Media Patterns: Newspaper Report
 
 
Attribute Benchmark
CANADA
Trade Area 
Value Percentage Compared with
Benchmark
       
    Population of age 15 and up  30,920,900  39,579    
Readership on Weekdays        
    The Globe and Mail (print edition): Never  92.98%  33,864  85.56%  Similar
    The Globe and Mail (print edition): 1 Day  2.79%  1,743  4.40%  High
    The Globe and Mail (print edition): 2 Days  0.90%  563  1.42%  High
    The Globe and Mail (print edition): 3 Days  0.46%  390  0.99%  Extremely High
    The Globe and Mail (print edition): 4 Days  0.24%  119  0.30%  High
    The Globe and Mail (print edition): 5 Days  2.63%  2,901  7.33%  Extremely High
    National Post (print edition): Never  96.62%  37,200  93.99%  Similar
    National Post (print edition): 1 Day  1.41%  968  2.45%  High
    National Post (print edition): 2 Days  0.35%  372  0.94%  Extremely High
    National Post (print edition): 3 Days  0.21%  122  0.31%  High
    National Post (print edition): 4 Days  0.09%  87  0.22%  Extremely High
    National Post (print edition): 5 Days  1.32%  830  2.10%  High
    Any local daily newspaper(s) (print edition) (e.g. Toronto Star, Journal de Montreal): Never  58.87%  24,250  61.27%  Similar
    Any local daily newspaper(s) (print edition) (e.g. Toronto Star, Journal de Montreal): 1 Day  8.01%  3,303  8.35%  Similar
    Any local daily newspaper(s) (print edition) (e.g. Toronto Star, Journal de Montreal): 2 Days  4.50%  1,882  4.75%  Similar
    Any local daily newspaper(s) (print edition) (e.g. Toronto Star, Journal de Montreal): 3 Days  3.51%  1,551  3.92%  High
    Any local daily newspaper(s) (print edition) (e.g. Toronto Star, Journal de Montreal): 4 Days  1.44%  751  1.90%  High
    Any local daily newspaper(s) (print edition) (e.g. Toronto Star, Journal de Montreal): 5 Days  23.66%  7,843  19.82%  Low
    Any daily newspaper (Online Edition): Never  80.81%  30,943  78.18%  Similar
    Any daily newspaper (Online Edition): 1 Day  4.12%  1,493  3.77%  Similar
    Any daily newspaper (Online Edition): 2 Days  3.03%  1,457  3.68%  High
    Any daily newspaper (Online Edition): 3 Days  2.19%  1,118  2.83%  High
    Any daily newspaper (Online Edition): 4 Days  0.95%  587  1.48%  High
    Any daily newspaper (Online Edition): 5 Days  8.91%  3,982  10.06%  High
Readership on Weekend        
    Weekend the Globe And Mail: Never  95.33%  34,824  87.98%  Similar
    Weekend the Globe And Mail: 1 Day  4.68%  4,756  12.02%  Extremely High
    Weekend National Post (print edition): Never  98.00%  37,953  95.89%  Similar
    Weekend National Post (print edition): 1 day  2.00%  1,626  4.11%  Extremely High
    Weekend Any local daily newspaper(s) (print edition) (e.g. Toronto Star, Journal de Montreal): Never  69.51%  27,601  69.74%  Similar
    Weekend Any local daily newspaper(s) (print edition) (e.g. Toronto Star, Journal de Montreal): 1 day  21.99%  5,466  13.81%  Low
    Weekend Any local daily newspaper(s) (print edition) (e.g. Toronto Star, Journal de Montreal): 2 days  8.50%  6,512  16.45%  Extremely High
    Weekend Any daily newspaper (Online Edition): Never  88.16%  34,300  86.66%  Similar
    Weekend Any daily newspaper (Online Edition): 1 day  6.11%  2,313  5.84%  Similar
    Weekend Any daily newspaper (Online Edition): 2 days  5.73%  2,967  7.50%  High
Summary Time spent reading daily paper: Total Minutes        
    Total time spent on daily paper: Did Not Read  58.87%  22,271  56.27%  Similar
    Total time spent on daily paper: Less than 100 mins  12.89%  4,463  11.28%  Low
    Total time spent on daily paper: 100 to 200 mins  8.06%  3,618  9.14%  High
    Total time spent on daily paper: 200 to 300 mins  6.04%  3,020  7.63%  High
    Total time spent on daily paper: 300 to 400 mins  3.21%  891  2.25%  Low
    Total time spent on daily paper: 400 to 500 mins  3.42%  1,608  4.06%  High
    Total time spent on daily paper: 500 to 600 mins  2.54%  1,057  2.67%  Similar
    Total time spent on daily paper: More than 600 mins  4.97%  2,652  6.70%  High
Summary Time spent reading daily paper: Weekday        
    Weekday time spent on daily paper: Did Not Read  64.64%  24,906  62.93%  Similar
    Weekday time spent on daily paper: Less than 15 mins  1.79%  508  1.28%  Low
    Weekday time spent on daily paper: 15 to 29 mins  4.44%  1,558  3.94%  Low
    Weekday time spent on daily paper: 30 to 44 mins  8.07%  3,218  8.13%  Similar
    Weekday time spent on daily paper: 45 to 59 mins  1.35%  401  1.01%  Low
    Weekday time spent on daily paper: 60 to 90 mins  13.89%  5,974  15.09%  Similar
    Weekday time spent on daily paper: More than 90 mins  5.84%  3,014  7.61%  High
Summary Time spent reading daily paper: Weekend        
    Weekend time spent on daily paper: Did Not Read  72.90%  28,747  72.63%  Similar
    Weekend time spent on daily paper: Less than 15 mins  0.53%  162  0.41%  Low
    Weekend time spent on daily paper: 15 to 29 mins  1.87%  425  1.07%  Low
    Weekend time spent on daily paper: 30 to 44 mins  5.03%  1,831  4.63%  Similar
    Weekend time spent on daily paper: 45 to 59 mins  0.72%  221  0.56%  Low
    Weekend time spent on daily paper: 60 to 90 mins  11.73%  4,260  10.76%  Similar
    Weekend time spent on daily paper: More than 90 mins  7.23%  3,933  9.94%  High
Readership on Weekday        
    Each day during the weekday time spent on reading: None  64.58%  24,678  62.35%  Similar
    Each day during the weekday time spent on reading: 0-4 Minutes  0.00%  0  0.00%  N/A
    Each day during the weekday time spent on reading: 5-14 Minutes  1.78%  503  1.27%  Low
    Each day during the weekday time spent on reading: 15-29 Minutes  4.44%  1,544  3.90%  Low
    Each day during the weekday time spent on reading: 30-44 Minutes  8.06%  3,188  8.06%  Similar
    Each day during the weekday time spent on reading: 45-60 Minutes  11.79%  5,172  13.07%  High
    Each day during the weekday time spent on reading: 60+ Minutes  9.35%  4,493  11.35%  High
Readership Monday-Friday        
    Weekday daily reading: Never  35.70%  13,492  34.09%  Similar
    Weekday daily reading: Less than 1 day a week  12.78%  4,261  10.77%  Low
    Weekday daily reading: 1 Day  5.03%  1,705  4.31%  Low
    Weekday daily reading: 2 days  6.10%  2,858  7.22%  High
    Weekday daily reading: 3 days  5.77%  2,736  6.91%  High
    Weekday daily reading: 4 days  3.21%  1,458  3.68%  High
    Weekday daily reading: 5 days  31.41%  13,068  33.02%  Similar
Readership Weekend        
    Newspaper SAT-SUN: None  47.16%  17,671  44.65%  Similar
    Newspaper SAT-SUN: Less than 1 day  11.59%  4,470  11.29%  Similar
    Newspaper SAT-SUN: 1 day  21.11%  6,343  16.03%  Low
    Newspaper SAT-SUN: 2 days  20.14%  11,096  28.03%  High
    Daily Newspapers Paid home delivery: No  69.92%  29,999  75.79%  Similar
    Daily Newspapers Paid home delivery: Yes  30.08%  9,581  24.21%  Low
    Each day during the weekend time spent on reading: None  72.93%  28,591  72.24%  Similar
    Each day during the weekend time spent on reading: 0-4 Minutes  0.00%  0  0.00%  N/A
    Each day during the weekend time spent on reading: 5-14 Minutes  0.53%  161  0.41%  Low
    Each day during the weekend time spent on reading: 15-29 Minutes  1.87%  423  1.07%  Low
    Each day during the weekend time spent on reading: 30-44 Minutes  5.03%  1,819  4.60%  Similar
    Each day during the weekend time spent on reading: 45-60 Minutes  9.53%  3,369  8.51%  Low
    Each day during the weekend time spent on reading: 60+ Minutes  10.12%  5,218  13.18%  High
Terciles of Usage        
    Summary Daily Paper Terciles: No Usage  58.99%  22,533  56.93%  Similar
    Summary Daily Paper Terciles: Light  12.40%  4,349  10.99%  Low
    Summary Daily Paper Terciles: Medium  13.60%  5,927  14.98%  Similar
    Summary Daily Paper Terciles: Heavy  15.00%  6,770  17.10%  High
    Summary Local Community Newspaper Terciles: No Usage  50.26%  22,747  57.47%  High
    Summary Local Community Newspaper Terciles: Light  15.35%  5,269  13.31%  Low
    Summary Local Community Newspaper Terciles: Medium  16.93%  5,566  14.06%  Low
    Summary Local Community Newspaper Terciles: Heavy  17.46%  5,997  15.15%  Low
Reading Patterns by Section        
    Read by section - Automotive: Never  66.07%  26,452  66.83%  Similar
    Read by section - Automotive: Seldom  16.43%  6,184  15.62%  Similar
    Read by section - Automotive: Occasionally  12.12%  4,608  11.64%  Similar
    Read by section - Automotive: Frequently  5.39%  2,335  5.90%  Similar
    Read by section - Business & Financial: Never  51.50%  16,290  41.16%  Low
    Read by section - Business & Financial: Seldom  15.58%  6,151  15.54%  Similar
    Read by section - Business & Financial: Occasionally  18.06%  8,133  20.55%  High
    Read by section - Business & Financial: Frequently  14.86%  9,006  22.76%  High
    Read by section - Classified Ads (Excl. Real Estate): Never  61.41%  25,764  65.09%  Similar
    Read by section - Classified Ads (Excl. Real Estate): Seldom  20.18%  7,775  19.64%  Similar
    Read by section - Classified Ads (Excl. Real Estate): Occasionally  14.20%  4,716  11.91%  Low
    Read by section - Classified Ads (Excl. Real Estate): Frequently  4.21%  1,325  3.35%  Low
    Read by section - Computer/High Tech: Never  68.50%  24,649  62.28%  Similar
    Read by section - Computer/High Tech: Seldom  16.89%  7,856  19.85%  High
    Read by section - Computer/High Tech: Occasionally  10.79%  4,972  12.56%  High
    Read by section - Computer/High Tech: Frequently  3.82%  2,103  5.31%  High
    Read by section - Editorials: Never  46.05%  16,159  40.83%  Low
    Read by section - Editorials: Seldom  14.37%  6,161  15.57%  Similar
    Read by section - Editorials: Occasionally  21.47%  9,022  22.79%  Similar
    Read by section - Editorials: Frequently  18.12%  8,237  20.81%  High
    Read by section - Fashion/lifestyle: Never  53.60%  18,667  47.16%  Low
    Read by section - Fashion/lifestyle: Seldom  17.62%  6,982  17.64%  Similar
    Read by section - Fashion/lifestyle: Occasionally  18.76%  8,639  21.83%  High
    Read by section - Fashion/lifestyle: Frequently  10.02%  5,292  13.37%  High
    Read by section - Food: Never  42.19%  13,386  33.82%  Low
    Read by section - Food: Seldom  17.76%  7,229  18.26%  Similar
    Read by section - Food: Occasionally  24.53%  11,539  29.15%  High
    Read by section - Food: Frequently  15.52%  7,425  18.76%  High
    Read by section - Health: Never  40.28%  13,484  34.07%  Low
    Read by section - Health: Seldom  15.94%  6,432  16.25%  Similar
    Read by section - Health: Occasionally  26.69%  11,129  28.12%  Similar
    Read by section - Health: Frequently  17.10%  8,535  21.56%  High
    Read by section - International News/World Section: Never  31.49%  9,582  24.21%  Low
    Read by section - International News/World Section: Seldom  10.18%  3,361  8.49%  Low
    Read by section - International News/World Section: Occasionally  22.64%  8,914  22.52%  Similar
    Read by section - International News/World Section: Frequently  35.69%  17,723  44.78%  High
    Read by section - Local & Regional News: Never  26.07%  8,388  21.19%  Low
    Read by section - Local & Regional News: Seldom  7.39%  2,816  7.11%  Similar
    Read by section - Local & Regional News: Occasionally  20.45%  8,169  20.64%  Similar
    Read by section - Local & Regional News: Frequently  46.10%  20,206  51.05%  High
    Read by section - Movie & Entertainment: Never  36.15%  11,621  29.36%  Low
    Read by section - Movie & Entertainment: Seldom  19.17%  6,509  16.44%  Low
    Read by section - Movie & Entertainment: Occasionally  26.46%  10,499  26.53%  Similar
    Read by section - Movie & Entertainment: Frequently  18.23%  10,951  27.67%  High
    Read by section - National News: Never  29.31%  8,040  20.31%  Low
    Read by section - National News: Seldom  9.00%  3,104  7.84%  Low
    Read by section - National News: Occasionally  21.93%  7,793  19.69%  Similar
    Read by section - National News: Frequently  39.77%  20,642  52.15%  High
    Read by section - New Homes Section: Never  59.01%  22,368  56.51%  Similar
    Read by section - New Homes Section: Seldom  20.36%  8,042  20.32%  Similar
    Read by section - New Homes Section: Occasionally  13.46%  5,836  14.74%  Similar
    Read by section - New Homes Section: Frequently  7.17%  3,334  8.42%  High
    Read by section - Real Estate Listings: Never  62.16%  24,042  60.74%  Similar
    Read by section - Real Estate Listings: Seldom  20.83%  8,577  21.67%  Similar
    Read by section - Real Estate Listings: Occasionally  12.32%  4,825  12.19%  Similar
    Read by section - Real Estate Listings: Frequently  4.69%  2,136  5.40%  High
    Read by section - Sports: Never  49.29%  18,135  45.82%  Similar
    Read by section - Sports: Seldom  14.40%  6,410  16.20%  High
    Read by section - Sports: Occasionally  16.72%  6,624  16.74%  Similar
    Read by section - Sports: Frequently  19.60%  8,410  21.25%  Similar
    Read by section - Travel: Never  45.05%  14,715  37.18%  Low
    Read by section - Travel: Seldom  18.37%  8,334  21.06%  High
    Read by section - Travel: Occasionally  23.28%  10,609  26.81%  High
    Read by section - Travel: Frequently  13.30%  5,921  14.96%  High
    Read by section - Advertisement: Never  43.50%  18,829  47.57%  Similar
    Read by section - Advertisement: Seldom  25.16%  10,002  25.27%  Similar
    Read by section - Advertisement: Occasionally  25.67%  8,781  22.19%  Low
    Read by section - Advertisement: Frequently  5.67%  1,967  4.97%  Low
Method of Reading        
    I read most or all pages/sections  12.85%  5,283  13.35%  Similar
    I read selected pages/sections only  28.48%  13,395  33.84%  High
    I read selected pages/sections and skim through the rest of the paper quickly  41.43%  15,609  39.44%  Similar
    I look through the whole paper casually  17.25%  5,293  13.37%  Low
 
This report is based on the data product "Consumer Behavioural and Product Usage 2017" developed by Manifold Data Mining Inc with the Numeris RTS survey data. No confidential information about an individual, household, organization or business has been obtained from Numeris Canada.
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