Online Newspaper Readership Up Sharply in Toronto

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By: E&P Staff

Nearly one in five adults in Toronto are reading newspapers online now more than they did a year ago, according to new data from the 2008 NADbank Readership study released Thursday.

Of the 19% of adults in Toronto who said that they spent more time with an online daily newspaper than in the previous year, 63% are male and 48% are between the ages of 18 to 34.

These adults who spend more time with online newspapers are also more likely to read a printed version of a daily newspaper, according to the study.

The Toronto findings are taken from the Newspaper Audience Databank’s study of product, retail shopping and lifestyle data. The study includes readership data from 80 Canadian daily newspapers in 54 markets plus the two Detroit dailies . It also includes readership data from 58 community papers in 33 Canadian markets.

As part of the study more than 28,300 Canadian adults 18 years and older were surveyed in 22 urban markets.

The study includes data on 27 different product categories ranging from alcoholic beverage consumption to pleasure and business travel.

The Toronto results, released publicly Thursday, document the popularity of online social networks. Some 41% of online users — or more than 1.4 million adults in Toronto — accessed a social network site in the past month. Among those between 18 and 24 years old, the percentage spikes to 75%.

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