A new Canadian study reveals that although Millennials are more likely than Baby Boomers to reach for digital devices to view newspapers and magazines, they still prefer the printed product.

In today’s battle for media dollars, advertisers are now challenging digital media with issues of ad fraud and unreliable measurement. At the same time they are questioning the relevance of traditional media, especially print.

Great media plans have always employed multiple media to maximise ad impact, and traditional media are critical components of a balanced advertising campaign.

Since the first Vividata survey went into field in January 2015, we have seen continued growth in digital and cross-platform readership to magazines and newspapers. As Canadians’ adopt digital versions of their favourite magazines and newspapers, Vividata is tracking and reporting this evolution for advertisers.

Millennials and Boomers read differently

Vividata’s most recent release debunks the myth that Millennials don’t read printed magazines or newspapers, or that Baby Boomers read only printed copies.

Eighty-eight percent of Millennials (ages 21-34) read newspapers or magazines.

Three-quarters of Millennials read newspapers in the average week, and of those:

77% read a printed copy.

More than half (59%) used their mobile device to read.

More than two-thirds of Millennials read the average issue of a magazine, and of these:

All but 14% read a print copy.

Half of readers use their mobile to read.

Ninety-three percent of Boomers (ages 50-69) read newspapers or magazines.

More than 80% of Boomers read a newspaper in the average week, and of those:

Half read a digital version.

More than one-third read a newspaper on their mobile.

Seventy-seven percent of Boomers read the average issue of a magazine, and of those:

One-third read a digital version.

23% used their mobile.

For several years, we’ve been hearing about the demise of traditional media, particularly print media. While magazine and newspaper content is often “print first,” many publishers have embraced digital and adapted their distribution models. There’s no doubt that digital is here to stay, and the way it’s changed magazines and newspapers is profound.

*this article first appeared on http://www.inma.org and is written by By Tosha Kirk and Rahul Sethi, Director of Client Service and Insights Manager, Vividata, Toronto, Ontario, Canada