Lynn Hoffman: The Intersection of Technology and Social Media

The Intersection
of Technology and
Social Media
A Look at the Canadian Media Landscape for 2013
May 23rd, 2013
The DSA Media Network
• DSA Media Langley
• DSA Media Victoria
• DSA Media Calgary
• DSA Media Regina
• DSA Media Edmonton
• DSA Online
• Strategic Media Solutions
Winnipeg
• Media One Consulting Toronto
• 23 full-time media professionals
plus 2 Strategic Consultants
• 4 person digital media team
Our Nation in 2013
• Population of 34,848,617
• Saskatchewan population is 1,086,564 (October
2012)
• 12.6 million Canadian households
• 6 markets – 1 million+ population (40.5%)
• Driving media inflation indices sky-high
• Saskatchewan is a “Have” province
Source: Statistics Canada
Canadian Ad Spending 2002-2011
Medium
Television
Daily Newspapers
Community Newspapers
Comm. Online Newspapers
Radio
Internet
General Magazines
Out of Home
Total
12,239
Medium
Television
Daily Newspapers
Community Newspapers
Comm. Online Newspapers
Radio
Internet
General Magazines
Out of Home
Total
•
2011
2010
2009
2008
2007
Net $
% of
Net $
% of
Net $
% of
Net $
% of
Net $
% of
(OOO)
Total
(OOO)
Total
(OOO)
Total
(OOO)
Total
(OOO)
Total
3,552
29.0%
3,390
28.9%
3,103
28.7%
3,392
29.7%
3,299
30.3%
1,971
16.1%
2,102
17.9%
2,030
18.7%
2,489
21.8%
2,572
23.7%
1,170
9.6%
1,147
9.8%
1,186
11.0%
1,211
10.6%
1,154
10.6%
289
2.4%
247
2.1%
213
2.0%
0.0%
0.0%
1,586
13.0%
1,517
12.9%
1,469
13.6%
1,557
13.7%
1,468
13.5%
2,593
21.2%
2,232
19.0%
1,822
16.8%
1,602
14.0%
1,241
11.4%
593
4.8%
606
5.2%
590
5.4%
692
6.1%
718
6.6%
485
4.0%
482
4.1%
416
3.8%
463
4.1%
422
3.9%
100.0%
11,723
100.0%
10,829
100.0%
11,406
100.0%
10,874
100.0%
2006
2005
2004
2003
2002
Net $
% of
Net $
% of
Net $
% of
Net $
% of
Net $
% of
(OOO)
Total
(OOO)
Total
(OOO)
Total
(OOO)
Total
(OOO)
Total
3,241
31.4%
3,014
31.5%
2,964
32.7%
2,827
33.0%
2,593
32.2%
2,635
25.6%
2,659
27.8%
2,611
28.8%
2,529
29.5%
2,510
31.2%
1,094
10.6%
1,016
10.6%
961
10.6%
909
10.6%
854
10.6%
0.0%
0.0%
0.0%
0.0%
0.0%
1,391
13.5%
1,316
13.7%
1,209
13.3%
1,171
13.7%
1,080
13.4%
900
8.7%
562
5.9%
364
4.0%
237
2.8%
176
2.2%
682
6.6%
665
6.9%
647
7.1%
610
7.1%
558
6.9%
370
3.6%
344
3.6%
302
3.3%
284
3.3%
273
3.4%
10,313
100.0%
9,576
100.0%
9,058
100.0%
8,567
100.0%
Annual ad spending has increased 4-8% every year except for 2009.
8,044
100.0%
Canadian Ad Spending Highlights
•
•
•
•
•
•
CY 2009 was a difficult year as a result of the recession plus the top
two advertisers, GM and Chrysler sought bankruptcy protection.
Accordingly their budgets were frozen for 60% of the year.
Television share of ad spending has dropped 10% over 10 years but it
is still number 1.
Daily Newspaper share has dropped 50%, falling from 31.2% of ad
spending to 16.1%.
Community Newspaper spending is fairly flat and the marginal share
drop in the past three years has been offset by a shift to their online
products.
Radio share is relatively flat over 10 years but ad spending is shifting
to their online products.
The advent of the Internet as an advertising medium has been
colossal! It has grown from 2.2% to 21.2% and in the process it now
has the second biggest share of the pie.
Canadians Still Love Watching TV
And in Saskatchewan
Still Number One!
• 68% of Cdn HH’s have 2+ TV sets. Saskatchewan – 71%
• 95% of Cdn HH’s have cable or satellite. Saskatchewan 97%
• 66% of households have cable – in decline. 65% in
Saskatchewan
• 41% watch prime time on average day. 43% in Saskatchewan
• 24% of total viewing to non-simulcast US signals. 29% in Sask.
• 71% Average Daily Reach of TV in Saskatchewan. Wkly 92.3%
Source: BBM Canada
TV Consumes the Most Time Spent
• Canadians watch 20.9 hrs/wk – teens watch the least!
• Saskatchewan 21.8; Regina 22.4; Saskatoon 19.9
• 24% of total viewing to non-simulcast US signals. 29% in
Sask.
• 71% Average Daily Reach of TV in Saskatchewan. Weekly
92.3%
Rural versus Urban
• Rural Saskatchewan watches more TV than average
Canadian from October-March
• Same viewing preferences in general but
more likely to watch
– Anything with a “small-town” flavour
– Nature-themed programming
– Reality TV
– Country Music (CMT)
– Movies
Other Observations
• Higher than average CBC viewers
–
–
–
–
–
–
–
–
CCMA awards
BBC World News
Country Canada
Marketplace, Witness, Nature of Things
Coronation Street
CBC Comedies
CFL Football
They love HNIC
The Second Screen
The Second Screen
•
•
•
•
2012 – 21 million tablets sold in the United States.
Estimated 55 million tablets owners now.
Expected to grow to 90 million by end of 2014.
Perspective – 114.6 million TV homes in the U.S.
• Top 4 uses of Tablets
–
–
–
–
Content/Info search
Internet Access
Email
Games
The Second Screen
• TV ads on tablets are 2nd only to personal
recommendations as a prompt to action from a
mobile device.
• 34% of Canadians now use a tablet to look up
product information for a company/service/product
being advertised on TV
Multi-Tasking
• 34% of Canadians post
to social media while
watching TV
• 25% visit program
websites
• Audience measurement is lagging behind consumer’s
use of technology
• Looking into multi and cross-platform tracking via an
assigned episode code, so everyone will know when
and where an episode is viewed
Rogers and City
• January 2012 – Rogers purchases SCN and
begins conversion to City brand.
• Repatriates viewers from US border stations.
• Starts to erode ratings on CTV, Global and in
particular CBC.
Rogers and City
• Content deal with Pattison for Kamloops,
Prince George, and Medicine Hat.
• City Montreal signs on, February 4th,2013.
• Only missing Maritimes.
• A legitimate fourth Canadian “Network”.
• Driving media rates up through audience
fragmentation and increase in programming
acquisition costs.
Cuts at the CBC
•
•
•
•
$115 million over 3 years as of June 2012
650 jobs will be lost including 88 in News
Reduced Amateur sports coverage
Closure of South American and South African
news bureaus
• Reduced hours of children’s programming
• Fewer episodes per show to be produced
• Forced to sell and reduce real estate holdings
Cuts at the CBC
• Cancelled shows include; Battle of the Blades,
Insecurity, Being Erica, Camelot, Redemption Inc,
Cover Me Canada, Michael: Tuesdays & Thursdays,
and The Debaters.
• CBC Sports Weekend becomes seasonal only.
• Reduced budgets for Fifth Estate & Marketplace.
• Reductions in radio production as well including
cancellation of “Dispatches” and much of their drama
programming.
But, They’re Not Dead Yet!
• CBC won rights to the 2014 Winter Olympics in Sochi,
Russia, and 2016 Summer Olympics in Rio de Janeiro.
• Returns to CBC after a two games hiatus.
Three Canadian TV Models
• Network TV – free to
viewers, and ad supported
• Basic Cable – add-on
“paid” service to viewers,
and ad supported
• Premium Cable – add-on
“paid” service to viewers,
with no ads. Subscriber
supported
And Now, There’s Netflix
• Library of movies and TV shows for monthly fee of $7.99
• In 2013, they’re entering the programming arena with
four original series set to launch, at no additional cost to
subscribers.
• A fourth season of 14 new
episodes of “Arrested
Development”, a program that
went off air (Fox) in 2006.
• “House of Cards”, a political
drama starring Kevin Spacey
and Robin Givens.
• Hemlock Grove – a
supernatural thriller.
• Derek – a new Ricky Gervais comedy
We’re Following the Viewer
•
•
•
•
•
•
Over-the-air commercials.
Pre-roll on station websites and ad networks.
Ads on iTunes.
Advertising opportunities within companion apps.
Webisodes, contests, games.
Program content as ad
placement.
What’s On The
Radio?
On The Radio
•
•
•
•
941 stations - 667 FM and 274 AM
93% of Canadians listen at least once/wk
92% of Saskatchewan listens at least once/wk
Male/female equal nationally, but men listening 10%
more in Saskatchewan
• 60% of listeners account for 79% of hours tuned in
Saskatchewan
• Prime time is 7-9 AM
Latest Saskatchewan “Stats”
• Canadian average is 19.2 hours/wk, Saskatchewan is a bit
higher at 20.2
• Radio “reach” is in decline with the younger demos in
Saskatchewan
• 92% all persons
• A35-64 – 94%
• 25-34 – 88%
• 18-24 – 82%
• Teens – 72%
• CBC AM - a major factor in the ratings, but still noncommercial
Where Saskatchewan Listens
•
•
•
•
48% in-home
22% at workplace
28% in-car
2% other
Rural versus Urban
• Saskatchewan Farmers listen to 6-10% more hours of
radio/week than those people living in cities
• They listen “on the hour” - news
• They listen early – the weather
• Seek out “Ag Reports” and know when and where to find them
• They listen to the CBC (non-commercial)
• They listen to country – in some cases by default.
AM? FM? Or Satellite?
• In Saskatchewan;
– FM listening accounts for 50.9% of hours tuned
– AM listening accounts for 45.2% of hours tuned
– Satellite accounts for 3.9% of hours tuned
How much time with radio?
• In Saskatchewan;
–
–
–
–
–
–
Overall 20.2 hours/week
50+ - 22.5 hours/week
35-49 – 19.7 hours/week
25-34 – 17.1 hours/week
18-24 – 14.5 hours/week
Teens – 9.3 hours/week
Favorite Formats in Canada
•
•
•
•
•
•
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News/Talk
Country
Hot AC
Adult Contemporary
Mainstream Top 40/CHR
Country Number #1 overall in Saskatchewan
Average Canadian listens to 3 different stations
during the week. In Saskatchewan it’s 2
Standard Formats in Canada
• And, new in 2012 – “All Comedy”, launched in Hamilton and
London, Ontario by Astral Radio.
Rankings from Fall 2012 BBM
Regina Radio Map By Target Group
Ranking Adults 18-49 Adults 18-24 Adults 18-34 Adults 25-54 Men 18-34 Women 18-34
1
2
3
4
5
6
7
Z99
The Wolf
Big Dog
Jack FM
My 92.1
CKRM
CJME
Z99
The Wolf
Big Dog
My 92.1
Jack FM
CJME
CKRM
Z99
The Wolf
Big Dog
My 92.1
Jack FM
CKRM
CJME
Z99
The Wolf
Jack FM
Big Dog
My 92.1
CKRM
CJME
The Wolf
Z99
Big Dog
Jack FM
CKRM
My 92.1
CJME
Z99
Big Dog
My 92.1
The Wolf
Jack FM
CKRM
CJME
Teens
Adults 50+
Z99
The Wolf
Big Dog
My 92.1
Jack FM
CKRM
CJME
CKRM
CJME
My 92.1
Z99
Jack FM
Big Dog
The Wolf
Saskatoon Radio Map By Target Group
Ranking
Adults 18-49
Adults 18-24
Adults 18-34
Adults 25-54
Men 18-34
Women 18-34
Teens
Adults 50+
1
Rock 102
Rock 102
Rock 102
Rock 102
Rock 102
C95
Wired
CJWW
2
C95
C95
C95
C95
Magic 98
Rock 102
C95
Magic 98
3
Magic 98
The Bull
Wired
Magic 98
C95
Wired
The Bull
CKOM
4
The Bull
Wired
The Bull
The Bull
CKOM
The Bull
Rock 102
C95
5
Wired
Magic 98
Magic 98
CKOM
Wired
Magic 98
Magic 98
Rock 102
6
CKOM
CKOM
CKOM
Wired
The Bull
CKOM
CJWW
The Bull
7
CJWW
CJWW
CJWW
CJWW
CJWW
CJWW
CKOM
Wired
Changes in the Market
• Wired 96.3 in Saskatoon “signed off” in late
November 2012, and as of Boxing Day, they reemerged as CRUZ-FM.
• Greatest hits of the 70’s, 80, and 90’s combined with
today’s most requested music.
• They’d like to move up to #2 against 18-34, but want
they really want, is to own 25-54, where they ranked
#5 as Wired.
“Radio is what my dad listens to in the car”
•
•
•
•
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Much, MuchMusic, MTV and CMT
Download music rather than buying it
Give iTunes gift cards to each other
Internet – threat! and opportunity?
Multi-platform personal libraries – iPad, iPod, iPhone,
and MacBook………
• Satellite pretty much a non-factor
Web-Based Music Services
•
•
•
•
Rdio, Deezer, eMusic, iTunes, Music Unlimited…….
Spotify and Pandora (licensing issues for Canada)
Cars are coming off the line with access included
iPod docks and web-connected stereos too!
Is Radio Dead?
• No! – in fact it’s very local
nature may be its ultimate
survival.
• Is it in Trouble? Yes!
• Are the broadcasters throwing
in the towel? No!
• Web-based services are
prevalent and will keep
coming, but none of them are
profitable yet.
Astral Radio has a plan
• Readily acknowledge that numbers are in decline.
• Accept the numbers and start selling ROI.
• “Only truly local medium left for news, traffic and
information”.
• “Tablet or desktop has become the appliance of
choice”.
• Get on dashboards with their own music streaming
service.
• Grow non-traditional revenue
– Live events
– Customized promotions
Newspapers
Daily Newspapers
• Print Advertising revenues are in serious decline.
• Classified revenues are disappearing.
• Circulation “gimmicks” galore to keep numbers
buoyant.
• Readership numbers are flat at best.
• A medium at the cross roads.
Daily Newspapers
•
•
•
•
•
•
Measured by NADbank
84 dailies in 53 Canadian markets
59 community papers in 34 markets
Examines both readership and purchasing habits
Covers mostly major markets
Member study paid for agencies, advertisers and
newspaper publishers.
Readership Highlights
•
•
•
•
•
•
11.7 million weekly readers
47% of adults read a daily on any given day
51% read a weekend daily
78% read at least once a week.
Spend an average of 39 minutes reading
All the above are in decline
Source: NADbank 2011
Today’s Realities
• Postmedia flies the flag for the industry
• Q1 results (Fall 2012) released in January 2013;
– 10% increase in digital revenue!
– 11% decrease in print advertising revenue
– Q1 2012 down 8.4% from previous year.
• In real numbers, a $2 million increase in digital revenue
against a $16 million decrease in print ad revenues.
• Cut $42 million from operating budget in 2012 and still
another $80 million to go.
“we know the days of
increasing ad revenues and
the monopolistic strength of
print advertising are not
returning”
It’s not just Postmedia
• Trouble at the Toronto Star
• March 4 2013 – announce job cuts citing declines in ad
revenues.
• 55 jobs – 9% of its workforce, mostly editorial.
• Plan to outsource copy editing and page design in an
effort to reduce operating costs.
• Follows similar moves at Postmedia and Sun Media.
• Torstar also announces a dozen job cuts within the
ranks of Metro, their commuter paper.
“it’s challenging times in the
newspaper business, and we
need to protect the reporting
side of the business”
Bob Hepburn – Toronto Star
More on Postmedia’s Challenges
• Classified revenues are down 20% at the expense of
Free Internet services that are both expanding and
improving.
• Circulation revenue (flyers) is down 9%
• While Digital was up 10%, and is the main source of
hope, it only accounts for 11% of overall revenues.
• Already shut down
unprofitable Sunday papers
in Ottawa, Edmonton,
and Calgary.
How is the Leader-Post doing?
• 96,086 daily readers (66,300
Regina CMA/29,786 “rural”)
• 39% daily reach in Regina
• 164,813 daily readers over the
course of 6 days (113,800 in
Regina and 51,013 “rural”)
• 66% reach in Regina if you ran an
ad every day
• There are another 13,600
“readers” of the LP online during
the course of the week
Source: Nadbank 2011 & Comscore 2012
Print vs. Online vs. Mobile
Mobile
Daily
Online
Average Age: n/a
Average Age: 47
Average Age: 43
68% male
48% male
45% male
69% of readers – 35+ 69% of readers – 35+ 42% of readers 35-49
53% of readers 13-34
96,086 daily readers
39 minutes
265,000 unique visitors
14 minutes
89,543 unique visitors
9 minutes
How is the StarPhoenix doing?
• 128,655 daily readers (86,100
Saskatoon CMA & 42,555 “rural”)
• 40% daily reach in Saskatoon
• 219,642 daily readers over the
course of 6 days (146,900 in
Saskatoon and 72,742 “rural”)
• 69% reach in Saskatoon if you ran
an ad every day
• There are another 11,900
“readers” of the SP online during
the course of the week
Source: Nadbank 2011 & Comscore 2012
Print vs. Online vs. Mobile
Mobile
Daily
Online
Average Age: n/a
Average Age: 46
Average Age: 43
68% male
47% male
44% male
71% of readers – 35+ 68% of readers – 35+ 39% of readers 35-49
53% of readers 13-34
128,655 daily readers
40 minutes
186,000 unique visitors
10 minutes
66,322 unique visitors
9 minutes
Digital Opportunities
Community Papers
• 5 years of ComBase data but last study was
2010
• Critical for growth with national advertisers and
agency-planned business
• Under-utilized as a sales tool at a local/retail
level
• Cost of research makes frequency of study a
challenge for small market publishers
• Discussions underway to merge ComBase and
NadBank into one study. Already happening in
a few major markets
ComBase Measured…
• 400 markets and sub-markets
• 800+ publications including dailies, alternatives,
ethnic, shoppers and farm
• Title and market-specific
• Measured all of Saskatchewan and Alberta and
significant coverage of balance of Canada
• Also measured 900 radio stations
• Demographics and readership data
Some Key Results
• ComBase proved that Community newspapers
were being read in small cities and towns across
Canada.
• It also proved that buying the dailies did not cover
all of Saskatchewan.
• 83% of Saskatchewan Adults read at least two or
more of every four issues delivered.
• By comparison, 39% read yesterday’s daily.
• 42% of readers are exclusive (vs. dailies).
• Paid vs. “controlled” circulation is no longer an
issue.
• Saskatchewan has the second highest readership
of community papers in Canada (B.C. is #1).
More Insights from ComBase
• Well read by all ages in Saskatchewan;
– 68% weekly reach of 18-24
– 83% weekly reach of 25-49
– 86% weekly reach of 50+
• Primary reasons for reading community newspapers;
– Local news 81%
– Local events 65%
– Local classified 50%
• 51% of Saskatchewan is not covered by a local radio
station and in those cases the bulk of the listening is
to the CBC.
Urban Press
•
•
•
•
Unmeasured “free” street publications.
Skew to younger readers.
Edgy editorial – “loose cannons”.
“go to” for music, “clubbing” and socializing.
Metro
• Launched in Regina and Saskatoon on April 2nd, 2012.
• 20,000 copies per market.
• Important “commuter” read in
cities like Vancouver, Calgary,
Toronto and Montreal.
• Owned by Torstar.
• Targeted at upwardly mobile
readers who are moving to
the Saskatchewan to take
advantage of a booming
resource-based economy.
• Each paper has three local reporters, who fill in the front
of the paper while the national, world and entertainment
sections are managed from a head office in Toronto.
Metro
• Regina and Saskatoon lack subways that are the
backbone of Metro’s distribution system in most other
markets.
• They’ve sprinkled each city’s core with newspaper boxes
and have employees standing on downtown street
corners to get papers into hands of readers through the
morning rush hour.
• Worked well in Halifax, which also lacks a rail-based
transit system.
Campus Media
• Campus media is very important for reaching
Millennials enrolled in post-secondary education
(21% of Millennials in Canada are enrolled in post secondary)
Magazines
The Health of the Magazine Industry
•
•
•
•
Another medium that is facing an uncertain future.
The Good News – readers are still reading.
The Bad News – advertisers don’t necessarily care.
Ad revenues in Canada are in decline but the Canadian
magazine industry is healthier than any of the 12 leading
countries in the world, including the U.S. & U.K.
• For every new magazine launched in Canada in the past
3 years – one has closed it’s doors.
• While Consumer Magazines struggle to attract
advertisers, B2B Magazines are thriving.
Going Digital
• Over 50 U.S. magazines
ceased publishing in
2012.
• Newsweek went digital
as of December 31st,
2012.
• So did Spin Magazine
after 27 years.
• Smart Money ceased
publishing a print edition
in September.
Magazines in Canada
•
•
•
•
•
•
1286 Canadian titles in 2012 (977 English)
104 measured in PMB 2012
Quantitative & Qualitative data on Magazine reading
Rolling sample of 22,000
Measures general media habits
Cross-tabable information on 2500 products,
services and brands
Key Stats about Magazines
• Saskatchewan residents read an average of 7
magazines a month
• Readership is fairly steady across all demos but of
course the titles they read vary.
• Medium reaches 56-68% of every demo weekly.
• Readers spend an average of 41 minutes per issue
Saskatchewan is Reading…
•
•
•
•
•
•
•
•
•
•
Reader’s Digest
Canadian Living
Canadian Geographic
What’s Cooking
People
Chatelaine
Maclean’s
Cineplex
Westworld
Canadian Health & Lifestyle
Saskatchewan Magazines
Expanding the Footprint
• Consumer Magazines (90%) and B2B Mags (87%) have
joined the Facebook revolution and have their own
pages.
• Approximately 40% have tablet and mobile apps
including the newest additions – Canadian Living and
Elle.
• 89% have companion websites
• 78% have Twitter posts
• 50% have digital editions
New Creative Ideas
New Creative Ideas
Out-Of-Home Media
Out-of-Home Media
• Requires a “show and tell” session
just to review all the different
options.
• Share of Canadian ad spending has
grown marginally (from 3.4% to
4.0%) over 10 years but number of
options has “exploded”
• From Airports to Malls, from Bus
Loops to Platform posters, and from
Post Secondary facilities to Parking
Lots.
• And don’t forget Cinema and
“naming rights” for sports
complexes.
Digital Billboards
• Major development is 80% increase in number of
digital OOH locations from 3700 at the beginning
of 2011 to 6800 screens by the end of 2012.
• Technological advancements.
• LED Spectacular boards.
• “Real-time” information and live video streaming.
Cinema – Record Breaking Numbers
• 2011 was a good year. 2012 was even better!
• The Avengers, Hunger Games, Dark Knight Rises,
Skyfall, Twilight Breaking Dawn 2,The Hobbit…..
• Cineplex with a 70% market share introduced;
–
–
–
–
Reserved seating
VIP lounges
Increased staffing at concessions
Wine and high end food in select cinemas
• In 2013, introducing “Ultraviolet”, delivering
online movies to consumers and competing
directly with Netflix and others.
Digital Media
Digital Media
•
•
•
•
•
86% of all Canadian’s have access to the internet from
any location (home, work, smart phone, tablets, etc).
Prairies are at 89%.
Online ad revenues now outpace radio and daily
newspapers.
Online ad revenues grew 25% from 2009 to 2011 in a
“down” market.
2012 revenues are projected at $2.8 billion.
Search, display and classified advertising are the
categories that lead in terms of share of dollars (77% of
all expenditures.
Digital Media
•
•
•
•
Male-Female use of Digital media is equal though
males tend to spend more time online.
Quebec & Prairies highest users.
On average, people on the Prairies will visit the web 26
days this month, spending 45 hours viewing 4,017
pages of content.
Canada is 12th largest country in the world for Internet
use based on population, but #1 in time spent,
frequency of use, and pages visited.
Source: IABC & ComScore
We’re Connected
• Canadian’s
have almost doubled the time that they
spend online since 2001.
• This dramatic uptrend has come at the expense of
all other media combined, and other activities.
• On average, Canadians are connected 9.9 hours a
day, and that number is even on the Prairies at 11.4
Source: IABC
Online Shopping
•
•
Canadian Internet users spent $18 billion dollars online during 2011, and that is expected to rise to $34
billion by 2016.
Internet users from the Prairies were among the
heaviest online shoppers in 2011, with over 50%
placing an online order. The Canadian average is
46%.
Encroaching on the Other Media
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37% of at home Internet activity happens concurrently
with watching TV.
Heaviest users of online are also the heaviest TV
watchers.
The demos streaming the most are Female Teens (82%),
Male Teens (64%), Men 18-34 (57%) and Men 35-54 (55%).
Teens - most likely demographic to engage in
simultaneous TV/Internet usage, but Adults 35-54 have the
most simultaneous usage minutes.
Tablets – “We’re Number one”
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As of July 2012, Canadians are going online more often via
tablet (58%) than via a smartphone (56%) or a laptop or
desktop computer (41%).
Bulk of tablet usage occurs at home, with 87% of it in the
Living Room, 65% in the Bedroom, and 47% in the kitchen.
60% of Canadians are using their tablets multiple times
each day.
How is the Tablet being used?
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Searching for content/info – 94%
Accessing the Internet – 67%
Email – 66%
Playing games – 61%
Social Networking – 53%
Listening to music – 51%
Reading a book – 42%
Online shopping – 31%
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Consumer Electronics
Restaurant and Fast Food
Meals and Entertainment
Sports and Hobbies
Travel
Personal Care and Beauty
Automotive
Health
83
The Definition of Social Media
“Social media employs mobile and web-based
technologies to create highly interactive
platforms via which individuals and
communities share, co-create, discuss, and
modify user-generated content. It introduces
substantial and pervasive changes to
communication between organizations,
communities and individuals.”
Source: http://en.wikipedia.org/wiki/Social_media
Notable Social Media Platforms
• People use Facebook to keep in touch with friends, post
photos, share links and exchange other information.
Twitter is an online social networking and microblogging
service that enables its users to send and read text-based
messages of up to 140 characters, known as "tweets".
• LinkedIn is a social networking website for people in
professional occupations.
Pinterest is a pinboard-style social photo sharing website
that allows users to create and manage theme-based image
collections such as events, interests, hobbies, and more
Source: Wikipedia.org
Notable Social Media Platforms
Blogs are a discussion or informational website consisting of
discrete entries ("posts") typically displayed in reverse
chronological order.
• YouTube is a popular free video-sharing website that lets
registered users upload and share video clips online at the
YouTube website.
Internet Forums are an online discussion site where people
can hold conversations in the form of posted messages.
Source: Wikipedia.org
The Top Social Networks
U.S. Audience (July 2012)
Facebook has been the “top
dog” in social media in North
America since January 2009
when it beat out MySpace for the
top spot.
Soon, after, Twitter locked down
the #2 spot for networks,
followed by LinkedIn.
Pinterest has been growing their
number of users rapidly, as
much as 2-3 times more quickly
than Twitter had done at a
similar time in its history.
Final Thoughts
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Saskatchewan is a “Have” province – Feels good but
it is negatively impacting cost of local and regional
media.
Buying access to TV program audiences is replacing
buying TV spots.
Radio, Newspapers, and Magazines all facing
uncertain futures and looking to digital solutions as
a “fix”.
Social Media – Everyone’s doing it….
It’s all about tablets in 2013.
Grey Cup is in Regina!
Thanks for Listening