Canadians, especially males, warming to online newspapers: BBM Media Snapshot
How many Canucks are now consuming virtual news? As of last week, the number was up to 4.2 million, or 15% of the total population of the great, but not currently so white, north.
Here are some more fascinating facts about folks who are choosing cyber versions of their favourite newspapers.
* Online Internet newspaper readers are 20% more likely to be males.
* Online Internet newspaper readers are 40% more likely than average Canadians to have an annual household income of $75,000 or more.
* Online Internet newspaper readers are 4 times more likely to watch a TV broadcast via streaming video than average Canadians.
* Internet (90%), TV (86%) and radio (85%) are the top 3 media by yesterday exposure for online Internet newspaper readers.
* The top three formats for weekly radio reach for online Internet newspaper readers are news/talk (41%), adult contemporary (27%), and hot adult contemporary (18%).
* The top three television program types watched in an average week by this group are news/current affairs programs (66%), movies (60%), and documentaries (41%).
* 16% of online Internet newspaper readers have not read a local or national printed daily paper in an average week.
* Online Internet newspaper readers are 1.3 times more likely to be in the 35 to 44 age group.
* Online newspapers readers are 55% more likely than average Canadians to attend a music festival and 85% more likely to attend a film festival.
* Online Internet newspaper readers are 75% more likely to have shopped at Mountain Equipment Co-op in the last year than average Canadians.
Source: BBM RTS Canada, Fall ’06, Individuals 12+. The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Craig Dorning of BBM Analytics: email@example.com.