Toronto-based ComQUEST Research yesterday released the latest results of the Winter 2005 CyberTRENDS, a quarterly study which tracks Canadian consumers’ attitudes towards the Internet. Sixty percent of Canadians connected to the Internet in the previous week, almost double five years ago. When asked, a majority of this group agreed with the statement: ‘The Internet is an integral part of my lifestyle’.
Says Pamela Herrington, research associate, ComQUEST Research: ‘The role that the Internet plays in most Canadian’s daily lives has grown from a convenience to an absolute necessity. This study indicates that many Canadians have become reliant upon products and services which are delivered via the Internet.’
Some highlights of the study:
– Usage is higher among those speaking English at home (64%), lower among those speaking French at home (49%) and highest among those speaking some other language at home (65%).
– Of Canadians with Internet access at home, a majority (63%), have broadband Internet access. This is a huge increase from only 14% with broadband access five years ago.
– 34% of Canadians made a purchase via the Internet in the past 12 months – approximately triple the percentage of five years ago.
– The top five Internet shopping categories are:
· tickets (for movies or concerts, etc.) – 42%
· books – 41%
· travel – 39%
· computer software – 32%
· music/audio CDs – 27%
– Ads in conventional media are far more likely than Internet ads to directly influence the decision to purchase through the Internet.
ComQUEST Research is a wholly-owned subsidiary of BBM Canada.
