Adwest media usage survey

Adwest media usage survey Communities 10K to 50K 2013 How geography impacts lifestyle, shopping habits and media usage

HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES Communities 10K to 50K 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 10K to 50K • 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 10K to 50K 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 10K to 50K

Communities 10K to 50K 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 10K to 50K

Communities 10K to 50K 90% of respondents in the small cities group said they spend at least the same amount of time with the news as they did 2 years ago. 17% said they are actually spending MORE time with the news Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities 10K to 50K Traditional Media Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities 10K to 50K The Local Printed Community Newspaper was by far the Favourite Source for Local News amongst respondents in the sample of small cities of 10-50K, the preferred source by nearly half. Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Online Accessibility, Engagement and Use Communities 10K to 50K

Communities 10K to 50K The sample in cities of 10-50K indicated a wide variance in types of connections used at home. Still, nearly 1 in 5 reported either an outdated connection type or no connection at all. Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

Communities 10K to 50K As was the case across all community sizes the #1 other use for a mobile device was to check local weather reports Less than half 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 10K to 50K

Communities 10K to 50K 87% 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 10K to 50K

Adwest media usage survey