The Ipsos Reid poll, taken October 4-15 of 1,006 Canadians and commissioned by the Canadian Journalism Foundation, suggests a slow-changing environment in which the newscast and newspaper remain prominent.
The poll found 40 per cent turn to a newscast and 23 per cent to a newspaper daily for their fill. Community newspapers (19 per cent), all-news television (17), free papers (14) and radio newscasts (14) are next in line. Only then are newspaper websites and social media (13 per cent) in the list of preferred sources.
The poll also sought to define segments of consumers. Ipsos Reid said 10 per cent define themselves as hyper-newsies, consuming online and offline a variety of sources all day, while 29 per cent can be categorized as moderate newsies who are checking sources throughout the day.