The Newspaper Audience Databank (NADbank) has released new data to supplement the newspaper readership data in its 2010 NADbank Readership Study, which came out in March and covers 53 urban markets in Canada.

The new data from the 2010 study encompasses product, retail shopping and lifestyle findings for 21 markets. It covers 31 product categories, from leisure and business travel to alcoholic beverage consumption. It also includes 21 shopping categories, from shopping malls to automotive services.

Survey by: Newspaper Audience Databank (NADbank)
Methodology: The 2010 study database includes 36,466 responses from Canadian adults 18 years and older.

Key findings:
• Over 2.5 million adults access daily newspaper websites every day
• 1.6 million adults access radio websites every day
• 1.5 million adults access television websites every day
• roughly 598,000 adults access magazine websites every day
• 90%, (13.1 million) adults who have access to internet at home have a high-speed connection
• 7% of adults use dial-up; 14% use wireless. (The 2010 data shows a 6% increase in wireless incidence compared to the 2008 study.)
• 42% (7.1 million) adults use daily newspapers and inserts or flyers to help make their purchase decisions for home entertainment items
• nearly 32% (5.5 million) adults use the internet to help make their purchase decisions for home entertainment items.
• 36% of adults who saw a classified ad for vehicles for sale in the past year took some form of action after reading it