Consumers in Canada prefer information from traditional sources over digital media when researching purchases
According to a September 2011 online survey by the Canadian Council of Public Relations Firms (CCPRF), internet users in Canada preferred product information from traditional media like newspapers (86%), TV (83%) and radio (78%) over digital media sources like blogs (29%), Facebook (21%) and Twitter (15%).
However, consumers ages 18 to 34 were approximately twice as likely as those ages 35 to 54 to trust social media sources for product information, according to a CCPRF press release.
Online’s growing influence among desirable demographics is driving investment. eMarketer estimated total media ad spending in Canada at $12.22 billion in 2011, with $2.57 billion going to online spending. And online spending is forecast to narrow the gap further; it will account for more than a quarter of all media ad spending by 2013.
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Check out today’s other articles, “Connected Devices Become Key to Content Consumption” and “Huggies Taps ‘Baby Bloggers’ to Leverage Tumblr.”