Readership is strong across all demos and, contrary to a common misconception, millennials have not brought about the death of newspapers.
In fact, 88% of millennials read newspapers weekly and although 66% read newspapers on a tablet and 57% on a phone, they also read print newspapers.
The seventh annual Newspapers 24/7 Report, a benchmark of Canadian newspaper readership conducted by Totum Research for News Media Canada, found that nine out of 10 Canadians (88%) read a newspaper – either in print or digital format – at least once a week.
This is a 3% increase over the findings of the inaugural study conducted in 2012.
Some of the other findings of the 2019 Newspapers 24/7 Report include: It’s not surprising that the study found that boomers (37% of the population) are the most dedicated print readers and millennials (34% of the population) are the strongest digital readers.
The members of a third reader group (37% of the population) are business decision makers. They access news media on all platforms consistently throughout the day with 93% of them reading newspapers weekly.It makes me enjoy the community more by helping me plan what I want to see or do.Something to talk about The newspaper stimulates me to think about things and gives me things to talk about with others. The newspaper helps me give information to other people - something I really enjoy.Makes me smarter Reading the newspaper is educational for me. The newspaper is a source of ideas and insight for me.Touches & inspires me The newspaper inspires me both to improve myself and to do new things.I feel like I get to know certain writers and look forward to their work.My personal timeout For me, reading the newspaper is a way of relaxing and taking a break from more stressful activities. When I read, I get comfortable and just lose myself in it.Circulation is a count of how many copies of a particular publication are distributed.Circulation audits are provided by the Audit Bureau of Circulations (ABC). • Newspapers that give readers “something to talk about” with colleagues, friends and family create a positive experience and encourage a readership habit. • A new Readership Institute study of 4,400 readers shows that they “experience” the newspapers in many distinct and measurable ways that are closely linked with whether they read more, or whether they read less.