Adwest media usage survey

Adwest media usage survey Communities 100K+ 2013 How geography impacts lifestyle, shopping habits and media usage

HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES Communities 100K+ STUDY OBJECTIVES: To determine what impact ‘community’ has on the types of news and information that people are interested in and the sources they use to seek out that information. To identify influences and factors that could play a role in how people in different types of communities access information. Use the information to quantify the differences between populations living in rural areas and smaller communities against those living in larger cities and metropolitan areas. How does media accessibility influence the sources people use to get information.

THE STUDY Communities 100K+ • Commissioned by AdWest Marketing Inc and conducted by Totum Research Inc. • Survey: 8-Page Mailed Questionnaire. Sample was selected by SM Research split into 1,000 random addresses within each of the 5 geographic groups for a total of 5,000 addresses in Alberta, Saskatchewan, Manitoba and Northwest Territories/Nunavut • Communities: Under 5,000 Population and Rural • Communities: 5,000 to 10,000 Population • Communities: 10,000 to 50,000 Population • Communities: 50,000 to 100,000 Population • Communities: Over 100,000 Population • Surveys addressed to the resident of the household 18 years of age or older and the next to celebrate a birthday in the household. • Timing: Mid November 2013 – Mid January 2014

Sample sizes and response rates Communities 100K+ The maximum margin of error for 1,015 responses is ±3.1% at the 95% confidence level. For 200 responses it is ±6.9% at the 95% confidence level.

Community Engagement Communities 100K+

Communities 100K+ Respondents in medium-sized cities (50-100K) were less likely to have lived in the community their entire life than were respondents in smaller cities and rural areas Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities 100K+ Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Engagement with News and Sources of News Communities 100K+

Communities 100K+ Respondents were engaged with local news more than any other news type. They were also the least engaged with national and international news of the three city sizes sampled Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities 100K+ Traditional Media As was the case in smaller communities, traditional media was reported as the media most likely to be referred to at least once per week for information about the community Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities 100K+ As was the case across all community types, traditional media was entrenched as the favourite source for local news and information. Large cities were the only community type where television was favoured over the local printed community newspaper and radio Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Online Accessibility, Engagement and Use Communities 100K+

Communities 100K+ Like respondents of medium-sized and small cities, residents living in cities with population of 100K+ were more likely to have a high-speed internet connection than those living in towns and rural areas. Cable TV modems were used by nearly half of respondents Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities 100K+ Just over half of respondents (55%) in large cities undertook Any Activity based on seeing an ad on a website. Respondents in this group were more likely than those in any other community size to click on an ad to learn more about the product or service Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities 100K+ As was the case across all community sizes the #1 other use for a mobile device was to check local weather reports Less than half said they used the device to get information about the community Nearly 50% of respondents used their device for information on local bars and restaurants Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Community Newspaper Engagement Communities 50K to 100K

Communities 100K+ Over two-thirds of respondents living in a large city indicate they receive a printed community newspaper. Close to 40% said they pay to receive it Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities 100K+ Community newspaper engagement is very strong in this sample group. 84% of respondents said they spend at least the same amount of time with their community newspaper as they did 2 years ago Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Adwest media usage survey