Vividata releases first full year study of Canadian Consumers

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

Growing digital readership is creating new and effective ways to engage consumers.

Toronto, ON, Thursday, April 14th, 2016 – Vividata, Canada’s authoritative, single source for audience measurement of magazines and newspapers, today released its first full year of fieldwork, surveying 38,000 consumers across Canada from January – December 2015.  As the media landscape goes through massive change, Vividata’s research found strong readership, and that growth in digital readership is engaging new consumers of all ages.

This research, conducted through a probability-based sample, reports on 117 publications and captures the evolution of how consumers are using print and digital media to inform what they buy, do and think!

Vividata 2015 Q4 Research Highlights

Newspapers and magazines play an important part in Canadian lives, reaching 9 of 10 adults per week.  How they are reading is changing, with 59 per cent of Canadians now reading on a digital device.


  • Eight out of 10 Canadians are reading newspapers each week.  The study reported significant growth in digital platforms of newspapers with 54 per cent of Canadians now reading their daily newspapers on a digital device.
  • Reading behavior changes from weekday to weekend. Perhaps a reflection of typical workweek schedules, 35 per cent of weekday newspaper readers exclusively use a digital device.  Once the weekend arrives readers prefer print, and exclusive digital device readership moves to 20 per cent.


  • Seventy per cent of Canadian adults are reading magazines, comparable to readership levels from five years ago.  Never before measured, Vividata can now report that almost half of magazine readers are reading on a digital device.


  • The growing shift to mobile readership for both newspapers and magazines is significant.  In fact, seven of 10 digital readers are now reading on a mobile device.

Millennials (18-34)

  • Over half of millennials are reading a daily newspaper, Monday to Friday.  How are they reading? Thirty eight per cent of readers use only a digital device, 25 per cent read only a print copy, and 36 per cent use both digital and print.
  • A surprising 60 per cent of Millennials read magazines.  Of these readers, 16 per cent use only a digital version, 37 per cent read only print, and almost half read both.


  • Adults 50+ are still heavy readers of magazines and newspapers, and the study showed how their reading has changed: twenty nine per cent of Boomers are reading magazines and newspapers on a digital device.

Vividata is the industry’s leading readership database, providing cross-platform audience metrics for magazines and newspapers. Within a single survey Vividata collects print and digital readership and a comprehensive data set of consumer demographics, media usage, lifestyle and product/brand usage. 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.

“The level of review and transparency with which the data has been analyzed by the Vividata Board and Research Committee sets a new standard for research and results sharing in Canada,” said Michele Pauchuk, Vividata Board Chair and President of MEC. “The industry can have full confidence in the Vividata 2015 Survey; I know my team at MEC is excited to apply this new intelligence to our planning and buying efforts.”


The Vividata Research Committee, an industry-led group of 18 representatives from publishers, advertisers and agencies, delivers full oversight of Vividata’s research. This committee has worked to refine the study protocols and provides ongoing due diligence and scrutiny of results. TNS, a Gold Seal Member of the Market Research and Intelligence Association (MRIA), conducts the Vividata study.

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.
To view our overview of results for both magazines and newspapers, click here.

For more information:

Sara Hill, President and CEO
416-961-3205 ext. #309