Hours spent with media
Ipsos Reid polled Canadians in mid-March to get a snapshot of media habits. These are the average results for the hours spent on different activities:
Actively using the internet: 18.1 hours/week.
Watching television: 16.9 hours/week.
Listening to radio: 8.9 hours/week.
Reading newspapers: 2.9 hours/week.
Reading magazines: 1.4 hours/week.
Source: Ipsos Reid
What is surprising is that both Television and Online viewing are up (TV up 1 hour and Digital up 3 hours). Considering that Television viewership skews older, I wonder whether the trend is due to older people watching evern more TV or if younger people are returning to the 'big screen'.
Also would have been interested to see what the numbers are against the little screen (smart phones). If the world were like Rotman, I'd bet the trend would be as follows:
Media Habits of Rotman Students
Browing through Blackberry BBM messages
Actively using the Internet
Reading newspapers (FP / ROB section only)
Listening to radio + watching tv --> 680 news and CBCNN respectively
I'd imagine watching downloaded TV shows on one's PC still counts as internet use even though you don't need to be online to do it, and it's programming produced for TV...in which case I'm not at all surprised by these numbers either.
ReplyDelete