TV, Internet Are Daily Draws for Consumers in Canada - eMarketer

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TV, Internet Are Daily Draws for Consumers in Canada

More than three in four listen to the radio each day

January 13, 2016

TV is still the No. 1 medium for daily consumption in Canada, but the internet is not far behind. The vast majority of consumers in the country spend time with both every day—as well as with radio.

Daily Media Reach Among Consumers in Canada, by Demographic, 2014-2015 (% reach)

Data cited by Thinktv (formerly the Television Bureau of Canada) from Numeris, Infosys TV, NLogic and comScore indicates TV still has the widest daily reach in Canada, more than 10 percentage points ahead of the internet.

Overall, 89.3% of consumers in Canada watched at least 1 minute of TV every day between 2014 and 2015. That compared to 79.0% who used the internet with the same frequency from May through July 2015.

Though TV’s reach was highest among consumers ages 55 and older, consumers 18 to 24 were more likely to watch than older millennials or Gen Xers, in line with the average. When it came to the internet, however, daily reach was highest among those same groups, with 18- to 49-year-olds as a whole enjoying 91.0% penetration while the 18-to-24 subgroup had just 79.0% penetration.

Daily newspapers, magazines and community newspapers saw significantly lower daily reach, though radio was nearly at the level of the internet. Newspapers and magazines were the only major media with a notable difference in reach by gender: Women were about 24% more likely to read magazines every day, while men were about 11% more likely to read newspapers with the same frequency. The same media also had some of the most dramatic differences in reach by age.

Weekly Time Spent with Media Among Consumers in Canada, by Language, 2014-2015 (hours)

Drilling down into time spent with media as opposed to sheer reach, the data indicated French speakers in Canada still lag their English-speaking counterparts in time spent on the internet on a weekly basis. In spring and summer of 2015, English speakers spent 50% more time online each week than French-speaking consumers.

This is in line with earlier findings, which have historically put French-language internet use lower than that of English speakers. There is evidence, however, that French speakers are spending more time on the internet, with mobile devices helping to close the gap.

eMarketer estimates that among all adults in Canada, regardless of language preference, time spent with mobile is growing rapidly. In 2015, for the first time, mobile nonvoice activities accounted for more daily media time, on average, than desktop or laptop computers, at 2 hours 12 minutes vs. 2 hours.

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