ADWEST MEDIA USAGE SURVEY 2013 HOW GEOGRAPHY IMPACTS LIFESTYLE, SHOPPING HABITS AND MEDIA USAGE...
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Transcript of ADWEST MEDIA USAGE SURVEY 2013 HOW GEOGRAPHY IMPACTS LIFESTYLE, SHOPPING HABITS AND MEDIA USAGE...
ADWEST MEDIA USAGE SURVEY
2013 HOW GEOGRAPHY IMPACTS LIFESTYLE, SHOPPING HABITS AND MEDIA USAGE
Communities 50K to 100K
HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES
STUDY OBJECTIVES:
1. To determine what impact ‘community’ has on the types of news and information that people are interested in and the sources they use to seek out that information.
2. To identify influences and factors that could play a role in how people in different types of communities access information.
3. Use the information to quantify the differences between populations living in rural areas and smaller communities against those living in larger cities and metropolitan areas.
4. How does media accessibility influence the sources people use to get information.
Communities 50K to 100K
THE STUDY• Commissioned by AdWest Marketing Inc and conducted by Totum
Research Inc.
• Survey: 8-Page Mailed Questionnaire. Sample was selected by SM Research split into 1,000 random addresses within each of the 5 geographic groups for a total of 5,000 addresses in Alberta, Saskatchewan, Manitoba and Northwest Territories/Nunavut
• Communities: Under 5,000 Population and Rural• Communities: 5,000 to 10,000 Population• Communities: 10,000 to 50,000 Population• Communities: 50,000 to 100,000 Population• Communities: Over 100,000 Population
• Surveys addressed to the resident of the household 18 years of age or older and the next to celebrate a birthday in the household.
• Timing: Mid November 2013 – Mid January 2014
Communities 50K to 100K
SAMPLE SIZES AND RESPONSE RATES
The maximum margin of error for 1,015 responses is ±3.1% at the 95% confidence level. For 200 responses it is ±6.9% at the 95% confidence level.
Communities 50K to 100K
COMMUNITY ENGAGEMENT
Communities 50K to 100K
2%6%
19%
17%45%
12%
Length of Time Lived in Your Community
Length of time in this community Less than 1 year 1 to 5 years 6 to 10 years 11 to 20 years
More than 20 years All your life
Respondents in medium-sized cities (50-100K) were less likely to have lived in the community their entire life than were respondents in smaller cities and rural areas
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
38%
60%
2% 1%
Do You Know the Names of Neighbours Who Live Close to You
Yes, know them all
Yes, know only some
No, don't know any
Do not have neighbours close by
Respondents in medium-sized cities were less likely to know the names of their
neighbours than were the respondents in smaller communities. This suggests that the interests and lifestyles of residents in
different community sizes vary
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
ENGAGEMENT WITH NEWS AND SOURCES OF NEWS
Communities 50K to 100K
More time per day About the same amount of time Less time per day0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
29%
65%
6%
Time Personally Spent With News Compared to 2 Years Ago
Respondents in the 50-100K popula-tion sample group were more likely to be spending More Time per Day with
the news than they did 2 years ago than any of the other community sizes included in the study. Fully, 94% of
respondents indicated that they spend at least the same amount of time with
the news.
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
Inte
rnat
iona
l New
s
Most o
f the
tim
e
Only
whe
n so
met
hing
is h
appe
ning
Seld
om o
r Nev
er
Not st
ated
Natio
nal N
ews
Most o
f the
tim
e
Only
whe
n so
met
hing
is h
appe
ning
Seld
om o
r Nev
er
Not st
ated
Loca
l New
s
Most o
f the
tim
e
Only
whe
n so
met
hing
is h
appe
ning
Seld
om o
r Nev
er
Not st
ated
0
10
20
30
40
50
60
70
80
90
100
47.9
36
10.45.8
64
27.1
7.11.8
66.9
26.9
4.1 2.1
How Closely Do You Follow Specific Types of News
Respondents were engaged with local news more than any other news type. They were also the least engaged
with national and international news of the three city sizes sampled
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
0%10%20%30%40%50%60%70%80%90%
100%
60%47%
65% 60%
10%20%
10% 6% 11%3%
21%10%
35%
Frequency of Media Use at Least Once Per Week
Traditional Media
As was the case in smaller communities, traditional
media was reported as the media most likely to be
referred to at least once per week for information about
the community
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
Blog about your local
community
Your city or town's website
Local printed
community newspaper
Local community newspaper
website
Local store website
Local radio station
Social media e.g. Facebook, Twitter, Myspace
etc.
Local TV station
Other None of the above
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 1%
44%
6%
0%
32%
6%
11%
1%6%
Favourite Source for Local News
Like respondents in smaller communities and rural areas, respondents in cities of 50-
100K indicated that the print version of the local
community newspaper was the favourite source for local
news and information
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
15%20%
32%
5%
14% 16% 14% 12%
28%
15%
24%
Sources Relied on For Information About Local Top-ics of Interest
City/Town Website
Printed Local Community Newspaper
Daily Newspaper or its Web-site
Radio
TV
Store Website
Social Media
Other
Never Seek This Info
Respondents were more likely to seek out traditional media for information on local topics of interest. The print version of the local newspaper was the #1 source for in-formation on community events and local housing and real estate. It was amongst
the top 2 sources for information on local businesses and schools and education
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
Fede
ral P
oliti
cs, C
ampa
igns
and
Pro
gram
s
Prov
incial
Pol
itics
, Cam
paig
ns a
nd P
rogr
ams
Loca
l Pol
itics
, Cam
paig
ns a
nd P
rogr
ams
Health
Info
rmat
ion
and
Serv
ices
Taxe
s an
d Ta
x Issu
es
Build
ing,
Dev
elop
men
t and
Zon
ing
Social
Ser
vice
s, H
ousing
, Foo
d, C
hild
Car
e
Publ
ic N
otices
Oth
er Fed
eral
Gov
ernm
ent A
ctiv
ities
Oth
er P
rovi
ncia
l Gov
ernm
ent A
ctiv
ities
Oth
er Loc
al G
over
nmen
t Act
iviti
es0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sources Used for Information on Government Programs and Services
Gov't Website Printed Local Community Newspaper Daily Newspaper or its Website Radio TV Gov't Office/Rep
Social Media Other Never Seek Info
Respondents in medium sized cities are likely to be using a variety of sources for
information on the various programs and services offered by government.
This is most likely as a result of broader accessibility to different forms of media
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
Mos
t Likely
to S
hare
Info
rmat
ion
From
Thi
s So
urce
Mos
t Likely
to T
rust
Info
rmat
ion
From
Thi
s So
urce
Feel M
ost C
onne
cted
to T
his So
urce
Feel In
spire
d to
Tak
e Ac
tion
by T
his So
urce
Usually N
otice
the
Ads in
Thi
s So
urce
Gener
ally Ig
nore
the
Ads in
Thi
s So
urce
Sour
ce B
est P
lace
to F
ind
Adve
rtisi
ng F
or L
ocal S
tore
s/Se
rv...
Ads Fr
om T
his So
urce
Are
Mos
t Likely
to In
spire
Pur
chas
e
Sour
ce C
onta
ins An
noying
Ads
Wish
Sou
rce
Cont
aine
d NO A
ds0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
29%
20%14% 13%
35%
9%
37%
19%
7%3%
Statements Regarding Media Engagement, Connection and Sharing
City/Town Website
Printed Local Community Newspaper
Daily Newspaper or its Website
Radio
TV
Store Website
Social Media
None of Them
Ads in the Print Media are more likely to be sought out, noticed and inspire purchase ac-
cording to study participants living in medium sized cities.
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
ONLINE ACCESSIBILITY, ENGAGEMENT AND USE
Communities 50K to 100K
Dial-u
p te
leph
one
line
DSL-e
nabl
ed p
hone
line
Cable
TV m
odem
Cellu
lar o
r mob
ile con
nect
ion
Fibre
opt
ic co
nnec
tion
e.g.
FIO
S, T
-1 e
tc.
Sate
llite
Don't
know
whi
ch con
nect
ion
we ha
ve
Don't
have
inte
rnet
con
nect
ion
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14%
23%
43%
22%9% 9% 9% 10%
Internet Connectivity: Internet Connections You Have at Home
While the sample in communities of 50-100K
were more likely to have a high-speed internet
connection at home, 14% are still using a dial-up
telephone line to access the internet. 10% of
respondents report not having a home internet
connection
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
Net: Any activity
Became aware of a product or service
Clicked on the ad to learn more
Used an online search to learn more about the product or service
Bought something as advertised
Referred the ad to someone you know
Visited a store or a showroom
I generally ignore ads that appear on websites
I do not have/use a computer or tablet
Not stated
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
54.7
31.3
26.5
39.5
23.4
11.8
22.1
40.9
14.7
3.6
Activities Taken in the Past 30 Days as a Re-sult of Seeing an Advertisement on a Website
Just over half of respondents (55%) in medium-sized cities
undertook Any Activity based on seeing an ad
on a website. Respondents in this
group were more likely to ignore ads
appearing on websites than in any other community size
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
22%
63%
15%
Mobile/Tablet Use: Have 'Apps' That Help You Get Information About the Local Community
Yes
No
Do not have a cell phone or tablet computer
While respondents were more likely to own a cell phone or tablet computer than those
living in smaller communities, the use of ‘apps’ to get get local information was con-
sistent with about two-thirds of respon-dents reporting they don’t use apps to get
local news
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
25%
74%
1%
Cellular Phone Use: Use of Device
Use cell phone only to make or receive phone calls
Also use it for other things
Not stated
Of cell phone owners in communities 50-100K, three-quarters of the re-
spondents indicated they used their device for things other than making
and receiving phone calls
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
39%28%
24% 21%19%
21%
66%
35%
23%32%
Mobile/Tablet Owners: Purposes for Which You Ever Use Your Device
As was the case across all community sizes the #1 other use for a mobile device was to check
local weather reportsLess than half said they used the device to get information
about the community
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
COMMUNITY NEWSPAPER ENGAGEMENT
Communities 50K to 100K
Yes,
rece
ive
it fre
e
Yes,
subs
crib
e to
it
Tota
l Rec
eive
rs
No, d
on't
get p
rinte
d lo
cal c
omm
unity
new
spap
er
Not st
ated
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
17.2
42.8
60
38.2
3.6
Community Newspaper Penetration
Nearly two-thirds of respondents living in a medium-sized city indicate they receive
a printed community newspaper. Over 40% said they pay to
receive it
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
More time About the same amount of time
Less time0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
10.6
75.9
13.5
Time Personally Spent With Local Printed Community Newspaper Compared to 2 Years
AgoCommunity newspaper
engagement is strong in this sample group. 87% of
respondents said they spend at least the same
amount of time with their community newspaper as
they did 2 years ago
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
16%
30%
25%
10%
3%
16%
Level of Agreement: My Local Newspaper is a Source of Pride for the Community
Agree strongly
Agree somewhat
Neutral
Disagree somewhat
Disagree strongly
Do not receive a local printed community newspaper
Nearly half of respondents agree either strongly or somewhat that the Local News-paper is a Source of Pride for their commu-
nity
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
18%
34%
13%
7%
5%
20%4%
Level of Agreement: I Get Most of the Informa-tion About Activities in my Community From the
Local Newspaper
Agree strongly
Agree somewhat
Neutral
Disagree somewhat
Disagree strongly
Do not receive a local printed community newspaper
Not stated
Half of respondents agree either strongly or somewhat that they Get Most of the In-
formation About Activities in Their Community from the Local Newspaper
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
43%
20%
10%
2%
8%
16%
Level of Agreement: I Would Much Rather my Local Newspaper Remain in Printed Form as Op-
posed to Online Only
Agree strongly
Agree somewhat
Neutral
Disagree somewhat
Disagree strongly
Do not receive a local printed com-munity newspaper
Nearly two-thirds of respondents in the Medium Sized Cities category indicated
that they would prefer that the Local Newspaper remain in printed form as
opposed to online only
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
19%
17%
14%13%
14%
23%
Level of Agreement: If I Miss an Issue of the Local Newspaper I Feel I am Missing Information That is
Important to Me
Agree strongly
Agree somewhat
Neutral
Disagree somewhat
Disagree strongly
Do not receive a local printed community newspaper
Over one-third of respondents feel like they are missing out on important news if they
miss an issue of the Local Newspaper
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015
43%
37%
17% 3%
Level of Agreement: Impact That Losing the Lo-cal Newspaper Would Have on Your Ability to
Keep up With Information About the Community
A MAJOR impact
A MINOR impact
NO impact at all
Have no local community newspaper
80% of respondents in communities of 50-100K said that not having a local newspa-per would have an impact on their ability
to keep up with local news. Over 40% said the impact would be MAJOR
Communities 50K to 100K
Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015