Number of Canadian Digital Magazine Readers Up 57%; Print Magazine Readership Remains Stable

TORONTO, ON--(Marketwired - Nov 3, 2014) - As magazine media companies increase their digital offerings, the number of digital magazine readers in Canada continues to increase, up 57% from last year, according to Print Measurement Bureau's Fall 2014 report. Nearly 10% of Canadians age 12+ reported reading a digital magazine in the past three months, up 56% from 6.1% reported in the Fall 2013 study:

Digital Magazine Reading in Canada
Digital Magazine Readers (Past 3 months; A12+)		Fall 2013		Fall 2014		% Change
All readers (000s)		1,850		2,902		+57%
% of Canadians		6.1%		9.5%		+56%

Digital magazine access by device remains higher on laptops/desktops although access via tablet or smartphone have both more than doubled over the past year, closing the gap:

Magazine Reading by Device in Canada
Digital Magazine Readers (Past 3 months; A12+)				Fall 2013		Fall 2014		% Change
Base - all digital readers (000's)				1,850		2,902		+57%
Device used:
		Laptop/Desktop		927		1,630		75%
		Tablet		582		1,251		115%
		Smartphone		482		1,263		162%

80% of digital magazine readers also read print magazines. The remaining 20% only read digitally.

Digital magazine readers are more urban, higher educated and more likely to be professionals than print magazine readers:

Digital Magazine Reading Demographics
Index vs. Total Canada A12+		Digital Magazine Readers		Non-digital Magazine Readers
Urban areas (1 million+)		124		93
Bachelors Degree		146		100
Professionals		127		105

Fall 2014 data shows how incremental website reach (magazine print + website vs. print only) has grown over the past five years: 25% compared with 15% in 2010:

Incremental Website Reach vs. Print Only (%)
		2010 Fall		2011 Fall		2012 Fall		2013 Fall		2014 Fall
Incremental website reach (Print + website vs. print only)		+15%		+17%		+22%		+21%		+25%

As digital magazine readership expands, print magazine readership remains stable, reaching an average of 1 million readers per PMB-measured issue:

Average Print Issue Readership
		2010 Fall		2011 Fall		2012 Fall		2013 Fall		2014 Fall
Average Issue Readership (millions)		1.01		1.00		1.02		1.04		1.00

Engagement metrics, such as time spent reading per issue and average degree of interest scores, remain consistently strong over the past five years:

Average Print Engagement Scores
		2010 Fall		2011 Fall		2012 Fall		2013 Fall		2014 Fall
Average Minutes per Issue		41		42		41		41		45
Average Degree of Interest (1-10)		6.8		6.9		6.9		6.9		6.9

Source: Print Measurement Bureau, Fall 2014 Report

About Magazines Canada
Magazines Canada is the national, not-for-profit trade association representing Canadian-owned, Canadian-content consumer, cultural, specialty, professional and business media magazines. French and English member titles offer a wide range of topics including business, professional, news, politics, sports, arts and culture, leisure, lifestyle, women and youth, made available on multiple platforms. The association focuses on government affairs, services to the advertising trade, circulation marketing and the development of career skills for and the recognition of excellence among the people who work in Canada's magazine media. Visit magazinescanada.ca.