A new Ipsos-Reid poll finds a significant portion of Canadians rely on newspapers for trustworthy information, and coupons, during good times and bad.

Forty percent of those surveyed said they relied more on newspapers during the recent political crisis in Ottawa, while almost a third (30 per cent) said they turned more often to newspapers for analysis of the recent economic downturn.

Only 15 per cent of respondents said they don't read newspapers (print or online) at all. The findings are based on over 1,000 online interviews conducted in early December for the Canadian Newspaper Association.

The survey also asked Canadians how they respond to advertising during economic crises. Over a quarter of respondents (26 per cent) said they find themselves looking at newspapers and inserts for "discounts, bargains and sales" more often during hard economic times.

Ipsos-Reid also found that almost a third of Canadians (27 per cent) - including a plurality of better-educated and wealthier respondents - are more likely to read newspapers when making decisions about personal finances.