Reach of selected media in Canada 2001-2023
In 2023, magazine media reached 31 percent of the adult Canadian population every week, down from 73 percent in 2001. Newspaper reach was also lower, whilst internet usage remain at a steady high level and stood at almost 97 percent in 2023.
Media and device use among persons in Canada territories aged 16 and above is focused on mobile - more than 80 percent use a mobile phone and 73 percent report using a smartphone, while tablets are used by approximately 40 percent of Canadians. In addition, 33 percent of Canadian Angolophones aged 18 and above accessed AM/FM radio in 2016.
Despite all the streaming, traditional radio was not abandoned by the Canadian young consumer. With 78 percent indicating usage of AM/FM radio, its future appears to be fixed. In fact, it was observed, that on average, adult Canadians spent 16.8 hours per week listening to radio in 2016. At the same time, the internet was accessed for 22.8 hours a week and daily newspapers were read for a little less than two hours per week, which illustrates the disproportion in digital and non-digital media usage. Watching television in Canada added up to 27 hours in a week for an average adult in this country.
Media usage in Canada – additional information
Print media reach in Canada has been on a steady decline since 2012. The only medium experiencing growth in weekly penetration among Canadian consumers is the internet, while radio and TV remained at a steady level between 2012 and 2014. It is not surprising that digital media receive most of the attention during any week from Canadians. It was found that weekly time spent per capita with digital media among Millennials in Canada in 2014 amounted to more than 44 hours. In comparison, an average 18-to-34-year-old spent only half of that time watching TV.Media and device use among persons in Canada territories aged 16 and above is focused on mobile - more than 80 percent use a mobile phone and 73 percent report using a smartphone, while tablets are used by approximately 40 percent of Canadians. In addition, 33 percent of Canadian Angolophones aged 18 and above accessed AM/FM radio in 2016.
Despite all the streaming, traditional radio was not abandoned by the Canadian young consumer. With 78 percent indicating usage of AM/FM radio, its future appears to be fixed. In fact, it was observed, that on average, adult Canadians spent 16.8 hours per week listening to radio in 2016. At the same time, the internet was accessed for 22.8 hours a week and daily newspapers were read for a little less than two hours per week, which illustrates the disproportion in digital and non-digital media usage. Watching television in Canada added up to 27 hours in a week for an average adult in this country.
