the seventh annual Newspapers 24/7 Report

1. Totum Research; Canadians 18+, weekly readership, March 2019
Millennials: age 19-36 years (born 1982-1999); Baby Boomers: age 54-72 years (born 1946-1964)
Formoreinformation,gotowww.newsmediacanada.ca
News Media Canada
Médias d’Info Canada
NEWSPAPERS 24/7
2019
GROWTH IN WEEKLY READERSHIP
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.
NINE OUT OF TEN
Canadians (88%) read
newspapers each
week in 2019.
READERSHIP
2019
weekly
readership
was 88%
2012
weekly
readership
was 85%
CANADIANS ACCESS
NEWSPAPERS ON
BOTH PRINT AND
DIGITAL PLATFORMS
of readers are reading
BOTH print AND digital
newspaper content.
52%
of Canadians are
reading newspapers
on ANY platform.
88%
Rather than give up their
printed reading habit, more
and more readers are choosing
tablets, computers and
smartphones to read
newspapers as well.
90%
DIGITAL READERS
PRINT READERS
The strongest print readers are
Baby Boomers.
of all print readers also
use digital platforms
of all computer
readers also
read in print
64%
57%
66%
of all tablet
readers also
read in print
of all phone
readers also
read in print
The strongest digital readers are Millennials.
51% 56% 68% 51%
% Weekly Readership
NEWSPAPER READING OCCURS THROUGHOUT THE DAY
51
41
50
36
42
53
“Given heightened levels of
global mistrust, there is a clear
and continued affinity for
reliable reporting. Newspapers
continue to be the go-to
source for credible, trusted
and independent news, in both
print and digital formats.”
Bob Cox, Chair
News Media Canada
Early morning At breakfast Between breakfast
and lunch
During lunch Between lunch and
dinner
After dinner
% Weekly Readership on ANY Platform
PRINT COMPUTER PHONE TABLET

2. Totum Research; Canadians 18+, weekly readership, March 2019
*Business Decision Makers = Professionals, Business Owners, Senior Managers
Millennials = age 19-36 years (born 1982-1999); Baby Boomers = age 54-72 years (born 1946-1964)
News Media Canada
Médias d’Info Canada
NEWSPAPERS 24/7
2019
MILLENNIAL READERSHIP PEAKS EARLY MORNING NEWSPAPER READERSHIP
IS STRONG ACROSS
ALL DEMOS
BOOMERS*
37% of the population.
90% read newspapers weekly.
Primary platform is Print.
MILLENNIALS*
34% of the population.
88% read newspapers weekly.
Primary platform is Phone.
BUSINESS DECISION
MAKERS*
37% of the population.
93% read newspapers weekly.
ALL platforms (“news junkies”)
55
44
50
44
43 51
Early morning At breakfast Between breakfast
and lunch
During lunch Between lunch and
dinner
After dinner
MILLENNIAL READERSHIP PEAKS EARLY MORNINGMILLENNIAL READERSHIP PEAKS EARLY MORNING
51
After dinnerAfter dinnerAfter dinner
50
38
47
26
38
49
Early morning At breakfast Between breakfast
and lunch
During lunch Between lunch and
dinner
After dinner
BOOMERS READ EARLY AND LATE IN THE DAY
60
45
51
42
45
Early morning At breakfast Between breakfast
and lunch
During lunch Between lunch and
dinner
After dinner
BUSINESS DECISION MAKERS* ARE NEWS JUNKIESBUSINESS DECISION MAKERS* ARE NEWS JUNKIES
% Weekly Readership on ANY Platform
% Weekly Readership on ANY Platform
% Weekly Readership on ANY Platform
Formoreinformation,gotowww.newsmediacanada.ca
“Both print and digital newspaper sources play a unique and distinct role in the
lives of Canadians. Readers start their day with the comprehensive and in-depth
reporting of a print newspaper, and stay up-to-date on breaking news with
digital as the day progresses.”
Claude Heimann, President, Totum Research
57