In January 2023, Canadian Books conducted a comprehensive nationwide survey to understand how Canadians are engaging with books in the current cultural landscape. With over 3,500 respondents from all provinces and territories, representing diverse age groups, cultural backgrounds, and reading preferences, our survey provides a detailed snapshot of Canadian reading habits in 2023. This article shares key findings and insights from our research.

Reading Frequency: Canadians Remain Committed Readers

Despite competing entertainment options and busy schedules, our survey reveals that Canadians remain committed readers. A significant 72% of respondents report reading at least one book per month, with 35% reading one book per week or more. Only 8% of respondents indicate they read less than one book per year.

Reading frequency correlates strongly with age, with respondents aged 65+ reporting the highest reading rates (42% read at least one book per week). However, contrary to some cultural narratives about declining reading habits among young people, our survey found encouraging reading rates among younger Canadians as well, with 28% of respondents aged 18-25 reporting they read at least one book per week.

Interestingly, we observed geographic variations in reading frequency. Respondents from Prince Edward Island reported the highest reading rates in the country, with 46% reading at least one book per week, followed by Saskatchewan (41%) and Nova Scotia (39%). Urban respondents reported slightly higher reading frequencies than rural respondents, possibly reflecting greater access to bookstores and libraries.

Format Preferences: Print Remains King, But Digital Continues to Grow

Our survey asked respondents about their preferred reading formats, allowing for multiple selections to capture the reality that many readers engage with books across different formats depending on circumstances.

Print books remain the preferred format for 78% of Canadian readers, with hardcovers (42%) slightly outpacing paperbacks (36%). However, digital reading continues to grow, with e-books preferred by 32% of respondents and audiobooks by 18%.

Format preferences show significant variations across demographics:

• E-book preference is highest among respondents aged 36-45 (41%) and among frequent travelers (56%)
• Audiobook preference peaks among commuters (31%) and respondents aged 26-35 (27%)
• Print preference is strongest among respondents aged 65+ (89%) and those with higher educational attainment (84% among those with graduate degrees)
• 42% of respondents report regularly using multiple formats, with the most common combination being print and e-books (28%)

"The format debate is often presented as an either/or scenario, but our research shows that many Canadians are format fluid, choosing different formats for different reading contexts," notes survey analyst Dr. Sarah Chen. "A reader might prefer physical books for leisure reading at home but switch to audiobooks for commuting and e-books for travel."

Genre Preferences: Mystery, Literary Fiction, and Biography Lead

When asked about their preferred genres, Canadian readers showed diverse tastes, with mystery/thriller (48%), literary fiction (43%), and biography/memoir (39%) emerging as the most popular categories. Respondents were allowed to select multiple genres to reflect the reality that most readers enjoy various types of books.

Genre preferences showed some notable demographic patterns:

• Science fiction and fantasy readership skews younger, with highest popularity among 18-35 year olds (52% compared to 31% overall)
• Biography and history readership increases with age, peaking among 65+ respondents (58% compared to 39% overall)
• Self-help and personal development books are most popular among 26-45 year olds (38% compared to 28% overall)
• Poetry readership is highest among respondents who identified as BIPOC (27% compared to 17% overall)

When it comes to Canadian content specifically, 62% of respondents report intentionally seeking out books by Canadian authors or about Canadian subjects at least some of the time. This preference for Canadian content is strongest among respondents aged 45+ (71%) and among those in Quebec (78%), the Atlantic provinces (76%), and the Territories (74%).

Reading Motivations: Pleasure, Learning, and Escape

Understanding why Canadians read provides valuable context for interpreting their habits. Our survey asked respondents to rank their primary motivations for reading, revealing that reading for pleasure/entertainment leads (82%), followed by reading to learn new things (67%), and reading as a form of escape or stress relief (61%).

While these top three motivations remained consistent across most demographic groups, their relative importance shifted with factors like age and education:

• Reading to learn new things increases in importance with educational attainment (78% among those with graduate degrees vs. 54% among those with high school education)
• Reading as escape/stress relief ranks higher among women (68%) than men (52%)
• Reading for professional development is most important to 26-45 year olds (42% compared to 24% overall)
• Reading to connect with cultural heritage is particularly important to Indigenous respondents (61% compared to 22% overall) and newcomers to Canada (48%)

"These motivation patterns help explain genre preferences and can guide how we discuss, recommend, and market books," explains literary researcher Dr. Michael Thompson. "Understanding that many readers in their 30s and 40s are motivated by both pleasure and professional growth might inform how we position certain non-fiction titles, for instance."

Book Discovery: How Canadians Find Their Next Read

In an era of abundant choice, understanding how readers discover books is critical. Our survey reveals word-of-mouth remains the most powerful discovery method, with 67% of respondents citing recommendations from friends and family as a frequent source for finding new books.

Other significant discovery channels include:

• Browsing in physical bookstores (58%)
• Online reviews and recommendations (51%)
• Social media, including "BookTok," "Bookstagram," and Goodreads (38%)
• Traditional media (newspapers, magazines, radio, TV) (32%)
• Library displays and librarian recommendations (29%)
• Book clubs (18%)

Discovery methods vary significantly by age, with social media influence strongest among readers under 35 (64% compared to 38% overall) and traditional media most influential among those over 55 (53% compared to 32% overall). However, word-of-mouth and physical bookstore browsing remain powerful across all age groups.

Interestingly, 41% of respondents report having purchased a book based on a social media recommendation in the past year, with TikTok's #BookTok emerging as a particularly powerful influence among readers aged 18-25 (58%).

Acquisition Methods: How and Where Canadians Get Their Books

Our survey explored not just what Canadians read but how they acquire their reading material. The results paint a picture of readers using multiple channels to build their libraries:

• 74% purchased from physical bookstores (42% from independent bookstores, 32% from chain bookstores)
• 62% borrowed from public libraries
• 59% purchased from online retailers
• 36% received books as gifts
• 28% borrowed from friends or family
• 21% purchased from used bookstores
• 14% subscribed to e-book or audiobook services
• 11% participated in book exchanges or "little free libraries"

When asked specifically about their most frequent acquisition method, online retailers led slightly (31%), followed closely by physical bookstores (28%) and libraries (23%). However, preferences vary significantly by location, with urban respondents more likely to purchase from physical bookstores (34% vs. 19% for rural) and rural respondents more reliant on online retailers (41% vs. 26% for urban).

Price sensitivity emerged as a significant factor in acquisition decisions, with 68% of respondents citing it as important or very important. However, 57% of respondents report they are willing to pay more to purchase from independent bookstores, with this willingness correlating strongly with household income and educational attainment.

Reading in the Digital Age: Challenges and Adaptations

When asked about challenges to their reading habits, respondents identified several common obstacles:

• Lack of time (64%)
• Distraction from digital media (52%)
• Cost of books (42%)
• Difficulty finding books that appeal (28%)
• Access to bookstores or libraries (24%, rising to 41% in rural areas)

To overcome these challenges, Canadian readers report adopting various strategies:

• 48% set specific reading goals or dedicated reading time
• 44% use digital tools to track their reading
• 39% participate in reading challenges or book clubs
• 36% listen to audiobooks during commutes or while doing other activities
• 33% deliberately limit screen time to make space for reading

"The perception that reading is in decline due to digital distractions doesn't fully align with our findings," notes cultural sociologist Dr. Rebecca Taylor. "While many readers do struggle with digital distractions, they're also using technology proactively to support their reading habits through audiobooks, reading trackers, and online communities. It's more of an adaptation than an abandonment."

Family Reading and the Next Generation

Our survey included questions for respondents with children under 18 about family reading habits. The responses offer encouraging insights into how reading culture is being transmitted to the next generation of Canadian readers:

• 79% of respondents with children report reading aloud to their children
• 72% have dedicated family reading time in their household
• 68% report their children see them reading for pleasure
• 64% visit libraries or bookstores with their children regularly
• 59% discuss books as a family

Parents identified several challenges to fostering reading habits in their children, including competition from digital entertainment (71%), busy schedules (63%), and finding appealing books that reflect their children's interests and identities (42%).

Despite these challenges, 76% of respondents with children express confidence that their children will become lifelong readers. This confidence is highest among households where parents are frequent readers themselves (89%), highlighting the powerful impact of modeling reading behavior.

Conclusions and Implications

Our survey reveals a country of engaged, thoughtful readers navigating both challenges and opportunities in the current cultural landscape. Several key insights emerge:

1. Reading remains vibrant in Canada despite competition for attention, with most Canadians reading regularly across multiple formats
2. Format preferences are fluid, with many readers moving between print and digital formats depending on context
3. Canadian content remains important to readers across the country, with particularly strong support in Quebec and the Atlantic provinces
4. Word-of-mouth and physical browsing experiences remain crucial to book discovery, even as digital and social channels grow in influence
5. Geographic location significantly impacts access to books, with rural readers facing greater challenges
6. Family reading cultures play a critical role in developing the next generation of readers

For publishers, booksellers, libraries, and literacy advocates, these findings offer valuable guidance on how to support and nurture reading culture in Canada. They suggest the importance of multichannel approaches that honor traditional reading experiences while embracing digital innovations that expand access and convenience.

At Canadian Books, we're committed to supporting Canada's vibrant reading culture through our curated selections, community events, and ongoing research. We invite you to share your own reading habits and experiences in the comments below or during your next visit to our store.