Top 5 Sneak Peek Sneak Peek - Spring 2019 10 20 30 40 50 60 70 80 90 Survey Methodology The Media Technology Monitor is the highest quality media survey in Canada. It employs large

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Top 5 Sneak Peek

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SPRING 2019

Sneak Peek - Spring 2019

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Introduction

The Spring 2019 MTM data has arrived, and with it comes crucial insight on new and

emerging technologies and activities as well as the staple ones. Our Spring data

examines topics from smart speakers to OTTs as well as online audio listening among

Canadians.

This report provides a brief overview of the top five media activities and technologies

from the MTM’s latest Spring 2019 data and highlights some of what’s to come from the

upcoming season of reports.

The Media Technology Monitor (MTM)* incorporates a mixed-methodology approach

which includes a phone survey and a follow-up survey online. The data from this

report comes primarily from the phone portion of the survey unless otherwise noted.**

*See the appendix for further information on our survey methodology and permissible uses.**Data in this report coming from the online portion of the survey will be identified with this symbol +.

MTM - Sneak Peek Spring 2019 - 2

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Watching Video on a Smartphone

1. OTT

’s –

Gro

wth

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the

Smal

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Sm

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5. W

atch

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Watching video on a cell phone has become a popular activity for many Canadians

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The smallest screen and the computer are now the two top devices for watching online video.

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Watching Online Video by DeviceCanadians, 18+ | %

Smartphone64%

Computer66%

TV Set50%

Tablet36%

Watching Video on a Smartphone

1. OTT

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Those who watch video on a cell are much more likely to have a newer model of phone purchased within the past two years

*Past month

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Even a decade later, the iPhone remains the most popular brand of smartphone

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Streaming Video on a Smartphone by Age of DeviceCanadians, 18+ | %

Total64%

Older Phone (2+ Years Old)64%

Phone 1 to 2 Years Old77%

Phone < 1 Year Old80%

1. OTT

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To learn more about smartphone media habits, check out our Smartphone Report or visit our Data Analysis Tool for the most recent data

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Audio and Commute Time

1. OTT

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Canadians are increasingly streaming audio online – across many platforms and devices

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72%

Streamed Audio Online* Canadians, 18+ | %

*Past month

Over the past 5 years, streaming audio listening has grown from 63% to 72%


Audio and Commute Time

1. OTT

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5. W

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Depending on how someone commutes, they may favor a different type of audio content

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Self-Reported Hours Spent Listening to AM/FM Radio and Online Audio in a Typical WeekCanadians, 18+ | Hours

8.5Total

8.5 7.9

8.5Commuters

8.6 9.7Non-Commuters

7.8 6.6Commute by Car, Truck or Motorcycle

9.9 8.6Commute by Public Transit

4.7 13.1AM/FM Radio Hours Online Audio Hours

Those who take public transit are spending significantly more time listening to online audio content than others


1. OTT

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How Many Canadians Listen to Spotify, AM/FM, Radio and podcasts? To find out more about the consumption of Radio and online audio by Canadians call 1-855-898-4999 to subscribe

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Do Canadians Consider Themselves Informed?

1. OTT

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5. W

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How informed do you think you are when it comes to current events?

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Perceived Level of Informedness Regarding Current EventsCanadians, 18+ | %

Uninformed (1-4)15%Moderately Informed (5-7)

42%Well Informed (8-10)

36%Don’t Know7%

Approximately 1 in 7 Canadians consider themselves to be

poorly informed and just over a third of Canadians consider

themselves to be well informed


Do Canadians Consider Themselves Informed?

1. OTT

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36% of Canadians consider themselves to be well informed rating themselves an 8, 9 or 10

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Perceptions of Being Well Informed by DemographicCanadians, 18+ | %

*Past month

Older Canadians (62+)42%

Discusses news or current event with others43%

Young Boomers (55-61)45%

Watched a TV News Channel43%

Gen X (39-54)40%

Household Income 200K+53%

Males43%

Canadians36%

Millennials and those with household incomes of less than $35K are the most likely to give themselves the lowest ratings


1. OTT

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Follow us on Twitter @MTMOTM.

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Smart Speakers

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Smart speaker penetration has more than doubled since the technology launched a year agoSmart Speaker Ownership Canadians, 18+ | %

During this time, Google has remained the top smart speaker brand among Canadians

Spring 201919%

Fall 201813%

Spring 20188%


Smart Speakers

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Streaming music on their smart speaker is still the number one activity among owners

Smart Speaker ActivitiesCanadian Smart Speaker Owners, 18+ | %

Stream AM/FM Radio34%

Stream Music77%

Have news read22%

Get Weather57%

Control Smart Home Features22%

Do a Search43%

Make a Call or Send a Message18%

Listen to a Podcast17%


1. OTT

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Tim

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Visit www.mtm-otm.ca to learn more about one of the largest media and technology surveys in Canada

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OTT’s - Growth in the Smaller Brands

1. O

TT’s

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OTT subscriptions continue to grow as new entrants increasingly flock to make their offerings available to Canadians

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Over-the-Top (OTT) SubscriptionsCanadians, 18+ | %

60%Spring 2018

65%Spring 2019


OTT’s - Growth in the Smaller Brands

1. O

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Growth seems to be coming from newer offerings as Canadians begin to stack their OTT subscriptions

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Other Over-the-Top TV ServicesCanadians, 18+ | %

Spring 2018

710

Fall 2018

812

Spring 2019

1319

4

Crave Amazon Prime Video YouTube Premium


Sneak Peek - Spring 2019

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Survey MethodologyThe Media Technology Monitor is the highest quality media survey in Canada. It employs large sample sizes and achieves response rates far exceeding industry standards. Moreover, it includes Canadians with landline telephone service and those who rely solely on a cell phone. This blended sampling approach can reach 99% of Canadians. The MTM is a product of CBC/Radio-Canada Research and Analysis. Of the telephone respondents, 1,661 completed a follow-up online questionnaire. The transition rate among online respondents from telephone to online is over 43%.

The MTM measures Canadians’ media technology adoption and use at two points in time. In the Fall, telephone interviews are conducted with 8,000 Canadians (4,000 Anglophones and 4,000 Francophones). To monitor changes in the media landscape over the year, a telephone survey with an independent sample of 4,000 Canadians (2,000 Anglophones and 2,000 Francophones) is conducted in the Spring.

The results reported here are based on Spring 2019 survey of 4,175 Canadian respondents (including 1,317 cell-phone only) across all regions of Canada*. The response rate is 31%.

The interviews were conducted from March 28th to May 16th, 2019 by Ad hoc Recherche. Results based on the total sample of 4,175 Canadians are accurate within plus or minus 1.5% percentage points 19 times out of 20.

Permissible UsesThis report is prepared for the exclusive use of your organization. Distribution outside your organization is prohibited without prior approval.

Extracts from, or references to, the data in speeches, reports or presentations given by members of your organization can be used, provided MTM 2018-2019 is clearly cited as the source of such extracts or references.


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To learn more about what’s happening with technology in the Canadian landscape sign up for our Email Alerts or follow us on Twitter. You can also visit the MTM Portal to access

other MTM reports, data summary tables and our interactive data analysis tools.

MTM-OTM.CA [email protected] @MTMOTM 1-855-898-4999

Top 5 Sneak Peek Sneak Peek - Spring 2019 10 20 30 40 50 60 70 80 90 Survey Methodology The Media Technology Monitor is the highest quality media survey in Canada. It employs large

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