Adwest media usage survey

ADWEST MEDIA USAGE SURVEY

2013 HOW GEOGRAPHY IMPACTS LIFESTYLE, SHOPPING HABITS AND MEDIA USAGE

Communities 10K to 50K

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.


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


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.


COMMUNITY ENGAGEMENT


5%11%

20%

49%

14%

Length of Time Lived in Your Community

Less than 1 year 1 to 5 years 6 to 10 years 11 to 20 years More than 20 years All your life

49% of respondents in small cities indi-cated they’ve lived in the area more

than 20 Years.


Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

41%

59%

1%

Do You Know the Names of Neighbours Who Live Close by You

Yes, know them all

Yes, know only some

No, don't know any

Do not have neighbours close by

58% of respondents in communities of 10-50K indicated they know the names of all of their neighbours. 41% know only some

of their names. This suggests a strong connection with community but slightly

less than the connection neighbours have in smaller communities



ENGAGEMENT WITH NEWS AND SOURCES OF NEWS


More time per day About the same amount of time Less time per day0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

17%

73%

10%

Time Personally Spent With News Compared to 2 Years Ago

90% of respondents in the small cities group said they

spend at least the same amount of time with the

news as they did 2 years ago. 17% said they are actually

spending MORE time with the news



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

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

0.522

0.298

0.1010.079

0.68

0.243

0.0480.029

0.794

0.120.0480.038

How Closely Do You Follow Specific Types of News

In cities of 10-50K population respondents were more engaged with Local news than

any other news types



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

78%

65% 66%61%

25%18%

11% 10% 13%

2%

22%

8%

41%

Frequency of Media Use at Least Once Per Week As far as regular weekly media use is con-

cerned, traditional media was still dominant amongst respondents in communities 10-50K population. The Print Version of the Local

Newspaper was #1 and used at Least Once per Week by 78% of respondents.

Traditional Media



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%

0% 2%

47%

4% 0%

27%

3%

20%

3% 3%

Favourite Source of Local News

The Local Printed Community Newspaper was by far the

Favourite Source for Local News amongst respondents in the

sample of small cities of 10-50K, the preferred source by nearly

half.



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

27%

38%

56%

8%

38%

13%

31%

14%

42%

27%

47%

Sources Used for Information on Local Topics of Interest

City/Town Website

Printed Lo-cal Com-munity Newspaper

Daily Newspaper or its Web-siteRadio

TV

Store Website

Social Media

Other

Never Seek This Info

The Local Printed Community Newspaper was listed as the top source for information on local topics of interest including: Local Businesses, Community Events, Arts and

Culture, Housing and Real Estate and Lo-cal Crime.



Fede

ral P

oliti

cs, C

ampa

igns

and

Pro

g...

Prov

incial

Pol

itics

, Cam

paig

ns a

nd P

r...

Loca

l Pol

itics

, Cam

paig

ns a

nd P

rog.

..

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

...

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

The Local Printed Community Newspaper was the leading source for information on a number of Gov-

ernment Programs and Services including: Local Poli-tics, Health Information, Public Notices and Other

Local Government Activities in the small cities sample



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

50% 47%

34% 34%

62%

13%

66% 44%

6% 5%

Statements Regarding Media Engagement, Connection and Sharing

City/Town Website

Printed Local Com-munity Newspaper

Daily Newspaper or its Website

Radio

TV

Store Website

Social Media

None of Them

Ads are more likely to be Noticed, Looked For and Inspire Purchase in the Local Printed Community Newspaper than any other media

according to respondents in communities 10-50K



ONLINE ACCESSIBILITY, ENGAGEMENT AND USE


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

Not st

ated

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

9%

28%

39%31%

9%16% 9%

10%3%

Internet Connectivity: Internet Connections You Have at Home

The sample in cities of 10-50K indicated a wide variance in types

of connections used at home. Still, nearly 1 in 5 reported either an outdated connection type or no

connection at all.



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%

0.577

0.302

0.29

0.459

0.2

0.118

0.233

0.394

0.158

0.036

Activities Taken in the Past 30 Days as a Re-sult of Seeing an Advertisement on a Website

Just over half of respondents in this sample group took Any Activity based on seeing an ad on a website. Respondents in

the Small Cities category were, along with those in the mid-sized cities category (50-100K), the most likely to Ig-nore Ads appearing on web-

sites.



29%

53%

16%2%

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

Not stated

Interestingly, at 29% respondents from Small Cities were more likely to be using

Apps to get information about their community than any other sample

group measured. 53% of respondents still indicated they don’t use apps and 16% do not own a cell phone or tablet



31%

68%

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 10-50K, just under a third of respondents

use their device to make or receive phone calls only



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

45%

27%20%

19% 16%

31%

68%

27%

11%

27%

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 reports

Less than half said they used the device

to get information about the community



COMMUNITY NEWSPAPER ENGAGEMENT


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%

56.2

29.1

85.3

16.1

2.1

Community Newspaper Penetration

At 85%, the 10-50K sample reported the highest community newspaper receivership of the 5 community sizes measured in the

study



More time About the same amount of time Less time0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12%

75%

13%

Time Personally Spent With Your Local Printed Community Newspaper Compared to 2 Years

Ago87% of respondents said they spend the same or

more time with their local printed newspaper than

they did 2 years ago



29%

33%

18%

8%

5%

6%

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 two-thirds of respondents agree either strongly or somewhat that the Local News-

paper is a Source of Pride for the community



40%

33%

9%

7%

4%

7%

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


Almost three-quarters of respondents agree either strongly or somewhat that they Get Most of the

Information About Activities in Their Community from the Local Newspaper


63%16%

11%

2%

3% 6%

Level of Agreement: I Would Much Rather my Local Newspaper Remain in Printed Form as Opposed to On-

line Only

Agree strongly

Agree somewhat

Neutral

Disagree somewhat

Disagree strongly


Close to 90% of respondents in the Small Cities category indicated that they would prefer that the

Local Newspaper remain in printed form



26%

30%

21%

8%

8%7%

Level of Agreement: If I Miss an Issue of the Local Newspaper I Feel I am Missing Informa-

tion That is Important to Me

Agree strongly

Agree somewhat

Neutral

Disagree somewhat

Disagree strongly


Well over 50% of respondents feel like they are missing out on important news if they miss an

issue of the Local Newspaper



53%

31%

14%2%

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

85% of respondents in communities of 5-10K said that not having a local newspaper would

have an impact on their ability to keep up with local news. Over HALF said the impact would be MAJOR, the largest impact of the 5

community sizes sampled.



Adwest media usage survey

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