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					                                        2009 Canadian Media Usage Trend Study




                                                         Commissioned By:
                                        The Interactive Advertising Bureau (IAB) of Canada

                                                           Prepared By:
                                                          PHD Canada




                                                      Focus on French Canada
                                                             Version 6
                                                            April 19 2010




                                                                                             1
Executive Summary, French Canada, February 2010
Background




   Internet has had solid growth for 9 years.


   We’ve traced the Internet’s growth pattern in Canada for 9 years.

   We’ve seen the Internet grow into the 3rd most time consuming medium amongst adults.

   Internet’s number 3 rank appears consistent across all major Canadian media studies.

   The “time spent” gap between Internet and the broadcast media is shrinking.




                                                                                          2
 Purpose: To examine Internet’s growth rate, by demo, relative to other media.




        IAB Canada has commissioned this media usage trend analysis and presentation.

        It examines the 9 year period since 2001.

        Five media surveys were analysed to create a ‘total media’ usage picture:

        PMB, NADbank, BBM RTS, comScore and Nielsen’s Mobile Media Measurement Report.

        The Internet’s impact on advertiser media considerations is also highlighted.

        This study also examines how different types of Internet sites are being used.

        As well as the extent to which Internet is being accessed via Mobile access.




                                                                                                                     3
A separate Executive Summary presentation is available that examines how the Internet is evolving in Total Canada.
Contents




                       1) Key learning #5 slide
                       2) Methodology #8 slide
                             3) Reach #9 slide
              4) Audience composition #12 slide
                   5) Time spent trend #13 slide
           6) Share of time-spent trend #18 slide
                   7) Future forecasts #22 slide
                          8) Websites #23 slide
                             9) Mobile #24 slide
               10) Internet Imperatives #25 slide
                       11) Conclusion #30 slide
                         12) Appendix #33 slide

                                                    4
 1) Key Learning




  The Internet reaches…                 More adults each week than Magazines and Newspapers.
                                           More 18-24 year olds each week than the TV medium.
                                                  Matches TV’s weekly reach for 25-34 year olds

  Internet’s growth rate…                                             Grew by 16% over last year.
                        Driven by new apps… Video, Social Networks, Twitter, Mobile Web access.
             Internet is now clearly the number 3 medium in terms of time spent, for all adults 18+.
                            The gap in time spent between Internet and Radio continues to narrow.

  Internet’s share of media time… Has grown from 11% in 2001 to 22% in ’08 (French).
              The Internet is now #1 among 18-24 and 25-34 yr. olds, and University Grads.
                                                                                              .
  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… As of 2009, the Internet was #1 for all 18-34 yr. old Canadians.
                        Within 8 years, the Internet will be the #1 for all 18-54 year old Canadians.

                                                                                                        5
NADbank studies.
 1) Key Learning (cont’d)




    Site types most accessed are…                            Search, Web-based mail, Weather, Maps.


    Smaller sites display…                                                  Greatest variety of profile.
                                               Sports (male), Fashion/Beauty (female), Games (youth).

    Cell phones used by…                                                         62% of French adults.


    Blackberry/Smartphones used by…                            10% of adults (13% of cell phone users.


    Internet accessed via mobile by…                                               6% of French adults.

    Number one activity via Internet mobile… E-mailing (7% of French adults weekly).

    TV/Video accessing via Internet mobile…                                5% of French adults weekly.



                                                                                                           6
NADbank and Fall2008/Spring 2009 RTS studies
 1) Key Learning (cont’d)




    The Internet Imperative…         The group accounts for about 25% of the population.
                              Consumer segment is a very important group of consumers.
                  They are prime prospects for many upscale consumer products/services.


    Internet/TV Imperative…              Targets consumers of upscale products/services.


    Internet/Newspaper Imperative…                   Targets business “decision-makers”.


    Internet/Magazine Imperative…                  Targets “tech-literates” and “travelers”.


    Internet/Radio Imperative…                   Targets “entertainment/event” accounts.


    In other words…                                            The Internet is Imperative!




                                                                                               7
PMB studies.
2) Methodology


  NADbank is the primary data source because of its wealth of Internet data.


                           NADbank             PMB           BBM RTS          comScore

                          Daily   Weekly   Daily   Weekly   Daily   Weekly   Daily   Weekly
      INTERNET    Reach
                   Time


    TELEVISION    Reach
                   Time


       RADIO      Reach
                   Time


   NEWSPAPER      Reach
                   Time


     MAGAZINE     Reach
                   Time




                                                                                              8
 3) Reach… Trend (Adults 18+)



    Internet’s Weekly Reach for all adults is 3rd highest (70%), after TV & Radio.
    Internet’s Daily Reach is also 3rd highest (62%).
    All studies show broadcast reach has been flat over the past nine years.
    Internet reach is now higher than Magazine and Newspaper.
                                                                                                                                                                  TELEVISION
                                                                                                                                                                      RADIO
                                                                                                                                                                   INTERNET
                                                                                                                                                                 NEWSPAPER
                                                                                                                                                                   MAGAZINE

                comScore
                                              BBM RADIO RTS                                               PMB                                             NADbank
          DAILY REACH
                                                                              91%                                                                                                           100%
                                                                              79%                                                          80%                                      83%
                                                                                                                                                                                    66%     75%
                                                                              59%                                                          68%                                        62%
                                                                                                                                                                                    62%
                                                                              49%                                                                                                           50%
                                                                                                                                           44%                                      48%
                                                                              30%                                                                                                           25%
                                                                                                                                           22%                                      26%
                                                                                                                                                                                             0%

       WEEKLY REACH
                                                                                                                                                                                    94%     100%
                                                                              95%                                                          98%
                                                                                                                                           84%                                      76%     75%
                                                                              72%                                                          67%                                        70%
                                                                                                                                                                                    70%
                                                                              58%                                                          62%                                      62%     50%
                                                                                                                                                                                    44%
                                                                                                                                                                                            25%
                                                                                                                                                                                             0%
                                                                                    2000 ‘01

                                                                                               2002 ‘03

                                                                                                          2004 ‘05

                                                                                                                     2006 ‘07

                                                                                                                                2008 ‘09
        2001
               2003

                      2005

                             2007

                                    2009




                                                                       2008
                                           2000

                                                  2002

                                                         2004

                                                                2006




                                                                                                                                                        2002

                                                                                                                                                               2004
                                                                                                                                                 2000




                                                                                                                                                                      2006

                                                                                                                                                                             2008
                                                                                                                                                                                             9
Base: Adults 18+, French Canada
 3) Reach… By Age Group (2008)


     The Internet is the #1 weekly reach medium for 18-24.
     Neck and neck with TV for 25-34 year olds. (NADbank ‘08 study)
               Ad 18+


                        18-24

                                25-34

                                        35-54
                                                                               TELEVISION


                                                55+
                                                                               RADIO
                                                      100%                     INTERNET
                                                                               NEWSPAPER
                                                                               MAGAZINE
                                                      90%


                                                      80%
                                                                                        This chart, from NADbank’08, plots weekly reach for each
                                                                                        medium over 5 age groups.

                                                      70%                               The Internet reaches more adults each week than Magazines
                                                                                        and Newspapers; more 18-34 year olds each week than any
                                                                                        other medium; more 25-34 year olds than Radio, almost
                                                             (%Weekly Reach)




                                                      60%
                                                                                        matching TV.
                                                      50%
                                                                                        The Internet is also closing the gap with Radio among the 35-54
                                                                                        age group.
                                                      40%


                                                      30%


                                                      20%


                                                      10%


                                                      0%
                                                                                                                                                          10
Base: Adults 18+, French Canada, NADbank ‘08
 3) Reach… Growth since 2001


     Internet’s weekly reach has grown dramatically, especially for Adults 55+.
     (since NADbank 01)
                Ad 18+


                         18-24

                                 25-34

                                         35-54

                                                 55+   100%
                                                                                Internet Reach Growth Between NADbank ’01 and ‘08
                                                       90%
                                                                                  Ad 18+      18-24   25-34   35-54    55+
                                                       80%
                                                                                     +52%      27%    +40%    +46%    +133%
                                                       70%
                                                              (%Weekly Reach)



                                                                                Internet
                                                       60%                             NADbank ‘08
                                                                                       NADbank ‘01

                                                       50%
                                                                                TV
                                                                                       NADbank ‘08
                                                                                       NADbank ‘01
                                                       40%


                                                       30%


                                                       20%


                                                       10%


                                                       0%                                                                           11
Base: Adults 18+, French Canada, NADbank ‘01 and ‘08
 The Internet’s strong youth
 4) Audience composition. profile suit.


  All groups under 55 years of age over-index for Internet use.




                                                                                                                      This chart compares the proportion of Internet
       Internet Weekly reach composition by age                                                                       audiences that each age group represents to
                                                                                                                      its respective percent of the all-adult
                                                 Internet                                                             population.
                                               Weekly Reach                               Internet’s Age              It shows that all groups under 55 years of age
                                    Population Composition                                Development                 over-index for Internet use, compared to the
                                                                NADbank ‘06             (Ad18+ = 100 index)           actual population.
               18-24                      11%                      15%                             136                For example, the 25-34 age group indexes 128
               25-34                      18%                      23%                             128                compared to the population (base index=100).
               35-54                      40%                      44%                             110                Therefore proportionately, 25-34’s constitute a
                                                                                                                      28% larger share of the Online audience, than
                 55+                      30%                      18%                              60                their share of the adult population (23% divided
          Adults 18+                     100%                      100%                            100                by 18% = 128).




                                                                                                                                                               12
Population composition based on PMB ’08, French Canada. Internet composition based upon weekly reach in NADbank ‘08
 5) Time spent… Trend (Adults 18+) suit.
 The Internet’s strong youth profile



     Time spent with the Internet is increasing.
     The Internet is Canada’s #3 medium based on weekly time spent.
     (NADbank and PMB surveys)

                                                                                                                                                                        TELEVISION
                                                                                                                                                                            RADIO
                                                                                                                                                                         INTERNET
                                                                                                                                                                       NEWSPAPER
                                                                                                                                                                         MAGAZINE

                comScore
       DAILY TIME (min)                             BBM RADIO RTS                                               PMB                                             NADbank
                                                                                    167
                                                                                                                                                                                                     125
                                                                                                                                                                                          116
                                                                                                                                                                                           99 97     100
                                                                                                                                                                                           97         75
                                           50                                                                                                                                                         50
                                                                                    33                                                                                                     44
                                                                                                                                                                                                      25
                                                                                                                                                                                           12
                                                                               1,600                                                        1,481


      WEEKLY TIME (min)                                                                                                                                                                             1,000
                                                                                                                                                 906                                      814
                                                                                                                                                                                                     800
                                                                                                                                                                                          609        600
                                                                                                                                                 546
                                                                                                                                                                                          481 481
                                                                                                                                                                                                     400
                                           353
                                                                                    230                                                                                                   215
                                                                                                                                                                                                     200
                                                                                                                                                                                           83
                                                                                                                                                                                                          0
                                                                                          2000 ‘01

                                                                                                     2002 ‘03

                                                                                                                2004 ‘05

                                                                                                                           2006 ‘07

                                                                                                                                      2008 ‘09
        2001
               2003

                      2005

                             2007

                                    2009




                                                                             2008
                                                 2000

                                                        2002

                                                               2004

                                                                      2006




                                                                                                                                                              2002

                                                                                                                                                                     2004
                                                                                                                                                       2000




                                                                                                                                                                            2006

                                                                                                                                                                                   2008
                                                                                                                                                                                                     13
Base: Adults 18+, French Canada
 5) Time spent… Trend (Adults 18+) suit.
 The Internet’s strong youth profile


       Time spent with the Internet grew by 16% in 2008.
       Video, Social Network, Twitter and Mobile Web use were most likely key drivers.

                        INTERNET
                        Weekly Time Spent (minutes)
               +16%         +12%       +4%          +13%     +7%         +1%    +16%
           245         286        319         332     376      401         413       481




                                                                                                      NADbank
            ‘01         ‘02        ‘03        ‘04      ‘05         ‘06         ‘07     ‘08                                            1,000
                                                                                                                                814
                                                                                                                                       800
                                                                                                                                609    600
                                                                                                                                481
                                                                                                                                       400
                                                                                                                                215
                                                                                                                                       200
                                                                                                                                 83
                                                                                                                                            0




                                                                                                    2002

                                                                                                           2004
                                                                                             2000




                                                                                                                  2006

                                                                                                                         2008
                                                                                                                                       14
Base: Adults 18+, French Canada, NADbank’08
 The Internet’s strong youth profile Income
 5) Time spent… by Age, Education,suit.


          The Internet is the #1 medium for 18-34 year olds and for University Grads.
          (NADbank ‘08 study)




                                                                 Univ+ Grad
                        French Canada




                                                     $75M+ HHI
              Ad 18+



                       18-24

                               25-34

                                       35-54

                                               55+

                                                                              2,000
                                                                                                         TELEVISION
                                                                              1,900                      RADIO
                                                                                                         INTERNET
                                                                              1,800
                                                                                                         NEWSPAPER
                                                                              1,700                      MAGAZINE
                                                                              1,600
                                                                              1,500
                                                                                                         This chart, from Nadbank’08, plots the weekly time spent in minutes
                                                                                                         for age groups, upper income/university grad target segments for five
                                                                              1,400
                                                                                                         different media.
                                                                              1,300
                                                                                      (Weekly Minutes)


                                                                              1,200                      Adults spend more time with the Internet than Magazines and
                                                                              1,100                      Newspapers; 18-24 and 25-34 year olds spend more time with the
                                                                              1,000                      Internet than any other medium.
                                                                              900
                                                                                                         University Grads, tied with television, also spend more time with the
                                                                              800                        Internet than any other medium.
                                                                              700
                                                                              600
                                                                              500
                                                                              400
                                                                              300
                                                                              200
                                                                              100

                                                                              0                                                                                            15
Base: Adults 18+, French Canada, NADbank ‘08
 The Internet’s strong youth profile Income (cont’d)
 5) Time spent… by Age, Education,suit.

          And similar ranking positions are seen in Total Canada.
          (NADbank ‘08 study)




                                                                                                                                Univ+ Grad
                                                                Univ+ Grad
                                                    $75M+ HHI




                                                                                                                    $75M+ HHI
             French Canada                                                   Total Canada                                                                               TELEVISION
             Ad 18+




                                                                             Ad 18+
                                                                                                                                                                        RADIO
                              25-34

                                      35-54




                                                                                              25-34

                                                                                                      35-54
                      18-24




                                                                                      18-24
                                              55+                                                                                                                       INTERNET




                                                                                                              55+
                                                                                                                                                                        NEWSPAPER
                                                                                                                                             2,000                      MAGAZINE
                                                                                                                                             1,900
                                                                                                                                             1,800
                                                                                                                                             1,700
                                                                                                                                             1,600
                                                                                                                                             1,500
                                                                                                                                             1,400
                                                                                                                                             1,300




                                                                                                                                                     (Weekly Minutes)
                                                                                                                                             1,200
                                                                                                                                             1,100
                                                                                                                                             1,000
                                                                                                                                             900
                                                                                                                                             800
                                                                                                                                             700
                                                                                                                                             600
                                                                                                                                             500
                                                                                                                                             400
                                                                                                                                             300
                                                                                                                                             200
                                                                                                                                             100

                                                                                                                                             0                                       16
Base: Adults 18+, French Canada, NADbank ‘08
 5) Time spent… by Age.
 The Internet’s strong youth profile suit.


    The Internet is a “mirror-image” of TV in terms of age.
    Those who spend the most time Online, spend the least with TV.
    (NADbank ‘08 study)



                                                INTERNET
                                                TELEVISION


                                                                                      (Minutes)

                                                                                       1,000
                                                                                       900
                                                                                                  Implication: Online and TV - better together!
                                                                                       800        Dual media plan ensures balanced campaign delivery
                         Younger                                                       700        across all age segments in your brand target group.
                                                                                       600
                                Older
                                                                                       500
                                                                                       400
                                                                                       300
                                                                                       200
                                                                                       100

                                                                                       0
                                                                                55+
                                                        18-24
                                                                25-34
                                                                        35-54
                                               Ad 18+




                                                                                                                                                17
Base: Adults 18+, French Canada, NADbank ‘08
 6) Share of time spent… Trend.
 The Internet’s strong youth profile suit.


       Internet’s share of time spent with all media has grown from 11% to 22%.
       Due to the 111% jump in time spent with the Internet since NADbank 2001 (2000).
       Note the 5% increase in the total time people spend with all media.


         French Canada
         Adults18+                  Share of Weekly Minutes Per Capita                  Weekly Time Spent
                                                                                          Minutes Per Capita
                                             2001             2006       Index of      (Minutes indexed to 2000)
                                         Min    Share     Min    Share   Change                   NADbank
                                                                            (min)
                                                          814      37%                                                              1,000
                  TV                    799     38%                          102                                            814
                                                          609      28%        82                                                      800
               RADIO                    741     35%                                                                         609       600
            INTERNET                    228     11%       481      22%       211                                            481 (211)
                                                                                                                              481
                                                          215      10%       100                                                      400
          NEWSPAPER                     220     11%                                                                         215
            MAGAZINE                    103                83       4%        82                                                      200
                                                 5%                                                                          83
               TOTAL                  2,091    100%     2,202     100%       105                                                        0




                                                                                                2002

                                                                                                       2004
                                                                                         2000




                                                                                                              2006

                                                                                                                     2008
                                                                         100 index =
                                                                          no change

                                                                                                               TELEVISION
                                                                                                                   RADIO
                                                                                                                INTERNET
                                                                                                              NEWSPAPER
                                                                                                                MAGAZINE


                                                                                                                                     18
Base: Adults 18+, French Canada, NADbank ‘08
 6) Share of time spent… Men and Women.
 The Internet’s strong youth profile suit.


    Women’s rate of growth in time spent with the Internet is out pacing men.
    +148% growth for women 18+ versus +88% for men 18+ since NADbank 2001 (2000).

          French Canada                                                                 INTERNET
                Men 18+                 Share of Weekly Minutes Per Capita           Weekly Time Spent
             Women 18+
                                                                                Men and Women Minutes Per Capita
                                           Men 18+ Share      Women 18+ Share       (Minutes indexed to 2000)
                                           2001    2008        2001    2008
                                                                                                   NADbank
                  TV                       38%          35%    38%     39%
               RADIO                       32%          28%    38%     27%
            INTERNET                       14%          24%     8%     19%                                                      1,200
          NEWSPAPER                        11%          10%    10%     10%                                                      1,000
            MAGAZINE                        5%           3%     5%      4%                                                      800
               TOTAL                      100%         100%   100%    100%                                              561(188) 600
                                                                                                                        561
                                                                                                                        407
                                                                                                                        407(248) 400
          The gap between men and women time spent with Internet                                                                200
          usage has narrowed, with the Internet now accounting for                                                              0
          just under a quarter of men’s time (24%) and 19% of




                                                                                            2002

                                                                                                   2004
                                                                                     2000




                                                                                                          2006

                                                                                                                 2008
          women’s media time.
                                                                                                                   MEN 18+
                                                                                                                 WOMEN 18+




                                                                                                                                        19
Base: Adults 18+, French Canada, NADbank ‘01 and ‘08
6) Share of time spent… Language.suit.
The Internet’s strong youth profile


       French Canadians spend less time with the Internet than English speakers.
       Internet usage is growing at a comparable rate for both language groups.
       The Internet usage gap between English and French is not narrowing.

          English 18+                                                                     INTERNET
          French 18+                     Share of Weekly Minutes Per Capita            Weekly Time Spent
                                         English 18+ Share French 18+ Share   Total, English, French Minutes Per Capita
                                                                                      (Minutes indexed to 2000)
                                          2001      2008    2001     2008
                                                                                                   NADbank
                   TV                       36%       34%     38%      37%
                RADIO                       34%       28%     35%      28%
                                                                                                                                  1,200
             INTERNET                       14%       25%     11%      22%
                                                                                                                                  1,000
           NEWSPAPER                        11%        9%     11%      10%
                                                                                                                                  800
             MAGAZINE                        5%        4%      5%       4%                                              610 (175)
                                                                                                                         610
                TOTAL                                                                                                             600
                                           100%      100%    100%     100%                                               609
                                                                                                                        609 (176)
                                                                                                                         481      400
                                                                                                                        481 (181)
                                                                                                                                  200
          As a result, the Internet accounts for a somewhat lower share                                                           0
          of all media time spent by French speakers than English




                                                                                            2002

                                                                                                   2004
                                                                                     2000




                                                                                                          2006

                                                                                                                 2008
          speakers; 22% vs 25%.
                                                                                                                        ENGLISH
                                                                                                                          TOTAL
                                                                                                                        FRENCH



                                                                                                                                          20
Base: Adults 18+, Total, English and French Canada
 6) Share of time spent… Age.
 The Internet’s strong youth profile suit.


       The Internet leads in share of time-spent by the 18-24 and 25-34 age groups.
       The older age groups are the fastest growing users of the Internet.
       The gap in time spent between younger and older age groups is narrowing.
           French Canada
                   18-24
                                         Share of Weekly Minutes Per Capita                 INTERNET
                   25-34                                                                 Weekly Time Spent
                   35-54                     18-24 Share       25-34 Share    18-24, 25-34, 35-54, 55+Minutes Per Capita
                     55+                   2001     2008      2001     2008            (Minutes indexed to 2000)

                   TV                      35%      31%       35%       31%                         NADbank
                RADIO                      26%      18%       36%       27%
             INTERNET                      27%      42%       16%       34%                                                          1,200
           NEWSPAPER                        7%       6%        7%        6%
                                                                                                                         948 (190) 1,000
             MAGAZINE                       6%       3%        6%        3%                                                          800
                TOTAL                     100%     100%      100%      100%                                              738 (226)
                                                                                                                                   600
                                                                                                                         440 (200) 400
                                           35-54 Share          55+ Share
                                                                                                                         325 (325) 200
                                          2001     2008       2001     2008
                                                                                                                                     0




                                                                                             2002

                                                                                                    2004
                                                                                      2000




                                                                                                           2006

                                                                                                                  2008
                   TV                     35%      34%        42%       46%
                RADIO                     39%      32%        30%       26%
             INTERNET                     12%      21%         3%        9%                                       Adults 18-24
           NEWSPAPER                       9%       9%        14%       14%                                       Adults 25-34
                                                                                                                  Adults 35-54
             MAGAZINE                      5%       4%        10%        5%                                        Adults 55+
                TOTAL                    100%     100%       100%      100%
                                                                                                                                             21
Base: Adults 18+, French Canada, NADbank ‘08
 The Internet’s strong
 7) Future Forecasts youth profile suit.


       The Internet.
       The #1 time-spent medium for the next generation of 35-54 year old consumers.

        Weekly Time Spent per Capita
                  NOW                                  8 years from now                                    TELEVISION
                                                                                              (Minutes)    RADIO
                                                                                               1,300       INTERNET
                                                                                                           NEWSPAPER
                                                                                              1,200        MAGAZINE
                                                                                              1,100
                                                                                              1,000       Consumers formulate their media usage habits in their
                                                                                              900         late-teens and early-20’s.
                                                                                              800
                                                                                                          As consumers age, these learned media usage habits
                                                                                              700
                                                                                                          persist. The high levels of Internet usage exhibited by
                                                                                              600         18-24 and 25-34 year olds will stay with them as they
                                                                                              500         age into the 35-54 age break.
                                                                                              400
                                                                                              300         The Internet will become the number one medium for
                                                                                                          most age groups by 2017.
                                                                                              200
                                                                                              100
                                                                                                          Note: No growth factors have been used in this 8 year forecast, except
                                                                                              0           to transfer a current age segment’s media habits (eg. 18-24), forward
                                                                                                          eight years to the ‘next older’ age group (eg. 25-34), in order to portray
                                                55+
                                25-34
                                        35-54
               Ad 18+


                        18-24




                                                                        25-34
                                                                                35-54
                                                                                        55+
                                                       Ad 18+


                                                                18-24




                                                                                                          the future media habits of that ‘next older’ age group. The forecast
                                                                                                          assumes NO significant changes will occur to existing consumer
                                                                                                          technology levels and inter-media choices/preferences -- highly unlikely!




                                                                                                                                                                             22
NOW = NADbank 2008 … Base: Adults 18+, French Canada
 The Internet’s
 8) Web Sites strong youth profile suit.


       There is a wide range of web site usage (BBM RTS, Fall 2009, comScore 2009).
                                                 Adults 18+, used 1+ times past 30 days
                                                 (percentages based on population, not Online Users)

                          Web Site Type          General                    Media                      Audio         Communication
                            Web-based Email                                                                                     54% 59%
                                       Search          50% 65%                                                                                        F – Female skew
                                      Banking          43% 45%                                                                                        M – Male skew
                                      Weather          42% 34%                                                                                        Y – Youth skew
                                         Maps          40% 35%
                                          Chat                                                                                  37% 47%
                                         News          31% 49%
                               Social Network          21% (F/Y) 58%
                                        Health         21% (F) 21%
                                 Radio Online                                   19% (Y) 16%
                           Newspaper Online                                     18% (M) 23%
                             Music Download                                                             18% (M/Y) 37%
                              On-Line Games            16% 41%
                                    TV Online                                   15% (Y) 32%
                                    Pro Sports         15% (M) 30%
                   Games/Software Download             12% (M/Y) 15%
                                          Auto         12% (M) 28%
                                   Real Estate         11% (F) 19%
                     WIKI (read or contribute)                                                                                  11% (M/Y)
                             Radio Streaming                                                            11% (M) 16%
                                  Home Décor           11% (F) 11%
                             Magazine Online                                    8% (Y)
                                   Restaurant          7% 20%
                              Fashion/Beauty           6% (F/Y) 17%
                     Blog (read or contribute)                                                                                  6% (M/Y) 42%
                                       Auction         5% (M/Y) 35%                                     4% (M/Y)
                    Radio Podcast Download                                                              3% (M/Y)
                                Internet Radio
                                                                                                                                                                       23
RTS BBM Fall ’09, French 18+ Base                                                    comScore August 2009, Total Unique Visitors in a month, % against PMB French18+ population
 The Internet’s strong
 9) Cells and Mobile youth profile suit.


       Cell phone and Mobile/Internet usage (BBM RTS, Fall ’09).
                                                            Used By Adults 18+
                                                           Cell phone   Mobile/Internet Access
                     Cell/Mobile Usage          Monthly     Weekly              Weekly
                      Any Cell Phone usage        62%
                             Text Messaging                   18%
                       Taking pictures/video                  14%
                          Calendar/organizer                  9%
                                    E-mailing                                    7%
                      Accessing the Internet                                     6% (M)
                     Blackberry-like devices      8% (M)
                           Listening to music                                    5%
                               Playing games                                     4% (M/Y)
                             Watch TV/video                                      4%
                           Instant Messaging                  6% (Y)
               Download ring tones/wallpaper                  5% (Y)




                                                                                                 24
RTS BBM Fall ’09, Total 18+ Base
 The Internet’s strong youth profile suit.
 10) Internet Imperatives


       Exploring Where/How Internet and TV Usage Differs.
       One-quarter of Canada’s adult population consists of Heavy Internet Users who watch relatively little TV: The ‘Internet
       Imperatives’. An additional 34% of the population - the ‘Dual’ group - are Heavy Internet Users who are also Heavy TV
       Viewers. The remainder is comprised of the ‘Television Imperative’ (heavy TV viewers but light Internet) and the ‘Light’
       group (light users of both media).
                                                                         Heavier
                                                                        Television
                                                                      Hours Per Week

                                  INTERNET              Q5          Q4         Q3          Q2          Q1
                              Hours Per Week            <9         9-15       15-22       22-33        33+

                                          15+

                                         6-15

                             Heavier      2-6

                                          0-2

                                            0

                                                    INTERNET                       TELEVISION
                                                                      DUAL                           LIGHT
                                                   IMPERATIVE                      IMPERATIVE


                           Adult 18+ Population       24%              32%            28%             16%



                                                                                                                                  25
PMB ’09, French 18+ Base
The Internet’s strong youth profile suit.
10) Internet Imperatives Product Purchase vs. TV Imperatives.


      Heavy Internet users and Dual Internet/TV users are Upscale Product Purchasers.

                                                            INTERNET                  TELEVISION
                                                                            DUAL                       LIGHT
                                                           IMPERATIVE                 IMPERATIVE


                                                               Indexed To Adult 18+ Population Composition

                       Own/recently purchased new car        107             103          88            105

              Spent $1,500+ per month on credit card         158             79           64            118

                      Carry $250,000+ in Life Insurance      209             76           45             85

                               Home valued at $400,000+      151             94           48            125

        Spent $750+ in past year on Sports Clothing          147             107          66             75

      $2,500+ spent on women’s clothing past year            147             116          48             92

                                Spend $250+ in Groceries     162             84           75             85




                                                                                                               26
Base: Adults 18+, French Canada, PMB ‘08
 The Internet’s strong youth profile suit.
 10) Internet Imperatives Product Purchase vs. Newspaper Imperatives


       Heavy Internet and Dual Internet/Newspaper users authorize Key Business decisions.


                                                                         INTERNET                  NEWSPAPER
                                                                                         DUAL                       LIGHT
                                                                        IMPERATIVE                 IMPERATIVE

        Authorize business decisions on…                                   Indexed To Adult 18+ Population Composition

                                           Finance and Investments        132             114           95               46

                                                Telecommunications        116             124           92               51

                                                         Computers        107             138           97               38

                                                   Office Equipment       134             124           77               51

                                                     Office Services      127             127           94               36

                                                  Business Facilities     106             122           96               66

                                          Equipment and Distribution      117             169           67           19*




                                                                                                                              27
Base: Adults 18+, French Canada, PMB’09
 The Internet’s strong youth profile suit.
 10) Internet Imperatives Product Purchase vs. Magazine Imperatives


       Heavy Internet and Dual Internet/Magazine users are Tech-Literate and Business travelers.


                                                                    INTERNET                    MAGAZINE
                                                                                    DUAL                       LIGHT
                                                                   IMPERATIVE                  IMPERATIVE

                                                                      Indexed To Adult 18+ Population Composition


                               Play video games 4+ times/week        131             117           69               79

                                Business Trips 6+ times per year     122             129           59               80

                      Spent $3,000+ on last Canadian holiday         151             117           43               93

                                    Bought HDTV in past 2 years      114             110           98               75

                        Have 2+ Personal Computers in home           128             128           75               58

           Purchased a Personal Computer within the year             121             123           80               66

               Bought 6+ pre-recorded DVDs past 3 months             113             129           83               61




                                                                                                                         28
Base: Adults 18+, French Canada, PMB’09
 The Internet’s strong youth profile suit.
 10) Internet imperatives Product Purchase vs. Radio Imperatives


  Heavy Internet users and Dual Internet/Radio users are Entertainment + Event Enthusiasts.


                                                                    INTERNET                     RADIO
                                                                                    DUAL                       LIGHT
                                                                   IMPERATIVE                  IMPERATIVE

                                                                      Indexed To Adult 18+ Population Composition

              Attended at least one Quebec event past year           105             111          101               70

         Attended at least one Quebec attraction past year           111             110           97               73

Attended Quebec sports/entertainment venues past year                122             118           87               63

                                Attended 10+ concerts past year      140              86           72           123#

            Attended Night Clubs/Bars 10+ times past year            118             122          100               38

                      Went to Movies 6+ times past 3 months          150             127           45               80

                            Visited museum 3+ times past year        117             124          103               31

         Ate at high quality restaurant 4+ times past month          114             124           79               71

                Used health/fitness club 10+ times past year         119             116           88               65

                          Visited Art Gallery 3+ times past year     155             114           85               38#

                                                                                                                          29
Base: Adults 18+, French Canada, PMB’09
The Internet’s strong youth profile suit.
11) Conclusions




    Use the Internet to reach...                                        More adults than Magazines and Newspapers.
                                                                                        More 18-24 year olds than TV.
                                                                              Almost as many 25-34 year olds as TV.

    Grow with the Internet!             Internet is Canada’s #3 medium in terms of total time spent.
                                     Internet is #1 medium in terms of time spent for 18-34 yr. olds.
             Internet’s share of time has grown from 14% in 2001 to 26% in 2008 in Total Canada.
           Internet’s share of time has grown from 11% in 2001 to 22% in 2008 in French Canada.
            Within 8 years, the Internet will be #1 medium in terms of time spent for 18-54 yr. olds.


    Underdeveloped Internet demos growing fast…                                                      Women and 55+.


    The Internet Is Imperative to your media plan!                                  Pairs effectively with other media.




For more information please go to www.iabcanada.com                                                                       30
IAB Canada members can access the entire report in the member centre.
The Internet’s strong youth profile suit.
11) Conclusions


      The Internet’s new rank position (amongst the 5 media)
       Base: Adults 18+, French Canada, PMB’09




                                                                        Weekly Time   Weekly
                                                                          Spent       Reach

                                                 Adults 18+                 #3         #3

                                                         18-24              #1         #1
                                                         25-34              #1         #2
                                                         35-54              #3         #3
                                                           55+              #4         #5

                                        $75m+ hhld income                   #3         #2
                                               Univ Grad+                   #1         #2




For more information please go to www.iabcanada.com                                            31
IAB Canada members can access the entire report in the member centre.
                                        2009 Canadian Media Usage Trend Study




                                                         Commissioned By:
                                        The Interactive Advertising Bureau (IAB) of Canada

                                                           Prepared By:
                                                          PHD Canada




                                                      Focus on French Canada
                                                              Version 5
                                                           February 22 2010




                                                                                             32
Executive Summary, French Canada, February 2010
The Internet’s
12) Appendix strong youth profile suit.




                                   Summary of Internet Usage Questions asked by
                                    four top Canadian Syndicated Media Surveys




                                                                                  33
Executive Summary, French Canada, January 2010
                                   NADbank




Daily market list (not full country).
NADbank ’08 study, 2 waves, Jan-June ‘08 and
Sept-Dec ‘08.


“Have you personally accessed the Internet in the
past 3 months either at home or somewhere else.
Approximately how much time, in total, did you
spend on the Internet yesterday?”




                                                    34
                           PMB              NADbank




PMB Spring ’09, 2 year study reflects ’07 and ’08 fieldwork
Oct’06-Sept’08.


“As you know, people logon to the Internet for different
reasons. Sometimes it is to send or receive e-mail,
sometimes to access specific web sites for information or for
entertainment, or to connect to an online community. When
was the last time that you personally accessed the Internet,
either from home or somewhere else?”




                                                              35
    BBM RADIO RTS         PMB             NADbank




BBM RTS Spring’09 study collected data Feb’08-Feb’09 from
Spring’08 and Fall’08 radio diary respondents.

BBM RTS Fall ‘09 study collected data Nov’08-July’09 from
Fall’08 and Spring’09 radio diary respondents.



BBM RTS Internet Question
“Did you personally connect to and use the Internet
yesterday, either at home or somewhere else? (e.g. email,
world wide web, newsgroups)? On an average day (Monday
to Sunday), how long would you spend on the internet.




                                                            36
    comScore
                      BBM RADIO RTS           PMB   NADbank




2009 data is averaged for March/April 2009.
Measures Internet only.
Panel based.




Includes Internet based e-mailing activity.




                                                              37
Types of Website Usage: BBM RTS Survey 2008-2009




                                                   38
Types of Wireless/Mobile Usage: BBM RTS Survey 2008-2009




                                                           39

				
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