What Are Canada's Internet Users Consuming Online? - eMarketer

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What Are Canada's Internet Users Consuming Online?

Browsing takes up nearly 50 minutes of daily online time

April 2, 2015

According to one study, adults in Canada were spending most of their online time on mobile as of last year. October 2014 data from comScore found, similarly, that internet users in the country spent 51% of their online time on mobile devices that month, with women ages 18 to 54 and those under 25 (of both genders) clocking the highest share of mobile time.

Average Daily Time Spent Conducting Select Digital Media Activities Among Internet Users in Canada, by Generation, Dec 2014 (minutes)

But what are they actually consuming online, regardless of device use? December 2014 polling from Ipsos Reid asked about gaming, social networking and plain old web browsing, and it was browsing that came out on top. Baby boomers and Gen Xers spend about as much time browsing as they did on the other two activities combined, but for millennials the split was much more even, with gaming tying for first place.

When Ipsos Reid asked specifically about different ways of watching media content, respondents said that overall, half of the previous day’s media activity had gone toward some form of video viewing. Half of that viewing took place on live TV, with one-fifth occurring via digital streaming or download. Respondents ages 18 to 24 spent nearly three times as long with streamed or downloaded video as with live TV, and for those ages 25 to 32, the split was even.

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