New information from Newspapers Canada shows that newspapers remain the source for people to turn to when it comes to information on the community, which makes them the destination for advertising dollars.
According to the report, 88 per cent of Canadians read newspapers each week in 2019, compared to 85 per cent in 2012.
“Access to digital news platforms has only increased Canadians’ access to news content, and consequently more Canadians than ever are reading newspapers, in print or digital formats,” the report states.
Ninety per cent of all print readers also use digital platforms.
“Rather than give up their printed reading habit, more and more readers are choosing tablets, computers and smartphones to read newspapers as well,” the document says.
Fifty-two per cent of readers are turning to both print and digital newspaper content. Sixty-four per cent of all computer readers also read in print, while 57 per cent of all phone readers also read in print and 66 per cent of tablet readers consume news in print.
The strongest print readership base comes from baby boomers, while the strongest digital readership base is millennials.
The survey also shows that 93 per cent of business decision makers read their newspapers.
And the numbers indicate that newspaper readership on any platform occurs throughout the day, peaking at 53 per cent after supper. Fifty-one per cent of respondants say they read material from a newspaper during the early morning.
“Given heightened levels of global mistrust, there is a clear and continued affinity for reliable reporting. Newspapers continue to be the go-to source forcredible, trusted and independent news, in both print and digital formats,” said Bob Cox, the chairperson of NewsMedia Canada.