Vividata releases study of 44,000 Canadians reporting on what and how consumers are reading

Toronto, ON, Thursday, June 22, 2017 – Vividata, ( Canada’s authoritative cross platform study of media readership, released new research today. The latest study confirms that readership levels are consistent with past findings, and it also challenges some common assumptions about current media habits of Canadians.

Today’s data release from Vividata focuses on readership only and covers 67 magazines and 44 major market newspapers, based on fieldwork from April 1, 2016 through to March 31, 2017, with a total sample size of 43,714 Canadians age 12 plus.  The Vividata study profiles a broad range of consumers across various regions and demographics.

“The latest Vividata study reaffirms that 92 per cent of Canadian adults continue to read and it also reveals an increase in digital readership as publishers introduce new digital formats,” shared Sara Hill, President and CEO of Vividata. “This latest release provides new insights about reading behaviours, ranging from mediaphiles to media grazers.”

For magazines and newspapers, overall readership levels are consistent with past reported findings.  It’s how and what consumers are reading that is most interesting:

  • While print remains the dominant platform for newspapers and magazines across all age groups, the transition to multiple digital platforms and business models is escalating.
  • Readership habits of Boomers (born 1946-1965) are not as deeply rooted in print formats as in the past, with 59 per cent reading newspapers or magazines on digital devices.
  • Contrary to assumptions that readership of magazines and newspapers by Millennials (born 1982-1999) is shrinking, Vividata research reveals 89 per cent are still reading print.
  • Sixty three per cent of Milliennials access digital content for newspapers through social media, while 54 per cent of Boomers choose to go directly to the newspaper’s web site.
  • Among digital newspaper readers, 83 per cent of Millennials use a smartphone, while a surprising 44 per cent of Boomers use a smartphone.

Further details from the Vividata survey released today are available at

The next release from Vividata will happen in early October 2017 and will incorporate results for the 12 months ending June 30th 2017.  Results will include a total media profile of Canadians, including what they are viewing, reading, surfing and listening to while at home, away from home and in transit.  The Vividata research also profiles what consumers are using, buying, thinking and doing.

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.  Vividata delivers a timely picture of consumer behaviour and market changes at the national and local market level. This research, conducted through a probability-based sample, reports on 140+ media publications with a rolling 52-week survey, released quarterly.  A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers. To learn more, please visit

For more information:
Sara Hill, President and CEO or


2017 Q1

For topline magazines, click here.
For topline newspapers, click here.

2016 Q4

For topline magazines, click here.
For topline newspapers, click here.