In our January 2021 time spent forecast, the pandemic bump that traditional TV saw in 2020—an 11-minute increase per day over 2019—will be followed by a steeper post-pandemic decline this year, with time spent dropping below pre-pandemic levels. (Traditional TV includes live, DVR, and other prerecorded video.).

This report will take a look at the key digital habits and personas across age groups in Canada.

Time spent with mobile activities continues to outpace other categories by a significant margin, GlobalWebIndex found. Mobile accounted for an average of 4 hours, 5 minutes (4:05) per day in H1 2019, followed by 3:20 spent with PCs and tablets. Social media ranked third for time spent, at an average of 3:06 per day.

Internet users ages 25 to 34 made up the largest single cohort by age, at 36.0%.).

Time spent with media by US adults has nearly stopped growing as the gains in digital usage do little more than offset the declines in time spent with TV and other old media.

As more people cut the cord, viewers are increasingly tuning in to live digital video services.

Young consumers have led the way in terms of digital habits and consumption through the pandemic, but older age groups have been forced to catch up. Some old habits may die hard in these groups, but the digital future has definitely been hastened.