Vividata, an audience measurement platform for magazines and newspapers —and a result of the amalgamation of NADbank and the Print Measurement Bureau (PMB)—has released stats from its first year of fieldwork.
Conducted through a probability-based sample, 117 publications were included in the study to explore how consumers are using print and digital media to inform what they buy, do and think. Vividata collects the readership data in a rolling 52-week survey, released quarterly.

From January-December 2015, 38,000 consumers across Canada were surveyed, and results show that strong readership, and growth in digital readership is engaging new consumers of all ages.

Magazines and newspapers reach 9 out of 10 adult Canadians each week, and 59 percent of Canadians are using digital means to read them. Seventy percent of Canadian adults read magazines when compared to readership levels five years ago.

Other results show:

Millennials

• A surprising 60 percent of Millennials read magazines.  Of these readers, 16 per cent use only a digital version, 37 percent read only print, and almost half read both.

Adults and digital

• Adults 50+ are still heavy readers of magazines and newspapers, and the study showed how their reading has changed: twenty nine per cent of Boomers are reading magazines and newspapers on a digital device.
• The growing shift to mobile readership for both newspapers and magazines is significant. In fact, seven of 10 digital readers are now reading on a mobile device.

More information:
Topline results for magazines
Topline results for newspapers
An overview of both markets