Overview Spring Evolving with Canadians. April, 2018

Transcription

1 Overview Spring 2018 Evolving with Canadians April, 2018

2 STUDY SCOPE SPRING Provinces / 5 Regions / 45 Markets 42,604 Canadians aged ,071 Canadians aged 18+ # Market Smpl # Market Smpl # Market Smpl # Provinces 1 Toronto (MM) 4, Sault Ste. Marie (LM) Prince George (LM) Alberta 2 Ottawa / Gatineau (MM) 2, North Bay (LM) Winnipeg (MM) 1,166 2 British Columbia 3 Hamilton (MM) 1, Cornwall (LM) Brandon (LM) Manitoba 4 Kitchener (MM) Timmins (LM) Saint John (LM) New Brunswick 5 London (MM) Owen Sound (LM) St. John's (MM) Newfoundland and Labrador 6 St. Catharines / Niagara (MM) Montréal (MM) 5, Halifax (MM) Nova Scotia 7 Windsor (MM) Québec City (MM) 1, Cape Breton (LM) Ontario 8 Guelph (LM) Sherbrooke (MM) Summerside (LM) Prince Edward Island 9 Barrie (MM) Saguenay (MM) Charlottetown (LM) Quebec 10 Kingston (LM) Trois-Rivières (MM) Saskatoon (MM) Saskatchewan 11 Thunder Bay (LM) Granby (LM) Regina (MM) Sudbury (LM) Calgary (MM) 2,267 # Regions 13 Brantford (LM) Edmonton (MM) 2,270 1 Atlantic 14 Peterborough (LM) Lethbridge (LM) British Columbia 15 Chatham (LM) Medicine Hat (LM) Ontario 16 Belleville (LM) Vancouver (MM) 3,766 4 Prairies 17 Sarnia (LM) Victoria (MM) Quebec (MM) = Major Markets (LM) = Local Markets 2

3 MAGAZINES (66) Air Canada enroute Report on Business Sélection du Reader s Digest AMA Insider Magazine Starweek (Print) Star Système Best Health Style at Home Summum CAA Magazine The Hockey News TV Hebdo CAA Manitoba Today s Bride Urbania CAA Saskatchewan Today's Parent Vivre Mieux CAA Alberta/Man/Sask Toronto Life NEWSPAPERS (71) Canada's History Vancouver Magazine Canadian Geographic Westcoast Homes & Design CANADIAN HOUSE & HOME Western Living Canadian Living Zoomer Magazine Chatelaine 5 ingrédients - 15 minutes Cineplex Magazine 7 Jours Cottage Life Bel Âge magazine ELLE CANADA CAA Québec/Touring (Fr/En) FASHION Magazine Châtelaine (Fr) Financial Post Magazine Clin d'oeil FOOD & DRINK Cool! Good Times (Print) Coup de pouce Hello! Canada Dernière Heure Live Better Échos Vedettes Maclean's ELLE QUÉBEC NOW La Semaine Ontario OUT OF DOORS L'actualité Our Canada Le Magazine Cineplex Outdoor Canada Les Affaires/Les Affaires Plus ParentsCanada (Digital) Les Idées de Ma Maison People Magazine Espaces Professionally Speaking Magazine Véro Reader's Digest RICARDO Magazine TITLES REPORTED Cape Breton Post Edmonton Journal Leader-Post (Regina) Medicine Hat News Metro Calgary Metro Edmonton Metro Halifax Metro Toronto Metro Vancouver Montreal Gazette National Post Niagara Falls Review North Bay Nugget Ottawa Citizen Prince George Citizen Standard-Freeholder The Belleville Intelligencer The Brandon Sun The Brantford Expositor The Calgary Herald The Calgary Sun The Chatham Daily News The Chronicle Herald The Chronicle Journal The Daily Press The Edmonton Sun The Globe And Mail The Guardian The Hamilton Spectator The Journal Pioneer The Kingston Whig-Standard The Lethbridge Herald The London Free Press The Ottawa Sun The Owen Sound Sun Times The Peterborough Examiner The Province The Sarnia Observer The Sault Star The Standard The StarPhoenix The Sudbury Star The Telegram The Toronto Sun The Tribune The Vancouver Sun The Windsor Star The Winnipeg Sun Times Colonist Toronto Star Waterloo Region Record Winnipeg Free Press 24 Heures La Presse (Digital) La Tribune La Voix de l Est Le Devoir Le Droit Le Journal de Montréal Le Journal de Québec Le Nouvelliste Le Quotidien Le Soleil Métro (Montréal) COMMUNITY TITLES North Shore News Richmond News Tri-City News Vancouver Courier Burnaby Now (NEW) Burnaby Now/The Record (NEW) OTHER TITLES Business in Vancouver Note on titles previously measured in print, now measured as digital only: Canadian Business, Flare, MoneySense and Sportsnet are no longer reported as magazines under Readership Specific. Past month Digital Audience for these titles will be listed under Websites/Apps. 3

4 Across Canada, Magazine Brands reach 9 of 10 adults. Generic Magazine, Past 3 Months Print/Digital (18+) British Columbia 90% Prairies 88% Ontario 91% Québec 87% 86% Atlantic Base: Respondents aged 18+, Generic Magazine Past 3 Months Print/Digital 4

5 Food, Entertainment, and Health Magazines are the most popular among Canadians. MAGAZINE TYPE REACH 1 Food/Recipes 67% 2 Entertainment/Celebrity 59% 3 Health/Fitness 59% 4 Technology/Science 58% 5 Travel/Tourism 58% 6 Home Improvement 54% 7 Nature 52% 8 Home Décor 51% 9 Sports/Recreation 47% 10 Business/Finance 46% Magazine Rank by Type, Print/Digital (18+) MAGAZINE TYPE REACH 11 Women's 46% 12 Gardening 45% 13 Alternative News 45% 14 Fashion 41% 15 Art 40% 16 Men's 36% 17 Automotive/Motorcycle 35% 18 Parenting/Babies 31% 19 Children/Teen 28% 20 Bridal 15% Base: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital) 5

6 While 63% of Magazine Readers are reading exclusively via Print, 17% read Print in combination with more than one digital device. Any Magazine, Composition of Print/Digital AIR (18+) 6% 5%1% 4% 17% 2% 63% Print Only Print & Computer & Mobile Print & Computer Only Print & Mobile Only Computer & Mobile Only Computer Only Mobile Only Base: Respondents aged 18+, Any Magazine Print AIR/Past Month Digital Readers (Unduplicated) 6

7 Magazine Titles Platform readership of Magazine Brands varies by title. Print as a % of total audience Digital as a % of total audience Print Dominates More Digital Variation Base: Respondents aged 18+, Print AIR/Past Month Digital Readers 7

8 Millennials & GenXers are more likely to read a Magazine s digital content, with more reading via a smartphone or computer. Any Magazine, Reach by Digital Device (18+) Millennials ( ) GenXers ( ) Baby Boomers ( ) Greatest Gen (1945-Earlier) 41% 37% 26% 26% 19% 19% 21% 14% 10% 10% 4% Smartphone Tablet Computer 15% Base: Respondents aged 18+, Any Magazine Devices used to access digital content 8

9 Boomers predominantly access Digital Magazines directly & via search, while Millennials access via search & social media. Any Magazine, Reach of Digital Readers (18+) Millennial Readers ( ) GenXers ( ) Boomer Readers ( ) 59% 55% 50% 48% 41% 43% 45% 36% 36% 32% 28% 29% 24% 16% 16% 13% 15% 17% Directly to Website Via Search Engines Via Links-Social Media Via Links- OthrWebsites Via an App Some Other Way Base: Respondents aged 18+, Any Magazine Digital Readers (Includes Duplication) Note: Directly to website = Subscription Including Digital Edition + Typing Website Address + Via Bookmark/Favorite/Homepage 9

10 1 in 4 Magazine readers searched online for a product, brand, and/or service advertised, while 1 in 10 made a purchase. 25% Actions Taken After Seeing a Magazine Advertisement Average Magazine, Print/Digital AIR (18+) 12% 18% 15% 10% 13% Searched online for a product/ brand/service Purchased a product, brand, and/or service Used a coupon Visited a retail/ restaurant location Attended an event (movie/theatre/show) Spoke about the ad/product/brand/service online or elsewhere Base: Respondents aged 18+, Average Magazine Print AIR; (Includes Duplication) Note: Spoke about the ad/product/brand/service online or elsewhere = Talked about, Commented on Social Media, and Recommended 10

11 On a weekly basis, Newspaper Brands reach 3 out of 4 adults across Canada. Any Newspaper, Weekly Print/Digital Reach (18+) Edmonton St. John s Victoria 72% Vancouver 74% 73% Calgary 77% Regina 73% Winnipeg 77% Ottawa/ Gatineau 75% Québec City Montreal 81% 80% Halifax 71% London Toronto 89% Source: Vividata Spring 2018 Base: Respondents aged 18+, Average Weekly Print/Digital & La Presse Weekly Digital 72% 71% Hamilton 73% 11

12 49% of Newspaper Brand readers access newspaper content on a mobile device. Any Newspaper, Composition of Weekly Print/Digital Readers (Major Markets, 18+) 5% 5% 2% 12% 7% 44% Print Only Print & Computer & Mobile Print & Mobile Only Computer & Mobile Only Mobile Only Mobile: 49% 25% Print & Computer Only Computer Only Base: Respondents aged 18+, 18 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated) 12

13 Newspaper Titles Platform readership of Newspaper Brands varies by title. Print as a % of total audience Digital as a % of total audience Print Dominates More Digital Variation Base: Respondents aged 18+, 18 Major Markets, Average Weekly Print/Digital Readers 13

14 Newspaper Brand readers are more active on digital during the weekdays, and print dominates the weekends. Weekday and Weekend AIR Readers (Major Markets, 18+) Print Only Both Digital Only Weekday 31% 36% 33% Weekend 46% 29% 25% Base: Respondents aged 18+, 18 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated) 14

15 Millenials & GenXers have greater digital reading than Boomers & Greatest Gen. Cross-platform readership is consistent for all generations. Any Newspaper, Weekly Reach of Print/Digital (Major Markets, 18+) % of Adult Population: Print Only Both Digital Only Millennials ( ) 29% 70% GenXers ( ) 30% Boomers ( ) 35% Greatest Gen (Earlier-1945) 8% 74% 80% 85% Base: Respondents aged 18+, 18 Major Markets, Any Newspaper Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated) 15

16 Boomers are more likely to access a newspaper s digital content directly, while Millennials predominantly navigate via social media. Any Newspaper, Reach of Weekly Digital Readers (Major Markets, 18+) Millennial Readers ( ) GenXers ( ) Boomer Readers ( ) 51% 44% 60% 63% 56% 47% 70% 52% 31% 43% 34% 28% 30% 29% 28% 14% 11% 10% Directly to Website Via Search Engines Via Links-Social Media Via Links-OthrWebsites Via an App Some Other Way Base: Respondents aged 18+, 18 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 16

17 1 in 5 Newspaper Brand readers searched online for a product, brand, and/or service advertised, while 1 in 10 made a purchase. 19% 11% Actions Taken After Seeing a Newspaper Advertisement Any Newspaper, Print/Digital AIR (Major Markets, 18+) 15% 12% 8% 10% Searched online for a product/ brand/service Purchased a product, brand, and/or service Used a coupon Visited a retail/ restaurant location Attended an event (movie/theatre/show) Spoke about the ad/product/brand/service online or elsewhere Base: Respondents aged 18+, 18 Major Markets - Any Newspaper Print/Digital Average Issue Readers (Includes duplication) Note: Spoke about the ad/product/brand/service online or elsewhere = Talked about, Commented on Social Media, and Recommended 17

18 VIVIDATA PROVIDES A COMPLETE MEDIA PROFILE NEWSPAPER MAGAZINE RADIO INTERNET/SOCIAL TELEVISION OUT OF HOME

19 Time Spent in Past Week (Hrs) Determine Cross-Media reach with Vividata TV Internet Social Media Newspaper Mobile Radio 5 Subway Taxi Bus Magazine Driving Base: Respondents aged 18+, Past week reach by media, weekly time spent by media % of Canadians (18+) Exposed in the Past Week 19

20 NEW ATTITUDES TOWARD MEDIA SEGMENTS ALWAYS ON TRADITIONALISTS DIGITAL CONTENT CONSCIOUS MEDIA INDIFFERENT MEDIA OBSESSIVE SOCIAL MEDIA FOCUSED TV is their most preferred and trusted source for news and information. Newspapers are their most trusted and efficient way to receive news. Newspaper websites and apps provide them the most in-depth perspective on the news. While more likely to consume traditional media, they do not rely on any media to stay informed. Use all media to stay informed, but question accuracy of news presented online and through social media. Social media and other digital sources are their most efficient way to stay informed. % of Canadian Adults: 23% 20% 17% 16% 12% 10% Base: Respondents aged 18+, Attitude Towards Media Segments 20