The Newspaper Advertising Data Bank (NADBank) report suggests 77 per cent of Canadian adults read either the print or online edition in the week before. The printed paper remained the prime resource, with 73 per cent reading it the week before. Some 22 per cent read the Web site, which means a large overlap in the readership between both platforms. Only four per cent read only the Web site.
The numbers haven't shifted much in the year. Web site readership moved from 20 to 22 per cent, giving the overall readership a lift of about one point.
Local news was considered the most popular element of readership, with 73 per cent saying they consumed it.
The survey reviewed the consumption of 81 daily newspapers in Canada (and two Detroit papers with wide distribution in Windsor, Ontario, across the border) in 53 markets. The Canadian Newspaper Association said the results validate the importance of the newspaper as relevant sources of information