DAILY NEWS Apr 13, 2009 8:38 AM - 0 comments

The Media that Matters Most: HDTV, Podcasts, MP3s

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From large high definition screens to portable MP3 players, Canadians are taking to new ways of acquiring and consuming media content.


More than 12,000 Canadians were asked about their use and adoption of the latest technology trends, emerging devices and gadgets - personal video recorders, video on demand, satellite radio, MP3 players, high definition TV screens.


And now, the first in a series of reports based on the Media Technology Monitor (MTM) 2008 surveys and analysis has been released.


“Conducted annually since 1997, the MTM was designed to consistently and accurately track consumer adoption and use of media technologies. It is a high quality syndicated survey based on telephone interviews with 12,000 Canadian adults (6,000 Anglophones and 6,000 Francophones) and provides

valuable information on consumer trends in television, radio, Internet, and other emerging technologies,” explained Michael Abraham, General Manager New Business, BBM Analytics.


The “Media Technology Adoption Report” reviews trends in the penetration of various audio/video media technologies, both emerging and declining, in the context of the consumer adoption cycle.


Over the coming weeks, the following in-depth reports will be released:

• TV Distribution

• High Definition Television

• Internet Users’ Media Habits

• Personal TV Technologies

• Personal Audio

• Technology Adoption and Use by Generation


“We hope these reports will help the media industry have a better understanding of the larger media environment and grasp the ecosystem of tools Canadians use to consume media,” Abraham added.


Highlights from the 2008 Media Adoption Report:

The fastest growing segments were HDTV screens and receivers as well as MP3 and portable video players.

Podcasting also grew with 1 in 5 Anglophones listening to a podcast on a monthly basis.

HDTV screen adoption amongst both Anglophones and Francophones has tripled since 2004, up to 37 and 28 per cent, respectively, in 2008.

Nearly 6 in 10 Anglophones and Francophones subscribe to a digital TV service. 82 per cent of Anglophones and 73 per cent of Francophones have access to the Internet in their homes.

Close to 75 per cent of Anglophones and over 65 per cent of Francophones are using broadband.

Radio streaming and music downloading off the Internet among Anglophones saw a slight drop over the last two years, both registering an incidence rate of 16 per cent.

Among Francophones, radio streaming and music downloading off the Internet saw no growth over the last two years.

The popularity of online video rose significantly, with 42 per cent of Anglophones and 37 per cent of Francophone’s now watching video on the Web.


BBM Analytics is the official marketer of the MTM.


BBM Analytics is a wholly-owned subsidiary of BBM Canada, and offers a portfolio of powerful software solutions providing critical insights into the impacts of broadcast content and consumer behaviors. Its market research division specializes in media research, advertising effectiveness, research for financial

institutions, public opinion polling, and consumer research.


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