rogers innovation report tackles canadian video viewing habits

© 2013 Rogers Communications

ROGERS INNOVATION REPORT: TV VIEWING HABITSQuantitative Research Highlights

May 2013


ROGERS INNOVATION REPORT: RESEARCH METHOD

• A national survey of n=1,000 respondents was conducted by Head Research among adult Canadians, along with an additional n=275 interviews to augment the sample size of particular regions.

– Respondents were sourced from available non-probability based panels. The national sample size of N=1,275 provides a statistical margin of error of +/- 2.7%, 19 times out of 20, assuming that panelists do not differ from non-panelists and respondents do not differ from non-respondents. Analyses of sub-groups are subject to a larger margin of error due to the smaller size of such groups.

– The national-level data in this report has been weighted to match the national population profile, therefore reducing the influence of regions with additional interviews back to their non-augmented proportions.

– Fieldwork was conducted between April 3 and April 8, 2013.– Numbers shown in the report may not sum to 100% due to rounding to

the nearest whole number, or where multiple responses were allowed. These instances are noted on relevant charts.


0 10 20 30 40 50 60 70 80 90 100

56

69

12

18

22

16

21

31

22

15

67

51

Up to 2 hours 3 to 4 hours 5 hours or more

Think back over the last year and try to recall when you spent the most amount of time watching programs, movies and events from any source. Please tell us the number of hours you recall

spending on each of the items below.

Average hours

5.6

6.8

2.4

3.1

Q130a/b. Total, excluding Don't knows; bases Q130a n=1022, Q130b n= 1032; effective sample sizes Q130a n=813, Q130b n=821 (80%) Q130c/d. All On-Demand viewers, excluding Don’t knows; Weight: Population; Q130c base n= 559, Q130d base n=562; effective sample sizes Q130c n=445, Q130d n=447 (80%)

The greatest number of hoursyou have spent watching…

…programs, movies or events in one day during the week

...programs, movies or events in one day during the weekend

...On-demand content in one day during the week

...On-demand content in one day during the weekend

(%)

TV MARATHONS: TOTAL HOURS VIEWED

THE AVERAGE CANADIAN’S LONGEST VIEWING MARATHON LASTED 5.6 HOURS ON A WEEK DAY AND ALMOST 7 HOURS DURING THE WEEKEND• Two-thirds of Canadians (67%) have had a viewing marathon that has lasted 5 hours or more during the weekend and

half (51%) have watched the same amount on a week day.• Growing in momentum, the average On-Demand viewing marathon is less than half the length of the average viewing

marathon from other sources, with marathon viewing more predominant on weekends than weekdays.• Households with children have had significantly shorter weekday viewing marathons than households without (4.9

hours on average vs. 6.0 hours). Males have had significantly longer weekend viewing marathons than females (7.2 hours on average vs. 6.3 hours).


0 10 20 30 40 50 60 70 80 90 100

68

84

36

47

25

11

27

30

7

5

37

24

Up to 2 episodes/movies 3 to 4 episodes/movies5 episodes/movies or more

Some people like to watch several episodes of a program or movies back-to-back, or in a concentrated period of time. So, still regarding the past year, please now think about the total

number of episodes of a program, or total number of movies you recall watching back-to-back, one after the other, from any source. Please enter the numbers below.

Average #

4.0

4.6

1.7

2.2

…episodes of a program that you've watched back-to-back, one after the other

during the week

... episodes of a program that you've watched back-to-back, one after the other

during the weekend

...movies that you've watched back-to-back, one after the other during the week

...movies that you've watched back-to-back, one after the other during the weekend

TV MARATHONS: TOTAL EPISODES/MOVIES VIEWED BACK-TO-BACK

THE AVERAGE CANADIAN HAS WATCHED 4 EPISODES OF A PROGRAM BACK-TO-BACK ON A WEEKDAY• Viewing sessions during the weekend are longer: an average of 4.6 episodes on the weekend vs. 4.0 episodes on a

weekday.• Over a third of Canadians (37%) have watched 5 or more episodes in a row on the weekend.• Almost a third (32%) of Canadians have watched 3 or more movies in a row on the weekend (a combination of 25%

who have watched 3 to 4 movies and 7% who have watched 5 or more movies).• Overall, 81% of Canadians have watched 3 or more episodes back-to-back or 2 or more movies back-to-back at some

point in the past year.

Q135a-d. Total, excluding Don't knows, Weight: Population; bases range from 1004 to 1034; effective bases range from 798 to 828 (79%); Numbers may not sum to 100% due to rounding

The greatest number of hoursyou have spent watching…

(%)


TV MARATHONS: TOTAL EPISODES/MOVIES VIEWED BACK-TO-BACK BY AGE

CANADIANS 34 OR UNDER HAVE HAD SIGNIFICANTLY LONGER TV MARATHONS THAN THOSE OVER 34• Canadians aged 35 to 54 have significantly longer weekend marathons than those aged 55 or over.

34 or under 35 to 54 55 or over0

1

2

3

4

5

6

7

5.4

3.53.3

6.6

4.2

3.2

2.11.6 1.4

2.62.2

1.8

Episodes back-to-back during the week Episodes back-to-back during the weekend

Movies back-to-back during the week Movies back-to-back during the weekend

Ave

rag

e n

um

be

r o

f e

pis

od

es/

mo

vie

s vi

ew

ed

ba

ck-

to-b

ack

Some people like to watch several episodes of a program or movies back-to-back, or in a concentrated period of time. So, still regarding the past year, please now think about the total

number of episodes of a program, or total number of movies you recall watching back-to-back, one after the other, from any source. Please enter the numbers below.

All

All

All

All

Significantly higher than named group at 95% confidence

55 or over

55 or over

Q135a-d. Total, excluding Don't knows, Weight: Population; bases range from 290 to 409; effective bases range from 213 to 330 (79%)


• An On-Demand Marathon Viewer has watched one of the following amounts of On-Demand content on their television in the past year:

• 3 or more episodes of a program back-to-back on a weekday

• 3 or more episodes of a program back-to-back during the weekend

• 3 or more episodes of a program over an entire weekend

• More than 2 movies back-to-back on a weekday

• More than 2 movies back-to-back during the weekend

• More than 2 movies over an entire weekend

On-Demand Maratho

n Viewers

57%

43%

ON-DEMAND MARATHON VIEWERS: DEFINITION

MORE THAN 4 OUT OF 10 ON-DEMAND VIEW CONTENT IN MARATHON SESSIONS

Q137. Now think about the maximum amount of time you have spent watching programs or movies using On-Demand services over the past year on your television. Please enter the numbers in the boxes below.Constructed variable from Q137a-f. All On-Demand Viewers with a television, excluding Don't knows answering at least one of Q137a-f. Weight: Population; base n = 567; effective sample sizes = 456 (80%)


1

4

7

22

27

29

32

36

37

43

47

54

Why do you watch many episodes of a program or movies in a short space of time?

Quebecois significantly less likely to say this: 13% vs. 30% elsewhere

Significant Differences By Age

34 or Under

Over 34

57 41

56 36

53 28

(%)

Significantly higher than other group at 95% confidence.

TV MARATHONS: REASONS FOR WATCHING MULTIPLEEPISODES OR MOVIES

THE REASONS FOR WATCHING MULTIPLE ITEMS GIVE A CLEAR PICTURE OF ENGAGEMENT AND ENJOYMENT • The most popular reason why the majority of Canadians who watch multiple episodes or movies one after another is for

personal enjoyment (54%), followed by almost half (47%) who like to ‘watch as much of it as (they) can’. • Canadians 34 or under are significantly more likely than those over 34 to say they watch multiple episodes or movies

because of wanting to ‘watch as much of it as (they) can,’ being able to ‘really get in to the storyline’ and/or not wanting to ‘wait to find out what happens next.’

I just really enjoy watching them

When I find a program I like I just want to watch as much of it as I

canI can really get in to the storyline

I don't want to wait to find out what happens next

It means I have less interruption from advertisements

I want to catch up on episodes so I am at the same point as

friends/family/colleaguesI don't normally have time to watch much so when I get time I like to make

up for itI prefer to watch something I know I like rather than try and find

something newThey start automatically and it's easy to just let them run

It is an excuse to get together with friends/family/colleagues

Something else

None of the above

Q140. All watching in one go more than: two episodes or two movies in one day or four episodes or three movies at the weekend; Weight: Population; base n = 645; effective sample size = 513 (79%). Multiple responses were allowed.


< 7hrs p.w. <1 hr p.d on

average

8-14 hrs p.w. >1 <2 hrs p.d on

average

15-24 hrs p.w. >2 <3 hrs p.d on

average

25-32 hrs p.w. >3 <4 hrs p.d on

average

33-40 hrs p.w. >4 <5 hrs p.d on

average

41-48 hrs p.w.

>5 <6 hrs p.d on average

49-56 hrs p.w.


57-64 hrs p.w.


>64 hrs p.w. >8 hrs p.d on average

-

5

10

15

20

25

17

22 23

16

9

6

3 1

2

Q110. Total sample, excluding ‘don’t know’; Weight: Population; base n = 1272; effective sample size = 1017 (80%)

In total, approximately how much time do you spend watching programs, movies and events in an average week, from Monday to Sunday,

regardless of device used?

Average hours 22

% > 24 hours 38

% > 32 hours 22

% > 40 hours 12

Numbers may not sum to 100% due to rounding

(%)

TV MARATHONS: TOTAL HOURS VIEWED

THE AVERAGE CANADIAN WATCHES 22 HOURS OF CONTENT IN A NORMAL WEEK - JUST OVER 3 HOURS A DAY• Just over 1 out of 10 Canadians (12%) watches more than 40 hours of content in a normal week.• Canadians 55 years or older watch significantly more hours of content than those under 55 (25.7 hours on average

vs. 20.5 hours).• British Columbians watch significantly more content than other Canadians (25.2 hours on average vs. 21.5 hours).

© 2013 Rogers CommunicationsQ291.All who personally watch a television but have other devices available; Weight: Population; base n = 1110; effective sample size = 871 (78%). Q293. All using a smartphone, phablet, tablet, laptop or desktop computer while watching television; Weight: Population; base n = 774; effective sample size = 605 (78%) . Multiple responses were allowed.

Device % used by you

Laptop computer 41

Smartphone/phablet 33

Desktop computer 22

Tablet 15

ONE OF THE ABOVE FOUR 70

A media player (e.g. iPod touch, Galaxy player etc.)

9

Monitor, not part of a desktop computer 3

Video projector 1

Another device with a screen 2

None of the above 29

General internet browsing

Reading or sending emails

Playing games

Checking social media

Reading or sending text messages.

Working or studying

Writing status updates/comments/tweets on social media

Instant Messaging (e.g. WhatsApp, BBM, Skype)

Posting photos to social media

Listening to music/radio

Watching short videos (e.g. YouTube)

Watching another program or movie

Making video calls

Other (specify)

None of the above

64

59

46

45

36

21

18

15

13

13

12

6

5

5

7

Which, if any, of the following things are you personally doing with a smartphone, tablet or computer while watching

programs, movies or events on another device in the same room?

When you are watching programs, movies or events on the television, which, if any, of the following devices are often being used at the same time, in the same room, by you or by

other household members?

(%)

MULTI-SCREEN TASKING: WHEN WATCHING TELEVISION

SEVEN OUT OF 10 CANADIANS WITH THE DEVICES AVAILABLE OFTEN USE A SMARTPHONE, TABLET OR COMPUTER WHILE WATCHING TELEVISION• General internet browsing is the most popular

activity on a second screen (64%), followed by checking emails (59%), playing games (46%) and checking social media (45%)


36

20

17

15

14

14

3

46

Q294. Total sample; Weight: Population; base n = 1282; effective sample size = 1015 (79%). Multiple responses were allowed.

In the past three months which, if any, of the following have you personally done while watching programs, movies or events on any device?

Looked up information online about the program, movie or event you were watching or the actors

in it

Read comments/updates/tweets on social media about the program, movie or event you were

watching

Sent a text message to someone about the program, movie or event you were watching

Checked the program, movie or event site or social media page/feed

Made a status update/comment/tweet on social media about the program, movie or event you

were watching

Received a text message from someone about the program, movie or event you were watching

Tweeted the actors/presenters of the program, movie or event you were watching

None of the above

(%)

MULTI-SCREEN TASKING: RELATED TO CONTENTBEING VIEWED

OVER A THIRD (36%) OF CANADIANS HAVE LOOKED UP INFORMATION ONLINE ABOUT THE SHOW THEY WERE WATCHING AT THE TIME• One out of 5 (20%) have monitored social media activity about the content that they were watching, and 1 in 7

(14%) have updated social media or have made a comment about the content they were watching.


Another device with a screen

Video projector

Monitor, not part of desktop computer

Tablet

Media player

Smartphone/Phablet

Desktop computer

Laptop computer

Internet-enabled television

Television, not internet-enabled

Television, Any (NET)

10

5

14

31

38

58

71

75

27

90

96

8

4

10

23

27

42

57

60

23

84

90

% Using device personally % With device available in household

Q100. Total sample; Weight: Population; base n = 1282; effective sample size = 1029 (80%) . Multiple responses were allowed.

Average # used personally

Average # in household

1.6 2.2

1.3 1.8

0.3 0.4

0.7 1.1

0.6 0.9

0.5 1.1

0.3 0.6

0.2 0.4

0.1 0.2

0 0.1

0.1 0.1

How many of the following devices, if any, do you, personally, use to view programs, movies and events, and how many, if any, are available in your household?

(%)

TV MARATHONS: DEVICES USED TO VIEW CONTENT

NINE OUT OF 10 (90%) CANADIANS WATCH CONTENT ON A TELEVISION• Computers are the second most popular devices to watch content on, with 60% of Canadians viewing content on a

laptop, and 57% on a desktop. Smartphones and tablets are also popular, at 42% and 23% each, respectively.• Almost 9 out of 10 (86%) Canadians watch content on a device other than a television, rising to 92% for those under

34.• Seven out of 10 (71%) Canadians watch content on a laptop, smartphone/phablet or tablet, rising to 86% for those

under 34.


When eating on your own

In bed

When eating with others

When cooking

When doing household chores

When exercising

When on a phone call

When at work

When sitting on the toilet

In a car/van/truck/motorcycle

When on public transport/commuting

When in the bath

When waiting in line

When at school, but not attending a class

When attending a class at school

During a meeting

When attending a public performance

When attending a religious ceremony

None of the above

76

56

49

47

39

33

19

12

10

9

9

7

5

3

2

1

1

0

7

Q320. All viewing content on smartphone , phablet or tablet; Weight: Weight; base n = 608; effective sample size = 486 (80%) . Multiple responses were allowed.

Have you ever watched programs, movies and events in any of the following situations?

VIEWING HABITS: SITUATIONS WHERE CONTENT IS WATCHED

OVER HALF (54%) OF CANADIANS WHO VIEW CONTENT ON A SMARTPHONE, PHABLET OR TABLET HAVE VIEWED CONTENT IN BED• More than 1 out of 10 (12%) Canadians who view content on a smartphone, phablet or tablet have viewed content at

work.

(%)


Went to bed late

Neglected household chores

Been tired at work because you stayed up

Grabbed something quick to eat instead of making a proper meal

Got out of bed earlyBeen too tired to take as much care in your appearance as normal because you

stayed upRescheduled plans to meet friends or family

Arrived at work late because you stayed up

Not gone to planned meetings with friends or family

Arrived at school late because you stayed up

Called in to work "sick"

Stayed away from school "sick"

Skipped/stood up a date

None of the above

80

44

36

33

26

11

8

6

3

3

2

2

2

13

Q350. Total sample; Weight: Population; base n = 1282; effective sample size = 994 (78%).

TV MARATHONS: EFFECTS ON DAILY LIFE

EIGHT OUT OF 10 CANADIANS HAVE GONE TO BED LATE IN ORDER TO WATCH A PROGRAM,EVENT OR MOVIE• Many have neglected household chores (44%), been tired the next day because they stayed up late (36%), and/or

grabbed something quick to eat instead of making a proper meal (33%) as a result of watching a program, movie or event. One in 10 (11%) have allowed their viewing habits to affect their appearance the next day from being too tired.

• Significantly more women (51%) than men (38%) say they have neglected household chores in order to watch a program, event or movie.Which, if any, of the following have ever happened to you because you wanted to watch a

program, movie or event?

Significantdifferences by Gender

Male Female

Neglected household chores 38 51

Got out of bed early 30 21

Arrived at work late 8 4

(%)

Significantly higher than other group at 95% confidence. Multiple responses were allowed.


None of the above

Something else

Musicals

Westerns

War

Animation

Horror

Epic/historical

Crime/Gangster

Documentaries

Sci-fi/fantasy

Thrillers

Adventure

Drama

Action

Comedy

4

3

10

12

16

17

19

20

33

34

34

37

40

52

53

62

Q201. Total sample; Weight: Population; base n = 1282; effective sample size = 1029 (80%)

And which genres or styles of programs or movies are you most likely to spend large single amounts of time watching? By single amounts of time we mean watching several programs or

movies back-to-back, one after the other, or in a prolonged, concentrated period of time

% Significant differences by age

Genre34 or under

35-5455 or over

Comedy 71 62 52

Horror 28 17 10

Animation 25 17 9

Westerns 6 12 18

(%)

Significantly higher/lower than other group at 95% confidence. Multiple responses were allowed.

TV MARATHONS: PROGRAM OR MOVIE GENRES

CANADIANS’ FAVOURITE GENRES FOR MARATHONS ARE COMEDY, ACTION AND DRAMA• Six out of 10 (62%) Canadians say they are most likely to spend large single amounts of time watching comedy, and

over half (53%) watching action and/or drama (52%).• There are significant differences by age: those under 34 are more likely to say they’ll watch comedy, horror and

animation, and less likely to watch Westerns.


I let my spouse/partner choose whatever he/she wants to watch

My spouse/partner lets me choose whatever I

want to watch

My spouse/partner chooses something he/she thinks we'll

both like

I choose something I think we'll both like

My spouse/partner will give me a few options

to choose between

I will give my spouse/partner a few

options to choose between

We'll decide together Other

30 22

33 30

17 15

49

0

20 25

32 33

19 16

52

2

25 2332 31

18 15

51

1

Male Female Overall

Q246. All with a spouse/partner but no children who watch content at least rarely with the spouse/partner; Weight: Population; base n = 514; effective sample size = 399 (78%) . Multiple responses were allowed.

Never

I prefer not to say

Rarely

Somewhat frequently

Very frequently

1

1

11

39

49

When you watch programs, movies or events with your spouse/partner which, if any, of the following are ways you decide what to watch?

• The majority (88%) of people who live with a spouse or partner but have no children in their household watch content together.

• Deciding what to watch is largely a matter of compromise: half (51%) of those watching content together decide together and almost a further third (31%) choose something they think their partner will like.

• A quarter (25%) are likely to let their partner choose what to watch, and men are significantly more likely to claim they let their partner choose what to watch (30% men vs. 20% women).

How often do you watch programs, movies or events

together with your spouse/partner?

Q245. All with a spouse/partner but no children; Weight: Population; base n = 520; effective sample size = 404 (78%)Numbers may not sum to 100% due to rounding

(%)

Significantly higher than named group at 95% confidence

Female

(%)

WATCHING WITH OTHERS: WITH SPOUSE/PARTNER

MEN ARE MORE LIKELY TO CLAIM THAT THEY LET THEIR PARTNER CHOOSE WHAT TO WATCH


I am unlikely to spend long, single amounts of time watching programs/events

Something else

Religious programs

Children's educational content

Children's entertainment, including non-educational cartoons

Music

Travel

Game shows

Interests/hobbies

Reality TV

News, reporting and analysis

Sports

Documentaries

Sitcoms

Drama

4

6

3

6

10

13

15

15

30

32

35

36

37

42

53


Which type or types of programs or events are you most likely to spend large single amounts of time watching? By single amounts of time we mean watching several programs or events back-to-back, one after the other or

prolonged coverage of one event (e.g. news coverage of a catastrophe, golf tournaments)

Significant differences by gender

Male Female

Sports 52 20

Documentaries 42 32

Drama 43 63

Significantly higher than other group at 95% confidence. Multiple responses were allowed.

(%)

TV MARATHONS: PROGRAM OR EVENT TYPES

CANADIANS ARE MOST LIKELY TO SPEND LARGE AMOUNTS OF TIME WATCHING DRAMA (53%) AND SITCOMS (42%)• Documentaries, sports and news/analysis are all also popular at 37%, 36% and 35% respectively.• Sport is significantly more popular among males than females (52% vs. 20%), and drama significantly less popular

among males than females (43% vs. 63%).


48 13 16 16 20 22 24 34

52 87 84 84 80 78 76 66

Not hosted or attended Hosted or attended


Over the past year, have you hosted or attended any parties/get-togethers arranged for watching any of the following types of

programs, movies or events?

Did both men and women attend the most recent program/movie party/get-together, or was it just for

one gender? 76 13 8 3

How many people in total attended the most recent program/movie party/get-together?

Under 5 5 to 9 10 to 19 20 or more

37 42 16 5

Average attendance

7.3

Q301/Q30. All hosting or attending a viewing party; Weight: Population; base n = 609; effective sample size = 491 (81%)

?

(%)

WATCHING WITH OTHERS: VIEWING PARTIES

ALMOST HALF OF CANADIANS (48%) HAVE ATTENDED A VIEWING PARTY IN THE LAST YEAR• Sport is the most popular category of viewing party, with 34% having attended and/or hosted a sports-based viewing

party.• The majority of viewing parties (76%) are open to men and women, and the average number of attendees is just over

seven (7.3).


Appendix


Ontario Quebec British Co-lumbia

Alberta New Brunswick Newfoundland and Labrador

Other0

10

20

30

40

50

30

19

11 9 12 12 9

38

24

13 11

2 2

11

Region UnweigtedWeighted

Less than $30,000

$30,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 or more Don't know/Prefer not to answer

0

10

20

30

40

1518

24

16 1611

1518

24

16 17

10

Household Income

Less than high school

Completed high school

Partial/complete technical, college or

CEGEP

Partial/complete undergraduate

Partial/complete professional

Partial/complete master's or higher

0

10

20

30

40

50

4

3034

22

4 64

3034

22

4 6

Educational attainment

Male Female0

20

40

60

80

465450 50

Gender

34 or under 35-54 55 or over0

10

20

30

40

50

60

28

403231

40

29

Age

Single person With children Spouse/partner, no children

Other0

10

20

30

40

50

60

18

30

41

1119

3038

13

Household Status

Total sample. Weighted. base n = 1282; effective sample size = 1029 (80%)Numbers may not sum to 100% due to rounding

APPENDIX: DEMOGRAPHICS

DATA WERE WEIGHTED TO THE NATIONAL POPULATION PROFILE

rogers innovation report tackles canadian video viewing habits

Technology

week episodes

week movies

total number of episodes

longer weekend marathons

demand viewing marathon

q130d n

total episodesmovies

q130b n