Traditional Media Alive and Well, Remains Very Widely Used Among Canadians

The battle between traditional and digital media rages on as Canadians are using a continuously expanding menu of channels and media in their daily lives.

While the media landscape continues to evolve with digital alternatives, traditional media remains widely used among Canadians. Conventional TV and radio continue to rank in the top three most frequently used media sources. In our latest Public Perspectives report, we asked Canadians about their daily media use and conventional TV (75%) remains the most frequently used media source overall. Social networking (60%) took second spot, followed closely by conventional radio (55%). Frequent or daily use of online TV, online radio and Twitter appears much more limited.

There are some significant demographic differences in the data. For starters, men and women continue to share the same top three most frequently used media sources, although conventional radio ranks second among men and social networking second among women. Interestingly, men are more frequent users than women of online news, conventional newspapers, and Twitter.

Next, let’s have a look at the role age and education play in media usage. While conventional TV remains the most frequently used media among middle-aged and older Canadians, social networking is most frequently used among their younger counterparts. Also, frequent use of Twitter declines significantly with age and is increasingly the domain of the higher education group.

Only time will tell whether digital media will outpace traditional mediums but for now new and old media continue to co-exist and complement one another in many ways. To stay ahead of the curve, organizations and professionals involved in public affairs should strive to continuously evaluate and evolve their communications strategy to connect the right message, medium and audience.

Public Perspectives is a monthly subscription report produced by Canadian Public Affairs which features Canadians’ assessment of their national and local economies, their personal finances and their issue concerns. Data for this report were taken from Ipsos Global @dvisor, a survey conducted monthly in 24 countries around the world via Ipsos’ Online Panel system. To learn more about Ipsos Global @dvisor, please click here.