Newspaper Readership is Strong Newspaper access is multi platform more than a quarter of adults 27 read on ALL FOUR platforms More adults are embracing technology to read newspaper content ID: 747627
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Slide1
2016: Newspapers 24/7
www.newspaperscanada.caSlide2
Newspaper Readership is Strong
Newspaper access is multi platform - more than a quarter of adults (
27%
) read on
ALL FOUR
platforms.More adults are embracing technology to read newspaper content, and they are doing this while still reading in print.Every platform (print, desktop/laptop, phone and tablet) is accessed by every demographic to read newspaper content.Slide3
Highlights - Print
Print readership maintains the number one position as most read platform.
Morning and evening are key readership times.
Boomers choose print as their top platform for accessing newspaper content.
Six
of ten adults (59%) read their printed newspaper. Slide4
Highlights - Desktop/Laptop
Desktop/Laptop readership is strong across all demographics.
Boomers and Business Decision Makers* use this platform more than the average Canadian.
There are three times when desktop/laptop readership peaks, across all demographics: first thing; mid-morning; and in the evening (the highest).
Just over half of
adults read newspaper
content on their desktop/laptop
53%
*
Canadian professionals, senior management/executives and business owners/self
employedSlide5
Highlights - Phone
Phone has the same peaks as desktop/laptop.
Phone is the top device that 18-34’s use to read newspaper content.
For Business Decision Makers*, phone is their most used access platform, and it is used consistently throughout their day, along with all other platforms.
55%
Six
of
ten adults
read
newspaper content via their phone.
*
Canadian professionals, senior management/executives and business owners/self
employedSlide6
Highlights - Tablet
Evening continues to be the key usage period.
Usage has grown since 2011 and it is appears to have stabilized at
45%
.
Business Decision Makers* report the strongest tablet usage of all demographics.
45%
Almost five
of
ten
adults
read newspaper content via their tablet.
*
Canadian professionals, senior management/executives and business owners/self
employedSlide7
Newspaper Media Reach
Nine of Ten
Canadians
Nine of
ten
(
87%
) adults read a newspaper each week in print, on their desktop/laptop, on their phone or on their tablet.
More than a quarter
(
27%
) of
adults are reading
newspaper
content on
ALL
four platforms.
53%
59%
45%
55%
Totum Research; Canadians 18+,
weekly readership,
January
2016.Slide8
Newspaper Media Reach
9 of 10 Adults
Desktop/Laptop
readership adds
12%
more reach to print readership. Add the phone platform to reach an additional
13% of adults and tablet
to reach another
3%.
Totum Research; Canadians 18+,
weekly readership,
January 2016Slide9
Totum Research; Canadians 18+,
weekly readership,
January 2016
Readership
Habits By
Time of
Day
Print
– peaks at
breakfast and in the evening
Desktop/Laptop
– early morning and after breakfast
Phone
– most popular platform at all times
Tablet
–
peaks after dinnerSlide10
Newspaper Media Reach all Target Groups
Young Adults
read most on a
p
hone
. Boomers prefer to read in print. Business Decision Makers*
are strong readers of newspaper content on all platforms.%
Totum Research; Canadians 18+,
weekly readership,
January
2016
* Canadian
professionals
, senior management/executives and business owners/self
employed
87%
Any Platform
87%
Any Platform
88%
Any Platform
91%
Any PlatformSlide11
Totum Research; Canadians 18+,
weekly readership,
January 2016
Readership
Habits By
Time of
Day
Young Adults - Age 18-34
Phone
– most popular platform at all times
Desktop/Laptop
–
peaks after dinner
Tablet
– peaks after dinner
Print
– consistent through the daySlide12
Totum Research; Canadians 18+,
weekly readership,
January 2016
Readership
Habits By
Time of
Day
Boomers - Age 45-64
Desktop/Laptop
–
peaks after dinner
Phone
–
similar to desktop/laptop except during lunch
Tablet
– strong in early morning and after
dinner
Print
– strong at breakfast and strongest platform after dinnerSlide13
Totum Research; Canadians 18+,
weekly readership,
January
2016
*Canadian professionals, senior management/executives and business owners/self
employed
Readership
Habits By
Time of
Day
Business
Decision Makers*
Phone
–
primary platform through the day for “on the go” lifestyle
Desktop/Laptop
–
morning and evening peaks
Tablet
– follows usage pattern of desktop/laptop
Print
– reading peaks at breakfast and climbs through rest of daySlide14
87%
of Adults Read Newspapers Weekly
Totum Research; Canadians 18+,
weekly readership,
January 2016Slide15
Newspapers Reach Multiple Targets
Newspapers reach all target groups
Young adults prefer to access newspaper content on their phones but still use other platforms.
Boomers
(age 45-64) are the strongest print readers but make use of all platforms throughout the day.
Newspapers reach more than 86% of any target group
Business Decisions Makers* are
dedicated newspaper readers
with
91%
accessing news on a combination of
platforms.
Newspaper
access is multi-platform
More than a quarter (
27%
) of adults 18+ access content on ALL four platforms.
Totum Research; Canadians 18+,
weekly readership,
January
2016
*Canadian professionals, senior management/executives and business owners/self
employedSlide16
Study Design
Objective: Understand newspaper readership by platform and time of day
Study:
Online survey of 2,408 Canadian adults by Totum Research/yconic on behalf of Newspapers Canada
Timing:
Fieldwork – January 2016Sample: Nationally balanced sample (West, Ontario, Quebec, Atlantic)Language: English and FrenchTargets:
Age and gender targets applied to ensure valid representationSlide17
Online Panel
(yconic)
2,408 Canadians surveyed
Study Timing
January 2016
National Scope78% English / 22% French
Margin of Error
±4.4% at the 95% confidence level
Study Management
Totum
Research
Nationally Representative Sample
Men
50%,
Women
50%
18-34
: 29%,
35-54
: 37%,
55-64
: 16%,
65+
18%
West
31%,
Ontario
39%,
Quebec
23%,
Atlantic
7%