Newspapers still preferred: Study

Canadians still prefer daily newspapers to influence their buying decisions and to find information about products or services, NADbank '94 says.The annual survey of consumers and daily newspapers, by the Newspaper Marketing Bureau, says 34% of Canadians aged 18+ rely on...

Canadians still prefer daily newspapers to influence their buying decisions and to find information about products or services, NADbank ’94 says.

The annual survey of consumers and daily newspapers, by the Newspaper Marketing Bureau, says 34% of Canadians aged 18+ rely on daily newspapers to influence their buying decisions.

The survey says 31% of them use dailies to get information about products or services.

It says Canadians’ reliance on tv to gather information about products or services, or to influence their buying decisions trails that of daily newspapers by an appreciable margin.

According to the survey, 21% of Canadians 18+ rely on tv to influence buying decisions, with 23% of them relying on the medium for information about products and services.

Canadians rely least on radio to influence their decisions or to get information about products or services.

The survey says just 2% of Canadians 18+ turn to radio for buying decisions, and 3% of them tune in for more information.

This year marks the 10th anniversary of NADbank.

The survey records the preferences of a rolling sample of 24,000 Canadians.

Each year, another 12,000 Canadians are interviewed by Canadian Facts to provide the 24,000-adult sample.

For the first time, this year NADbank results were released incomplete.

Publishers in Quebec requested results for their province be withheld pending a review of some figures for French-language papers.

NADbank surveys 32 markets across the country. It is paid for by 43 Canadian dailies.

Among NADbank’s other findings were:

- highest weekday readership was in Nova Scotia with 79% of adults 18+

- 73% of men and 62% of women read a daily paper

- 2.7 million people looked in the classifieds for a vehicle for sale and 8.2 million read that section in the last three months

- 80% of adults read the local news in their daily paper

- 57% of households with incomes less than $30,000 a year read a paper on weekdays, while 78% of households with incomes of more than $75,000 read a daily on weekdays.