Adwest media usage survey

ADWEST MEDIA USAGE SURVEY

2013 HOW GEOGRAPHY IMPACTS LIFESTYLE, SHOPPING HABITS AND MEDIA USAGE

Communities 100K+

HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES

STUDY OBJECTIVES:

1. 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.

2. To identify influences and factors that could play a role in how people in different types of communities access information.

3. 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.

4. How does media accessibility influence the sources people use to get information.

Communities 100K+

THE STUDY• 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

Communities 100K+

SAMPLE SIZES AND RESPONSE RATES

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.

Communities 100K+

COMMUNITY ENGAGEMENT

Communities 100K+

2%6%

19%

17%45%

12%

Length of Time Lived in Your Community

Length of time in this community Less than 1 year 1 to 5 years 6 to 10 years 11 to 20 years

More than 20 years All your life

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

Communities 100K+

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

38%

60%

2% 1%

Do You Know the Names of Neighbours Who Live Close to You

Yes, know them all

Yes, know only some

No, don't know any

Do not have neighbours close by

Respondents in medium-sized cities were less likely to know the names of their

neighbours than were the respondents in smaller communities. This suggests that the interests and lifestyles of residents in

different community sizes vary

Communities 100K+


ENGAGEMENT WITH NEWS AND SOURCES OF NEWS

Communities 100K+

More time per day About the same amount of time Less time per day0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

29%

65%

6%

Time Personally Spent With News Compared to 2 Years Ago

Respondents in the 50-100K population sample group were more likely to be spending More Time per Day with the news than they did 2 years ago than any of the other community

sizes included in the study. Fully, 94% of re-spondents indicated that they spend at least the

same amount of time with the news.

Communities 100K+


Inte

rnat

iona

l New

s

Most o

f the

tim

e

Only

whe

n so

met

hing

is h

appe

ning

Seld

om o

r Nev

er

Not st

ated

Natio

nal N

ews

Most o

f the

tim

e

Only

whe

n so

met

hing

is h

appe

ning

Seld

om o

r Nev

er

Not st

ated

Loca

l New

s

Most o

f the

tim

e

Only

whe

n so

met

hing

is h

appe

ning

Seld

om o

r Nev

er

Not st

ated

0

10

20

30

40

50

60

70

80

90

100

47.9

36

10.45.8

64

27.1

7.11.8

66.9

26.9

4.1 2.1

How Closely Do You Follow Specific Types of News

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

Communities 100K+


0%10%20%30%40%50%60%70%80%90%

100%

60%47%

65% 60%

10%20%

10% 6% 11%3%

21%10%

35%

Frequency of Media Use at Least Once Per Week

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

Communities 100K+


Blog

abou

t you

r loc

al com

mun

ity

Your

city

or t

own'

s web

site

Loca

l prin

ted

com

mun

ity n

ewsp

aper

Loca

l com

mun

ity n

ewsp

aper

web

site

Loca

l sto

re w

ebsite

Loca

l rad

io sta

tion

Socia

l med

ia e

.g. F

aceb

ook,

Twitt

er, M

yspa

ce e

tc.

Loca

l TV st

atio

n

Other

None

of th

e ab

ove

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1% 1%

20%

2% 1%

19%

2%

52%

1%6%

Favourite Source for Local News

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

Communities 100K+


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14%19%

33%

4%

16%

6% 7%4%

20%

12%

19%

Sources Relied on For Information About Local Topics of Interest

City/Town Website

Printed Lo-cal Com-munity Newspaper

Daily Newspaper or its Web-site

Radio

TV

Store Website

Social Media

Other

Never Seek This Info

The Local Printed Community News-paper was listed as the #1 source for in-

formation on community or neigh-bourhood events. It was reported as one of the top sources for information on a variety of local topics of interest

Communities 100K+


Communities 100K+


Fede

ral P

oliti

cs, C

ampa

igns

and

Pro

gram

s

Prov

incial

Pol

itics

, Cam

paig

ns a

nd P

rogr

ams

Loca

l Pol

itics

, Cam

paig

ns a

nd P

rogr

ams

Health

Info

rmat

ion

and

Serv

ices

Taxe

s an

d Ta

x Issu

es

Build

ing,

Dev

elop

men

t and

Zon

ing

Social

Ser

vice

s, H

ousing

, Foo

d, C

hild

Car

e

Publ

ic N

otices

Oth

er Fed

eral

Gov

ernm

ent A

ctiv

ities

Oth

er P

rovi

ncia

l Gov

ernm

ent A

ctiv

ities

Oth

er Loc

al G

over

nmen

t Act

iviti

es0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sources Used for Information on Government Programs and Services

Gov't Website Printed Local Community Newspaper Daily Newspaper or its WebsiteRadio TV Gov't Office/RepSocial Media Other Never Seek Info

The Local Printed Community Newspaper was amongst a vari-ety of sources used for informa-

tion on various programs and services offered by government

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

23% 20%

6% 8%

32%

11%

35%

16%

5% 6%

Statements Regarding Media Engagement, Connection and Sharing

City/Town Website Printed Local Community Newspaper Daily Newspaper or its Website Radio TV Store Website

Social Media None of Them

Ads in the Print Media are the best source to find advertising for local stores and services according to

respondents in cities with 100K+ population. Re-spondents in large cities were far more engaged with

social media than those living in any of the smaller communities sampled

Communities 100K+


ONLINE ACCESSIBILITY, ENGAGEMENT AND USE

Communities 100K+

Dial-u

p te

leph

one

line

DSL-e

nabl

ed p

hone

line

Cable

TV m

odem

Cellu

lar o

r mob

ile con

nect

ion

Fibre

opt

ic co

nnec

tion

e.g.

FIO

S, T

-1 e

tc.

Sate

llite

Don't

know

whi

ch con

nect

ion

we ha

ve

Don't

have

inte

rnet

con

nect

ion

Not st

ated

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

9%

23%

48%

25%

6% 6%

5%

10%

4%

Internet Connectivity: Internet Connections You Have at Home

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

Communities 100K+


Net: A

ny a

ctivity

Beca

me

awar

e of

a p

rodu

ct o

r ser

vice

Clicke

d on

the

ad to

lear

n m

ore

Used

an o

nlin

e se

arch

to le

arn

mor

e ab

out t

he p

rodu

ct o

r ser

vice

Boug

ht som

ethi

ng a

s ad

vertise

d

Refe

rred

the

ad to

som

eone

you

kno

w

Visit

ed a

sto

re o

r a sho

wro

om

I gen

erally ig

nore

ads

that

app

ear o

n web

sites

I do

not h

ave/

use

a co

mpu

ter o

r tab

let

0%10%20%30%40%50%60%70%80%90%

100%

55%

34% 31%42%

15%8%

16%

38%

16%

Activities Taken in the Past 30 Days as a Re-sult of Seeing an Advertisement on a Website

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

Communities 100K+


22%

56%

22%

Mobile/Tablet Use: Have 'Apps' That Help You Get In-formation About the Local Community

Yes

No

Do not have a cell phone or tablet computer

78% of respondents in large cities don’t use ‘apps’ to get information about the local community. 22% said it’s because they do not own an app-compatible cell

phone or a tablet computer

Communities 100K+


38%

61%

2%

Cellular Phone Use: Use of Device

Use cell phone only to make or receive phone calls

Also use it for other things

Not stated

Of cell phone owners in communities 100K+, 38% of respondents indicated that they used their device for making

and receiving phone calls only. The re-spondents in this group were the least likely of all the city groups to use their

device for other things

Communities 100K+


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0%

42%35%

25%20%

18%

32%

62%

47%

23%

31%

Mobile/Tablet Owners: Purposes for Which You Ever Use Your Device

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

Communities 100K+


COMMUNITY NEWSPAPER ENGAGEMENT

Communities 50K to 100K

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

29.6

38

67.6

30.6

2.9

Community Newspaper Penetration

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

Communities 100K+


More time About the same amount of time Less time0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

10%

74%

16%

Time Personally Spent With Local Printed Community Newspaper Compared to 2 Years

Ago

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

Communities 100K+


13%

36%

31%

4%

2% 14%

Level of Agreement: My Local Newspaper is a Source of Pride for the Community

Agree strongly

Agree somewhat

Neutral

Disagree somewhat

Disagree strongly

Do not receive a local printed community newspaper

Nearly half of respondents agree either strongly or somewhat that the Local News-paper is a Source of Pride for their commu-

nity

Communities 100K+


13%

44%16%

8%

4%15%

Level of Agreement: I Get Most of the Informa-tion About Activities in my Community From the

Local Newspaper

Agree strongly

Agree somewhat

Neutral

Disagree somewhat

Disagree strongly


The majority of respondents in cities of more than 100,000 population agreed either strongly or somewhat that they Get Most of the Informa-tion About Activities in Their Community from

the Local Newspaper

Communities 100K+


48%

20%

12%

4%

7% 9%

Level of Agreement: I Would Much Rather my Local Newspaper Remain in Printed Form as Op-

posed to Online Only

Agree strongly

Agree somewhat

Neutral

Disagree somewhat

Disagree strongly


As was the case across all community sizes sampled, respondents clearly preferred that their local community newspaper remain in

printed form

Communities 100K+


12%

28%

24%

13%

12%11%

Level of Agreement: If I Miss an Issue of the Local Newspaper I Feel I am Missing Information That is

Important to MeAgree strongly

Agree somewhat

Neutral

Disagree somewhat

Disagree strongly


40% of respondents in large cities agreed that if they missed an issue of the local newspaper, they felt like they were missing important in-

formation

Communities 100K+


33%

39%

22% 5%

Level of Agreement: Impact That Losing the Local Newspaper Would Have on Your Ability to Keep

up With Information About the Community

Losing the local community newspaper would have:

A MAJOR impact

A MINOR impact

NO impact at all

Have no local community news-paper

While slightly less than was the case in medium-sized cities, 72% of respondents said they’d feel

some impact on their ability to keep up with infor-mation about the local community if they no longer

had a community newspaper

Communities 100K+


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Adwest media usage survey

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