Daily newspaper sites are on top: NADbank

According to the latest study, more adults use daily newspaper sites than websites for any other media form.

Newspaper Audience Databank (NADbank) has released lifestyle, product and retail data from its 2010 study. The study includes responses from 36,466 Canadians over the age of 18 which are projected to the population of Canada in 21 markets and 31 product categories, Anne Crassweller, president, NADbank Inc. tells MiC.

According to the study, Canadians spend more time accessing daily newspaper sites than other media websites, with 2.5 million adults viewing the sites every day. That is more adults than the 1.6 million which view radio websites, 1.5 million which visit television sites, or 598,000 which go to magazine websites.

The NADbank study says 42%, or 7.1 million adults, use daily newspapers to help with their purchase decisions for home entertainment items. Internet searches came in second spot, with 32%, or 5.5 million adults going online for purchasing decisions.

Results of the 2010 NADbank Readership Study can be seen here. The organization also recently met and named a new board of directors, with board chairman Kevin Bent announcing his retirement and Jean Durocher taking his place.