Target audience: Daily newspaper subscribers in Canada

Selected insights on target audience: Daily newspaper subscribers in Canada

• 39% of daily newspaper subscribers have a medium annual household income
• An honest and respectable life has less importance to daily newspaper subscribers than to the average consumer
• 42% of daily newspaper subscribers are in the early majority of innovation adopter types
• A relatively low share of daily newspaper subscribers think that rising prices, inflation & cost of living are issues that need to be addressed
• Daily newspaper subscribers remember seeing ads on social media less often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Canada
• Gender of consumers in Canada
• Consumer’s level of education in Canada
• Share of consumers in Canada in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Canada live
• Communities where consumers live in Canada
• LGBTQ+ status of consumers in Canada

• Most important aspects of life for consumers in Canada
• Top 10 interests of daily newspaper subscribers in Canada
• Top 10 hobbies and leisure activities of daily newspaper subscribers in Canada
• Top 10 sports activities of daily newspaper subscribers in Canada
• Top 10 sports followed by daily newspaper subscribers in Canada

• Agreement with statements in Canada
• Innovation adopter types based on statements towards innovation by consumers in Canada
• The 10 most important issues facing Canada according to daily newspaper subscribers
• Political attitudes of consumers in Canada

• Top 10 places where daily newspaper subscribers in Canada have come across digital advertising in the past 4 weeks
• Devices consumers in Canada use regularly to access the internet
• Social media activities in Canada by type
• Places where consumers in Canada have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Canada have been using in the past 4 weeks