TOP 5 SNEAK PEEK. A Brief Review of MTM s Latest Findings

Transcription

1 A Brief Review of MTM s Latest Findings

2 Introduction The Spring 2018 MTM data has arrived, and with it comes a tonne of new and exciting insights. This spring, clients will have access to new information on everything from smart speakers to piracy to e-sports and much, much more. This report provides a brief overview of the top five media activities and technologies from the MTM s latest Spring 2018 data and highlights some of what s to come from the upcoming season of reports. The Media Technology Monitor (MTM)* incorporates a mixedmethodology approach which includes a phone survey and a follow-up survey online. The data from this report comes primarily from the phone portion of the survey unless otherwise noted.** *See the appendix for further information on our survey methodology and permissible uses **Data in this report coming from the online portion of the survey will be identified with this symbol +.

3 Watching others play video games online has become a multi-million dollar industry 2 in 10 online Canadians have joined the trend Watched Someone Play Video Games Online* Online Canadians 18 + % 19% Watched Video Games Played Online 5% Watched E-Sports This could be through sites like YouTube or Twitch.tv * Past month + Online questionnaire

4 Gen Zs (18-28 year olds) are 3 times as likely to be consuming e-sports Watched Someone Play Video Games Online* Online Canadians, 18+ % 48% 19% 5% 15% Watched Video Game Played Online Canadians Gen Z Watched E-Sports *Past month

5 To learn more about E-Sports and the gamers who watch them, check out our upcoming Gaming report on MTM-OTM.CA

6 About 1 in 8 Canadians has pirated TV or movie content online in the past month

7 Canadians who don t have a paid TV service like cable or satellite are twice as likely to be pirating video content Watched Pirated TV or Movie Content Online* Canadians, 18+ % 13% 10% 26% Total Canadians Paid TV Subscribers Cable, Satellite, Fibre Optic TV My Way** *Past month **Individuals who don t have a paid TV service (like cable, satellite, or fibre optic) or own an antenna, but instead watch TV online

8 To find out more about piracy in Canada call to subscribe

9 1 in 10 Canadians consider themselves to be early adopters of new technologies Early of Technology Canadians 18 + % Among the first to purchase 8% In the middle of the pack 46% First to purchase 2% Early Among the last to purchase 43% Late

10 Disposable income plays a major role in technology adoption Early of Technology by Household Income Canadians, 18+ % 10% 5% 26% 26% 8% 9% 15% 17% 22% Total Canadian Early < $35K $35-74K $75-99K $ K $ K $200K+

11 Follow us on to find out more about the latest in Canadian media technology use and adoption

12 3 in 5 Francophones are watching English-language TV and movie content 59% of Francophones Who Watch English-Language TV and Movie Content 53% Over half of these Englishcontent consumers are doing so weekly

13 Francophones who susbscribe to Netflix are 36% more likely to say they consume English-language content Francophones Who Watch English- Language TV and Movie Content Francophones, 18+ % 59% 60% 80% Total Francophones Club Illico Subscribers Netflix Subscribers

14 Visit MTM-OTM.CA to learn more about one of the largest media and technology surveys of Francophones in Canada

15 Smart speakers exploded onto the market in Canada in the first quarter of 2018 just under 1 in 10 Canadians now own one 8 /100 This is a strong start compared to many other technologies entering the Canadian market. For example, in their first year: Tablets were at 3% (2010) Netflix was at 6% (2011)

16 The Google Home is the current winner with respect to market share Brand of Smart Speaker Canadian Smart Speaker Owners, 18+ % 55% 22% 4% 3%* Google Home Amazon Echo Sonos Apple Homepod* * The Apple Homepod was not yet launched in Canada at the time of the survey

17 To learn more about who s using smart speakers and what they re using them for, call

18 Survey Methodology The Media Technology Monitor is the highest quality media survey in Canada. It employs large sample sizes and achieves response rates far exceeding industry standards. Moreover, it includes Canadians with landline telephone service and those who rely solely on a cell phone. This blended sampling approach can reach 99% of Canadians. The MTM is a product of CBC/Radio- Canada Research and Analysis. Of the telephone respondents, 1,590 completed a follow-up online questionnaire. The transition rate among online respondents from telephone to online is 43%. The MTM measures Canadians media technology adoption and use at two points in time. In the Fall, telephone interviews are conducted with 8,000 Canadians (4,000 Anglophones and 4,000 Francophones). To monitor changes in the media landscape over the year, a telephone survey with an independent sample of 4,000 Canadians (2,000 Anglophones and 2,000 Francophones) is conducted in the Spring. The results reported here are based on Spring 2018 survey of 4,163 Canadian respondents (including 1,184 cell-phone only) across all regions of Canada. The response rate is approximately 30%. The Anglophone interviews were conducted by Forum Research Inc. from March 19th to May 4th and the Francophone interviews were conducted by Ad hoc Recherche from April 9th to May 12th, Results based on the total sample of 4,163 Canadians are accurate within plus or minus 1.5% percentage points 19 times out of 20. Permissible Uses Extracts from, or references to, the data in this report can be used, provided MTM is clearly cited as the source of such extracts or references. Permissible Uses This report is prepared for the exclusive use of your organization. Distribution outside your organization is prohibited without prior approval. Extracts from, or references to, the data in speeches, reports or presentations given by members of your organization can be used, provided MTM is clearly cited as the source of such extracts or references.

19 To learn more about what s happening with technology in the Canadian landscape sign up for our Alerts or follow us on Twitter. You can also visit the MTM Portal to access other MTM reports, data summary tables and our interactive data analysis tools. MTM-OTM.CA