Adwest media usage survey

Adwest media usage survey Communities Under 5000 Population & Rural 2013 How geography impacts lifestyle, shopping habits and media usage

HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES Communities Under 5000 Population & Rural 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.

THE STUDY Communities Under 5000 Population & Rural • 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

Sample sizes and response rates Communities Under 5000 Population & Rural 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.

Community Engagement Communities Under 5000 Population & Rural

Communities Under 5000 Population & Rural Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Engagement with News and Sources of News Communities Under 5000 Population & Rural

Communities Under 5000 Population & Rural In communities of less than 5,000 population, respondents were more likely to have spent the same amount of time or more time with news than any other community sample group Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities Under 5000 Population & Rural Ads are noticed and looked for in the Local Printed Community Newspaper more than any other media according to respondents in small communities and rural areas Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Online Accessibility, Engagement and Use Communities Under 5000 Population & Rural

Communities Under 5000 Population & Rural Respondents in small communities and rural areas were far more likely to be connected at home via a dial-up telephone line than those in larger community groups Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities Under 5000 Population & Rural Less than half of respondents in the sample group took Any Activity based on seeing an ad on a website. Just over one-third say they generally ignore ads Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities Under 5000 Population & Rural 63% of respondents said they don’t use Apps to get information about the local community. 20% reported they don’t own a cell phone or tablet computer Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities Under 5000 Population & Rural Of cell phone owners in communities under 5,000 population, 43% use their phone to make or receive phone calls only Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities Under 5000 Population & Rural Of cell phone/tablet computer owners, only 11% indicated they receive ‘alerts’ about the local community on their device Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities Under 5000 Population & Rural 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

Community Newspaper Engagement Communities Under 5000 Population & Rural

Communities Under 5000 Population & Rural Nearly 90% of respondents said they spend the same or more time with their local printed newspaper than they did 2 years ago Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities Under 5000 Population & Rural 65% of respondents agree either strongly or somewhat that the Local Newspaper is a Source of Pride for the community Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities Under 5000 Population & Rural 74% of respondents agree either strongly or somewhat that they Get Most of the Information About Activities in Their Community from the Local Newspaper Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities Under 5000 Population & Rural Nearly 80% of the sample indicated that they would prefer that the Local Newspaper remain in printed form Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities Under 5000 Population & Rural Over 50% of respondents feel like they are missing out on important news if they miss an issue of the Local Newspaper Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Adwest media usage survey