Rising costs are driving Canadians to rethink how much time they spend online and how many content platforms they subscribe to.

That’s according to EY which polled 500 people for its Decoding the Digital Home study.

More than half of consumers are concerned about potential price increases by their broadband (60%) and pay TV providers (55%). And for some, that’s resulting in a change in online habits: 34% of Canadian households plan to cut back on content and connectivity needs by spending less time online, while 27% plan to decrease the number of streaming platforms they use.

In addition, 27% are interested in reducing the number of music and video streaming platforms they use, as well as the number of connected devices they have in their homes.

“Although demand for robust connectivity and winning content remains pronounced, as Canadians begin to readjust to society after lockdown periods, many households are now open to downsizing their exposure to the online world – whether in terms of spending less time online or shifting spend towards outdoor leisure experiences,” Rohit Puri, EY Canada’s telecommunications leader, tells MiC.

The development is bound to affect advertisers who will have less time and platforms to reach consumers, adds Puri.

“What the survey is finding is that consumers are going to make choices about the type of content they are exposed to. For advertisers, the question is going to be around linear TV versus online content. Where are the eyeballs going to be and who am I targeting?” explains Puri.

He adds that the study also found a distinct difference between age groups in terms of which content sources different age groups trust. For those over 25, broadband and utility providers score well as perceived data custodians, but their lead evaporates with those younger than 25 who see mobile operators and streaming TV platform providers as most trustworthy.

“Depending on who you are targeting, you may have to adapt where you are going to put your dollars. Not every content platform is going to be the same,” concludes Puri.