Consumers in Canada Head Online to Watch TV, Movies - eMarketer
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Consumers in Canada Head Online to Watch TV, Movies

More than half of smart device users watched more TV or movies via the internet in 2012

January 14, 2013 | Advertising & Marketing | Media Buying | Video

The fondness of internet users in Canada for web-enabled devices showed no signs of abating in 2012, according to a November survey by telecommunications firm Rogers Communications of adults who use smart devices in the country. Almost three-quarters of respondents said they had between one and five devices in their home that connected to the internet, with the mean number of devices owned by all respondents reported at 4.5.

Number of Internet-Connected Devices that Smartphone/Tablet Users in Canada Have in Their Home, by Demographic, Nov 2012 (% of total)

All of these devices are no doubt driving up the overall number of internet users in Canada, which eMarketer estimates will hit 26.8 million by the end of 2013.

The internet also continues to supplant older media as the favored platform through which consumers in Canada watch video content—52% of those polled said they consumed more television and films in the comfort of their homes using a web-enabled device last year. Unsurprisingly, that trend was especially pronounced among digital natives ages 18 to 24.

Digital Activities Performed in 2012 According to Smartphone/Tablet Users in Canada, by Demographic, Nov 2012 (% of respondents in each group)

The trend of increased consumption of online video content will certainly contribute to increased online video advertising budgets. eMarketer projects that video ad spending will hit $181.3 million in 2013, a 41.9% increase over the previous year.

But there are still a few factors giving marketers pause when it comes to adding money to their budgets. According to IAB Canada president Chris Williams, “Video is growing fast, but it’s not as mature as in the American market. There’s no Hulu in Canada, for instance. The broadcasters have been moving their properties into the online space, but only within the last year.”

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Check out today’s other articles, “Top Web and Mobile Properties of 2012” and “Multipurpose Devices Sway Consumer Interest.”


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