Traditional media is increasingly associated with higher incomes and older age groups.
Three-quarters (75.1%) of internet usersin Canadaages 16 to 64 had listened to broadcast radio in the previous month, per GWI Q1 2021 polling. Penetration was more than 80% among those 35 and older, affluents, and rural habitants.
Similarly, just more than 76% of respondents polled in H1 2021 had watched live TV in the prior month. Continuing a trend of recent years, males were more likely than females to be live TV viewers. Usage was also notably higher among affluents and respondents ages 45 to 64.
As in 2020, males were also more likely to watch TV shows they had recorded earlier or use broadcasters’ on-demand or catch-up services.
Print mediawasmore popular with males than females, too. While 45.0% of male respondents had recently read a print newspaper, just 37.2% of females had done the same. The comparable figures for print magazine readership were 39.6% and 34.4%, respectively. That said, readership of newspapers and magazines remained more robust among internet users ages 55 to 64.