Vividata Fall 2017 Report Shows Canadians Continue to Choose Magazine Content

Earlier this fall, Vividata released its readership data for magazines covering July 2016 through to June 2017. Vividata is Canada’s national single source survey of 43,356 Canadian consumers providing cross-platform audience data, print and digital, for magazines and newspapers.

Findings report that 76% of Canadians 18+ read a Vividata-measured magazine in the past six months. In a press release, Vividata notes that overall magazine readership has remained consistent from year to year. The report also clearly shows that Canadians continue to choose print magazines as their primary touchpoint, with print magazines being read by 70% of Canadians surveyed.

Digital magazine content also continues to make its mark with readers, particularly on mobile, as 31% of Canadians surveyed accessed digital magazine content each month. From Vividata: “The proportion of magazine readers choosing a digital platform continues to grow (+11% over the last six months). Almost 60% of digital reading is on mobile, with smartphones accounting for the majority.”

Vividata will next release readership data in in January 2018, covering results for October 2016 through to September 2017. Furthermore, “[m]oving into 2018, Vividata will expand our measurement of digital media as part of our ongoing commitment to be the trusted, go-to source for consumer intelligence in Canada,” said Kirby Miller, Vividata Chair and Senior Vice-President, in the press release.

For more on the Vividata Fall 2017 report, please visit

As magazines and Canadian magazine readers continue to evolve their access points to magazine content, it’s clear that Canadians have not changed their love of Canadian content as they read across platforms. Print remains a dominant touchpoint while digital reading continues to be embraced at high levels.

Source: Vividata Q2 2017 release, July 2016 to June 2017


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