PMC - Final Report(1)

8/2/2019 PMC - Final Report(1)

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Periodical Marketers of CanadaMagazine Survey

ReportFebruary 2012


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Director of Research:

Associate Vice President:

Evangeline [email protected]

Dimitra [email protected]

416.815.0330


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INSTRUMENT

The survey was completed on-line in January 2012 using LegerMarketings online panel, LegerWeb, with a sample of 1583Canadian 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 Marketings online panel has approximately 400,000members nationally with between 10,000 and 20,000 newmembers added each month, and has a retention rate of 90%.

Panel members are randomly selected to receive emailinvitations to the individual surveys.

We ensure the protection of privacy via the usage of uniqueURLs and respondent IDs in combination with survey IDs.

QUALITY CONTROL

Stringent quality assurance measures allow Leger to achieve thehigh-quality standards set by the company. As a result, ourmethods of data collection and storage outperform the norms setby WAPOR (The World Association for Public OpinionResearch). These measures are applied at every stage of theproject: from data collection to processing, through to analysis.Leger has also obtained "Gold Seal" certification from theMarketing Research and Intelligence Association (MRIA), theleading professional marketing association in Canada. This isobtained following an audit of the company's quality control andbusiness procedures by Deloitte. Leger was certified in 2006 andwas re-certified again this year. And Leger meets or exceedsthe standards for marketing research created by ESOMAR,the international association of public opinion and marketresearch professionals. Its code of ethical practice is reviewedfrequently to ensure that representatives respect respondent

privacy, regardless of the techniques or technologies used toconduct the research. We aim to answer our clients needs withhonesty, total confidentiality, and integrity.

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Print magazinesretain strongpopularityamong thosewho readmagazines.

Women, young erreaders and readersin Quebec are key

target demographics.

In recent years, new technology and new media havefacilitated the proliferation of electronic-edition booksand magazines. Presumed to be gaining popularityamong readers, e-format magazines are believed to becompeting with traditional print formats for supremacyin the marketplace. But, have consumers abandonedtheir traditional magazine purchasing habits in favour ofelectronic versions of their favourite magazines andperiodicals? Has the advent of electronic media

triggered for print magazines an inevitable march intoobscurity?

As it turns out, such a doomsday scenario is not onlyoverstated, it simply does not exist, at least according tomagazine readers in Canada. Despite fears to thecontrary, print magazines remain relevant at the onsetof a digital era. A strong majority of Canadian magazinereaders still prefer a physical copy of their magazinesover a digital format. Among key markets and target

demographics, this proportion runs even higher.Women, readers under the age of 34, and residents ofQuebec all of whom purchase magazines more oftenthan most exhibit strong preferences for print formats.

8

National View: Preferred Medium

Print71%

Online9%

Nopreference

19%

N/A1%

71% of magazine readers preferprint over online


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Focus: Quebec

Quebecs predominantly French-speaking magazine readers make up a key marketsegment for magazine retailers. They buy magazines more often than virtually any otherregion in the country, and as a result their likelihood to purchase one in the next month isunusually high. French speakers are even more fond of print publications than Englishspeakers 76% say that they prefer print editions over online editions of magazines.

9

S

EW

N

Zoom

7%

10%

5%

2% 2%3%

Likely63%

Unlikely35%

N/A2%

Readers who purchase a magazineonce a week or more

Quebec readers who are likely topurchase a magazine in the next month


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Focus: Quebec

Magazine displays play an important role in driving magazine purchases among Quebecreaders; French-speakers check the magazine display at their local retailers with greaterregularity than English-speaking readers. Furthermore, one third of Quebec readers agree thatthey purchase magazines more regularly when publications are displayed prominently near thecheck out. Increasing visibility of magazines will not only increase magazine sales, but has thepotential to drive sales in other product categories as well; the majority of Quebec readers statethat they have made a purchase in the past that was a direct result of something they read in amagazine.

10

S

EW

N

Zoom

41%

55%

English French

Agree33%

Neutral26%

Disagree39%

Don'tknow

2%

French-speaking readers who alwaysor oftencheck the magazine rack

I purchase magazines more often when

they are displayed at the check outI have made a purchasing decision based

on something I read in a magazine

Agree61%

Neutral18%

Disagree19%Don't

know2%


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Focus: Female Readers

Female readers form another important target market for magazine retailers; a third saythey purchase a print magazine once a month or more, and one in six say that they haveincreased 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.

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Likely55%

Unlikely43%

N/A2%

Readers who purchase a magazineonce a month or more `

Female readers who are likely to purchase aprint magazine in the next month

28%34%

Readers who have increasedtheirprint magazine purchases

10%

14%


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Focus: Female Readers

Female readers are among the most voracious purchasers of print magazines. Theirstrong preference for print leads them to (nearly) universally shun e-editions ofmagazines. Their magazine purchases often have a spill-over effect into other productcategories; three in five women report that magazines have influenced outside buyingdecisions. Nearly half also indicate that they make magazine purchases more frequentlywhen 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.

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Agree45%

Neutral20%Disagree

34%

Don't

know1%

I purchase magazines more often whenthey are displayed at the check out

I have made a buying decision based onsomething I read in a magazine

Agree61%

Neutral18%

Disagree19%Don't

know2%

No95%

Yes5%

Have you purchased an e-editionmagazine?


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The importance of magazine displays

Female readers, readers in Quebec, and readers between the ages of 18 and 34 all agree on theimportance of magazine displays in their decision to purchase print publications. Young readers areparticularly influenced by the presence of a magazine display, and are the most likely to say that aprominent display or a display near the check out will encourage them to purchase magazines morefrequently. Those who say that they are likely to purchase a print magazine in the next month alsoindicate that they are more inclined to buy a magazine when it is displayed at the retailers check out.

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46%

34% 32% 27%21%

18-34 35-44 45-54 55-64 65+


they are displayed at the check out(by age group)

40%

33% 33%24%

15%

18-34 35-44 45-54 55-64 65+

If magazines were more prominently

displayed, I would be more likely tobrowse them(by age group)

45%

19%

Likely topurchase

Unlikely topurchase


they are displayed at the check out(by likelihood to purchase a magazine in the

next 6 months)


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Saskatchewan

Alberta Manitoba

Nunavut

Northwest territories

BritshColombia

Ontario

Quebec

New Foundland&Labrador

New BrunswickNova Scotia

Yukon

National All Respondents


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PurchasingHabits


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FREQUENCY OF PURCHASE17

Nearly a third of Canadian magazine readers purchase a print magazine once a month or more. Women (34%) are moreapt than men to say that they purchase a magazine at least once a month, as are younger magazine readers, particularlywhen compared to those who are older than 65. Magazine readers age 65 or more are among the leastlikely to havepurchased a print magazine once a month or more, with only 23% indicating that they have done so a proportion thatranks well below the national average. Interestingly, magazine purchases are particularly common in Quebec, where10% say that they purchase a magazine once a week or more. E-magazine purchases do not necessarily deter readersfrom also purchasing print copies magazine readers who purchase e-magazines are more likely than those who do notto say that they purchase a print magazine once a month or more (43% vs.30%).

Q3. How often do you purchase single printed magazines from a supermarket, newsstand, convenience store, etc.? Base: Canadians who read magazines(n=1583)

6%8%

18%

23%

14%

23%

9%

Once a week ormore often

Once everycouple of weeks

Once a monthor so

Once every fewmonths

Once or twice ayear

Rarely Never

31% purchasemagazines oncea month or more

Thirty onepercent ofmagazinereaderspurchase a printmagazine oncea month ormore.


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LIKELIHOOD TO PURCHASE18

Nearly half ofCanadianmagazinereaders havepurchased amagazine in thepast month, anda similar

proportion planon doing so in thecoming month.

Despite only a third of magazine readers in Canada saying that they purchase magazines once a month or more, nearlyhalf say that they have purchased a magazine in the past month. Women are more likely than men to say that theyhave purchased a magazine in that timeframe (50% vs. 40%), while magazine readers age 55 or older are the leastlikely to say the same, with 64% saying that they have notpurchased a magazine in the past month. Similarly, femalemagazine 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 inthe coming month (54% say they are unlikelyto do so). Residents of Quebec are the most avid magazine consumers,with 31% stating that they are very likelyto purchase a magazine in the next month. In both instances, magazinereaders who purchase e-magazines are more likely to have purchased a print magazine in the past month (56%), andmore commonly state that they are likely to do so in the coming month (62%).

Q4. How likely are you to buy a single copy of a printedmagazine within the next month? Base: Canadians who read

magazines (n=1583)

Yes45%No

55%

Likely

51% Unlikely47%

N/A2%

Q2. In the past month, have you bought a magazine at asupermarket, newsstand or other places where magazines are sold?

Base: Canadians who read magazines (n=1583)

Have you bought a magazine in the past month? Are you likely to buy a magazine in the next month?


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NUMBER OF MAGAZINES PURCHASED19

Despite an overalldecline in theintent to purchasemagazines, one inten magazinereaders haveincreasedtheirprint purchasing.

Two in five magazine readers say that their rate of purchasingprinted magazines has decreased in the past three years. Thisis partly attributable to the readers who have switched to e-magazines, 53% of whom say they have decreased the numberof magazines they purchase. Behind conserving money,switching to e-magazines constitutes the second most commonreason for magazine readers decreasing print purchases,

Those who have increasedtheir spending, on the other hand,tend to be women (14%) and younger readers between the

ages of 18 and 34 (16%).

Q6. Why have you reduced the number of magazines youpurchase? Base: Canadians who have reduced the amount of

magazines they purchase (n=646)

Increased12%

Decreased42%

The same45%

N/A1%

Q5. In the last 3 years, have you increased or reduced your purchasesof printed magazines? Base: Canadians who read magazines

(n=1583)

In the past three years, have your magazine purchasesincreased, decreased, or stayed the same?

55%

38%

25%

22%

5%

3%

2%

1%

1%

5%

To save money

Read e-editions instead of print

Less time for reading

Not interested in the topic /content

No longer go to places wheremagazines are available

Magazines no longer displayedat grocery / convenience store

I get my magazines throughsubscriptions

Not aware of different magazineoptions

To reduce waste/ clutter

Other

Why have you reduced the number ofmagazines you purchase?


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Readership

Preferences


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MAGAZINE SUBSCRIPTIONS AND TECHNOLOGY OWNED21

Magazine readersare technologicallyliterate; a strongmajority owndesktop or laptopcomputers, andtwo in five own asmartphone. For

each of theproducts listed,male magazinereaders are morelikely than theirfemalecounterparts toown a given type

of technology.

More than half of Canadian magazine readershave a mail subscription to at least one printmagazine. Canadians of retirement age (65 orolder) are the mostlikely to have a mailsubscription (70%), while younger readers (age 18to 34) are the leastlikely have one (55% saytheydo nothave a subscription). Interestingly, e-magazine (70%) and e-book (68%) readers arealso more likely than those who do not use these

technologies to have a mail subscription to a printmagazine.

Q10. Which of the following types of technology do you own? Base: Canadianswho read magazines (n=1583)

Desktop: 77%

Laptop: 71%

Smartphone: 40%

iPad or tablet: 22%

Do you own a

Yes58%

No42%

Do you subscribe to anymagazines by mail?

Q7. Do you currently subscribe to one or more magazines via themail? Base: Canadians who read magazines (n=1583)


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E-EDITION MAGAZINES22

To date, e-magazines havenot reallycaught on withCanadianmagazinereaders.

Although the number of magazine readers who have purchased an e-magazine recently is relatively low, there aresigns that the format is slowly gaining momentum. Fourteen percent of magazine readers say they intend to purchase amagazine 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 aproduct in the coming year. The e-magazine format has gained more traction among younger readers, with 13% of 18to 44 year olds saying that they have purchased an e-magazine in the past six months, compared to just 7% of thoseage 45 or older. There is no specific region in Canada where readers show a greater inclination to purchase individuale-magazines.

Q8. In the past 6 months, have you purchased the e-edition of amagazine instead of buying a print copy?


Yes14%

No73%

N/A13%

Yes9%

No90%

N/A1%

Q8. In the coming year, do you plan to purchase the e-editionof a magazine instead of buying a print copy? Base: Canadians

who read magazines (n=1583)

Have you purchased an e-magazine inthe past six months?

Do you plan to purchase an e-magazine in the coming year?


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E-EDITION MAGAZINES SUBSCRIPTIONS23

E-magazinesubscriptionsarelow and notincreasing amongCanadians.

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 ofreaders who state that they plan to purchase an individual e-magazine in the coming year is greater than those who havepurchased one in the past six months, this trend does not apply to e-magazine subscriptions. The proportion of those whoplan to purchase a subscription in the coming year is statistically identical to those who have purchased one recently. Whilethe propensity to purchase individual e-magazines is not geographically localized, readers in Quebec are more inclined thanmost to say that they have purchased an e-magazine subscription in the past six months (14%). Additionally, the 35 to 44 agegroup is among the most likely to say that they plan to purchase a subscription to an e-magazine (17%).

Q8. In the past 6 months, have you purchased a subscription tothe e-edition of a magazine?


Yes11%

No75%

N/A14%

Yes10%

No89%

N/A1%

Q8. In the coming year, do you plan to purchase a subscriptionto the e-edition of a magazine?


Have you purchased a subscriptionto an e-magazine in the past six

months?

Do you plan to purchase asubscription to an e-magazine in the

coming year?


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E-BOOKS24

E-books havegained momentumamong Canadianmagazine readers,with nearly a thirdsaying they intendto purchase at least

one this year.

E-books enjoy significantly more popularity among Canadian magazine readers than e-editions of magazines. Aquarter of readers say that they have purchased an e-book in their lives, and nearly a third say that they intend to doso in the coming year. Twenty-seven percent of men say that they have purchased an e-book; this proportion issubstantially higher than the 20% of women who say the same. Younger readers have embraced e-books in greaternumbers than their older counterparts, with 29% of readers between the ages of 18 and 44 saying that they havepurchased an e-book compared to only 21% of readers age 45 or older. Interestingly, readers between 35 and 44are the mostlikely to say that they intend to purchase an e-book in 2012 (39%).

Q8. Have you bought an e-edition of a book?Base: Canadians who read magazines (n=1583)

Yes29%

No60%

N/A11%

Yes24%

No75%

N/A1%

Q8 Do you plan to purchase an e-book in the coming year?Base: Canadians who read magazines (n=1583)

Have you purchased an e-book? Do you plan to purchase an e-book inthe coming year?


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22%

18%

15%

7%

6%

4%

3%

2%

2%

2%1%

1%

4%

12%

More portable

Like the tactile aspect

Easier to read / browse through

Dislike reading on a screen

No need for an e-reader orcomputer

More accustomed to it

I can read it whenever I want

Can keep them for futurereference

More visually appealing

I can cut out pictures/ articles/

recipesI can pass them along to other

people

More convenient

Other

I don't know/ I prefer not toanswer

READER PREFERENCES25

Nationwide,print remainsthe preferredformat formagazines

A strong majority of Canadian readers prefer print to onlineeditions when they read magazines. Women are more likelythan men to prefer print (76%), while men are more likely toprefer online (10%). Three quarters (76%) of French speakingmagazine readers favour print editions, while English speakingreaders are more likely than their French speaking counterpartsto say they have no preference between print and onlineeditions (20%). Readers who prefer print highlight the portabilityand tactile aspects of print magazines as two of the top reasons

for their preference. One in six who prefer print say that theirpreference is based on the ease with which they can read andbrowse through the magazine.

Q9A. Why do you prefer print editions of magazines?Base: Canadians who prefer print editions of magazines (n=1134)

Print71%

Online9%

No preference19%

N/A1%

Q9. Which of the following statements best describes you?Base: Canadians who read magazines (n=1583)

Do you prefer print magazines or online magazines?

Why do you prefer print editions?(Total mentions)


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Magazine

Value andAvailability


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51%

47%

38%

27%

25%

23%

2%

4%

2%

Read about news, politics,and public affairs

Keep up with trends in aparticular category

Homemaking or fashioninformation

Learn about what celebritiesare doing

Personal life guidabce in suchareas as love, marriage, a

hobby or your career

Read about business issuesand money matters

Entertainment

Other



Magazinedisplays atgrocery andconveniencestores remain animportant toolwith which to

generatemagazines sales.

Three quarters of magazine readers check the magazine display whenthey are visiting a retailer. Women do so more frequently than men, witha quarter (24%) saying they alwayscheck the magazine rack. Inaddition, 27% of those who are likely to purchase a magazine in the nextmonth say that they alwayscheck the magazine display, while 92% ofthat same group say they check it at least sometimes. Those who docheck the magazine rack most commonly say they do so in order to readabout news or to keep up with trends in a specific category of interest.

Readers in Quebec are among the most likely to purchase magazines inorder to learn about news and public affairs (58%), while AtlanticCanadians are among the leastlikely to do the same (39%).

Q12. What are your reasons for purchasing/reading magazines ?Base: Canadians who check the magazine display at least sometimes

(n=1217)

Q11. When you visit a supermarket/grocery store, convenience store ornewsstand, how often do you check the magazine display?


How often do you check the magazine display at a at astore that has one?

What are your reasons for purchasing orreading magazines?

Always17%

Often27%

Sometimes32%

Rarely19%

Never5%

77% checkat least

sometimes


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28

Residents ofQuebec are theleast concernedwith the price ofthe magazine.

Seven in ten Canadian readers agree that the cover price of a magazine influences their purchasing decision. English speakers aremuch more likely to agree that the price of the magazine influences their purchases than French speakers (73% vs. 55%). Whilerelatively fewer in number, a third of Canadian magazine readers still agree that that they purchase magazines more often whenthey are prominently displayed at a retailers check out. Eighteen to thirty-four year olds are particularly likely to be influenced by theplacement of magazines at the checkout, with nearly half (46%) agreeing with this statement. While comparatively few Canadianreaders say that they would be more likely to browse magazines were they to be prominently displayed, 40% of those who said thatthey were likely to purchase a magazine in the coming month agreed that a more prominent magazine display would positivelyinfluence their purchasing decision.

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)

How much do you agree with the following statements?

ATTITUDES AND OPINIONS: PURCHASING MAGAZINES

29%

32%

69%

31%

25%

15%

39%

43%

15%

1%

1%

1%

If the magazines in stores were moreprominently displayed, I would be more

likely to browse them.

I tend to purchase magazines more oftenwhen they are displayed at the check-out

counter.

When I consider buying a magazine at thenewsstand, the cover price influences my

decision.

Agree Neither agree nor disagree Disagree I don't know / Prefer not to answer


decision.


counter.

If the magazines in stores were moreprominently displayed, I would be more likely

to browse them.


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INFLUENCE OF MAGAZINES ON PURCHASING DECISIONS29

Magazines havethe power toinfluencepurchasingdecisions amongthose who readthem.

A majority of Canadian magazine readers say that they have made a purchasing decision based upon information theyread 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 theypurchase magazines to learn more about a topic that they learned about online, however those who have done so arefrequently male (37%) and also tend to speak English (37%). Readers in Atlantic Canada (44%) are among the mostlikely to agree with this statement, specifically when compared to British Columbians (28%) and residents of thePrairies (27%) and Quebec (27%).

Agree32%

Neitheragree

nordisagree25%

Disagree41%

Don'tknow

2%

In the past I have made a buying decision as aresult of reading something in a magazine I have purchased a magazine to obtain moreinformation on a topic I learned about online.

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)

Agree59%

Neitheragree

nordisagree

19%

Disagree20%

Don'tknow

2%


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Saskatchewan

Alberta Manitoba

NunavutNorthwest territories

BritshColombia

Ontario

Quebec

New Foundland&Labrador

NewBrunswickNova Scotia

Yukon

National Excluding Quebec Respondents


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PurchasingHabits


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Nearly a third ofreaders outsideof Quebec saythat theypurchasemagazines oncea month or more.

Twenty-nine percent of Canadian readers outside of Quebec indicate that they purchase magazines once a month ormore. 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 whosay they are likely to purchase a magazine in the next month say that they purchase a print publication once a monthor more. Older readers, age 55 and older, in the Rest of Canada (ROC) are the leastinclined to purchase a magazineonce a month or more, with only 22% indicating that they do so. Residents of the Prairies are among the least likely topurchase magazines at all, with 15% saying that they neverpurchase magazines.

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)

4%

8%

17%

24%

14%

23%

9%



Once a monthor so


Once or twice ayear

Rarely Never



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LIKELIHOOD TO PURCHASE

33

Despite fewerthan half sayingthat they havepurchased amagazine in thepast month,readers areevenly split in

their intention topurchase amagazine in thecoming month.

Fewer than half of magazine readers outside of Quebec say that they have bought a magazine in the past month. Whencompared to the national total, this numerical decline is predictable given that there is a large proportion Quebec readerswho purchase magazines regularly, and those purchases inflate the national average. Again, older readers in the RoCare the leastlikely to have purchased a magazine in the past month, with 68% saying that they have not done so. Abouthalf of magazine readers in the RoC say that they are likely to purchase a magazine in the next month, however thisproportion is driven by younger readers; 57% of 18 to 44 year olds say that they are likely to purchase a magazine in thenear future. Compared to men, women in the RoC are slightly more likely to say that they are likely to purchase amagazine in the next month (51% vs. 44%).

Q4. How likely are you to buy a single copy of a printedmagazine within the next month? .? Base: Canadians (excludingQuebec) who read magazines (n=1080)

Yes

43%No57%

Likely

48%

Unlikely

50%

N/A2%

Q2. In the past month, have you bought a magazine at a supermarket, newsstand orother places where magazines are sold.? Base: Canadians (excluding Quebec) who

read magazines (n=1080)



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Despite a strongproportion ofmagazinereaders whohave decreasedtheir spending onprint magazines,the same number

of readers saythat theirpurchasing habitshave remainedthe same.

While few magazine readers in the RoC have increased theirpurchases in the past three years, those who have tend to be female(15%) or between the ages of 18 and 34 (18%). Saving money topsthe list of reasons for reducing the number of magazines purchased,followed by four in ten readers who say that they have switched to e-editions of magazines. Male readers who have reduced theirexpenditures on magazines are particularly interested in e-editions(47%), while (predictably) seniors over the age of 65 who have alsoreduced their spending on magazines have the least interest in theseproducts (20%).

Q6. Why have you reduced the number of magazines youpurchase? Base: Canadians in the ROC who have reduced the

amount of magazines they purchase (n=457)

Increased12%

Decreased43%The same

44%

N/A1%

Q5. In the last 3 years, have you increased or reduced your purchasesof printed magazines? Base: Canadians (excluding Quebec) who read

magazines (n=1080)


57%

38%

25%

22%

4%

3%

2%

1%

1%

5%

To save money






I get my magazines through

subscriptions

Not aware of different magazineoptions

To reduce waste/ clutter

Other



35/60

Readership

Preferences


36/60


Male magazinereaders in theRoC are morelikely thanwomen to owneach type oftechnology listed.

Six in ten magazine readers in the RoC stillsubscribe to a print publication by mail. A mailsubscription is the most common among seniors age65 and older (72%). Although they retain acommitment to mail subscriptions, magazine readersin the RoC are also technologically literate. Bothlaptop and desktop computers are common, as aresmartphones. Tablet computers even enjoy relativepopularity, with one in four saying that they own sucha device. Albertan readers are particularly fond ofsmartphones; nearly three in five (59%) say theyown one.

Q10. Which of the following types of technology do you own? Base: Canadians(excluding Quebec) who read magazines (n=1080)

Desktop: 77%

Laptop: 73%

Smartphone: 44%

iPad or tablet: 25%

Do you own a

Yes61%

No39%


Q7. Do you currently subscribe to one or more magazines via the mail? Base:Canadians (excluding Quebec) who read magazines (n=1080)


37/60


Men in the RoChave a greaterinterest inadopting e-editions ofmagazines thanwomen.

Readers in the RoC overwhelmingly state that they have not purchased an e-edition of a magazine in the past sixmonths. Those who have tend to be male (13%) or between the ages of 18 and 44 (14%). Albertan readers areslightly more likely than most to have purchased an e-book in the past six months (16%), particularly whencompared to residents of Atlantic Canada (7%) and Ontario (8%). Looking forward to the next year, slightly moremagazine readers in the RoC expect to purchase an e-magazine, although these intentions are once againconcentrated among men (17%) and younger Canadians between the ages of 18 and 34 (22%).

Q8. In the past 6 months, have you purchased the e-edition of a magazineinstead of buying a print copy?

Base: Canadians (excluding Quebec) who read magazines (n=1080)

Yes14%

No72%

N/A14%

Yes10%

No89%

N/A1%

Q8. In the coming year, do you plan to purchase the e-edition of amagazine instead of buying a print copy? Base: Canadians (excluding

Quebec) who read magazines (n=1080)




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Subscriptions toe-editions ofmagazines havenot gained muchtraction in theRoC, and fewmagazine

readers expectthat they willsubscribed to anonline editionwithin the nextyear.

Fewer than one in ten magazine readers outside of Quebec have purchased a subscription to an e-edition of amagazine, but it is predominantly men (10%) and younger readers between the ages of 18 and 34 (15%) who drivethe small proportion who havepurchased a subscription. A similarly small number of magazine readers in the RoCsay that they intend to purchase a subscription to an e-edition of a magazine in the coming year. Again, olderreaders in the RoC are more likely to say that they have no intentions of subscribing to such a magazine, whileyounger readers between the ages of 18 and 44 are more likely to say that they do (17%).

Q8. In the past 6 months, have you purchased a subscription to thee-edition of a magazine? Base: Canadians (excluding Quebec)


Yes11%

No75%

N/A14%

Yes8%

No91%

N/A1%

Q8. In the coming year, do you plan to purchase a subscription tothe e-edition of a magazine?


Have you purchased a subscription

to an e-magazine in the past sixmonths?

Do you plan to purchase a

subscription to an e-magazine in thecoming year?


39/60

E-BOOKS39

A wide cross-section ofmagazinereaders in theRoC say thatthey intend onpurchasing an e-

book this year.

More than a quarter of magazine readers outside of Quebec have purchased an e-book in their lives, and a greaterproportion expect to do so within the next year. Interestingly, those who have purchased a print magazine withinthe past month are more likely to have bought an e-book in their lives (30%). Readers in Alberta are among themost 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.

Q8. Have you bought an e-edition of a book?Base: Canadians (excluding Quebec) who read magazines (n=1080)

Yes32%

No57%

N/A11%

Yes27%

No72%

N/A1%

Q8 Do you plan to purchase an e-book in the coming year? Base:Canadians (excluding Quebec) who read magazines (n=1080)

Have you purchased an e-book? Do you plan to purchase an e-book inthe coming year?


40/60

22%

18%

16%

7%

6%

3%

3%

2%

2%

2%

2%

1%

4%

12%

More portable





More accumstomed to it



I can cut out pictures/ articles/recipes


I can pass them along to otherpeople

More convenient

Other



One in fivemagazinereaders outsideof Quebec haveno preferencebetween onlineeditions and print

editions of e-magazines.

Most magazine readers in the RoC prefer print editionsto online editions. Women are particularly fond of printeditions, with 74% saying that they prefer this medium,while men are more likely to respond that they have nopreference between the two (23%). Portability, ease ofreading and the tactile aspect of a print edition top thelist of reasons that readers outside of Quebec preferprint.

Q9A. Why do you prefer print editions of magazines?Base: Canadians outside of Quebec who prefer print editions of

magazines (n=757)

Print70%

Online9%

No

preference20%

N/A1%

Q9. Which of the following statements best describes you?Base: Canadians (excluding Quebec) who read magazines (n=1080)

Do you prefer print magazines or onlinemagazines?



41/60

Magazine



42/60

49%

48%

38%

27%

26%

24%

1%

4%

2%

Read about news, politics, andpublic affairs



Personal life guidabce in suchareas as love, marriage, a hobby

or your career

Learn about what celebrities aredoing

Read about business issues andmoney matters

Entertainment

Other



Keeping up withnews and trendstops the list ofreasons thatmagazinereaders outsideof Quebecchoose topurchase andread magazines.

Three quarters of magazine readers outside of Quebecsay that they check magazine retailers displays at least

sometimes. Women are more likely than men to checkthe display (82%), and older readers, over the age of55, arethe leastlikely to do the same, with 36% sayingthey rarelyor nevercheck the display.

Q12. What are your reasons for purchasing/reading magazines ?Base: Canadians outside of Quebec who check the magazine display at

least sometimes (n=804)

Q11. When you visit a supermarket/grocery store, convenience store ornewsstand, how often do you check the magazine display?


How often do you check the magazinedisplay at a at a store that has one?


Always16%

Often25%

Sometimes34%

Rarely20%

Never5%

75% check

at leastsometimes


43/60

43

Magazine displays atretail check outs havea greater impact onwomen and youngerreaders.

A strong majority of readers in the RoC say that price factors heavily in their decision to purchase a magazine. They are, onthe 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. Thosewho doagree with these statements tend to be either female or younger readers, with 45% of women and the sameproportion of 18 to 34 year olds agreeing that they purchase magazines more often when they are displayed prominently atthe check out counter.

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)



30%

32%

73%

31%

24%

14%

39%

44%

13%

1%

1%

1%




counter.


decision.



decision.


counter.


to browse them.


44/60


Magazines have astrong potential toinfluence otherpurchases,particularly amongthose readers whosay they are likely to

purchase a magazinein the coming month.

A majority of magazine readers outside of Quebec agree that they have made a purchasing decision based oninformation that they gleaned from a magazine. Those who purchase e-magazines (70%) and e-books (65%) arehighly likely to agree with this statement, as are Ontarians (59%) and Albertans (65%), particularly when compared toreaders in Atlantic Canada (46%). Conversely, Atlantic Canadian readers (44%) are morelikely than those in both thePrairies (27%) and British Columbia (28%) to say that they purchase magazines to learn more about a topic that theyfirst encountered online. Men are also more inclined to seek more information in a magazine about a topic that theylearned about online than women (39% vs. 28%), as are younger readers between the ages of 18 and 34 (45%).

Agree34%

Neitheragree

nordisagree

24%

Disagree40%

Don'tknow

2%

In the past I have made a buying decision as aresult of reading something in a magazine

I have purchased a magazine to obtain moreinformation on a topic I learned about online.

Agree58%

Neitheragree

nordisagree

20%

Disagree21%

Don'tknow

1%

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


45/60

Saskatchewan

Alberta Manitoba

NunavutNorthwest territories

BritshColombia

Ontario

Quebec

New Foundland

&Labrador

NewBrunswickNova Scotia

Yukon

Quebec Only


46/60

Purchasing

Habits


47/60


Print formatmagazines areparticularlypopular amongQuebec 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% ofreaders in this age group saying that they purchase magazines once a week or more.

Q3. How often do you purchase single of printed magazines from a supermarket, newsstand, convenience store, etc.? Base: Residents of Quebec who readmagazines (n=503)

10%7%

20% 21%

12%

21%

9%



Once a monthor so


Once or twice ayear

Rarely Never



48/60

LIKELIHOOD TO PURCHASE

48

Magazines enjoystrong popularityin Quebec;compared to therest of Canada,and readers inQuebec aresubstantially

more likely to saythat they intendto purchase amagazine in thecoming 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, femalemagazine readers in Quebec are more likely than their male counterparts to say that they are verylikely topurchase a magazine in the next month (36%). French speaking magazine readers in Quebec tend to be more avidmagazine consumers than English speakers magazine readers, with 53% of French speakers saying that they havepurchased a magazine in the past month compared to just 38% of English speakers. Similarly, French speakingmagazine readers in Quebec are more likely to say that they intend on purchasing a print magazine in the comingmonth, with 65% saying they are likely to do so compared to only 55% of English speakers.

Q4. How likely are you to buy a single copy of a printedmagazine within the next month? Base: Residents of Quebec


Yes51%

No49%

Likely63%

Unlikely35%

N/A2%

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)



49/60


While somereaders in Quebechave reduced theirspending onmagazines, themajority haveremained

consistent in theirpurchasing.

Despite relatively strong support for printed magazines inQuebec, more than a third of magazine readers still confessthat their magazine purchases have decreased over the pastthree years. Most commonly, those who have reduced theirexpenditures on magazines say they have done so in order tosave money, but two in five also say that they have switchedto e-editions of magazines. Male magazine readers in Quebechave embraced e-editions more readily than women, with

58% of those who have decreased their magazine purchasesin the past three years citing e-magazines as the reason fortheir reduced spending.

Q6. Why have you reduced the number of magazines youpurchase? Base: Residents of Quebec who have reduced the

amount of magazines they purchase (n=189)

Increased9%

Decreased38%

The same51%

N/A2%

Q5. In the last 3 years, have you increased or reduced your purchasesof printed magazines? Base: Residents of Quebec who read

magazines (n=503)


50%

39%

25%

20%

5%

3%

3%

4%

To save money






I get my magazines throughsubscriptions

Other



50/60

Readership

Preferences


51/60


Althoughtechnologicaladoption rates arereasonably highamong Quebecmagazine readers,they lag behind

the rates foundelsewhere in thecountry.

Half of magazine readers in Quebec say that theyhave a subscription to a print publication throughtheir mail service, however this figure is morereflective of the preferences of older readers than itis of younger readers; 68% of readers between theages of 18 and 34 say that they do nothave a mailsubscription. Interestingly, those who have recentlypurchased an e-magazine are also more likely to say

that they do have a more traditional mail subscriptionto a print magazine.

Q10. Which of the following types of technology do you own? Base: Residents ofQuebec who read magazines (n=503)

Desktop: 78%

Laptop: 64%

Smartphone: 29%

iPad or tablet: 13%

Do you own a

Yes50%

No50%


Q7. Do you currently subscribe to one or more magazines via the mail?Base: Residents of Quebec who read magazines (n=503)


52/60


While e-magazines aregrowing inpopularity amongQuebec readers,most have yet toembrace the

electronic format.

As is the case elsewhere in Canada, few Quebec magazine readers have purchased an e-edition of a magazine inthe past six months. As is also the case elsewhere, male readers in Quebec are more likely than female readers tosay that they have done so (15% vs. 3%). There does, however, appear to be a growing interest in e-magazinesamong 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 femalecounterparts (20% vs. 9%).

Q8. In the past 6 months, have you purchased the e-edition of amagazine instead of buying a print copy?

Base: Residents of Quebec who read magazines (n=503)

Yes15%

No74%

N/A11%

Yes9%

No90%

N/A1%

Q8. In the coming year, do you plan to purchase the e-edition of amagazine instead of buying a print copy? Base: Residents of

Quebec who read magazines (n=503)




53/60


Subscriptions toe-magazines areequally popular inQuebeccompared toother regions in

Canada.

Interestingly, more Quebec readers have purchased a subscription to an e-magazine than have purchased anindividual e-magazine in the past six months. Again, male readers in Quebec are more likely to say that they havepurchased a subscription than are female readers (19% vs. 8%). Similarly, men are more likely to say that they planto purchase a subscription in the coming year (18% vs. 7%).

Q8. In the past 6 months, have you purchased a subscription tothe e-edition of a magazine?


Yes13%

No75%

N/A12%

Yes14%

No85%

N/A1%

Q8. In the coming year, do you plan to purchase a subscription tothe e-edition of a magazine?


Have you purchased a subscriptionto an e-magazine in the past six

months?

Do you plan to purchase asubscription to an e-magazine in the

coming year?


54/60

E-BOOKS54

E-books, popularin much of therest of Canada,have not gainedmuch traction inQuebec, withlower adoption

rates than arefound elsewherein Canada.

E-books are significantly less popular in Quebec than in other parts of Canada, with a much lower adoption rateamong Quebec readers. Only 14% of Quebec readers say that they have purchased an e-book, well below thenational 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 moreprevalent among English speaking magazine readers in Quebec than they are among French speakers (27% vs. 12%respectively).

Q8. Have you bought an e-edition of a book?Base: Residents of Quebec who read magazines (n=503)

Yes20%

No70%

N/A10%

Yes14%

No85%

N/A1%

Q8 Do you plan to purchase an e-book in the coming year? Base:Residents of Quebec who read magazines (n=503)

Have you purchased an e-book in thepast six months?

Do you plan to purchase an e-book inthe coming year?


55/60

23%

20%

15%

7%

5%

4%

4%

2%

2%

1%

5%

13%

More portable




More accustomed to it





More convenient

Other



Portability, easeof reading andthe tactilequalities of printare the topreasons thatQuebec readersprovide tosupport theirpreference.

Three quarters of magazine readers in Quebec say thatthey prefer print editions over online editions. Thisproportion is comparable to the national average. Onlyone in ten say that they prefer online magazines,however this figure includes a disproportionate numberof men (12%).

Q9A. Why do you prefer print editions of magazines?Base: Quebec readers who prefer print editions of magazines

(n=377)

Print75%

Online9%

Nopreference

16%

Q9. Which of the following statements best describes you?Base: Residents of Quebec who read magazines (n=503)

Do you prefer print magazines or onlinemagazines?



56/60

Magazine



57/60

58%

45%

38%

30%

21%

19%

2%

4%

2%

Read about news, politics, andpublic affairs



Learn about what celebrities aredoing

Read about business affairs

Personal life guidance in suchareas as love, marriage, a hobby

or your career

Entertainment

Other



Four in five magazinereaders in Quebeccheck magazinedisplays at groceryand conveniencestores at leastsometimes.

In Quebec, as elsewhere in Canada, a strong majorityof magazine readers check retailers magazine displays

at least sometimes. Women in particular are apt tocheck a magazine display, with 28% saying that theyalwayscheck, and 90% saying they check at leastsometimes. Quebec readers are particularly engaged innews, politics, and public affairs, with three in fivesaying that they read magazines to learn more about

those topics.

Q12. What are your reasons for purchasing/reading magazines ?Base: Residents of Quebec who check the magazine display at least

sometimes (n=413)

Q11. When you visit a supermarket/grocery store, convenience store ornewsstand, how often do you check the magazine display?Base: Residents of Quebec who read magazines (n=503)

How often do you check the magazinedisplay at a at a store that has one?


Always19%

Often34%

Sometimes29%

Rarely14%

Never4%

82% checkat least

sometimes


58/60

58

The role of price inpurchasing decisionsis reduce in Quebeccompared to the restof Canada.

Readers in Quebec place significantly less emphasis on the cover price when considering whether or not to purchasea magazine than readers in the rest of Canada. While 57% still agree that cover price is important, this figure is wellbelow the average for the rest of Canada. Men are the least likely to think that cover price impacts their purchasingdecision, with only 52% agreeing with this statement, compared to 62% of women. Female readers in Quebec are alsomore likely than their male counterparts to indicate that they tend to purchase magazines more frequently when theysee 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%).

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)



25%

33%

57%

33%

26%

18%

40%

39%

24%

2%

2%

2%




counter.


decision.



decision.


counter.


to browse them.


59/60


A majority ofreaders inQuebec say thatthey have madea buying decisionbased onsomething that

they read in amagazine.

Six in ten readers in Quebec say that they have made a purchasing decision based on something that they read ina 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 notto say that they have purchased a product based on information that they obtained in a magazine (75%), howevere-magazine purchasers are notmore likely than other Quebec readers to say the same. Only a quarter of magazinereaders in Quebec say that they have purchased a magazine to obtain more information about a topic that theylearned about online, however those who do agree with this statement tend to be men (33%).

Agree27%

Neitheragreenor

disagree

27%

Disagree42%

Don'tknow

4%

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.

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)

Agree61%

Neitheragreenor

disagree18%

Disagree19%

Don'tknow

2%


60/60

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