Media Patterns: IT Report
 
 
Attribute Benchmark
CANADA
Trade Area 
Value Percentage Compared with
Benchmark
       
    Population of age 15 and up  30,920,900  39,579    
Internet Connection        
    Access At home  80.62%  30,653  77.45%  Similar
    Access At work  44.43%  19,108  48.28%  Similar
    Access At school/college/university  12.83%  5,287  13.36%  Similar
    At some other location  24.18%  9,912  25.04%  Similar
    Did not access the Internet in the past 7 days  14.83%  6,517  16.47%  High
    Accessed Internet in the past 7 days: Less than 5 hours  9.41%  2,677  6.76%  Low
    Accessed Internet in the past 7 days: 5 to 10 hours  11.64%  3,831  9.68%  Low
    Accessed Internet in the past 7 days: 10 to 15 hours  11.52%  3,641  9.20%  Low
    Accessed Internet in the past 7 days: 15 to 25 hours  19.28%  6,962  17.59%  Similar
    Accessed Internet in the past 7 days: More than 25 hours  33.32%  15,951  40.30%  High
Internet Access Through        
    Internet access through: ADSL/DSL/Fibre optic (e.g. Bell Fibe/Telus high speed)  28.62%  11,131  28.12%  Similar
    Internet access through: Cable high speed (e.g. Rogers/Shaw/Cogeco high speed)  40.77%  17,150  43.33%  Similar
    Internet access through: Mobile broadband modem or data stick  2.30%  508  1.28%  Low
    Internet access through: Other type of Internet access (e.g. Satellite, ISDN, dial-up)  4.27%  758  1.91%  Extremely Low
    Internet access through: Don't know  5.14%  1,351  3.41%  Low
    Internet access through: None, don't have Internet access at home  3.98%  2,012  5.08%  High
Mobile Internet Access Through        
    Mobile internet access in past 7 days: Mobile phones or Smartphon  53.60%  23,591  59.61%  High
    Mobile internet access in past 7 days: Tablets (i.e. iPad, PlayBook, Android)  46.55%  17,359  43.86%  Similar
    Mobile internet access in past 7 days: Other similar mobile devic  11.45%  3,857  9.74%  Low
Internet Usage        
    Access a news site  41.70%  19,652  49.65%  High
    Access a radio station's website  17.41%  8,225  20.78%  High
    Access a TV station's website  15.28%  7,724  19.51%  High
    Access automotive news/content  8.31%  2,712  6.85%  Low
    Access celebrity gossip content  12.58%  5,937  15.00%  High
    Access fashion or beauty-related content  9.67%  4,863  12.29%  High
    Access food/recipes content  33.02%  12,011  30.35%  Similar
    Access health-related content  26.13%  11,891  30.04%  High
    Access home furnishings/decor-related content  12.62%  5,623  14.21%  High
    Access paid content (e g newspapers)  6.01%  2,777  7.02%  High
    Access professional sports content  14.27%  5,550  14.02%  Similar
    Access real estate listings/sites  14.73%  5,669  14.32%  Similar
    Access restaurant guides/reviews  17.44%  8,018  20.26%  High
    Access travel content  19.66%  8,131  20.54%  Similar
    Click on an Internet advertisement  9.19%  3,736  9.44%  Similar
    Consult consumer reviews  14.61%  6,109  15.43%  Similar
    Contribute to a blog/message board/Wiki  5.17%  2,503  6.32%  High
    Do banking/pay bills online  47.67%  19,046  48.12%  Similar
    Download a computer game/software  14.45%  5,676  14.34%  Similar
    Download any video content  14.09%  5,714  14.44%  Similar
    Download music/MP3 files (free or paid)  18.19%  8,373  21.16%  High
    Download/print discount coupon  12.42%  5,242  13.25%  Similar
    Enter online contests  13.30%  5,034  12.72%  Similar
    Listen to a podcast  7.22%  3,231  8.16%  High
    Listen to a radio broadcast via streaming audio  9.15%  4,425  11.18%  High
    Listen to Internet-only music service (e.g. Slacker)  5.80%  2,382  6.02%  Similar
    Participate in an online social network e.g. Facebook, Twitter)  41.01%  16,102  40.68%  Similar
    Place/respond to an online classified advertisement e.g. Craigslist, eBay)  9.50%  3,502  8.85%  Similar
    Play online games  22.34%  8,014  20.25%  Similar
    Purchase group deal (e.g. Groupon, WagJag)  4.78%  2,152  5.44%  High
    Purchase products or services  19.22%  8,379  21.17%  Similar
    Read or look into on-line magazines  7.63%  3,841  9.70%  High
    Read or look into on-line newspapers  15.33%  7,394  18.68%  High
    Register with a website to receive permission-based mail-outs/newsletters  5.42%  2,573  6.50%  High
    Research products/services you might like to try or buy  26.34%  10,982  27.75%  Similar
    Respond to online surveys/polls  13.55%  6,624  16.74%  High
    Send or receive instant messaging (e.g. Skype, Yahoo Mail)  34.14%  14,326  36.19%  Similar
    Share/refer/link friends or people you know to a website or an article  16.00%  7,666  19.37%  High
    Use apps  27.87%  11,502  29.06%  Similar
    Use maps/directions service (e.g. Google maps)  46.13%  21,322  53.87%  High
    Use online telephone directory to locate phone number/address  24.73%  8,840  22.33%  Similar
    Watch a TV broadcast via streaming video  12.51%  5,734  14.49%  High
    Watch any other streaming video (not a TV broadcast, not a download)  18.15%  8,165  20.63%  High
Online social networks used in the PAST 30 DAYS        
    Social networks: Facebook  52.60%  19,545  49.38%  Similar
    Social networks: Google+  27.63%  9,229  23.32%  Low
    Social networks: Instagram  11.26%  5,365  13.56%  High
    Social networks: LinkedIn  11.71%  6,864  17.34%  High
    Social networks: Pinterest  12.95%  3,520  8.89%  Low
    Social networks: Tumblr  2.82%  1,741  4.40%  High
    Social networks: Twitter  11.67%  6,405  16.18%  High
    Social networks: Online/Internet dating sites/apps  2.11%  1,020  2.58%  High
    Social networks: Video/photo sharing (e.g. Flickr)  3.57%  1,620  4.09%  High
    Social networks: Other  4.54%  2,190  5.53%  High
The Internet Average WEEKDAY web access        
    Internet WEEKDAY access: Never  2.95%  1,226  3.10%  Similar
    Internet WEEKDAY access: Less than 1 day a week  2.39%  588  1.49%  Low
    Internet WEEKDAY access: 1 day  1.02%  298  0.75%  Low
    Internet WEEKDAY access: 2 days  2.78%  842  2.13%  Low
    Internet WEEKDAY access: 3 days  4.59%  1,234  3.12%  Low
    Internet WEEKDAY access: 4 days  3.33%  1,120  2.83%  Low
    Internet WEEKDAY access: 5 days  68.08%  27,697  69.98%  Similar
The Internet Average WEEKEND web access        
    Internet WEEKEND access: Never  6.68%  2,437  6.16%  Similar
    Internet WEEKEND access: Less than 1 day  6.95%  2,196  5.55%  Low
    Internet WEEKEND access: 1 day  7.98%  3,138  7.93%  Similar
    Internet WEEKEND access: 2 days  63.58%  25,192  63.65%  Similar
Internet weekdays 6am - 9am( <=180 M)        
    Internet weekdays 6am - 9am: Not Surf  49.12%  20,165  50.95%  Similar
    Internet weekdays 6am - 9am: Less than 30 Minutes  18.41%  6,675  16.87%  Similar
    Internet weekdays 6am - 9am: Less than 60 Minutes  12.01%  4,314  10.90%  Similar
    Internet weekdays 6am - 9am: Less than 120 Minutes  4.30%  1,530  3.87%  Similar
    Internet weekdays 6am - 9am: Less than 180 Minutes  1.28%  383  0.97%  Low
Internet weekdays 9am - noon(<=180M)        
    Internet weekdays 9am - noon: Not Surf  37.86%  13,038  32.94%  Low
    Internet weekdays 9am - noon: Less than 30 Minutes  14.87%  5,485  13.86%  Similar
    Internet weekdays 9am - noon: Less than 60 Minutes  17.45%  6,965  17.60%  Similar
    Internet weekdays 9am - noon: Less than 120 Minutes  8.04%  3,881  9.81%  High
    Internet weekdays 9am - noon: Less than 180 Minutes  7.02%  3,540  8.94%  High
Internet weekdays Noon - 5pm(<=300M)        
    Internet weekdays Noon - 5pm: Not Surf  30.26%  10,364  26.19%  Low
    Internet weekdays Noon - 5pm: Less than 30 Minutes  15.09%  5,022  12.69%  Low
    Internet weekdays Noon - 5pm: Less than 60 Minutes  17.03%  6,271  15.84%  Similar
    Internet weekdays Noon - 5pm: Less than 120 Minutes  11.42%  5,583  14.11%  High
    Internet weekdays Noon - 5pm: Less than 180 Minutes  5.24%  2,455  6.20%  High
    Internet weekdays Noon - 5pm: Greater than 180 Minutes  6.13%  3,114  7.87%  High
Internet weekdays 5pm - 7pm(<120M)        
    Internet weekdays 5pm - 7pm: Not Surf  39.12%  14,712  37.17%  Similar
    Internet weekdays 5pm - 7pm: Less than 30 Minutes  14.64%  5,152  13.02%  Low
    Internet weekdays 5pm - 7pm: Less than 60 Minutes  19.46%  7,788  19.68%  Similar
    Internet weekdays 5pm - 7pm: Less than 120 Minutes  11.98%  5,273  13.32%  High
Internet weekdays 7pm - 11pm(<=240M)        
    Internet weekdays 7pm - 11pm: Not Surf  24.45%  9,309  23.52%  Similar
    Internet weekdays 7pm - 11pm: Less than 30 Minutes  13.95%  4,375  11.05%  Low
    Internet weekdays 7pm - 11pm: Less than 60 Minutes  21.96%  8,604  21.74%  Similar
    Internet weekdays 7pm - 11pm: Less than 120 Minutes  15.63%  6,634  16.76%  Similar
    Internet weekdays 7pm - 11pm: Less than 180 Minutes  5.60%  2,582  6.52%  High
    Internet weekdays 7pm - 11pm: Greater than 180 Minutes  3.57%  1,438  3.63%  Similar
Internet weekdays 11pm - 2am(<=180M)        
    Internet weekdays 11pm - 2am: Not Surf  73.36%  26,826  67.78%  Similar
    Internet weekdays 11pm - 2am: Less than 30 Minutes  3.07%  1,787  4.52%  High
    Internet weekdays 11pm - 2am: Less than 60 Minutes  5.17%  2,386  6.03%  High
    Internet weekdays 11pm - 2am: Less than 120 Minutes  2.28%  1,063  2.68%  High
    Internet weekdays 11pm - 2am: Less than 180 Minutes  1.24%  898  2.27%  Extremely High
Internet weekdays 2am - 6am(<=240M)        
    Internet weekdays 2am - 6am: Not Surf  82.12%  31,673  80.03%  Similar
    Internet weekdays 2am - 6am: Less than 30 Minutes  1.09%  374  0.94%  Low
    Internet weekdays 2am - 6am: Less than 60 Minutes  1.05%  417  1.05%  Similar
    Internet weekdays 2am - 6am: Less than 120 Minutes  0.47%  283  0.72%  High
    Internet weekdays 2am - 6am: Less than 180 Minutes  0.16%  59  0.15%  Similar
    Internet weekdays 2am - 6am: Greater than 180 Minutes  0.24%  80  0.20%  Low
The Internet Time spent online/ average day        
    Time spent online average day: Did not access  14.82%  6,634  16.76%  High
    Time spent online average day: Less than 1 hour  13.81%  3,985  10.07%  Low
    Time spent online average day: 1 to 2 hours  16.87%  5,748  14.52%  Low
    Time spent online average day: 2 to 3 hours  14.07%  4,838  12.22%  Low
    Time spent online average day: 3 to 4 hours  11.78%  4,896  12.37%  Similar
    Time spent online average day: More than 4 hours  28.65%  13,479  34.05%  High
The Internet Terciles        
    The Internet Terciles: No Usage  14.83%  6,653  16.81%  High
    The Internet Terciles: Light  31.89%  9,912  25.04%  Low
    The Internet Terciles: Medium  28.03%  10,833  27.37%  Similar
    The Internet Terciles: Heavy  25.25%  12,181  30.78%  High
The Internet Quintiles        
    The Internet Quintiles: No Usage  14.84%  6,652  16.81%  High
    The Internet Quintiles: Light  19.93%  5,838  14.75%  Low
    The Internet Quintiles: Medium Light  18.29%  5,848  14.78%  Low
    The Internet Quintiles: Medium  16.55%  6,352  16.05%  Similar
    The Internet Quintiles: Medium Heavy  15.59%  7,334  18.53%  High
    The Internet Quintiles: Heavy  14.82%  7,556  19.09%  High
Purchase / Intend to purchase new technology products and services        
    4G/LTE mobile phones : Intend to buy in the next 2 years  9.32%  4,070  10.28%  Similar
    4G/LTE mobile phones : Already purchased  21.65%  8,914  22.52%  Similar
    Cellphone with AM/FM reception: Intend to buy in the next 2 years  2.25%  1,082  2.73%  High
    Cellphone with AM/FM reception: Already purchased  8.04%  3,263  8.24%  Similar
    Cloud computing (Internet application and data service): Intend to buy in the next 2 years  1.78%  708  1.79%  Similar
    Cloud computing (Internet application and data service): Already purchased  8.28%  3,736  9.44%  High
    Digital bundle from one service provider (e.g. Internet, cell phone, satellite TV): Intend to buy in the next 2 years  3.47%  1,283  3.24%  Similar
    Digital bundle from one service provider (e.g. Internet, cell phone, satellite TV): Already purchased  23.66%  9,435  23.84%  Similar
    HDTV cable or satellite service or fibre optic: Intend to buy in the next 2 years  3.17%  1,107  2.80%  Low
    HDTV cable or satellite service or fibre optic: Already purchased  22.51%  7,993  20.20%  Similar
    Internet video devices for TV (e.g. Apple TV, Boxee Box, Logitech Revue): Intend to buy in the next 2 years  2.85%  1,506  3.80%  High
    Internet video devices for TV (e.g. Apple TV, Boxee Box, Logitech Revue): Already purchased  8.32%  3,458  8.74%  Similar
    Personal video recorder (PVR): Intend to buy in the next 2 years  3.22%  1,133  2.86%  Low
    Personal video recorder (PVR): Already purchased  21.57%  7,378  18.64%  Low
    Subscribe to a Video-On-Demand service (e.g. Netflix): Intend to buy in the next 2 years  5.27%  2,560  6.47%  High
    Subscribe to a Video-On-Demand service (e.g. Netflix): Already purchased  18.08%  6,186  15.63%  Low
    Subscription based satellite radio service (e.g. Sirius): Intend to buy in the next 2 years  1.66%  541  1.37%  Low
    Subscription based satellite radio service (e.g. Sirius): Already purchased  6.30%  1,613  4.07%  Low
    Tablet computer (e.g. iPad, PlayBook): Intend to buy in the next 2 years  10.21%  4,647  11.74%  High
    Tablet computer (e.g. iPad, PlayBook): Already purchased  27.80%  10,483  26.49%  Similar
 
This report is based on the data product "Consumer Behavioural and Product Usage 2017" developed by Manifold Data Mining Inc with the Numeris RTS survey data. No confidential information about an individual, household, organization or business has been obtained from Numeris Canada.
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