In Canada, Mobile Drives Significant Gains in Time Spent with Media - eMarketer

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In Canada, Mobile Drives Significant Gains in Time Spent with Media

Consumers have added an average of 71 minutes of media time each day since 2011

May 28, 2015

In 2015, adults in Canada will spend 71 more minutes with major media each day than they did in 2011, according to new figures from eMarketer. It’s an increase driven by greater digital choice, in particular the use of advanced mobile devices like smartphones and tablets.

Average Time Spent per Day with Major Media by Adults in Canada, 2011-2015 (hrs:mins and CAGR)

Adults in Canada will spend an average of 9 hours, 43 minutes each day with major media this year, including digital, TV, radio and print. Four hours, 12 minutes of that time will be spent with digital devices, leaving another 5 hours, 31 minutes for TV, radio and print.

“Mobile devices have created an appetite for more media consumption and better media content,” said Paul Briggs, analyst at eMarketer. “While digital media is taking some time away from traditional channels, we’ve seen a significant increase in overall time spent, which is found media time for marketers.”

A new eMarketer report, “Canada Time Spent with Media: The Complete eMarketer Forecast for 2015,” discusses eMarketer’s time spent with media estimates for Canada, which were developed by analyzing over 200 data points from more than 20 sources. These sources employ various research methodologies ranging from online surveys, in-person interviews and phone surveys to meter tracking, and our figures analyze and account for discrepancies and convergence in definitions, methodology and historical accuracy. These figures include all time spent within each medium, regardless of multitasking. Consumers who spend an hour watching TV while multitasking on smartphones, for example, would be counted as spending an hour with TV and an additional hour with nonvoice mobile activities. Such multitasking helps to contribute to the significant amount of time people spend with media each day.

Smartphones and tablets have vastly altered the mobile media consumption experience compared with five years ago and have changed the way people in Canada seek out and consume content as a result. Since 2011, time spent on nonvoice mobile activity has averaged 46.1% growth annually. In 2015, mobile media time will increase 19.9%. Alongside those gains, media companies in Canada have doubled down on the strategy of mobilizing live sports, TV shows, news programming and many other kinds of published content.

Daily time spent with nonvoice mobile activities, at 2 hours, 12 minutes, will surpass time spent with desktops and laptops for the first time in 2015. Smartphones will command by far the greatest share of this mobile media time, at 1 hour, 26 minutes daily.

Even though time with traditional channels (including TV, radio, and print) is declining, these will still account for the bulk of adults’ time spent with media (56.8%) in Canada this year. Time in front of the TV will account for an average of 3 hours, 34 minutes daily this year, and 95.5% of Canada’s adult population will watch live or recorded video on a TV set at least once per month, eMarketer expects.

Share of Average Time Spent per Day with Select Media by Adults in Canada vs. Ad Spending Share in Canada, 2013-2015 (% of total)

In response to evolving media consumption, advertisers in Canada are slowly shifting investments from traditional to digital channels, but imbalances persist. Print will still represent almost a quarter of ad spending, even though it accounts for a shrinking share of adults’ media time spent. Conversely, mobile’s share of ad spending will trail its time spent proportion significantly.

eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

eMarketer corporate subscription clients can view the full report here.

Get more on this topic with the full eMarketer report, “Canada Time Spent with Media: The Complete eMarketer Forecast for 2015.”

This report answers these key questions:

  • How much time will adults in Canada spend with major types of media each day in 2015?
  • How will traditional media time compare to digital media time?
  • To what degree is mobile affecting the overall time spent with media?
  • How aligned is ad spending with media consumption patterns?

eMarketer releases over 200 analyst reports per year, which are only available to eMarketer corporate subscribers.


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