1 Executive Summary, Total Canada, January 2009 IAB Canada's 2008 Canadian Media Usage Trend Study PREPARED FOR IAB CANADA BY: PHD CANADA Total Canada: EXECUTIVE SUMMARY
1Executive Summary, Total Canada, January 2009
IAB Canada's 2008 Canadian Media Usage Trend Study
PREPARED FOR IAB CANADA BY: PHD CANADATotal Canada: EXECUTIVE SUMMARY
2
We’ve traced the Internet’s growth pattern in Canada for eight years.
We’ve seen the Internet grow into the third most time consuming medium amongst adults.
Internet’s number 3 rank appears consistent across most Canadian media studies.
The “time spent” gap between Internet and the broadcast media is shrinking.
Background
Internet has had solid growth for seven years now.
3
Purpose
A separate presentation is available that examines how the Internet is evolving in French Canada.
IAB Canada has commissioned this 5th media usage trend analysis and presentation.
It examines the 8-year period since 2000.
Canada’s main media surveys were analysed to create a ‘total media’ usage picture.
The studies are… PMB, NADbank, BBM RTS and comScore.
The Internet’s impact on advertiser media considerations is also highlighted.
To examine Internet’s current growth rate, by demo, relative to other media.
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Key learning
Methodology
Reach trend
Audience composition
Time spent trend
Share of time-spent trend
Future forecasts
Internet Imperative
Conclusion
Appendix: Internet usage questions on syndicated surveys
Contents
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7
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11
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16
20
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23
25
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Key learning
The Internet reaches… More adults each week than Magazines and Newspapers.More 18-24 and 25-34 year olds each week than the Radio medium.
18-24 year olds to the same extent as TV each week.
Internet’s growth rate… Rising at mid to high single digit levels over the last 2 years. Internet is now clearly Canada’s number 3 weekly time spent medium.
The gap in time spent between Internet and Radio continues to narrow.
Internet’s share of media time… Has grown from 14% in 2001 to 23% in 2007.
NADbank studies.
6
Key learning
Internet demos of note... Women and 55+ very high growth rates. While traditional media exhibit flat to declining weekly time spent trends.
Internet usage in French Canada… Still lags English Canada time spent levels.
Eight years from now… Today’s 18-34 year olds will become 35-54 years old.As they age, the 18-24 and 25-34 year olds will continue to exhibit intense Internet
usage. The Internet will be the #1 medium for tomorrow's 25-34 and 35-54 year old consumers.
Shifting budget, TV to Internet… Balances media weight across all age groups.Internet’s age profile provides a “mirror image” to TV.
NADbank studies.
The Internet Imperative… A Heavy Internet/Light TV segment.The group accounts for about 25% of the population.
Consumer segment is a very important group of consumers.Are prime prospects for a wide range of upscale consumer products and services.
In other words… The Internet is Imperative!
7
Methodology
NADbank is the primary data source because of its wealth of Internet data.
TELEVISION
NEWSPAPER
INTERNET
R A D I O
MAGAZINE
NADBANK PMB BBM RTS COMSCORE
Daily WeeklyReach
Time
Reach
Time
Reach
Time
Reach
Time
Reach
Time
Daily Weekly Daily Weekly Daily Weekly
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All studies show broadcast reach has been flat over the past eight years. Internet reach is now higher than magazine and newspaper, in third place after TV and Radio.
Base: Adults 18+, Total Canada
Reach: All Adults Trend
BBM RADIO RTS PMB NADbank
DAILY REACH
2000
2001
2002
2003
2004
2005
2006
2007
2000
‘01
2001
‘02
2002
‘03
2003
‘04
2004
‘05
2005
‘06
2006
‘07
2007
‘08
2000
2001
2002
2003
2004
2005
2006
2004
2001
2002
2003
2005
2006
2007
2008 20
07
100%
75%
25%
0%
100%
75%
50%
25%
0%
WEEKLY REACH
82%
93%97%
87%
96%
71%
48%
31%
82%60%51%
70%
44%
31%
86%60% 72%
64%82%65%53%33%
62%
COMSCORE
TELEVISIONRADIOINTERNETNEWSPAPERMAGAZINE
64%
72%
9
When we look at percent reach by age group in the Nadbank study, we see that the internet is the #2 reach medium for 18-24 and 25-34 year olds.
Reach: by age group today
TELEVISIONRADIOINTERNETNEWSPAPERMAGAZINE
Base: Adults 18+, Total Canada, NADbank ‘07
This chart, from Nadbank’07, plots weekly reach for each medium over 5 age groups.
The Internet reaches more adults each week than Magazines and Newspapers… more 18-24 and 25-34 year olds each week than Radio… and is neck-and-neck with TV in 18-24 year old weekly reach.
(%Reach)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%18+18-24
25-3435-54
55+
10
Reach: by age group trend
Base: Adults 18+, Total Canada, NADbank ’07 and ‘01
Ad 18+
+38%
18-24
11%
25-34
+32%
35-54
+38%
55+
+88%
Weekly Reach Growth NADbank ’01 and ‘07
WeeklyReach
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%18-24 25-3418+ 35-54 55+
We see dramatic growth when we compare the Internet’s current weekly reach to NADbank’01 results (eight years ago) especially for Adults 55+.
NADbank ’01
NADbank ‘07
11
Population composition based on PMB ’08, Total Canada. Internet composition based upon weekly reach in NADbank ‘07
The Internet’s strong youth profile suit.
18-2425-3435-54
55+Adults 18+
Internet Weekly reach composition by age
InternetWeekly ReachComposition
16%22%43%19%100%
Audience composition
Internet’s Age Development
(Ad18+ = 100 index)
13311610866100
Population
12%19%40%29%100%
NADbank ‘07
This chart compares the proportion of Internet audiences that each age group represents to its respective percent of the all-adult population.
It shows that all groups under 55 years of age over index for Internet use compared to the actual population.
The Internet is most highly developed among adults under 55 years.
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All studies show that time spent with the Internet is increasing. The Internet is Canada’s #3 weekly time spent medium according to both NADBank and PMB surveys.
TELEVISIONRADIOINTERNETNEWSPAPERMAGAZINE
Base: Adults 18+, Total Canada
Time spent: All Adults Trend
BBM RADIO RTS PMB NADbankCOMSCORE
0
2000
2001
2002
2003
2004
2005
2006
2007
2000
‘01
2001
‘02
2002
‘03
2003
‘04
2004
‘05
2005
‘06
2006
‘07
2007
‘08
2004
2001
2002
2003
2005
2006
2007
2008
2000
2001
2002
2003
2004
2005
2006 20
07
1,000
125
100
75
50
25
800
600
400
200
DAILY TIME (min)
WEEKLY TIME (min)
115
818
1,3581,894
109
4714
99
678
223
543
107
926
583
31
250
451
64
107
543
13
Internet annual growth rates of time-spent are in the mid single-digit range.
Base: Adults 18+, Total Canada
Time spent: All Adults Trend
NADbank
0
2000
2001
2002
2003
2004
2005
2006
2007
1,000
800
600
400
200
818
99
678
223
‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07
INTERNETWeekly Time Spent (minutes)
401353309+14% +14%
444+11%
480+8%
515+7%
543+5%
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Time spent: by age
The Internet has become #1 in time-spent for Adults 18-24 and 25-34, having overtaken TV for both these age groups.
Base: Adults 18+, Total Canada
18-24 25-3418+ 35-54 55+ WeeklyMinutes
0
100
200
300
400
500
600
700
800
900
1,000
1,100
1,200
TELEVISIONRADIOINTERNETNEWSPAPERMAGAZINE
NADbank ’07
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The Internet is a “mirror-image” of TV according to NADbank. Those who spend the most time Online, spend the least with TV.
Base: Adults 18+, Total Canada
Time spent: by age
18-24 25-3418+ 35-54 55+ WeeklyMinutes
0
100
200
300
400
500
600
700
800
900
1,000
1,100
1,200
NADbank ’07
TV older
Internet younger
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Share of Weekly Minutes Per CapitaTotal CanadaAdults 18+
2007Min
818678543223
992,361
The tremendous increase in time spent with the Internet, +75% since NADbank 2001, has resulted in a 5% increase in the total time people spend with all media. The Internet’s share of time spent with all media has grown from 14% to 23%.
Base: Adults 18+, Total Canada
Share of time-spent trend
TELEVISIONRADIOINTERNETNEWSPAPERMAGAZINE
NADbank
Weekly Time SpentMinutes Per Capita
(Minutes indexed to 2001)TV
RADIOINTERNET
NEWSPAPERMAGAZINE
TOTAL
2001
Min
818763309240120
2,250
Share
36%33%14%11%
5%100%
Share
35%29%23%
9%4%
100%
Index of Chge(min)
10089
1759383
105
100 index = no change
1,000
2000
2001
2002
2003
2004
2005
2006
827698
231
184
800
600
400
200
0
2007
818
678
223
99
543543 (175)
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Share of Weekly Minutes Per CapitaTotal CanadaMen 18+Women 18+
MEN 18+WOMEN 18+Women 18+ Share
Base: Adults 18+, Total Canada
TVRADIO
INTERNETNEWSPAPER
MAGAZINETOTAL
Share of time: men-women
NADbank
Women’s rate of growth in time spent with the Internet has out paced men since NADbank 2001… +89% growth for women versus 61% for men.
Men 18+ Share
2001
37%36%11%11%
5%100%
2007
33%28%25%10%
4%100%
2001
35%32%17%11%
5%100%
2007
36%30%21%
9%5%
100%
INTERNETWeekly Time Spent
Minutes Per Capita(Minutes indexed to 2001)
The gap between men and women time spent with Internet usage has narrowed, with the Internet now accounting for about one-fifth of women’s time spent with all media (21%).
2001
2002
2003
2004
2005
2006
1,000
800
600
400
200
0
1,200
2007
624
442
624 (161)
442 (189)
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French speaking Canadians spend less time with the Internet than English speakers, unlike other media. Because usage is growing at comparable rate for both language groups, about +76% since NADbank 2001, this gap has not narrowed.
TOTALENGLISHFRENCH
Share of Weekly Minutes Per CapitaTotal CanadaAdults 18+
French 18+ Share
TVRADIO
INTERNETNEWSPAPER
MAGAZINETOTAL
English 18+ Share
2001
38%35%11%11%
5%100%
2007
34%29%23%10%
4%100%
2001
36%34%14%11%
5%100%
2007
36%32%18%10%
6%100%
NADbank
INTERNETWeekly Time Spent
Minutes Per Capita(Minutes indexed to 2001)
Share of time: language
Base: Adults 18+, Total Canada
As a result, the Internet accounts for only 18% of time spent with all media by French speakers, compared to 23% for English speakers.
2001
2002
2003
2004
2005
2006
1,000
800
600
400
200
0
1,200
2007
543574
413543 (176)
413 (181)
574 (175)
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Base: Adults 18+, Total Canada
Share of Weekly Minutes Per CapitaTotal 18+
TVRADIO
INTERNETNEWSPAPER
MAGAZINETOTAL
25-34 Share
2007
30%27%33%
6%4%
100%
2001
33%35%19%
8%5%
100%
35-54 Share
TVRADIO
INTERNETNEWSPAPER
MAGAZINETOTAL
55+ Share
2001
35%36%14%10%
5%100%
2007
42%28%11%14%
5%100%
2001
43%31%
5%15%
6%100%
2007
33%33%22%
8%4%
100%
Adults 18-24 Adults 25-34Adults 35-54
Adults 55+
18-24 Share
2007
29%23%40%
5%3%
100%
2001
33%31%24%
7%5%
100% NADbank
INTERNETWeekly Time Spent
Minutes Per Capita(Minutes indexed to 2001)
Share of time: age
The older age groups have been the fastest growing users of the Internet since NADbank 2001… +66% for adults 35-54, +135% for 55+. Hence the gap in time spent between younger and older age groups is narrowing.
2001
2002
2003
2004
2005
2006
2007
1,000
800
600
400
200
0
1,020
782
492
265
NADbank
1,2001,020 (178)
492 (166)
782 (177)
265 (235)
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Future forecasts
The Internet… the number one time-spent medium for the next generation of 35-54 year old consumers.
NOW = NADbank 2007 … Base: Adults 18+, Total Canada
TELEVISIONRADIOINTERNETNEWSPAPERMAGAZINE
Consumers formulate their media usage habits in their late-teens and early-20’s.
As consumers age, these learned media usage habits persist. The high levels of Internet usage exhibited by 18-24 and 25-34 year olds will stay with them as they age into the 35-54 age break.
The Internet will become the number one medium for most age groups by 2016.
NOWWeeklyMinutes
0
100
200
300
400
500
600
700
800
900
1,000
1,100
1,200
18-24 25-34 35-54 55+18+
8 years from NOW
18-24 25-34 35-54 55+18+
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Internet Imperative
We can examine the relationship between Internet use and TV exposure, when we look at this PMB 2008 analysis of cross media use.
Base: Adults 18+, English Canada
INTERNETMinutes Per Week
450+
151-450
1-151
0
HEAVIER
Q133+
Q222-33
Q315-22
Q49-15
Q5<9
TELEVISIONHours Per Week
HEAVIER
25%Ad18+ Population
INTERNET IMPERATIVE
28%
TELEVISION IMPERATIVE
20%
DUAL
26%
LIGHT/LIGHT
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Product usage.
We can examine the relationship between these four Internet/TV user groups and the consumption of products/services via PMB’08.
Base: Adults 18+, English Canada
INTERNET IMPERATIVE
TELEVISION IMPERATIVE
DUAL LIGHT/LIGHT
137Recently purchased new $50,000+ car
68107 107
Indexed To Total Canada Ad18+ Population Composition
115Spent $5,000+ traveling in Canada
69124 102
123Spent $1,500+ per month on credit card
72110 102
140Carry $500,000+ in Life Insurance
6580 111
136Make $10,000+ RRSP contribution annually
7692 96
127Hold $500,000+ in Securities/Savings
93115 80
143Made $50,000+ in home improvements in past year
83101 83
140Home valued at $500,000+ 7595 98
142Spent $750+ in past year on Sports Clothing
71108 100
123Own LCD or Plasma TV set 82120 74
136Own $5,000+ Personal
Computing System72121 78
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Conclusions
Use the Internet to reach More adults than Magazines and Newspapers.More 18-34 year olds than Radio.
18-24 year olds to the same extent as TV.
Grow with the Internet Now increasing at high single digits levels. The Internet is now Canada’s #3 time spent medium.
The Internet is closing in on Radio.
Internet grows its share of media time Up to 23% in 2007 from 14% in 2001.
Underdeveloped Internet demos growing fast Women and 55+.
Eight years from now… The Internet will be the #1 medium for most consumers.
Shifting budget, TV to Internet The Internet is “IMPERATIVE”.
For more information please go to IAB Canada members can access the entire report in the member centre.
www.iabcanada.com
24Executive Summary, Total Canada, October 2008
IAB Canada's 2008 Canadian Media Usage Trend Study
25Executive Summary, Total Canada, October 2007
APPENDIX
Summary of Internet Usage Questions asked by three top
Canadian Syndicated Media Surveys
26
NADbank
Daily market list (not full country).NADbank ’07 study, 2 waves, Jan-June ‘07 and Sept-Dec ‘07.
“Now thinking about the Internet, have you personally accessed the Internet in the past three months? And how much time did you spend on the Internet in past week.”
27
PMB NADBANK
PMB’08, 2 year study reflects fieldwork Oct’05-Sept’07.
“People log on to the Internet for different reasons. Sometimes it is to send or receive e-mail, and sometimes to access the world wide web. Have you personally accessed the world wide web in the past month? “
28
BBM RADIO RTS PMB NADBANK
BBM RTS Spring’08 study collected data Feb’07-Feb’08 from Spring’07 and Fall’07 radio diary respondents,.
BBM RTS Internet Question“Did you connect to and use the Internet in the Past 4 weeks (e.g. email, world wide web, newsgroups)… at home, at work, at school/college/university, at some other location?”
29
BBM RADIO RTS PMB NADBANK
COMSCORE
All data is fall averaged for year in question.Measures Internet only.Added to prior 5 years of trending data.Panel based.
Includes internet based e-mailing activity only.