45% of Canadians sometimes read the newspaper for the ads

64% of Canadians often keep the inserts and flyers around for a few days so that they can re-read what’s being offered for sale or what’s on special, 45% of Canadians indicate that there are some days when they read the newspaper as much for the ads as for the content, according to an Ipsos Reid national survey.

Women (48%) are more likely than men (41%) to agree that they sometimes read more for the ads than for the content. Those aged 35-54 (51%) are more likely than those aged 55+ (41%) and those who are aged 18-34 (40%) to indicate that they do this. Those with children in their household (54%) are more likely than those without (41%) to take this perspective. This practice is most likely to be shared by those who are less than high school educated (53%) and high school educated (49%), followed by those with postsecondary education (42%) or university (35%) education. As for income, those earning $30,000-$60,000 of household income per year (47%) share this perspective with those earning less than $30,000 of household income per annum (46%), and are slightly ahead of those who earn over $60,000+ of household income (42%). Atlantic Canadians (51%) are slightly more lightly than those in Ontario (48%) to have this perspective, followed by Canadians in British Columbia/Saskatchewan/Manitoba (46%), Alberta (45%) and Québec (37%).