Periodical Marketers of Canada
Magazine Survey
Report
February 2012
Director of Research:
Evangeline Kotsos
ekotsos@legermarketing.com
Associate Vice President:
Dimitra Maniatis
dmaniatis@legermarketing.com
416.815.0330
6
INSTRUMENT
The survey was completed on-line in January 2012 using Leger
Marketing’s online panel, LegerWeb, with a sample of 1583
Canadian magazine readers.
A probability sample of the same size would yield a margin of
error of ± 2.46%, 19 times out of 20.
ONLINE PANEL
Leger Marketing’s online panel has approximately 400,000
members nationally – with between 10,000 and 20,000 new
members added each month, and has a retention rate of 90%.
Panel members are randomly selected to receive email
invitations to the individual surveys.
We ensure the protection of privacy via the usage of unique
URLs and respondent IDs in combination with survey IDs.
QUALITY CONTROL
Stringent quality assurance measures allow Leger to achieve the
high-quality standards set by the company. As a result, our
methods of data collection and storage outperform the norms set
by WAPOR (The World Association for Public Opinion
Research). These measures are applied at every stage of the
project: from data collection to processing, through to analysis.
Leger has also obtained "Gold Seal" certification from the
Marketing Research and Intelligence Association (MRIA), the
leading professional marketing association in Canada. This is
obtained following an audit of the company's quality control and
business procedures by Deloitte. Leger was certified in 2006 and
was re-certified again this year. And Leger meets or exceeds
the standards for marketing research created by ESOMAR,
the international association of public opinion and market
research professionals. Its code of ethical practice is reviewed
frequently to ensure that representatives respect respondent
privacy, regardless of the techniques or technologies used to
conduct the research. We aim to answer our clients’ needs with
honesty, total confidentiality, and integrity.
8
Print magazines
retain strong
popularity
among those
who read
magazines.
Women, young er
readers and readers
in Quebec are key
target demographics.
In recent years, new technology and new media have
facilitated the proliferation of electronic-edition books
and magazines. Presumed to be gaining popularity
among readers, e-format magazines are believed to be
competing with traditional print formats for supremacy
in the marketplace. But, have consumers abandoned
their traditional magazine purchasing habits in favour of
electronic versions of their favourite magazines and
periodicals? Has the advent of electronic media
triggered for print magazines an inevitable march into
obscurity?
As it turns out, such a doomsday scenario is not only
overstated, it simply does not exist, at least according to
magazine readers in Canada. Despite fears to the
contrary, print magazines remain relevant at the onset
of a digital era. A strong majority of Canadian magazine
readers still prefer a physical copy of their magazines
over a digital format. Among key markets and target
demographics, this proportion runs even higher.
Women, readers under the age of 34, and residents of
Quebec – all of whom purchase magazines more often
than most – exhibit strong preferences for print formats.
National View: Preferred Medium
71% of magazine readers prefer
print over online
Print
71%
N/A
1%
No
preference
19%
Online
9%
9
Focus: Quebec
N
Quebec’s predominantly French-speaking magazine readers make up a key market
segment for magazine retailers. They buy magazines more often than virtually any other
region in the country, and as a result their likelihood to purchase one in the next month is
unusually high. French speakers are even more fond of print publications than English
speakers – 76% say that they prefer print editions over online editions of magazines.
Readers who purchase a magazine
once a week or more
Quebec readers who are likely to
purchase a magazine in the next month
W
E
Zoom
10%
7%
Likely
63%
S
5%
2% 2%
3%
Unlikely
35%
N/A
2%
10
N
Focus: Quebec
Magazine displays play an important role in driving magazine purchases among Quebec
readers; French-speakers check the magazine display at their local retailers with greater
regularity than English-speaking readers. Furthermore, one third of Quebec readers agree that
they purchase magazines more regularly when publications are displayed prominently near the
check out. Increasing visibility of magazines will not only increase magazine sales, but has the
potential to drive sales in other product categories as well; the majority of Quebec readers state
that they have made a purchase in the past that was a direct result of something they read in a
magazine.
E
W
Zoom
S
French-speaking readers who always
or often check the magazine rack
“I purchase magazines more often when
they are displayed at the check out”
55%
Neutral
26%
41%
Agree
61%
Don't
know
2%
French
Neutral
18%
Disagree
39%
Agree
33%
English
“I have made a purchasing decision based
on something I read in a magazine”
Disagree
Don't 19%
know
2%
11
Focus: Female Readers
Female readers form another important target market for magazine retailers; a third say
they purchase a print magazine once a month or more, and one in six say that they have
increased the number of magazine purchases that they have made in the past three years.
A majority also say that they are likely to purchase a print magazine next month.
Readers who purchase a magazine
once a month or more `
Female readers who are likely to purchase a
print magazine in the next month
Readers who have increased their
print magazine purchases
14%
34%
28%
10%
Likely
55%
Unlikely
43%
N/A
2%
12
Focus: Female Readers
Female readers are among the most voracious purchasers of print magazines. Their
strong preference for print leads them to (nearly) universally shun e-editions of
magazines. Their magazine purchases often have a spill-over effect into other product
categories; three in five women report that magazines have influenced outside buying
decisions. Nearly half also indicate that they make magazine purchases more frequently
when they are displayed at the retailers’ check out. Retailers can leverage female
readers’ proclivity to purchase magazines on a regular basis by making their magazine
displays more visible at the check in order to increase sales.
“Have you purchased an e-edition
magazine?”
“I purchase magazines more often when
they are displayed at the check out”
No
95%
“I have made a buying decision based on
something I read in a magazine”
Agree
45%
Agree
61%
Neutral
18%
Don't
know
1%
Yes
5%
Disagree
34%
Neutral
20%
Don't
know
2%
Disagree
19%
13
The importance of magazine displays
Female readers, readers in Quebec, and readers between the ages of 18 and 34 all agree on the
importance of magazine displays in their decision to purchase print publications. Young readers are
particularly influenced by the presence of a magazine display, and are the most likely to say that a
prominent display or a display near the check out will encourage them to purchase magazines more
frequently. Those who say that they are likely to purchase a print magazine in the next month also
indicate that they are more inclined to buy a magazine when it is displayed at the retailers’ check out.
“If magazines were more prominently
displayed, I would be more likely to
browse them”
(by age group)
“I purchase magazines more often when
they are displayed at the check out”
(by age group)
“I purchase magazines more often when
they are displayed at the check out”
(by likelihood to purchase a magazine in the
next 6 months)
45%
46%
40%
33%
34%
33%
32%
24%
27%
19%
21%
15%
18-34
35-44
45-54
55-64
65+
18-34
35-44
45-54
55-64
65+
Likely to
purchase
Unlikely to
purchase
National – All Respondents
Yukon
Britsh Colombia
Northwest territories Nunavut
New Foundland
&
Labrador
Quebec
Alberta
Manitoba
Ontario
Saskatchewan
New Brunswick
Nova Scotia
Purchasing
Habits
17
FREQUENCY OF PURCHASE
Thirty one
percent of
magazine
readers
purchase a print
magazine once
a month or
more.
Nearly a third of Canadian magazine readers purchase a print magazine once a month or more. Women (34%) are more
apt than men to say that they purchase a magazine at least once a month, as are younger magazine readers, particularly
when compared to those who are older than 65. Magazine readers age 65 or more are among the least likely to have
purchased a print magazine once a month or more, with only 23% indicating that they have done so – a proportion that
ranks well below the national average. Interestingly, magazine purchases are particularly common in Quebec, where
10% say that they purchase a magazine once a week or more. E-magazine purchases do not necessarily deter readers
from also purchasing print copies – magazine readers who purchase e-magazines are more likely than those who do not
to say that they purchase a print magazine once a month or more (43% vs.30%).
31% purchase
magazines once
a month or more
23%
23%
18%
14%
6%
9%
8%
Once a week or
Once every
Once a month
more often
couple of weeks
or so
Once every few Once or twice a
months
year
Rarely
Never
Q3. How often do you purchase single printed magazines from a supermarket, newsstand, convenience store, etc.? Base: Canadians who read magazines
(n=1583)
18
LIKELIHOOD TO PURCHASE
Nearly half of
Canadian
magazine
readers have
purchased a
magazine in the
past month, and
a similar
proportion plan
on doing so in the
coming month.
Despite only a third of magazine readers in Canada saying that they purchase magazines once a month or more, nearly
half say that they have purchased a magazine in the past month. Women are more likely than men to say that they
have purchased a magazine in that timeframe (50% vs. 40%), while magazine readers age 55 or older are the least
likely to say the same, with 64% saying that they have not purchased a magazine in the past month. Similarly, female
magazine readers most commonly say that they are likely to purchase a print magazine in the coming month (55% vs.
49% of men), while older readers above the age of 55 are the least likely to say they will purchase such a publication in
the coming month (54% say they are unlikely to do so). Residents of Quebec are the most avid magazine consumers,
with 31% stating that they are very likely to purchase a magazine in the next month. In both instances, magazine
readers who purchase e-magazines are more likely to have purchased a print magazine in the past month (56%), and
more commonly state that they are likely to do so in the coming month (62%).
Have you bought a magazine in the past month?
No
55%
Yes
45%
Are you likely to buy a magazine in the next month?
Likely
51%
Unlikely
47%
N/A
2%
Q2. In the past month, have you bought a magazine at a
supermarket, newsstand or other places where magazines are sold?
Base: Canadians who read magazines (n=1583)
Q4. How likely are you to buy a single copy of a printed
magazine within the next month? Base: Canadians who read
magazines (n=1583)
19
NUMBER OF MAGAZINES PURCHASED
Despite an overall
decline in the
intent to purchase
magazines, one in
ten magazine
readers have
increased their
print purchasing.
Two in five magazine readers say that their rate of purchasing
printed magazines has decreased in the past three years. This
is partly attributable to the readers who have switched to emagazines, 53% of whom say they have decreased the number
of magazines they purchase. Behind conserving money,
switching to e-magazines constitutes the second most common
reason for magazine readers’ decreasing print purchases,
Those who have increased their spending, on the other hand,
tend to be women (14%) and younger readers between the
ages of 18 and 34 (16%).
Why have you reduced the number of
magazines you purchase?
55%
To save money
38%
Read e-editions instead of print
25%
Less time for reading
Not interested in the topic /
content
In the past three years, have your magazine purchases
increased, decreased, or stayed the same?
N/A
1%
The same
45%
Increased
12%
Decreased
42%
No longer go to places where
magazines are available
5%
Magazines no longer displayed
at grocery / convenience store
3%
I get my magazines through
subscriptions
2%
Not aware of different magazine
options
1%
To reduce waste/ clutter
1%
Other
Q5. In the last 3 years, have you increased or reduced your purchases
of printed magazines? Base: Canadians who read magazines
(n=1583)
22%
5%
Q6. Why have you reduced the number of magazines you
purchase? Base: Canadians who have reduced the amount of
magazines they purchase (n=646)
Readership
Preferences
21
MAGAZINE SUBSCRIPTIONS AND TECHNOLOGY OWNED
Magazine readers
are technologically
literate; a strong
majority own
desktop or laptop
computers, and
two in five own a
smartphone. For
each of the
products listed,
male magazine
readers are more
likely than their
female
counterparts to
own a given type
of technology.
More than half of Canadian magazine readers
have a mail subscription to at least one print
magazine. Canadians of retirement age (65 or
older) are the most likely to have a mail
subscription (70%), while younger readers (age 18
to 34) are the least likely have one (55% say they
do not have a subscription). Interestingly, emagazine (70%) and e-book (68%) readers are
also more likely than those who do not use these
technologies to have a mail subscription to a print
magazine.
Do you subscribe to any
magazines by mail?
Yes
58%
No
42%
Q7. Do you currently subscribe to one or more magazines via the
mail? Base: Canadians who read magazines (n=1583)
Do you own a…
Desktop:
77%
Laptop:
71%
Smartphone:
40%
iPad or tablet:
22%
Q10. Which of the following types of technology do you own? Base: Canadians
who read magazines (n=1583)
22
E-EDITION MAGAZINES
To date, emagazines have
not really
caught on with
Canadian
magazine
readers.
Although the number of magazine readers who have purchased an e-magazine recently is relatively low, there are
signs that the format is slowly gaining momentum. Fourteen percent of magazine readers say they intend to purchase a
magazine via an electronic medium in the coming year. Men have embraced the e-magazine format more than women,
with 13% saying that they have recently purchased an e-magazine, and 18% saying they plan to purchase such a
product in the coming year. The e-magazine format has gained more traction among younger readers, with 13% of 18
to 44 year olds saying that they have purchased an e-magazine in the past six months, compared to just 7% of those
age 45 or older. There is no specific region in Canada where readers show a greater inclination to purchase individual
e-magazines.
Have you purchased an e-magazine in
the past six months?
N/A
1%
Do you plan to purchase an emagazine in the coming year?
Yes
9%
Yes
14%
N/A
13%
No
90%
Q8. In the past 6 months, have you purchased the e-edition of a
magazine instead of buying a print copy?
Base: Canadians who read magazines (n=1583)
No
73%
Q8. In the coming year, do you plan to purchase the e-edition
of a magazine instead of buying a print copy? Base: Canadians
who read magazines (n=1583)
23
E-EDITION MAGAZINES SUBSCRIPTIONS
E-magazine
subscriptions are
low and not
increasing among
Canadians.
One in ten Canadian magazine readers say that they have purchased a subscription to an e-magazine in the past six months.
This tendency is more notable among men (12%) and younger readers (14% of 18 to 34 year olds). While the number of
readers who state that they plan to purchase an individual e-magazine in the coming year is greater than those who have
purchased one in the past six months, this trend does not apply to e-magazine subscriptions. The proportion of those who
plan to purchase a subscription in the coming year is statistically identical to those who have purchased one recently. While
the propensity to purchase individual e-magazines is not geographically localized, readers in Quebec are more inclined than
most to say that they have purchased an e-magazine subscription in the past six months (14%). Additionally, the 35 to 44 age
group is among the most likely to say that they plan to purchase a subscription to an e-magazine (17%).
Have you purchased a subscription
to an e-magazine in the past six
months?
N/A
1%
Do you plan to purchase a
subscription to an e-magazine in the
coming year?
Yes
10%
Yes
11%
N/A
14%
No
89%
Q8. In the past 6 months, have you purchased a subscription to
the e-edition of a magazine?
Base: Canadians who read magazines (n=1583)
No
75%
Q8. In the coming year, do you plan to purchase a subscription
to the e-edition of a magazine?
Base: Canadians who read magazines (n=1583)
24
E-BOOKS
E-books have
gained momentum
among Canadian
magazine readers,
with nearly a third
saying they intend
to purchase at least
one this year.
E-books enjoy significantly more popularity among Canadian magazine readers than e-editions of magazines. A
quarter of readers say that they have purchased an e-book in their lives, and nearly a third say that they intend to do
so in the coming year. Twenty-seven percent of men say that they have purchased an e-book; this proportion is
substantially higher than the 20% of women who say the same. Younger readers have embraced e-books in greater
numbers than their older counterparts, with 29% of readers between the ages of 18 and 44 saying that they have
purchased an e-book compared to only 21% of readers age 45 or older. Interestingly, readers between 35 and 44
are the most likely to say that they intend to purchase an e-book in 2012 (39%).
Have you purchased an e-book?
N/A
1%
Do you plan to purchase an e-book in
the coming year?
Yes
24%
No
75%
Q8. Have you bought an e-edition of a book?
Base: Canadians who read magazines (n=1583)
N/A
11%
Yes
29%
No
60%
Q8 Do you plan to purchase an e-book in the coming year?
Base: Canadians who read magazines (n=1583)
25
READER PREFERENCES
Nationwide,
print remains
the preferred
format for
magazines
A strong majority of Canadian readers prefer print to online
editions when they read magazines. Women are more likely
than men to prefer print (76%), while men are more likely to
prefer online (10%). Three quarters (76%) of French speaking
magazine readers favour print editions, while English speaking
readers are more likely than their French speaking counterparts
to say they have no preference between print and online
editions (20%). Readers who prefer print highlight the portability
and tactile aspects of print magazines as two of the top reasons
for their preference. One in six who prefer print say that their
preference is based on the ease with which they can read and
browse through the magazine.
Do you prefer print magazines or online magazines?
N/A
1%
No preference
19%
Print
71%
Online
9%
Why do you prefer print editions?
(Total mentions)
18%
Like the tactile aspect
15%
Easier to read / browse through
7%
Dislike reading on a screen
No need for an e-reader or
computer
6%
More accustomed to it
4%
I can read it whenever I want
3%
Can keep them for future
reference
2%
More visually appealing
2%
I can cut out pictures/ articles/
recipes
I can pass them along to other
people
1%
More convenient
1%
Other
I don't know/ I prefer not to
answer
Q9. Which of the following statements best describes you?
Base: Canadians who read magazines (n=1583)
22%
More portable
2%
4%
12%
Q9A. Why do you prefer print editions of magazines?
Base: Canadians who prefer print editions of magazines (n=1134)
Magazine
Value and
Availability
27
READER PREFERENCES
Magazine
displays at
grocery and
convenience
stores remain an
important tool
with which to
generate
magazines sales.
Three quarters of magazine readers check the magazine display when
they are visiting a retailer. Women do so more frequently than men, with
a quarter (24%) saying they always check the magazine rack. In
addition, 27% of those who are likely to purchase a magazine in the next
month say that they always check the magazine display, while 92% of
that same group say they check it at least sometimes. Those who do
check the magazine rack most commonly say they do so in order to read
about news or to keep up with trends in a specific category of interest.
Readers in Quebec are among the most likely to purchase magazines in
order to learn about news and public affairs (58%), while Atlantic
Canadians are among the least likely to do the same (39%).
How often do you check the magazine display at a at a
store that has one?
What are your reasons for purchasing or
reading magazines?
Read about news, politics,
and public affairs
51%
Keep up with trends in a
particular category
47%
Homemaking or fashion
information
38%
Learn about what celebrities
are doing
27%
Personal life guidabce in such
areas as love, marriage, a
hobby or your career
Always
17%
Never
5%
25%
Read about business issues
and money matters
Often
27%
Rarely
19%
77% check
at least
sometimes
Entertainment
Other
Sometimes
32%
Q11. When you visit a supermarket/grocery store, convenience store or
newsstand, how often do you check the magazine display?
Base: Canadians who read magazines (n=1583)
I don't know/ I prefer not to
answer
23%
2%
4%
2%
Q12. What are your reasons for purchasing/reading magazines ?
Base: Canadians who check the magazine display at least sometimes
(n=1217)
28
ATTITUDES AND OPINIONS: PURCHASING MAGAZINES
Residents of
Quebec are the
least concerned
with the price of
the magazine.
Seven in ten Canadian readers agree that the cover price of a magazine influences their purchasing decision. English speakers are
much more likely to agree that the price of the magazine influences their purchases than French speakers (73% vs. 55%). While
relatively fewer in number, a third of Canadian magazine readers still agree that that they purchase magazines more often when
they are prominently displayed at a retailer’s check out. Eighteen to thirty-four year olds are particularly likely to be influenced by the
placement of magazines at the checkout, with nearly half (46%) agreeing with this statement. While comparatively few Canadian
readers say that they would be more likely to browse magazines were they to be prominently displayed, 40% of those who said that
they were likely to purchase a magazine in the coming month agreed that a more prominent magazine display would positively
influence their purchasing decision.
How much do you agree with the following statements?
When I consider buying a magazine at the
newsstand, the cover price influences my
newsstand,
decision.
decision.
I tend to purchase magazines more often
when they are displayed at the check-out
counter.
counter.
themagazines
magazinesininstores
storeswere
weremore
more
IfIfthe
prominently
displayed,
I would
be more
prominently
displayed,
I would
be likely
more
tothem.
browse them.
likely to browse
Agree
Neither agree nor disagree
69%
32%
29%
Disagree
15%
25%
31%
15% 1%
43%
39%
I don't know / Prefer not to answer
Q13. Please indicate to what extent you agree or disagree with the following statements.
NET: AGREE STRONGLY/SOMEWHAT vs. DISAGREE STRONGLY/SOMEWHAT. Base: Canadian magazine readers (n=1583)
1%
1%
29
INFLUENCE OF MAGAZINES ON PURCHASING DECISIONS
Magazines have
the power to
influence
purchasing
decisions among
those who read
them.
A majority of Canadian magazine readers say that they have made a purchasing decision based upon information they
read in a magazine. Those who have adopted technological innovations such as e-magazines (67%) and e-books (66%)
are more likely to agree with this statement than those who have not. Comparatively fewer Canadians say that they
purchase magazines to learn more about a topic that they learned about online, however those who have done so are
frequently male (37%) and also tend to speak English (37%). Readers in Atlantic Canada (44%) are among the most
likely to agree with this statement, specifically when compared to British Columbians (28%) and residents of the
Prairies (27%) and Quebec (27%).
In the past I have made a buying decision as a
result of reading something in a magazine
I have purchased a magazine to obtain more
information on a topic I learned about online.
Agree
32%
Agree
59%
Neither
agree
nor
disagree
19%
Don't
know
2%
Disagree
20%
Don't
know
2%
Disagree
41%
Q13. Please indicate to what extent you agree or disagree with the following statements.
NET: AGREE STRONGLY/SOMEWHAT vs. DISAGREE STRONGLY/SOMEWHAT. Base: Canadian magazine readers (n=1583)
Neither
agree
nor
disagree
25%
National – Excluding Quebec Respondents
Yukon
Britsh Colombia
Northwest territories Nunavut
New Foundland
&
Labrador
Quebec
Alberta
Manitoba
Ontario
Saskatchewan
New Brunswick
Nova Scotia
Purchasing
Habits
32
FREQUENCY OF PURCHASE
Nearly a third of
readers outside
of Quebec say
that they
purchase
magazines once
a month or more.
Twenty-nine percent of Canadian readers outside of Quebec indicate that they purchase magazines once a month or
more. Women in particular exhibit a strong tendency to purchase magazines once a month or more (32%), and,
interestingly, readers who purchase e-magazines exhibit the same tendencies (45%). In addition, 59% of those who
say they are likely to purchase a magazine in the next month say that they purchase a print publication once a month
or more. Older readers, age 55 and older, in the Rest of Canada (ROC) are the least inclined to purchase a magazine
once a month or more, with only 22% indicating that they do so. Residents of the Prairies are among the least likely to
purchase magazines at all, with 15% saying that they never purchase magazines.
29% purchase
magazines once
a month or more
24%
17%
23%
14%
9%
8%
4%
Once a week or Once every
Once a month Once every few Once or twice a
more often couple of weeks
or so
months
year
Rarely
Never
Q3. How often do you purchase single of printed magazines from a supermarket, newsstand, convenience store, etc.? Base: Canadians (excluding Quebec)
who read magazines (n=1080)
33
LIKELIHOOD TO PURCHASE
Despite fewer
than half saying
that they have
purchased a
magazine in the
past month,
readers are
evenly split in
their intention to
purchase a
magazine in the
coming month.
Fewer than half of magazine readers outside of Quebec say that they have bought a magazine in the past month. When
compared to the national total, this numerical decline is predictable given that there is a large proportion Quebec readers
who purchase magazines regularly, and those purchases inflate the national average. Again, older readers in the RoC
are the least likely to have purchased a magazine in the past month, with 68% saying that they have not done so. About
half of magazine readers in the RoC say that they are likely to purchase a magazine in the next month, however this
proportion is driven by younger readers; 57% of 18 to 44 year olds say that they are likely to purchase a magazine in the
near future. Compared to men, women in the RoC are slightly more likely to say that they are likely to purchase a
magazine in the next month (51% vs. 44%).
Have you bought a magazine in the past month?
No
57%
Yes
43%
Are you likely to buy a magazine in the next month?
Likely
48%
Unlikely
50%
N/A
2%
Q2. In the past month, have you bought a magazine at a supermarket, newsstand or
other places where magazines are sold.? Base: Canadians (excluding Quebec) who
read magazines (n=1080)
Q4. How likely are you to buy a single copy of a printed
magazine within the next month? .? Base: Canadians (excluding
Quebec) who read magazines (n=1080)
34
NUMBER OF MAGAZINES PURCHASED
Despite a strong
proportion of
magazine
readers who
have decreased
their spending on
print magazines,
the same number
of readers say
that their
purchasing habits
have remained
the same.
Why have you reduced the number of
While few magazine readers in the RoC have increased their
magazines you purchase?
purchases in the past three years, those who have tend to be female
(15%) or between the ages of 18 and 34 (18%). Saving money tops
the list of reasons for reducing the number of magazines purchased,
To save money
57%
followed by four in ten readers who say that they have switched to eeditions of magazines. Male readers who have reduced their
expenditures on magazines are particularly interested in e-editions
Read e-editions instead of print
38%
(47%), while (predictably) seniors over the age of 65 who have also
reduced their spending on magazines have the least interest in these
Less time for reading
25%
products (20%).
In the past three years, have your magazine purchases
increased, decreased, or stayed the same?
Increased
12%
N/A
1%
The same
44%
Decreased
43%
Not interested in the topic /
content
No longer go to places where
magazines are available
4%
Magazines no longer displayed
at grocery / convenience store
3%
I get my magazines through
subscriptions
2%
Not aware of different magazine
options
1%
To reduce waste/ clutter
1%
Other
Q5. In the last 3 years, have you increased or reduced your purchases
of printed magazines? Base: Canadians (excluding Quebec) who read
magazines (n=1080)
22%
5%
Q6. Why have you reduced the number of magazines you
purchase? Base: Canadians in the ROC who have reduced the
amount of magazines they purchase (n=457)
Readership
Preferences
36
MAGAZINE SUBSCRIPTIONS AND TECHNOLOGY OWNED
Male magazine
readers in the
RoC are more
likely than
women to own
each type of
technology listed.
Six in ten magazine readers in the RoC still
subscribe to a print publication by mail. A mail
subscription is the most common among seniors age
65 and older (72%). Although they retain a
commitment to mail subscriptions, magazine readers
in the RoC are also technologically literate. Both
laptop and desktop computers are common, as are
smartphones. Tablet computers even enjoy relative
popularity, with one in four saying that they own such
a device. Albertan readers are particularly fond of
smartphones; nearly three in five (59%) say they
own one.
Do you own a…
Do you subscribe to any
magazines by mail?
Yes
61%
No
39%
Q7. Do you currently subscribe to one or more magazines via the mail? Base:
Canadians (excluding Quebec) who read magazines (n=1080)
Desktop:
77%
Laptop:
73%
Smartphone:
44%
iPad or tablet:
25%
Q10. Which of the following types of technology do you own? Base: Canadians
(excluding Quebec) who read magazines (n=1080)
37
E-EDITION MAGAZINES
Men in the RoC
have a greater
interest in
adopting eeditions of
magazines than
women.
Readers in the RoC overwhelmingly state that they have not purchased an e-edition of a magazine in the past six
months. Those who have tend to be male (13%) or between the ages of 18 and 44 (14%). Albertan readers are
slightly more likely than most to have purchased an e-book in the past six months (16%), particularly when
compared to residents of Atlantic Canada (7%) and Ontario (8%). Looking forward to the next year, slightly more
magazine readers in the RoC expect to purchase an e-magazine, although these intentions are once again
concentrated among men (17%) and younger Canadians between the ages of 18 and 34 (22%).
Have you purchased an e-magazine in
the past six months?
N/A
1%
Do you plan to purchase an emagazine in the coming year?
Yes
10%
Yes
14%
N/A
14%
No
89%
Q8. In the past 6 months, have you purchased the e-edition of a magazine
instead of buying a print copy?
Base: Canadians (excluding Quebec) who read magazines (n=1080)
No
72%
Q8. In the coming year, do you plan to purchase the e-edition of a
magazine instead of buying a print copy? Base: Canadians (excluding
Quebec) who read magazines (n=1080)
38
E-EDITION MAGAZINES SUBSCRIPTIONS
Subscriptions to
e-editions of
magazines have
not gained much
traction in the
RoC, and few
magazine
readers expect
that they will
subscribed to an
online edition
within the next
year.
Fewer than one in ten magazine readers outside of Quebec have purchased a subscription to an e-edition of a
magazine, but it is predominantly men (10%) and younger readers between the ages of 18 and 34 (15%) who drive
the small proportion who have purchased a subscription. A similarly small number of magazine readers in the RoC
say that they intend to purchase a subscription to an e-edition of a magazine in the coming year. Again, older
readers in the RoC are more likely to say that they have no intentions of subscribing to such a magazine, while
younger readers between the ages of 18 and 44 are more likely to say that they do (17%).
Have you purchased a subscription
to an e-magazine in the past six
months?
N/A
1%
Do you plan to purchase a
subscription to an e-magazine in the
coming year?
Yes
11%
Yes
8%
N/A
14%
No
91%
Q8. In the past 6 months, have you purchased a subscription to the
e-edition of a magazine? Base: Canadians (excluding Quebec)
who read magazines (n=1080)
No
75%
Q8. In the coming year, do you plan to purchase a subscription to
the e-edition of a magazine?
Base: Canadians (excluding Quebec) who read magazines (n=1080)
39
E-BOOKS
A wide crosssection of
magazine
readers in the
RoC say that
they intend on
purchasing an ebook this year.
More than a quarter of magazine readers outside of Quebec have purchased an e-book in their lives, and a greater
proportion expect to do so within the next year. Interestingly, those who have purchased a print magazine within
the past month are more likely to have bought an e-book in their lives (30%). Readers in Alberta are among the
most likely to embrace e-books, with 37% having purchased one, compared to just 23% of Atlantic Canadians, 25%
of Ontarians, and 26% of British Columbian readers.
Have you purchased an e-book?
N/A
1%
Yes
27%
No
72%
Q8. Have you bought an e-edition of a book?
Base: Canadians (excluding Quebec) who read magazines (n=1080)
Do you plan to purchase an e-book in
the coming year?
N/A
11%
Yes
32%
No
57%
Q8 Do you plan to purchase an e-book in the coming year? Base:
Canadians (excluding Quebec) who read magazines (n=1080)
40
READER PREFERENCES
One in five
magazine
readers outside
of Quebec have
no preference
between online
editions and print
editions of emagazines.
Most magazine readers in the RoC prefer print editions
to online editions. Women are particularly fond of print
editions, with 74% saying that they prefer this medium,
while men are more likely to respond that they have no
preference between the two (23%). Portability, ease of
reading and the tactile aspect of a print edition top the
list of reasons that readers outside of Quebec prefer
print.
Do you prefer print magazines or online
magazines?
N/A
1%
No
preference
20%
Print
70%
Online
9%
Why do you prefer print editions?
(Total mentions)
18%
Like the tactile aspect
16%
Easier to read / browse through
Dislike reading on a screen
7%
No need for an e-reader or
computer
6%
More accumstomed to it
3%
I can read it whenever I want
3%
Can keep them for future
reference
I can cut out pictures/ articles/
recipes
2%
2%
More visually appealing
2%
I can pass them along to other
people
2%
More convenient
1%
Other
I don't know/ I prefer not to
answer
Q9. Which of the following statements best describes you?
Base: Canadians (excluding Quebec) who read magazines (n=1080)
22%
More portable
4%
12%
Q9A. Why do you prefer print editions of magazines?
Base: Canadians outside of Quebec who prefer print editions of
magazines (n=757)
Magazine
Value and
Availability
42
READER PREFERENCES
Keeping up with
news and trends
tops the list of
reasons that
magazine
readers outside
of Quebec
choose to
purchase and
read magazines.
Three quarters of magazine readers outside of Quebec
say that they check magazine retailers’ displays at least
sometimes. Women are more likely than men to check
the display (82%), and older readers, over the age of
55, are the least likely to do the same, with 36% saying
they rarely or never check the display.
How often do you check the magazine
display at a at a store that has one?
Never
5%
Rarely
20%
Read about news, politics, and
public affairs
49%
Keep up with trends in a
particular category
48%
Homemaking or fashion
information
Always
16%
Often
25%
What are your reasons for purchasing or
reading magazines?
75% check
at least
sometimes
Personal life guidabce in such
areas as love, marriage, a hobby
or your career
27%
Learn about what celebrities are
doing
26%
Read about business issues and
money matters
Entertainment
Other
Sometimes
34%
Q11. When you visit a supermarket/grocery store, convenience store or
newsstand, how often do you check the magazine display?
Base: Canadians (excluding Quebec) who read magazines (n=1080)
38%
I don't know/ I prefer not to
answer
24%
1%
4%
2%
Q12. What are your reasons for purchasing/reading magazines ?
Base: Canadians outside of Quebec who check the magazine display at
least sometimes (n=804)
43
ATTITUDES AND OPINIONS: PURCHASING MAGAZINES
Magazine displays at
retail check outs have
a greater impact on
women and younger
readers.
A strong majority of readers in the RoC say that price factors heavily in their decision to purchase a magazine. They are, on
the other hand, less inclined to agree that they purchase magazines more frequently when they are displayed at the counter,
and they are similarly less likely to agree that they would purchase more if they were more prominently displayed. Those
who do agree with these statements tend to be either female or younger readers, with 45% of women and the same
proportion of 18 to 34 year olds agreeing that they purchase magazines more often when they are displayed prominently at
the check out counter.
How much do you agree with the following statements?
When I consider buying a magazine at the
newsstand, the cover price influences my
newsstand,
decision.
decision.
73%
I tend to purchase magazines more often
when they are displayed at the check-out
counter.
counter.
32%
themagazines
magazinesininstores
storeswere
weremore
more
IfIfthe
prominently
displayed,
I would
be more
prominently
displayed,
I would
be likely
more
tothem.
browse them.
likely to browse
30%
Agree
Neither agree nor disagree
Disagree
14%
24%
31%
13% 1%
44%
39%
1%
1%
I don't know / Prefer not to answer
Q13. Please indicate to what extent you agree or disagree with the following statements.
NET: AGREE STRONGLY/SOMEWHAT vs. DISAGREE STRONGLY/SOMEWHAT. Base: Canadians (excluding Quebec) who read magazines (n=1080)
44
INFLUENCE OF MAGAZINES ON PURCHASING DECISIONS
Magazines have a
strong potential to
influence other
purchases,
particularly among
those readers who
say they are likely to
purchase a magazine
in the coming month.
A majority of magazine readers outside of Quebec agree that they have made a purchasing decision based on
information that they gleaned from a magazine. Those who purchase e-magazines (70%) and e-books (65%) are
highly likely to agree with this statement, as are Ontarians (59%) and Albertans (65%), particularly when compared to
readers in Atlantic Canada (46%). Conversely, Atlantic Canadian readers (44%) are more likely than those in both the
Prairies (27%) and British Columbia (28%) to say that they purchase magazines to learn more about a topic that they
first encountered online. Men are also more inclined to seek more information in a magazine about a topic that they
learned about online than women (39% vs. 28%), as are younger readers between the ages of 18 and 34 (45%).
In the past I have made a buying decision as a
result of reading something in a magazine
I have purchased a magazine to obtain more
information on a topic I learned about online.
Agree
34%
Agree
58%
Neither
agree
nor
disagree
20%
Don't
know
1%
Disagree
21%
Don't
know
2%
Neither
agree
nor
disagree
24%
Disagree
40%
Q13. Please indicate to what extent you agree or disagree with the following statements.
NET: AGREE STRONGLY/SOMEWHAT vs. DISAGREE STRONGLY/SOMEWHAT. Base: Canadians (excluding Quebec) who read magazines (n=1080)
Quebec Only
Yukon
Britsh Colombia
Northwest territories Nunavut
New Foundland
&
Labrador
Quebec
Alberta
Manitoba
Ontario
Saskatchewan
New Brunswick
Nova Scotia
Purchasing
Habits
47
FREQUENCY OF PURCHASE
Print format
magazines are
particularly
popular among
Quebec readers.
More than a third of magazine readers in Quebec purchase a print edition of a magazine once a month or more,
including one in ten who purchase magazines once a week or more. Print magazines are enjoyed across Quebec,
with few demographic differences that distinguish those who purchase them once a month from those who do not,
however print magazines do enjoy additional popularity among those between the ages of 55 and 64, with 15% of
readers in this age group saying that they purchase magazines once a week or more.
36% purchase
magazines once
a month or more
20%
21%
21%
12%
10%
9%
7%
Once a week or Once every
Once a month Once every few Once or twice a
more often couple of weeks
or so
months
year
Rarely
Never
Q3. How often do you purchase single of printed magazines from a supermarket, newsstand, convenience store, etc.? Base: Residents of Quebec who read
magazines (n=503)
48
LIKELIHOOD TO PURCHASE
Magazines enjoy
strong popularity
in Quebec;
compared to the
rest of Canada,
and readers in
Quebec are
substantially
more likely to say
that they intend
to purchase a
magazine in the
coming month.
Overall, about half of magazine readers in Quebec say that they have purchased a magazine in the past month,
however this trend is more pronounced among women (58%) than it is it among men (45%). In fact, female
magazine readers in Quebec are more likely than their male counterparts to say that they are very likely to
purchase a magazine in the next month (36%). French speaking magazine readers in Quebec tend to be more avid
magazine consumers than English speakers magazine readers, with 53% of French speakers saying that they have
purchased a magazine in the past month compared to just 38% of English speakers. Similarly, French speaking
magazine readers in Quebec are more likely to say that they intend on purchasing a print magazine in the coming
month, with 65% saying they are likely to do so compared to only 55% of English speakers.
Have you bought a magazine in the past month?
Are you likely to buy a magazine in the next month?
Likely
63%
No
49%
Yes
51%
Unlikely
35%
N/A
2%
Q2. In the past month, have you bought a magazine at a supermarket,
newsstand or other places where magazines are sold? Base: Residents
of Quebec who read magazines (n=503)
Q4. How likely are you to buy a single copy of a printed
magazine within the next month? Base: Residents of Quebec
who read magazines (n=503)
49
NUMBER OF MAGAZINES PURCHASED
While some
readers in Quebec
have reduced their
spending on
magazines, the
majority have
remained
consistent in their
purchasing.
Despite relatively strong support for printed magazines in
Why have you reduced the number of
Quebec, more than a third of magazine readers still confess
magazines you purchase?
that their magazine purchases have decreased over the past
three years. Most commonly, those who have reduced their
expenditures on magazines say they have done so in order to
To save money
50%
save money, but two in five also say that they have switched
to e-editions of magazines. Male magazine readers in Quebec
have embraced e-editions more readily than women, with
Read e-editions instead of print
39%
58% of those who have decreased their magazine purchases
in the past three years citing e-magazines as the reason for
their reduced spending.
25%
Less time for reading
In the past three years, have your magazine purchases
increased, decreased, or stayed the same?
Increased
9%
N/A
2%
Decreased
38%
The same
51%
Q5. In the last 3 years, have you increased or reduced your purchases
of printed magazines? Base: Residents of Quebec who read
magazines (n=503)
Not interested in the topic /
content
20%
No longer go to places where
magazines are available
5%
Magazines no longer displayed
at grocery / convenience store
3%
I get my magazines through
subscriptions
3%
Other
4%
Q6. Why have you reduced the number of magazines you
purchase? Base: Residents of Quebec who have reduced the
amount of magazines they purchase (n=189)
Readership
Preferences
51
MAGAZINE SUBSCRIPTIONS AND TECHNOLOGY OWNED
Although
technological
adoption rates are
reasonably high
among Quebec
magazine readers,
they lag behind
the rates found
elsewhere in the
country.
Half of magazine readers in Quebec say that they
have a subscription to a print publication through
their mail service, however this figure is more
reflective of the preferences of older readers than it
is of younger readers; 68% of readers between the
ages of 18 and 34 say that they do not have a mail
subscription. Interestingly, those who have recently
purchased an e-magazine are also more likely to say
that they do have a more traditional mail subscription
to a print magazine.
Do you subscribe to any
magazines by mail?
Yes
50%
No
50%
Q7. Do you currently subscribe to one or more magazines via the mail?
Base: Residents of Quebec who read magazines (n=503)
Do you own a…
Desktop:
78%
Laptop:
64%
Smartphone:
29%
iPad or tablet:
13%
Q10. Which of the following types of technology do you own? Base: Residents of
Quebec who read magazines (n=503)
52
E-EDITION MAGAZINES
While emagazines are
growing in
popularity among
Quebec readers,
most have yet to
embrace the
electronic format.
As is the case elsewhere in Canada, few Quebec magazine readers have purchased an e-edition of a magazine in
the past six months. As is also the case elsewhere, male readers in Quebec are more likely than female readers to
say that they have done so (15% vs. 3%). There does, however, appear to be a growing interest in e-magazines
among Quebec readers, with 15% saying that they expect to purchase such a product in the coming year. Again,
men are significantly more likely to say that they will purchase an e-magazine in the coming year than their female
counterparts (20% vs. 9%).
Have you purchased an e-magazine in
the past six months?
N/A
1%
Do you plan to purchase an emagazine in the coming year?
Yes
9%
Yes
15%
N/A
11%
No
90%
Q8. In the past 6 months, have you purchased the e-edition of a
magazine instead of buying a print copy?
Base: Residents of Quebec who read magazines (n=503)
No
74%
Q8. In the coming year, do you plan to purchase the e-edition of a
magazine instead of buying a print copy? Base: Residents of
Quebec who read magazines (n=503)
53
E-EDITION MAGAZINES SUBSCRIPTIONS
Subscriptions to
e-magazines are
equally popular in
Quebec
compared to
other regions in
Canada.
Interestingly, more Quebec readers have purchased a subscription to an e-magazine than have purchased an
individual e-magazine in the past six months. Again, male readers in Quebec are more likely to say that they have
purchased a subscription than are female readers (19% vs. 8%). Similarly, men are more likely to say that they plan
to purchase a subscription in the coming year (18% vs. 7%).
Have you purchased a subscription
to an e-magazine in the past six
months?
N/A
1%
Do you plan to purchase a
subscription to an e-magazine in the
coming year?
Yes
13%
Yes
14%
N/A
12%
No
85%
Q8. In the past 6 months, have you purchased a subscription to
the e-edition of a magazine?
Base: Residents of Quebec who read magazines (n=503)
No
75%
Q8. In the coming year, do you plan to purchase a subscription to
the e-edition of a magazine?
Base: Residents of Quebec who read magazines (n=503)
54
E-BOOKS
E-books, popular
in much of the
rest of Canada,
have not gained
much traction in
Quebec, with
lower adoption
rates than are
found elsewhere
in Canada.
E-books are significantly less popular in Quebec than in other parts of Canada, with a much lower adoption rate
among Quebec readers. Only 14% of Quebec readers say that they have purchased an e-book, well below the
national average of 24%. One in five Quebec readers say that they intend to purchase an e-book in the coming year,
which is again below the national average of 29%. It is perhaps not surprising, then, that e-book purchases are more
prevalent among English speaking magazine readers in Quebec than they are among French speakers (27% vs. 12%
respectively).
Have you purchased an e-book in the
past six months?
N/A
1%
Do you plan to purchase an e-book in
the coming year?
Yes
14%
Yes
20%
N/A
10%
No
85%
Q8. Have you bought an e-edition of a book?
Base: Residents of Quebec who read magazines (n=503)
No
70%
Q8 Do you plan to purchase an e-book in the coming year? Base:
Residents of Quebec who read magazines (n=503)
55
READER PREFERENCES
Portability, ease
of reading and
the tactile
qualities of print
are the top
reasons that
Quebec readers
provide to
support their
preference.
Three quarters of magazine readers in Quebec say that
they prefer print editions over online editions. This
proportion is comparable to the national average. Only
one in ten say that they prefer online magazines,
however this figure includes a disproportionate number
of men (12%).
Why do you prefer print editions?
(Total mentions)
23%
More portable
20%
Like the tactile aspect
15%
Easier to read / browse through
Do you prefer print magazines or online
magazines?
More accustomed to it
No
preference
16%
Online
9%
Print
75%
5%
No need for an e-reader or
computer
4%
I can read it whenever I want
4%
Can keep them for future
reference
2%
More visually appealing
2%
More convenient
Other
I don't know/ I prefer not to
answer
Q9. Which of the following statements best describes you?
Base: Residents of Quebec who read magazines (n=503)
7%
Dislike reading on a screen
1%
5%
13%
Q9A. Why do you prefer print editions of magazines?
Base: Quebec readers who prefer print editions of magazines
(n=377)
Magazine
Value and
Availability
57
READER PREFERENCES
Four in five magazine
readers in Quebec
check magazine
displays at grocery
and convenience
stores at least
sometimes.
In Quebec, as elsewhere in Canada, a strong majority
of magazine readers check retailers’ magazine displays
at least sometimes. Women in particular are apt to
check a magazine display, with 28% saying that they
always check, and 90% saying they check at least
sometimes. Quebec readers are particularly engaged in
news, politics, and public affairs, with three in five
saying that they read magazines to learn more about
those topics.
58%
Keep up with trends in a
particular category
45%
38%
Learn about what celebrities are
doing
Always
19%
Never
4%
Often
34%
Read about news, politics, and
public affairs
Homemaking or fashion
information
How often do you check the magazine
display at a at a store that has one?
Rarely
14%
What are your reasons for purchasing or
reading magazines?
82% check
at least
sometimes
Sometimes
29%
Q11. When you visit a supermarket/grocery store, convenience store or
newsstand, how often do you check the magazine display?
Base: Residents of Quebec who read magazines (n=503)
30%
Read about business affairs
21%
Personal life guidance in such
areas as love, marriage, a hobby
or your career
19%
Entertainment
2%
Other
4%
I don't know/ I prefer not to
answer
2%
Q12. What are your reasons for purchasing/reading magazines ?
Base: Residents of Quebec who check the magazine display at least
sometimes (n=413)
58
ATTITUDES AND OPINIONS: PURCHASING MAGAZINES
The role of price in
purchasing decisions
is reduce in Quebec
compared to the rest
of Canada.
Readers in Quebec place significantly less emphasis on the cover price when considering whether or not to purchase
a magazine than readers in the rest of Canada. While 57% still agree that cover price is important, this figure is well
below the average for the rest of Canada. Men are the least likely to think that cover price impacts their purchasing
decision, with only 52% agreeing with this statement, compared to 62% of women. Female readers in Quebec are also
more likely than their male counterparts to indicate that they tend to purchase magazines more frequently when they
see them at a retailers’ check out counter (46% vs. 23%), and younger readers between the ages of 18 and 34 are
more inclined than most to say the same (49%).
How much do you agree with the following statements?
When I consider buying a magazine at the
newsstand, the cover price influences my
newsstand,
decision.
decision.
I tend to purchase magazines more often
when they are displayed at the check-out
counter.
counter.
themagazines
magazinesininstores
storeswere
weremore
more
IfIfthe
prominently
displayed,
I would
be more
prominently
displayed,
I would
be likely
more
tothem.
browse them.
likely to browse
Agree
Neither agree nor disagree
57%
33%
25%
Disagree
18%
26%
33%
24%
2%
39%
2%
40%
2%
I don't know / Prefer not to answer
Q13. Please indicate to what extent you agree or disagree with the following statements.
NET: AGREE STRONGLY/SOMEWHAT vs. DISAGREE STRONGLY/SOMEWHAT. Base: Residents of Quebec who read magazines (n=503)
59
INFLUENCE OF MAGAZINES ON PURCHASING DECISIONS
A majority of
readers in
Quebec say that
they have made
a buying decision
based on
something that
they read in a
magazine.
Six in ten readers in Quebec say that they have made a purchasing decision based on something that they read in
a magazine, suggesting that magazines continue to play an important role in a variety of consumer behaviours.
Interestingly, those who have purchased an e-book in the past six months are more likely than those who have not
to say that they have purchased a product based on information that they obtained in a magazine (75%), however
e-magazine purchasers are not more likely than other Quebec readers to say the same. Only a quarter of magazine
readers in Quebec say that they have purchased a magazine to obtain more information about a topic that they
learned about online, however those who do agree with this statement tend to be men (33%).
In the past I have made a buying decision as a
result of reading something in a magazine
I have purchased a magazine to obtain more
information on a topic I learned about online.
Agree
27%
Agree
61%
Neither
agree
nor
disagree
18%
Don't
know
2%
Disagree
19%
Neither
agree
nor
disagree
27%
Don't
know
4%
Disagree
42%
Q13. Please indicate to what extent you agree or disagree with the following statements.
NET: AGREE STRONGLY/SOMEWHAT vs. DISAGREE STRONGLY/SOMEWHAT. Base: Residents of Quebec who read magazines (n=503)