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Overview of Results:
Winter 2020 Study
February 2020
# Market Smpl # Market Smpl # Market Smpl # Provinces1 Montreal (MM) 4765 17 Saskatoon (MM) 515 33 North Bay (LM) 229 1 Alberta 2 Toronto (MM) 4655 18 St. John's (MM) 313 34 Sarnia (LM) 228 2 British Columbia 3 Vancouver (MM) 3597 19 Brantford (LM) 283 35 Sault Ste. Marie (LM) 225 3 Manitoba 4 Ottawa/Gatineau (MM) 1885 20 Saint John (LM) 275 36 Summerside (LM) 218 4 New Brunswick 5 Calgary (MM) 1592 21 Belleville (LM) 274 37 Timmins (LM) 214 5 Newfoundland and Labrador 6 Edmonton (MM) 1557 22 Kingston (LM) 271 38 Owen Sound (LM) 210 6 Nova Scotia 7 Winnipeg (MM) 868 23 Peterborough (LM) 271 39 Sherbrooke CMA 208 7 Ontario 8 Quebec City (MM) 860 24 Sudbury (LM) 267 40 Saguenay CMA 196 8 Prince Edward Island 9 Hamilton (MM) 814 25 Cape Breton (LM) 263 41 Trois-Rivières CMA 184 9 Quebec
10 Kitchener (MM) 713 26 Thunder Bay (LM) 259 10 Saskatchewan 11 London (MM) 648 27 Chatham (LM) 239
12 Halifax (MM) 638 28 Brandon (LM) 231 # Regions
13 St. Catharines / Niagara MM 572 29 Charlottetown (LM) 231 1 Atlantic
14 Victoria (MM) 567 30 Prince George (LM) 231 2 British Columbia 15 Windsor (MM) 536 31 Cornwall (LM) 230 3 Ontario 16 Regina (MM) 519 32 Granby (LM) 229 4 Prairies
5 Quebec
STUDY SCOPE – Winter 202010 Provinces / 5 Regions / 41 Markets
• 36,915 Canadians aged 14+
(MM) = Major Markets (LM) = Local Markets
• 36,067 Canadians aged 18+
2
MAGAZINES (54) NEWSPAPERS (54)• Air Canada enRoute • Style at Home • Cape Breton Post • The Standard• AMA Insider Magazine • The Hockey News • Edmonton Journal • The StarPhoenix• Best Health • Toronto Life • Leader-Post (Regina) • The Sudbury Star• CAA Ontario & Atlantic • Vancouver Magazine • Montreal Gazette • The Telegram• CAA Manitoba • Westcoast Homes & Design • National Post • The Toronto Sun• CAA Saskatchewan • Western Living • Niagara Falls Review • The Tribune• CAA Magazine Summary • Zoomer Magazine • North Bay Nugget • The Vancouver Sun• Canada's History • 5 ingrédients - 15 minutes • Ottawa Citizen • The Windsor Star• Canadian Geographic • Bel Âge magazine • Standard-Freeholder • The Winnipeg Sun• CANADIAN HOUSE & HOME • CAA Québec • The Belleville Intelligencer • Times Colonist• Canadian Living • Châtelaine (Fr) • The Brandon Sun • Toronto Star• Chatelaine • Clin d'oeil • The Brantford Expositor • Waterloo Region Record• Cineplex Magazine • Cool! • The Calgary Herald • Winnipeg Free Press• Cottage Life • Coup de pouce • The Calgary Sun • La Presse (Digital)• ELLE CANADA • ELLE QUÉBEC • The Chatham Daily News • La Tribune• FASHION Magazine • L'actualité • The Chronicle Herald • La Voix de l’Est• Financial Post Magazine • Les Affaires/Les Affaires Plus • The Daily Press • Le Devoir• FOOD & DRINK • Les Idées de Ma Maison • The Edmonton Sun • Le Droit• Good Times • Magazine Espaces • The Globe And Mail • Le Journal de Montréal• Hello! Canada • Magazine Véro • The Guardian • Le Journal de Québec• Live Better • RICARDO Magazine • The Hamilton Spectator • Le Nouvelliste• Maclean's • Sélection du Reader’s Digest • The Journal Pioneer • Le Quotidien• NOW • Urbania • The Kingston Whig-Standard • Le Soleil• Ontario OUT OF DOORS • Vivre Mieux • The London Free Press • Métro (Montréal)• Our Canada • The Ottawa Sun• Outdoor Canada • The Owen Sound Sun Times• People • The Peterborough Examiner• Professionally Speaking • The Province• Reader's Digest • The Sarnia Observer• Report on Business • The Sault Star
3
TITLES REPORTEDCOMMUNITY TITLES (6)
OTHER TITLES (2)
• Burnaby Now• Burnaby Now/The Record• Richmond News• Tri-City News• Vancouver Courier• Prince George Citizen
• Business in Vancouver
• Toronto Star Wheels
MAGAZINES
4
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Generic Magazine – Past 3 Months Print/Digital
87%
British Columbia
89%
Prairies
90%
Ontario87%
Québec
87%
Atlantic
5
Generic Magazine, Past 3 Months Print/Digital (18+)
Across Canada, Magazine Brands reach 9 of 10 adults.
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital)
Food, Travel, and Health Magazines are the most popular among Canadians.
MAGAZINE TYPE REACH
11 Business/Finance 46%
12 Gardening 44%
13 Fashion 43%
14 Alternative News 40%
15 Art 40%
16 Men's 36%
17 Automotive/Motorcycle 33%
18 Parenting/Babies 27%
19 Children/Teen 26%
20 Bridal 14%
MAGAZINE TYPE REACH
1 Food/Recipes 68%
2 Travel/Tourism 60%
3 Health/Fitness 59%
4 Entertainment/Celebrity 58%
5 Technology/Science 57%
6 Home Improvement 56%
7 Nature 55%
8 Home Décor 53%
9 Sports/Recreation 48%
10 Women’s 46%
Magazine Rank by Type, Print/Digital (18+)
6
61%17%
5%
8%5%
2%3%
Print Only
Print & Computer & Mobile
Print & Computer Only
Print & Mobile Only
Computer & Mobile Only
Computer Only
Mobile Only
Any Magazine, Composition of Print/Digital AIR (18+)
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Any Magazine – Print AIR/Past Month Digital Readers (Unduplicated)
While 61% of Magazine Readers are reading exclusively via Print, 17% read Print in combination with more than one digital device.
7
8
Print as a % of total audience Digital as a % of total audience
Print Dominates
More DigitalVariation
Mag
azin
e Ti
tles
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Print AIR/Past Month Digital Readers
Platform readership of Magazine Brands varies by title.
39%
17%
32%25%
17%
24%
10% 13%
19%
5% 9%16%
Smartphone Tablet Computer
Millennials(1982-2001)
GenXers(1965-1981)
Baby Boomers(1945-1965)
Greatest Gen(1945-Earlier)
Any Magazine, Reach by Digital Device (18+)
Millennials & GenXers are more likely to read a Magazine’sdigital content, with more reading via a smartphone or computer.
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Any Magazine – Devices used to access digital content
9
43%
60%57%
40%
27%
14%
39%
51%46%
34%
15% 13%
45%40%
30% 29%
11%
18%
Directly to Website Via Search Engines Via Links-SocialMedia
Via Links-OthrWebsites
Via an App Some Other Way
Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)
Any Magazine, Reach of Digital Readers (18+)
10Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Any Magazine – Digital Readers (Includes Duplication)Note: “Directly to website” = Subscription Including Digital Edition + Typing Website Address + Via Bookmark/Favorite/Homepage
Boomers predominantly access Digital Magazines via search & directly, while Millennials access via search & social media.
2 in 5 Magazine readers searched online for a product, brand, and/or service advertised, while 1 in 5 made a purchase.
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Any Magazine – Print/Digital AR; (Unduplicated)Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended
42%
21% 23% 21%18%
28%
Searched onlinefor a product/brand/service
Purchased aproduct, brand,and/or service
Used a coupon Visited a retail/restaurant location
Attended an event(movie/theatre/show)
Spoke about thead/product/brand/service
online or elsewhere
Actions Taken After Seeing a Magazine Advertisement Any Magazine, Print/Digital AR (18+)
11
NEWSPAPERS
12
On a weekly basis, Newspaper Brands reach 3 out of 5 adults across Canada.
64%
68%
73%Vancouver
Edmonton
Regina
Toronto
Winnipeg
63%
Calgary
65%
Montreal
76%72%
Ottawa/Gatineau
Québec City
78%
Halifax
72%
74%
Victoria
72%
68%
London
69%
Hamilton
74%Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Average Weekly Print/Digital, La Presse Weekly Digital.
St. John’s
Any Newspaper, Weekly Print/Digital Reach (18+)
13
36%
21%9%
15%
9%5% 4%
Print Only
Print & Computer & Mobile
Print & Mobile Only
Computer & Mobile Only
Mobile Only
Print & Computer Only
Computer Only
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital
Any Newspaper, Composition of Weekly Print/Digital Readers (Major Markets, 18+)
54% of Newspaper Brand readers access newspaper content on a mobile device.
14
Mobile: 54%
15
Print as a % of total audience Digital as a % of total audience
Print Dominates
More DigitalVariation
New
spap
er T
itle
sSource: Vividata Winter 2020 StudyBase: Respondents aged 18+, 21 Major Markets, Average Weekly Print/Digital Readers
Platform readership of Newspaper Brands varies by title.
41%
25%
28%
30%
31%
45%
Weekend
Weekday
Print Only Both Digital Only
16
Weekday and Weekend AIR Readers (Major Markets, 18+)
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated), Not including Metro Montreal
Newspaper Brand readers are more active on digital during the weekdays, and print dominates the weekends.
17
Print Only Both Digital Only
Millennials & GenXers have greater digital reading than Boomers & Greatest Gen. Cross-platform readership is consistent for all generations.
63%
68%
74%
81%
Any Newspaper, Weekly Reach of Print/Digital (Major Markets, 18+)
% of Adult Population:
Millennials (1982-2001) 32%
GenXers(1965-1981) 30%
Boomers (1945-1965) 33%
Greatest Gen(Earlier-1945) 6%
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, 21 Major Markets, Any Newspaper – Average Weekly Print/Digital, & La Presse Weekly Digital (Unduplicated)
36%
57%61%
37%
22%
8%
42%49% 48%
31%
23%
9%
55%
42%
28%24%
21%
7%
Directly to Website Via Search Engines Via Links-Social Media Via Links-OthrWebsites Via an App Some Other Way
Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)
Any Newspaper, Reach of Weekly Digital Readers (Major Markets, 18+)
18Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, 21 Major Markets - Any Newspaper – Digital Readers within Past Week (Includes duplication)Note: “Directly to website” = Subscription Including Digital Access + Typing Website Address + Via Bookmark/Favorite/Homepage
Boomers are more likely to access a newspaper’s digital content directly, while Millennials predominantly navigate via social media and search.
1 in 3 Newspaper Brand readers searched online for a product, brand, and/or service advertised, while 1 in 6 made a purchase.
32%
17% 18%20%
17%23%
Searched onlinefor a product/brand/service
Purchased aproduct, brand,and/or service
Used a coupon Visited a retail/restaurant location
Attended an event(movie/theatre/show)
Spoke about thead/product/brand/service
online or elsewhere
Actions Taken After Seeing a Newspaper Advertisement Any Newspaper, Weekly Print/Digital (Major Markets, 18+)
19Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, 21 Major Markets - , Any Newspaper – Average Weekly Print/Digital & La Presse Weekly Digital
Action taken after seeing an Ad (Daily Newspaper or Community Newspaper)Note:“Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended
COMMUNITY NEWSPAPERS
20
Community Newspapers achieve the highest reach in British Columbia.
Reach of Community Newspapers (18+)
Community NewspaperReach % (Adults 18+)
Total Canada
BritishColumbia
Prairies Ontario Québec Atlantic
Weekly: 41% 52% 38% 44% 32% 39%
Monthly: 57% 66% 58% 60% 48% 55%
Longer Ago: 25% 23% 27% 25% 24% 27%
Source: Vividata Winter 2020 StudyBase: Total Canada 18+; Read a Community Newspaper (Print/Digital) Within the Past Week/Month/Longer Ago
21
Weekly Reach of Community Newspapers (18+)
Source: Vividata Winter 2020 StudyBase: Total Canada 18+, Read a Community Newspaper (Print/Digital) in the Past Week
Community Newspaper readership is stronger in smaller markets and readership increases with age.
41%
31%
40%
49%53%
49%
37%
48%
56%58%
Adults 18+ . Millennials(1982-2001)
Gen X(1965-1981)
Boomers(1945-1965)
Greatest Gen(1945-Earlier)
Total Canada Population Under 100,000
22
50%
39%33% 31%
25%
14% 12% 11% 8%UnaddressedMail - to your
door
AddressedMail
Via E-Mail CommunityNewspaper
Online (viawebsite)
DailyNewspaper
At Your LocalRetail Store
In an App WithMagazines
Source: Vividata Winter 2020 StudyBase: Total Canada 18+; How Currently Receive Flyers/Inserts
1 in 3 Canadians receive flyers/inserts from a Community Newspaper.
Method of Receiving Flyers/Inserts (18+)
23
Community Newspaper readers use flyers/inserts to plan their purchase on…
12%
22%
25%
42%
45%
46%
47%
49%
49%
59%
61%
63%
79%
Fitness Clubs
Investments or Banking Services
Sports Equipment
Wireless Products (Cell Phones/Smartphones)
Computer Hardware/Software
Appliances or Furniture
Home Entertainment Items
Home Furnishings
Home Improvement Products and Services
Clothing and Accessories
Health Care or Personal Care Items
Entertainment/Restaurants
Groceries
24
Community Newspaper Readers – Past Week (18+)FLYER/INSERTS USED
TO PLAN PURCHASE OF:
Source: Vividata Winter 2020 StudyBase: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week; Use Flyers to Plan/Purchase Frequently/Sometimes
(105)
(106)
(106)
(107)
(112)
(107)
(108)
(108)
(105)
(108)
(109)
(109)
(102)
Source: Vividata Winter 2020 StudyBase: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week
Sections Read in a Community Newspaper, Print/Digital Past Week (18+)
Community Newspaper readers are more interested in local news.
60%
67%
81%
82%
83%
97%
Sports
Real Estate
Opinion
Entertainment
Crime
Local News
VIVIDATA PROVIDES A COMPLETE MEDIA PROFILE
TELEVISIONINTERNET/SOCIAL OUT OF HOME
MAGAZINENEWSPAPER RADIO
0
5
10
15
20
25
30
0 10 20 30 40 50 60 70 80 90 100
Tim
e Sp
ent
in P
ast
Wee
k (H
rs)
% of Canadians (18+) Exposed in the Past Week
BusTaxi
Subway Magazine
Newspaper
Driving
Internet
TV
MobileSocial Media
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Past week reach by media, weekly time spent by media
Determine Cross-Media reach with Vividata.
27
Radio
ALWAYS ONTV is their most preferred and trusted source for news and information.
DIGITAL CONTENT CONSCIOUS Newspaper websites and apps provide them the most in-depth perspective on the news.
TRADITIONALISTSNewspapers are their most trusted and efficient way to receive news.
MEDIA INDIFFERENTWhile more likely to consume traditional media, they do not rely on any media to stay informed.
MEDIA OBSESSIVEUse all media to stay informed, but question accuracy of news presented online and through social media.
SOCIAL MEDIA FOCUSEDSocial media and other digital sources are their most efficient way to stay informed.
ATTITUDES TOWARD MEDIA SEGMENTS
Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Attitude Towards Media Segments
22%
21%
18%
15%
13%
11%
% of Canadian Adults:
28