HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES

STUDY OBJECTIVES:1. To determine what impact ‘community’ has on the

types of news and information that people are interested in and the sources they use to seek out that information.

2. To identify influences and factors that could play a role in how people in different types of communities access information.

3. Use the information to quantify the differences between populations living in rural areas and smaller communities against those living in larger cities and metropolitan areas.

4. How does media accessibility influence the sources people use to get information.

HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES

THE STUDY• Commissioned by AdWest Marketing Inc and conducted by Totum

Research Inc.• Survey: 8-Page Mailed Questionnaire. Sample was selected by SM

Research split into 1,000 random addresses within each of the 5 geographic groups for a total of 5,000 addresses in Alberta, Saskatchewan, Manitoba and Northwest Territories/Nunavut• Communities: Under 5,000 Population and Rural• Communities: 5,000 to 10,000 Population• Communities: 10,000 to 50,000 Population• Communities: 50,000 to 100,000 Population• Communities: Over 100,000 Population

• Surveys addressed to the resident of the household 18 years of age or older and the next to celebrate a birthday in the household.• Timing: Mid November 2013 – Mid January 2014

SAMPLE SIZES AND RESPONSE RATES

The maximum margin of error for 1,015 responses is ±3.1% at the 95% confidence level. For 200 responses it is ±6.9% at the 95% confidence level.

Yes, receive it free

Yes, subscribe to it

Total Receivers No, don't get printed local community newspaper

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

36.5

44.4

80.9

17.3

43.938.4

82.3

14.3

56.2

29.1

85.3

16.117.2

42.8

60

38.2

29.6

38

67.6

30.6

While Respondents in All Community Sizes are Strong Receivers of Community Newspapers, Respondents Indicate Receivership is up to 20% Higher in

Smaller Communities

Communities Under 5,000 Population Communities 5K-10K Communities 10K-50K

Communities 50K -100K Communities 100K+

2013 AdWest Study of Media Usage by Community Size and Type

TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013

Communities Under 5,000 Population

Communities 5K-10K

Communities 10K-50K

Communities 50K -100K

Communities 100K+0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

21.9%18.2% 17.2%

28.9%21.1%

72.8%68.5%

73.3%

64.9% 67.2%

5.3%12.9%

9.6%6.2%

11.3%

Respondents in Smaller Community Sizes Were Likely to Have Spent More Time Per Day With News

More time per day About the same amount of time Less time per day

Time Spent With News Compared to 2 Years Ago


More time

About the same amount of time

Less time

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

8.4%

81.0%

10.1%

7.0%

84.0%

10.0%

12.0%

75.0%

13.0%

10.6%

75.9%

13.5%

9.5%

74.0%

16.0%

Three Quarters of Respondents Across All Community Sizes Report Spend-ing as Much Time with the Community Newspaper as They Did 2 Years

Ago.

Communities 100K+ Communities 50K -100K Communities 10K-50KCommunities 5K-10K Communities Under 5,000 Population

Amount of Time Personally Spent with Community Newspaper Compared to 2 Years Ago by Community Size


International News

Most of the time

National News

Most of the time

Local News

Most of the time

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

55.3%

71.5%

80.1%

In All Community Sizes, LOCAL NEWS was the Most Likely News Type to be Fol-lowed ‘Most of the Time’

Communities 100K+ Communities 50K -100K Communities 10K-50K

Communities 5K-10K Communities Under 5,000 Population

Types of News Followed 'Most of the Time' by Community Size


Less than 1 year

1 to 5 years

6 to 10 years

11 to 20 years

More than 20 years

All your life

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

8.5%

7.3%

15.5%

46.0%

22.7%

29.3%

0.4%

3.8%

8.0%

20.0%

49.4%

18.4%

5.4%

5.4%

10.7%

20.4%

49.2%

14.2%

1.6%

5.5%

18.6%

17.2%

12.3%

0.6%

2.6%

7.9%

21.9%

In Smaller Community Respondents Were More Likely to Have Lived in the Community Longer and Have Established Connections to the Community



Length of Time Lived in Your Community by Community Size


Communities Under 5,00 Popu-lation

Communities 5K-10K

Communities 10K-50K


Communities 100K+

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

66.0%

47.9%

40.7%

37.6%

34.8%

33.6%

51.7%

58.6%

59.7%

62.4%

0.0%

0.4%

0.7%

1.7%

2.3%

0.5%

0.0%

1.0%

0.5%

Respondents in Smaller Communities Were Significantly More Likely to Know the Names of All of Their Neighbours Suggesting Greater Levels of Engage-ment with the Community Overall as Compared to People in More Urban Ar-

eas

Yes, know them all Yes, know only some No, don't know any Do not have neighbours close by

Incidence of Knowing the Names of Neighbours Who Live Close By


0%10%20%30%40%50%60%70%80%90%

100%

In all but One Community Size, the Local Printed Community Newspaper was Reported by the Majority of Respondents as Being Used at Least Once Per

Week to Consume Local News and Information



TRADITIONALMEDIA

Media Used to Consume Local News and Information at Least Once Per Week by Community Size


0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Local Printed Community Newspapers Were the Overwhelming Favourite Source for Local News in Four of the Five Community Sizes Sampled

Communities Under 5,000 Population Communities 5K-10K Communities 10K-50KCommunities 50K -100K Communities 100K+

TRADITIONAL MEDIA IS BY FAR THE FAVOURITE SOURCE OF LOCAL NEWS FOR STUDY PARTICIPANTS IN ALL COM-

MUNITY SIZES

Favourite Source for Local News by Community Size



Communities 5K-10K Communities 10K-50K



10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

52.1%

59.8% 61.9% 65.2%

75.7%

The Majority of Respondents in All Community Sizes Indicated That Their Favourite Source for Local News Gave Them ‘ALL or Most’ of What They

Needed

How Well Does Favourite Local News Source Give you the Information you Need by Community Size: NET ALL OR

MOST


Local

Restaur

ants,

Bars an

d Club

s

Other L

ocal B

usines

ses

Communi

ty or

Neighb

ourho

od Ev

ents

Local

Weathe

r

Local

Arts an

d Cult

ure

Local

Breakin

g New

s

Local

Job Open

ings

Local T

raffic o

r Tran

sporta

tion

Local

Housing

and R

eal Es

tate

Local

Schoo

ls and

Educa

tion

Local C

rime

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Topics of Interest Vary Across Community Sizes. In Larger Communities In-terests Skewed to Traffic and Breaking News. In Smaller Communities, Re-

spondents Looked for Information on Local Events


Topics of Local Interest by Community Size: Respondent Indicated a Source Was Sought for Each Topic



Communities 5K-10K

Communities 10K-50K


Communities 50K+

Local Restaurants, Bars and Clubs

Printed Local Community Newspaper



Radio Daily Newspaper or its Website

Other Local Businesses





Daily Newspaper or its Website

Community or Neighbourhood Events






Local WeatherTV TV TV TV TV

Local Arts and Culture




Radio Daily Newspaper or its Website

Local Breaking NewsTV Radio Radio Radio TV

Local Job Openings






Local Traffic or TransportationTV Radio Radio Radio Radio

Local Housing and Real Estate






Local Schools and Education






Local Crime




Radio Television

Favourite Source for Information by Topic of Interest and Community SizeIn Communities of Less than 50K, the Local Printed Community Newspaper Was Given as the Favourite

Source for Local Information Across ALL Topics. Respondents in All Community Sizes Indicate that a Traditional Media Was the Favourite Source for Information on all Topics Sourced.


Communities 5K-10K Communities 10K-50K Communities 50K -100K


10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

50.7% 50.2% 53.2%

42.6%

33.1%32.7% 35.1%30.5%

36.5% 39.1%

10.1% 12.9% 13.6% 16.3%22.1%

5.5% 8.0%2.2% 2.7% 5.3%

Respondents Across All Community Types Indicated that Not Having a Local Community Newspaper Would Have at Least a MINOR IMPACT. In Smaller

Communities the Majority Said the Impact Would be MAJOR

A MAJOR impact A MINOR impactNO impact at all Have no local community newspaper

Impact That Not Having a Local Community Newspaper Would Have on Your Ability to Keep up With Information

About Your Community


City/T

own W

ebsite

Printe

d Loca

l Com

munity

Newsp.

..

Daily N

ewspa

per o

r its W

ebsite

Radio TV

Store

Websit

e

Social

Media

None o

f Them

0%10%20%30%40%50%60%70%80%90%

100%

Respondents Were More Likely to Feel Inspired By, Trust and Share In-formation From and Notice Ads In the Local Printed Community News-

paper. The Majority Also Indicated They’d be Most Likely to be Inspired to Purchase by the Local Newspaper

Most Likely to Share Information From This Source Most Likely to Trust Information From This SourceFeel Inspired to Take Action by This Source Usually Notice the Ads in This SourceGenerally Ignore the Ads in This Source Source Best Place to Find Advertising For Local Stores/ServicesAds From This Source Are Most Likely to Inspire Purchase

Media Engagement, Sharing and Response: COMMUNITIES > 5K


City/T

own W

ebsite

Printe

d Loca

l Com

munity

Newspa

per

Daily N

ewspa

per o

r its W

ebsite

Radio TV

Store

Website

Social

Media

None o

f Them

0%

10%

20%

30%

40%

50%

60%

70%

80%

Respondents Were More Likely to Feel Inspired By, Trust and Share Informa-tion From and Notice Ads In the Local Printed Community Newspaper. The Ma-

jority Also Indicated They’d be Most Likely to be Inspired to Purchase by the Local Newspaper

Most Likely to Share Information From This SourceMost Likely to Trust Information From This SourceFeel Inspired to Take Action by This SourceUsually Notice the Ads in This SourceGenerally Ignore the Ads in This SourceSource Best Place to Find Advertising For Local Stores/Services

Media Engagement, Sharing and Response: COMMUNITIES 5-10K


City/T

own W

ebsite

Printe

d Loca

l Com

munity

Newspa

per

Daily N

ewspa

per o

r its W

ebsite Ra

dio TV

Store

Websit

e

Social

Media

None of

Them

0%10%20%30%40%50%60%70%80%90%

100%

Respondents in This Group Were More Likely to Share Information Received from Television and Radio but Notice/Look for Ads in and Be Inspired by the Ads

in the Local Printed Community Newspaper




City/T

own W

ebsite

Printe

d Loca

l Com

munity

Newspa

per

Daily N

ewspa

per o

r its W

ebsite

Radio TV

Store

Websit

e

Social

Media

None o

f Them

0%10%20%30%40%50%60%70%80%90%

100%

As the Communities Get Larger, Respondents Habits Tended to Change as They Became More Connected with Traditional Big City Media. Yet They

Continued to View the Local Print Media as the Best Source for Advertising




City/T

own W

ebsite

Printe

d Loca

l Com

munity

News...

Daily N

ewspa

per o

r its W

ebsite

Radio TV

Store

Website

Social

Media

None of

Them

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

In Larger Communities and Metropolitan Areas Respondents Were More Likely to be Driven to Action by the Daily Newspaper or Television

Most Likely to Share Information From This SourceMost Likely to Trust Information From This SourceFeel Inspired to Take Action by This SourceUsually Notice the Ads in This SourceGenerally Ignore the Ads in This Source

Media Engagement, Sharing and Response: COMMUNITIES 100K+


Dial-up telephone line

DSL-enabled phone line

Cable TV modem

Cellular or mobile connection

Fibre optic connection e.g. FIOS, T-1 etc.

Satellite

Don't know which connection we have

Don't have internet connection

02% 102% 202% 302% 402% 502% 602% 702% 802% 902% 1002%

172%

222%

132%

272%

62%

202%

92%

162%

172%

242%

192%

192%

62%

202%

92%

172%

92%

282%

392%

312%

92%

162%

92%

102%

142%

232%

432%

222%

92%

92%

92%

102%

92%

232%

252%

62%

62%

52%

102%

One-Third of Respondents in Communities Under 10,000 Population Either Don’t Have an Internet Connection or are Served by Dial-Up Internet Service.


Internet Connectivity by Community Size


0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Across all Community Sizes, Checking Local Weather Reports Was Reported by the Majority of Respondents as the Information They Sought Most Often on

Their Device or Tablet Computer


OF OWNERS: Uses of Mobile Device/Tablet Computer by Community Size


0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Over 40% of Respondents in All Community Categories Report Taking No Action Based on Seeing an Advertisement Online.


Activities Taken in the Past 30 Days as a Result of Seeing an Advertisement on a Website



Communities 5K-10K Communities 10K-50K Communities 50K -100K


10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

14.6% 17.8%

29.0%21.3% 22.1%

63.3% 62.6%

53.1%60.5%

55.2%

20.2% 17.8% 15.6% 14.2%21.5%

Over Half of Respondents in All Community Sizes Indicate That They DON’T Use Apps to Get Information About Their Community. App Use Was Highest in

the 10-50K Community Grouping

Yes No Do not have a cell phone or tablet computer

Use 'Apps' to Help Get Information About Your Local Community on a Cell Phone or Tablet Computer


<5K 5K-10K 10K-50K 50K-100K 100K+0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

9.8% 9.4% 12.3% 13.8%8.8%

88.5% 89.5% 87.4%82.8%

90.3%

Respondents in small and medium sized cities indicated that they are more likely to be paying to get local news and information online than those in rural areas

and large cities

Yes No Not stated

Incidence of Paying to Get Local News/Information Online


HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES

Documents

impact community

media accessibility

adwest study of media

local news source

sm research split

local restaurants

topics of local

types of news