Traditional or Digital? Canadians’ Conventional, Online and Social Media Use

With more people going online every day, media consumption habits have undeniably changed. But, has a shift towards digital replaced traditional mediums such as television and radio?

We asked Canadians about their daily media use and the results reveal traditional media use is still alive and well, and remains very widely used among Canadians. In fact, conventional TV (74%) was the most frequently used media source overall, followed by conventional radio (60%) and social networking (59%). Interestingly, Canadians are consuming more of their news online as they reported more frequent use of online newspapers and news sites (34%) than traditional newspapers (24%).

There are some significant demographic differences worth sharing. Looking at gender, men and women share the same top three most frequently used media sources as above with conventional TV ranking first overall, although conventional radio ranks second among men and social networking second among women. Age also plays a factor in media consumption. Social networking emerges atop the list among younger Canadians, but falls to third among middle-aged and older Canadians (behind conventional TV and radio).

The bottom-line is media use is engrained into our daily lives and the menu of channels continues to expand. At this point, online and social media simply co-exist with conventional media rather than replacing it outright. An important note for those involved in the world of public affairs and communications.

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.