Vividata releases 2016-Q1 study of Canadian Consumers

National survey of 38,000 Canadians reports consistently strong readership for newspapers and consumer magazines.

Toronto, ON, Tuesday, July 26, 2016 – Vividata ( Canada’s authoritative, single source for audience measurement of magazines and newspapers, today released their latest research, surveying 38,000 consumers across Canada from April 2015 – March 2016.
This research, conducted through a probability-based sample, reports on 113 publications and shows how consumers use print and digital media in an ever-evolving media world. With a rolling 52-week survey, released quarterly, Vividata delivers a more timely picture of consumer behaviour and market changes at both the national and local market level.

“Given the evolving media environment, with shifts in media behaviour and mobile usage, Vividata leveraged our ability to refine the questionnaire for the 2016 survey,” shared Sara Hill, President and CEO for Vividata. “Working closely with our Research Committee, the 2016 survey was designed to identify the most up to date insights with added focus on digital readership behaviour.”

Vividata’s latest research results confirm consistent readership levels across all magazines and newspapers. While readership has not changed, what has changed is Vividata’s ability to measure digital readership with greater accuracy and timely reporting. As a result, direct comparison cannot be made between Vividata’s 2016-Q1 digital results and 2015-Q4 metrics.

The next release from Vividata, scheduled for early Fall 2016, will report on the period of July 2015 through to June 2016. The 2016-Q2 release will also incorporate results from a number of the media usage questions introduced in January 2016.

Vividata 2016-Q1 Research Highlights:
Newspapers and magazines still play an important part in Canadian lives, reaching nine of 10 adults per week. How they are reading continues to change.

Magazines (70 Consumer Magazines reported)

  • Seventy per cent of Canadian adults are reading magazines, comparable to readership levels from five years ago.
  • Print remains the dominant platform, with 55 per cent reading print only, and eight per cent reading digital only. Thirty seven per cent, are reading both on a digital device and in print. This cross-platform readership is consistent across all age groups.
  • The highest digital and cross-platform magazine readership occurs with the following titles: news, entertainment, city, business and sports.

Newspapers (43 Daily Newspapers reported)

  • Readership of daily newspapers remains strong with eight out of 10 Canadian adults reading newspapers each week. Print is still important. On the average weekday, 70 percent of adults read print + digital or print only, and 30 per cent read digital only.
  • People are reading differently throughout the week. On the weekend, the print format dominates at 52 per cent print only, versus 40 per cent during weekdays.
  • Readers of all ages continue to engage with newspaper brands. Over the average week, daily newspapers reach 77 per cent of Millennials (18-34 year olds) and 85 per cent of adults 50+. Digital and cross platform readership is strongest amongst Millennials, at 38 per cent, 18 per cent higher than for adults 50+.

All research findings and reports are reviewed by the Vividata Research Committee. The Vividata Research Committee is made up of an industry-led group of 18 representatives from publishers, advertisers and agencies, delivering full oversight of Vividata’s research. This committee has
worked to refine the study protocols and provides ongoing due diligence and scrutiny of results. The Vividata study is conducted through an independent research company, TNS, a Gold Seal Member of the Market Research and Intelligence Association (MRIA).

About Vividata:
Vividata is Canada’s authoritative source of cross platform audience data, print and digital, for magazines and newspapers. Founded in 2014 as the amalgamated organization of NADbank and Print Measurement Bureau (PMB), Vividata launched in 2015. The single source survey also provides a comprehensive media and product usage database. A tripartite, not-for-profit
organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

To view topline results for magazines, click here.
To view topline results for the top newspaper markets, click here.

For more information:
Sara Hill, President & CEO