Vividata, the result of the amalgamation of NADbank and the Print Measurement Bureau (PMB) has released a new study covering the multiple platforms readers use to absorb information.

Whether its through mobile, a tablet, a magazine, or a newspaper, the study aims to help publishers, advertisers and agencies understand what the shift in reading behaviour can mean for their businesses.

The study includes:

• Annual sample of 36,000 Canadians (12+); rolling 52 week online survey completion.
• National sample with market level detail for 50 markets across Canada.
• Single source study providing print and digital metrics for 80 magazines and 78 newspapers, along with comprehensive product and media usage data base.
• Rolling 12 month data released four times per year.

“This research represents a significant achievement for Canada's publishing business,  Steve Maich, Vividata board member and senior vice president, publishing, Rogers Communications, said. "Now we have the insights we need to build an even stronger and smarter future for Canadian readers and advertisers. As advertisers, agencies and publishers, we knew that we needed to come together to create deeper and more timely data, reflecting the full range of reader preferences and activity across all platforms.”

The first results of the study cover January-July fieldwork and show Canadians are still reading magazines and newspapers, although their habits have changed. It also shows that although there has been a decline in print readership of newspapers and magazines, there was been a growth in digital readers.

A few stats from the study:

• Magazines reached almost three quarters of Canadians, which is unchanged over five years ago. An increase in digital readers has offset the decline in print readers.
• Forty two per cent of magazine readers are cross-platform readers (print and digital). On average, nine per cent read digital versions exclusively. This composition varies widely by magazine title.
• Mobile reading is big. Seventy per cent of digital readers are using their mobile device to read magazines and newspapers.
• Teens: 75% are magazine readers, two points more than the overall Canadian average, and 38% read a daily newspaper “yesterday.”
• Adults 18-34: Two thirds read magazines, and just under half read a newspaper “yesterday.”
• Young adults read differently: almost two thirds of 12-34s read a magazine online, and almost three quarters of newspaper readers chose a digital version.

Vividata aims to be Canada’s authoritative source on audience measurement for magazines and newspapers.

“The creation of Vividata is the result of a year and a half of tremendous effort, research and review in collaboration with our Vividata members, board, and research partners at TNS,” Michele Pauchuk, Vividata board member and president of MEC, said.

For more information visit their website. Topline results for magazines can be viewed here, and for newspapers here.