Baby Boomers more likely to access digital newspaper content directly

The latest Vividata release (Spring 2020) looks at how readers choose to access digital newspaper content by different generations. It is no surprise that the older...

Research shows how readers access newspaper content

According to Vividata’s Fall 2019 study, Boomers are more likely to access digital newspaper content directly, while Millennials navigate through social media and search. Baby...

Canada’s aging population could result in opportunities for small and medium...

An aging population means changes to our economy and opportunities for businesses, including newspapers. Consumption patterns change with age and some industries will perform...

Boomers are among the strongest newspaper readers

The Newspapers 24/7 research provides insight on newspaper reading habits, by platform and by time of day. The rise of digital platforms (phone, tablet,...

Younger Canadians read newspapers, almost as much as Boomers

When asked about their newspaper reading habits Millennials confirm their preference for reading newspaper content on their phones. About 88% of Millennials, representing about a...

New video shows that newspapers reach all target groups

Another new video from News Media Canada highlights results from 2018 research and how readership varies by demographic target groups, like Boomers, Millennials and adults in higher income...
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Video: Newspapers Reach All Targets

The 2018 release of Newspapers 24/7 confirms that nine out of ten Canadians (across many different target groups) read newspapers weekly.    

Newspapers 24/7: 2018 Edition – Newspapers Reach All Target Groups (Fact...

Nine of ten Canadians (88%) read a newspaper on any platform each week. Millennials read most on a phone. Boomers prefer to read in...

Newspapers 24/7: 2018 Edition (Fact Sheet)

Nine of ten Canadians (88%) read a newspaper on any platform each week. Newspaper access is multi-platform – one-third of adults (34%) read on ALL...

Baby Boomers are undervalued by marketers, research finds

Baby Boomers, one of Canada’s largest demographic groups, account for a large share of consumer spending.  Although Millennials get most of the attention these...