Adwest media usage survey

1. Adwest media usage survey Communities 5K to 10K 2013 How geography impacts lifestyle, shopping habits and media usage

2. HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES Communities 5K to10K STUDY OBJECTIVES: To determine what impact ‘community’ has on the types of news and information that people are interested in and the sources they use to seek out that information. To identify influences and factors that could play a role in how people in different types of communities access information. Use the information to quantify the differences between populations living in rural areas and smaller communities against those living in larger cities and metropolitan areas. How does media accessibility influence the sources people use to get information.

3. THE STUDY Communities 5K to10K • Commissioned by AdWest Marketing Inc and conducted by Totum Research Inc. • Survey: 8-Page Mailed Questionnaire. Sample was selected by SM Research split into 1,000 random addresses within each of the 5 geographic groups for a total of 5,000 addresses in Alberta, Saskatchewan, Manitoba and Northwest Territories/Nunavut • Communities: Under 5,000 Population and Rural • Communities: 5,000 to 10,000 Population • Communities: 10,000 to 50,000 Population • Communities: 50,000 to 100,000 Population • Communities: Over 100,000 Population • Surveys addressed to the resident of the household 18 years of age or older and the next to celebrate a birthday in the household. • Timing: Mid November 2013 – Mid January 2014

4. Sample sizes and response rates Communities 5K to10K The maximum margin of error for 1,015 responses is ±3.1% at the 95% confidence level. For 200 responses it is ±6.9% at the 95% confidence level.

5. Community Engagement Communities 5K to10K

6. Communities 5K to10K 49% of respondents in small towns and cities indicated they’ve lived in the area more than 20 Years. One in five have lived in the community their entire life. Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

7. Communities 5K to10K 52% of respondents in communities of 5-10K indicated they know the names of all of their neighbours suggesting a strong connection with the community Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

8. Engagement with News and Sources of News Communities 5K to10K

9. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

10. Communities 5K to10K Respondents from this sample group are voracious consumers of local news compared to international news and to a lesser degree, national news Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

11. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

12. Communities 5K to10K The Local Printed Community Newspaper was by far the Favourite Source for Local News amongst respondents in the sample of communities of 5-10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

13. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

14. Communities 5K to10K The Local Printed Community Newspaper was the leading source for information on a number of Government Programs and Services including: Local Politics, Health Information, Public Notices and Other Local Government Activities Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

15. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

16. Online Accessibility, Engagement and Use

17. Communities 5K to10K Nearly One-Third of respondents in this sample group reported that they had either an outdated dial-up internet connection at home or no connection at all. Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

18. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

19. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

20. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

21. Communities 5K to10K As far as other uses are concerned, the overwhelming majority said they used their device or tablet to check local weather reports 26% said they used the device to get information about the community Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

22. Community Newspaper Engagement

23. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

24. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

25. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

26. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

27. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

28. Communities 5K to10K Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

29. Communities 5K to10K 80% of respondents in communities of 5-10K said that not having a local newspaper would have an impact on their ability to keep up with local news. Nearly HALF said the impact would be MAJOR Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015