CMDC Media Digest, 2015-2016
2014 CMUST REPORT 62 56 89 84 84 80 92 92 2014 CMUST Report Commissioned by IAB Canada Rob Young Senior VP Director of Insights and Analytics PHD Canada Originally commissioned by IAB Canada in 2004 the Canadian Media Usage Study CMUST was designed to quantify Canadians consumption of the internet medium relative to the legacy media TV radio newspaper and magazine The internet was in its infancy at the time and even a basic sense of weekly reach and time spent was helpful But today the internet is highly developed and accounts for a share of Canadas ad revenue that now exceeds radio newspaper and TV ad revenue if TV and newspaper internet revenue is assigned to internet so the objective of CMUST has changed Even though advertisers have almost universally adopted the internet there is still a gap between consumer consumption of the internet and our industrys ability to measure that consumption The 2014 CMUST study estimates that 40 of the time consumers spend with the internet remains buried beyond the capability of todays formal measure Consumers spend time with the internet by way of numerous devices such as smartphones tablets phablets laptops and desktop computers game consoles smart TVs over the top or OTT devices and through car connectivity yet only PC and non video mobile accessing time can be measured in Canada This study attempts to update the amount of buried time consumers spend with the internet by trawling through various media usage data sources in Canada aggregating the learning and by making intelligent estimations C MUST HIGHLIGHTS Only time spent on the internet is growing The internet has become ubiquitous As devices multiply internet time expands Car connectivity is an important new device Total media time has expanded due to simulmedia Online measurement is trying to catch up 40 of internet time is buried Cord cutting is driven by cost issues 2014 Penetration by Device 28 21 7 46 46 42 31 42 32 7 65 61 29 23 18 18 34 18 18 34 CONSOLE TABLETS SMARTPHONE DESK LAPTOP OTT CONNECTED CAR TELEMATICS 2014 2013 The 2014 CMUST report contains five areas of examination device reach time cord cutting and content This section provides some topline findings derived from the full 2014 presentation which is only available to IAB Canada members DEVICE Devices drive consumption and today the internet accessing devices are numerous Some are ubiquitous This chart provides current penetration levels for adults and younger adults 2014 vs 2013 10 The Business of Media CANADIAN MEDIA DIRECTORS COUNCIL Rob Young Senior VP Director of Insights and Analytics PHD Canada
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