Whether through print or online channels, newspapers and magazines have strong reach with Canadians, including a surprising place in the media habits of younger readers.
That’s according to the latest data from the winter edition of Vividata’s SCC Study of the Canadian Consumer. The cross-media study looks at product, attitudinal and brand research on consumer trends, including media consumption habits.
Canadians spend an average of 25 hours a week online, with those in Ontario being the most active. Gen Z and millennials are the most likely to participate in activities like social media and music streaming, while Gen X is the most likely to shop. Compared to 2021, more Canadians turned to the internet for news and to interact with others, but they are also concerned about online safety.
Magazines reach nearly eight out of 10 Canadians with food, travel and health being the most popular genres. While 44% read only print versions of magazines, 17% read in combination with more than one digital device. Gen X, millennials and Gen Z mainly access digital magazine content indirectly via search and links shared social media, as opposed to directly from a magazine’s homepage.
Daily newspapers reach nearly two in three Canadian adults. More than half (56%) access newspaper content on a mobile device, although 25% only read the print versions of newspapers. Newspaper brand readers are more active on digital during the weekdays than the weekends. For community newspapers specifically, weekly and monthly reach is highest in British Columbia, as well as in smaller markets. Interest also increases with age, with readers most interested in local news.
Perhaps surprisingly, Gen Z are more likely to only read print than millennials or Gen Z. Gen X are least likely to read both print and digital, going one way or the other.
Nearly two in three Canadians listens to streamed radio and audio content. Compared to 2021, fewer Canadians listen only to conventional or satellite radio content (39% vs 44%), while the number of those that only stream grew (23% vs 20%). While a near majority of older Canadians still listen only to conventional or satellite radio, the number that stream content has also grown since 2021.
