fall 2014: top 5 sneak peek - media technology monitor issued: february 17, 2015 . top 5 sneak peak...

www.mtm-otm.ca For Internal Distribution Only See Appendix for permissible uses © The MTM trademark is copyrighted by CBC/Radio-Canada

+ Fall 2014: Top 5 Sneak Peek

A Brief Review of MTM’s Latest Findings

+

Issued: February 17, 2015

Top 5 Sneak Peak – MTM Fall 2014

Use or distribution of MTM/OTM data is governed by your organization’s client agreement and may require prior approval from CBC/Radio-Canada www.mtm-otm.ca

Introduction + The Fall 2014 MTM is out of the field, and it’s time to review the

latest data. This fall, clients will find hundreds of new questions on everything from newspapers to personalized music services to Everywhere TV to Second Screen TV and much more.

+ This report provides a brief overview of some of the MTM’s newest findings from the Fall 2014 data and highlights some of what’s to come from the upcoming season of reports.

+ Data for this report comes from the Media Technology Monitor

(MTM)*, including the latest Fall 2014 survey.

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* See the appendix for further information on our survey methodology and permissible uses.



Top 5 Sneak Peak

3

Online Newspaper Subscriptions

Online Content Creator

Second Screen

Google Chromecast

American IP Address Usage



Online Newspaper Subscriptions



Perhaps not surprisingly, newspaper subscriptions are more popular among older

Canadians

One in five Canadian households subscribes to a newspaper

Newspaper Subscriptions Canadians 18+

%

Subscribes to a

Newspaper 19%

Does Not Subscribe

to a Newspaper

81% 7%

11%

23%

43%

18-34 35-49 50-64 65+



A third of newpaper subscribers are paying for an online subscription

Type of Newspaper Subscriptions Canadians with Newspaper Subscriptions 18+

%

Paper Copy Only 67%

Online Subscription

Only 11%

Both Online and Paper

Subscription 22%

However, most of those who subscribe to

an online newspaper also subscribe to a

hard copy of the same paper

The physical newspaper is still the most popular

method for newspaper subscribers



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* The Data Analysis Tool (DAT) available to MTM subscribers via the Portal

Want more? Check out questions 17-18 & 59-56 on the DAT* and click here to subscribe to our email distribution list to be notified when the Spring Netflix Report is released

Want more? Check out the new “Newspaper” section on

the DAT* and click here to subscribe to our email

distribution list to be notified when our new expanded News Enthusiasts report

is released

http://mtm.forumresearch.com/EmailAlerts



Online Content Creators

8



Three in five online Canadians have created content on the web

Online Content Creators Online Canadians, 18+

%

60

Online Content Creators

This includes posting or commenting on a

blog, posting photos, uploading videos, commenting on a

news story or article, and writing a review



The most popular activity for creating content is posting photos online

10

82

35 34

21 15

Posted Photos Uploaded Videos Commented on a NewsStory or Article

Posted Content on/to aBlog

Wrote a Review for aMovie, Hotel, Restaurant,

etc.

Types of Online Content Created Canadian Online Content Creators 18+

%

Online content creators are more than twice as likely to post photos than to create other types of online content



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Check out questions 6 & 7 from our Online Questionnaire on the DAT*

and click here to subscribe to

our email distribution list to be notified

when our Content

Creation report is released




Second Screen

12



More than half of online Canadians are engaging with TV online

13

Second Screen Online Canadians 18+

%

Yes 57%

No 43%

81% of online Canadians say they

use the Internet while watching TV. 42% do it often or

almost always



64

51

35 31

16 14 11

Looked upinformation online

about a TV programwhile watching it

'Liked' a show onFacebook

Researched aproduct you just

saw in a commercialwhile watching TV

Joined a Facebookpage dedicated to a

TV show

Downloaded an appfor a TV show

'Voted' for acontestant on a TV

show

Followed a Twitterfeed related to a TV

show

A lot of what they are doing is looking up information about shows and advertisements online

14

Direct interaction via Twitter and voting are less

common activities

Second Screen Activities Online Canadians who Engage with TV Shows Online 18+

%



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Check out questions 40-45 from our Online

Questionnaire on the DAT* and click here to subscribe

to our email distribution list to be notified when our new Second Screen report

comes out




Google Chromecast

16



12

3 2

1

Apple TV Chromecast Roku Other

New on the market, 3% of Canadians have bought a Google Chromecast

17

Devices Owned To Connect TV to Internet Canadians 18+

% Although AppleTV has a head start in

the market, Chromecast has already made an impact in Canada

since its release in March 2014



40

23 23 23 22 20 20 17

5 3

31

18 18 17

83

13 15 15

6 3

53

34

15

41

23

32

25 21

87

1

Laptop DesktopComputer

Smart TV -Built In

Connection

PlayStation Apple TV Wii Blu-ray DVDPlayer

Xbox GoogleChromecast

Tablet

Total AppleTV Owners Chromecast Owners

Those who have bought Chromecast are using it

18

Devices Used to Connect the TV Set to the Internet Canadians Who Connect their TV Sets to the Internet 18+

%

7 of 8 Chromecast owners who

connect their TV to the Internet

use their device



19


Use the DAT* to check out question 16c from our Telephone Questionnaire & question 3 from the Online Questionnaire

to learn more



American IP Address Usage

20



Nearly three in ten Canadian Netflix viewers say they use the American version of the service, using an American IP address

21

Watched American Version of Netflix Canadian Netflix Users 18+

%

29%

Watched American Version of

Netflix

The American service offers more content than the Canadian version, making it

desirable for Canadian consumers



62

9

28

Netflix Viewers

American Netflix Content

Other American Content,But Not Netflix

Don't Access AmericanContent Via American IPAddress

Nearly four in ten Canadian Netflix users are accessing some sort of American content, Netflix or otherwise

22

Used American IP Address to Access Content Not Available in Canada

Canadian Netflix Users 18+ %

One in ten Canadian Netflix viewers uses an

American IP address to access content other than

Netflix



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Want more? Use questions 15 & 16 from our Online Questionnaire on the DAT* and check out the Netflix report when it’s released



Appendix 1

Survey Methodology and Permissible Uses

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Methodology and Permissible Uses Methodology

+ The 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, 2,946 completed a follow-up online questionnaire. The transition rate among online respondents from telephone to online is above 40%.

+ 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.

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* Excludes the Territories



Methodology and Permissible Uses (con’t) + The results reported here are based on the Fall survey of 8,004 respondents

(including 1,172 cell-phone only) across all regions of Canada*. The response rate is over 31%.

+ English language interviews were conducted by Forum Research Group while French language interviews were conducted by Recherche Ad Hoc.

+ Results based on the total sample of 8,004 respondents are accurate within plus or minus 1.1 percentage points 19 times out of 20.

Permissible Uses + This 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 2014 is clearly cited as the source of such extracts or references.

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Please visit the MTM portal to access other MTM reports, data summary tables,

and our interactive data-analysis tool.

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fall 2014: top 5 sneak peek - media technology monitor issued: february 17, 2015 . top 5 sneak peak...

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