Study: Canadian newspaper and magazine consumption
Toronto-based audience measurement organization Vividata has released the results of its first full-year study of Canadian magazine and newspaper consumption. According to the survey, eight out of 10 Canadians read newspapers each week, with 54% choosing to read digital editions. In addition, 35% of weekday newspaper readers used a digital device exclusively, while weekend editions are read on digital devices only 20% of the time. Seven out of 10 digital readers make use of a mobile device rather than a desktop computer.
Seventy percent of Canadian results read magazines; a level comparable to readership from five years ago. Approximately 50% of magazine readers reported using a digital device to do so.
Over 50% of consumers between the ages of 18 and 34 read a weekday newspaper, with 38% of those reading a digital edition exclusively. Sixty percent of millennial-aged consumers reported reading magazines, with 16% reading digitally exclusively. In addition, 29% of adults over the age of 50 reported reading magazines and newspapers on digital devices.