Public PerspectivesConventional, Online and Social Media Use

March 2014 Canadian Public Affairs

Ipsos Public Affairs (Canada)

For more information about this report or Canadian Public Affairs please contact: – Mike Colledge, President, Canadian Public Affairs, 613-688-8971, mike.colledge@ipsos.com– Chris Martyn, Chief Research Officer, Public Affairs North America ,416-324-2010, chris.martyn@ipsos.com– Will Daley, Vice President Ottawa, 613-688-8979, will.daley@ipsos.com– Sandra Guiry, SVP and Manager Toronto, 416-324-2018, sandra.guiry@ipsos.com– Kyle Braid, VP and Manager Western Canada, 778-373-5130, kyle.braid@ipsos.com

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While online and social media have clearly expanded the channels through which organizations can communicate with Canadians, conventional media remains very widely used.

In fact, Canadians overall report that they are more frequent or daily users of conventional TV than other sources of online and social media. Social networking and conventional radio occupy second and third spots, respectively, to round out the top three media sources used most frequently. Online newspapers and news sites rank a distant fourth. Twitter, while garnering significant attention in the media and among its users, has a frequent user base much lower than other sources, about one-in-ten.

Granted, there are some significant demographic differences in these assessments. For example, while conventional TV tops the list among both men and women, social networking ranks second among women and conventional radio second among men. Social networking emerges atop the list among younger Canadians, but falls to third among older Canadians (behind conventional TV and radio). The frequent use of Twitter declines significantly with age.

The bottom-line is that while Canadians are using an expanding menu of channels and media in their daily lives, the trend, so far at least, is that by and large new and old media are largely co-existing, not totally replacing each other. This is very important for public affairs organizations in planning their communications, information and education initiatives.

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The general themes from the data are…

General Media Use

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Public Perspectives

Conventional TV remains the most frequently used media source by Canadians, followed by social networking sites and conventional radio. Frequent or daily use of online TV, online radio and Twitter remains much more limited.

5 How frequently do you do the following things...?

USE DAILY

TOTAL CANADA

Media usage in Canada and the US is quite similar.

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USE DAILY

How frequently do you do the following things...?

TOTAL CANADA TOTAL US

Media Use by Demographics and Province/Region

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Public Perspectives

Men and women continue to share the same top three most frequently used media sources, although conventional radio ranks second among men and social networking second among women. In addition, men are more frequent users than women of online newspapers and news sites, conventional newspapers, and marginally Twitter.

8

USE DAILY

How frequently do you do the following things...?

MEN WOMEN

Social networking continues to top the most frequently used media source among younger Canadians, with conventional TV second. Conventional TV remains most frequently used among middle-aged and older Canadians. Frequent use of Twitter declines significantly with age.

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USE DAILY

How frequently do you do the following things...?

YOUNGER MIDDLE-AGED OLDER

Conventional TV occupies top spot across all education groups, although it is most dominant among the less educated. Frequent use of Twitter is increasingly the domain of the higher educated.

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USE DAILY

How frequently do you do the following things...?

LOWER EDUCATION MIDDLE EDUCATION HIGH EDUCATION

While the general ordering of most frequently used media is fairly consistent across the provinces/regions, there are a variety of relative differences. For example, conventional TV is most dominant in Quebec, while frequent use of conventional radio is highest in Ontario and lowest in BC.

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USE DAILY

How frequently do you do the following things...?

BC AB Prairies

ON QC Atlantic

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© 2014 Ipsos Reid. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information.The contents of this document constitute the sole and exclusive property of Ipsos Reid (“Ipsos”) and may not be used in any manner without the prior written consent of Ipsos. Ipsos retains all right, title and interest in or to any of Ipsos' trademarks, technologies, norms, models, proprietary methodologies and analyses, including, without limitation, algorithms, techniques, databases, computer programs and software, used, created or developed by Ipsos in connection with Ipsos' preparation of this proposal. No license under any copyright is hereby granted or implied.

The contents of this document are confidential, proprietary and are strictly for the review and consideration of the addressee and its officers, directors and employees solely for the purpose of information. No other use is permitted, and the contents of this document (in whole or part) may not be disclosed to any third party, in any manner whatsoever, without the prior written consent of Ipsos.

Mike ColledgePresident, Canadian Public Affairs613.688.8971mike.colledge@ipsos.com @MikeDColledge

Chris MartynChief Research Officer, Public Affairs North America416.324.2010chris.martyn@ipsos.com

For a full list of reports from 2014, please click here.

Data for this report were taken from Ipsos Global @dvisor

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SURVEY METHOD COUNTRIES SAMPLE WEIGHTINGThe survey instrument is conducted monthly in 24 countries around the world via the Ipsos Online Panel system. Data are normally collected in the 2nd and 3rd weeks of each month.

The countries normally included in the tracking include Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the United States of America.

The normal sample each wave consists of an international sample of approximately 19,000 adults age 18-64 in the US and Canada, and age 16-64 in all other countries. Approximately 1000+ individuals participate on a country by country basis via the Ipsos Online Panel with the exception of Argentina, Belgium, Indonesia, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden and Turkey, where each have a sample approximately 500+.

Weighting is employed to balance demographics to ensure that the sample's composition reflects that of the adult population according to the most recent country Census data. A survey with an unweighted probability sample and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points for a sample of 1,000 and an estimated margin of error of +/- 4.5 percentage points 19 times out of 20 per country for a sample of 500 of what the results would have been had the entire population of adults in that country had been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.