NADbank results show newspaper readers still prefer print
October 23, 2013 | Alicia Androich | Comments
NADbank released 2012/13 mid-year newspaper data on Tuesday that indicates Canadians still have inky fingers.
Results from nine markets—Toronto, Montreal, Vancouver, Calgary, Ottawa-Gatineau, Edmonton, Winnipeg, London and Halifax—show that roughly 80% of people in each of those markets read a newspaper during the course of each week.
While that number represents both printed and digital formats, the primary source of newspaper content for the 50-60% of Canadians that read it every day is still print.
Combined digital and print total weekly readership in the million-plus markets exceeded 10 million for the first time.
Amidst more newspapers move to a paid subscription model, the research reveals that digital readership is healthy with weekly digital reach in all of the markets but one at or above 30%. (The highest was Halifax at 39%; the lowest was Vancouver with 29%.)
The full report can be viewed here.
NADbank has also launched an app that provides print and digital readership figures of Canadian newspapers in the same nine measured markets. Users can separate data however they chose to view it, from digital-only to print-only to a combination of the two. The new web app also provides reader demographics, including age, gender and household income.
In a release, NADbank president Anne Crassweller promoted the convenience the free app—available through NADbank’s website—using an example of being able to quickly look up data on your smartphone during a off-site meeting. “Members have been looking for a quicker way to access our numbers, and this provides the perfect solution,” said Crassweller. The Full Year 2012 Release is accessible through the app.