A Brief Review of MTM s Latest Findings
Introduction The latest MTM data is here, and it s time to review some of our newest and most interesting findings. Clients will have access to new information on everything from voice activated assistants to the types of apps people are using to interest in OTT services and much more. This report provides a brief overview of the top five media activities and technologies from the MTM s latest Fall 2017 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 online 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 phone portion of the survey will be identified with this symbol +.
4 in 10 Canadians have used a voice activated assistant like Siri or Alexa in the past year Canadians 18 +
Siri was first to market and is currently the clear winner in the voice activated assistant category, but with the launch of the Echo over the holidays and the strong marketing push, Alexa may be a major contender by the Spring Type of Used Canadian Users, 18+ % 64% 37% 9% 2% Siri Apple Ok Google Google Cortana Microsoft Alexa Amazon* *The Amazon Echo had not yet launched in Canada for the majority of field
Hey Siri... Can you show me the latest data on the MTM? To see the demographic breakdown of voice activated assistant users, check out the Data Analysis Tool (DAT) by visiting MTM-OTM.CA
The MTM asked Canadians to rank the devices and services they couldn t live without TOP 5 In order of importance, here s what they had to say 1 2 Internet connection at home Cell phone 3 Computer/laptop 4 5 Television set Paid TV Subscription (cable, satellite, fibre optic)
Millennials prioritize things a bit differently, however... TOP 5 They prioritze their cellphone over anything else Total Canadians Internet connection at home 1 Millennials (18-37) Cell phone Cell phone 2 Internet connection at home Computer/laptop Television set Paid TV Subscription (cable, satellite, fibe) 3 4 5 Computer/laptop Television set Paid video streaming service (Netflix, CraveTV etc...) And they value video streaming services over a traditional paid TV service
Ok Google... Show me MTM data comparing Boomers to Millennials Subscribe to learn more about how different generations adopt and use technology in Canada 1-855-898-4999
1 in 7 Canadians who already subscribe to an OTT service say that they are interested in subscribing to another one in the next year TOP 5 Canadians 18 +* 54% of Canadians currently subscribe to at least one OTT service** *Phone Survey **Netflix, Crave, Club illico, Amazon Prime Video, Sportsnet Now, ICI Tou.tv Extra
1 PRICE is the feature that matters the most to Canadians when deciding on a new OTT service TOP 5 2 A user-friendly interface The availability of TV AND movies, and up-to-date content are all tied for second in importance
Hi Cortana... Show me MTM data on account sharing on Netflix For more information on the penetration of OTT services like Netflix, Crave and Amazon Prime Video over time, visit the Trending Tool.
ride sharing and food apps vary across demographic groups Travel & Communiting (Uber, Lyft, ride sharing etc) Total Canadians Ontarians 13% 18% People living in Ontario are more likely to use ride sharing apps than those living in any other region of Canada TOP 5 Food (Uber Eats, Starbucks Rewards, Just Eat, etc) Total Canadians High Household Incomes 17% 22% Canadians living in households that earn over $100K are more likely to use food apps than those who earn less
iphone owners use more types of apps in a typical week than the average smartphone owner
Visit the MTM website to learn more about smartphone adoption, brands and the apps people are using
Canadians still love watching television 94% say they ve watched it in the past month* Canadians 18 + Evolution of Paid TV *Phone Survey; includes linear and online viewing
The Francophone TV audience is starting to shift from paid TV services to online viewing 100 90 80 70 60 50 40 30 20 10 0 87 85 83 5 7 9 Fall 2016 Spring 2017 Fall 2017 Evolution of Paid TV Paid TV Service TV My Way* *TV My Way viewers have opted not to subscribe to any TV service (like cable, satellite or fibre optic) or own an antenna, but who still watch TV content online.
Hey Alexa... What platforms do people use to watch television content? Canadians are accessing TV content from any number of different sources both new and old. Check out our upcoming TV Distribution, Streaming Video and OTT reports to learn more. Evolution of Paid TV
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, 2,955 completed a follow-up online questionnaire. The transition rate among online respondents from telephone to online is 41%. 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 Fall 2017 survey of 8,189 Canadian respondents (including 2,248 cell-phone only) across all regions of Canada. The response rate is approximately 30%. The Anglophone interviews were conducted by Forum Research Inc. from September 27th to December 8th and the Francophone interviews were conducted by Ad hoc Recherche from October 12th to December 5th, 2017. Results based on the total sample of 8,189 Canadians are accurate within plus or minus 1.1% percentage points 19 times out of 20. Permissible Uses Extracts from, or references to, the data in this report can be used, provided MTM 2017-2018 is clearly cited as the source of such extracts or references.
To learn more about what s happening with technology in the Canadian landscape sign up for our Email 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 MTM.OTM@RADIO-CANADA.CA @MTMOTM 1-855-898-4999