IAB Canada’s Canadian Media Usage Trends (CMUST) is the only Canadian report crossing all major media and combining each channel’s research audience currency of record, five currencies in all. The annual study documents consumers’ changing media consumption across all devices, as digital technologies impact the lives of Canadians.
Since its inception in 2004, the CMUST study has tracked the increasing reach and time spent (number of minutes) with the Internet as more Canadians have shifted their news, entertainment, banking and other activities to the digital space.
The CMUST report gives a clear picture for the marketing and publishing community in Canada to base their strategies, investments, and products on.
CMUST is a PHD analysis that is commissioned by IAB Canada.
Two reports are produced annually in English: Total Canada, French Canada.
CMUST Total Canada Report 2016: Canada's Media Landscape
Released December 2016Download PDF
CMUST French Canada Report 2016: Canada's Media Landscape - French Canada Specific
Released January 2017Download PDF