When reflecting on your own media habits and how they’ve evolved in the past few years, do you feel you are watching more or less television than before? How about how much time you spend reading printed daily newspapers? Or how much time you spend listening to radio?
IAB Canada’s Canadian Media Usage Trends Study (CMUST) is the only Canadian study crossing all major media and combining each channel’s research audience currency of record, five currencies in all. The study documents consumers changing media consumption across all media as digital technologies impact the lives of Canadians. Study author, Rob Young of PHD Canada, will be in Montreal to present the CMUST French Canada results January 19th at X-Series: Metrics.
The presentation will also fill you in on the penetration of our beloved devices: desktops, smartphones, tablets, smart TVs, gaming consoles and connected cars. Are we spending as much time online through our computer as we did last year, or are we spending more time on our mobile devices? How has Smart TV time changed with the rapid growth of Netflix?
How about the time we spend online, how much of it is with actual digital versions of television stations, radio, newspapers and magazines? How much of it is with digital pure plays competing with these offline giants? And more interestingly, how much time are we spending with digital specific activities such as texting, social media, search and gaming?
Finally, this year’s study also looks at Cord Cutters. Who’s really getting rid of cable versus who’s just watching less television? What makes cord cutters peculiar and are you one of them? Find out at this year’s X-Series: Metrics.
Authored by Samuel Parent.