Canadians Remain Loyal to Print Magazines: Study

New data from Vividata shows that the majority of magazine brand audiences are reading exclusively in print.

Vividata has released its latest findings in Canadian media habits, surveying over 43,000 Canadians ages 14 and over, from October 2017 to September 2018. What did Canada’s most comprehensive cross-media research study reveal? We love our magazines – in print. In fact, 63 per cent of magazine brand audiences are reading exclusively in print. While mobile access is on the rise for newspapers, print was the dominant platform for newspaper brand audiences as well, with 42 per cent reading exclusively in print.

Here are a few more key findings from the study:

  • Magazine brands reach 9 out of 10 Canadian adults.
  • Millennials & GenXers are more likely to read a magazine’s digital content, with more reading via a smartphone or computer.
  • 2 in 5 magazine readers searched online for a product, brand, and/or service advertised, while nearly 1 in 5 made a purchase.
  • Newspaper brand readers are more active on digital during the weekdays, and print dominates the weekends.

You can review the overview of the Vividata 2019 Winter Study findings on magazine and newspaper readership here.  Vividata also looked at the latest Canadian consumer habits when it comes to smart devices, automotive, streaming and out-of-home. You can check out those key results here.