ADWEST MEDIA USAGE SURVEY 2013 HOW GEOGRAPHY IMPACTS LIFESTYLE, SHOPPING HABITS AND MEDIA USAGE...

ADWEST MEDIA USAGE SURVEY

2013 HOW GEOGRAPHY IMPACTS LIFESTYLE, SHOPPING HABITS AND MEDIA USAGE

Communities 50K to 100K

HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES

STUDY OBJECTIVES:

1. 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.

2. To identify influences and factors that could play a role in how people in different types of communities access information.

3. 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.

4. How does media accessibility influence the sources people use to get information.


THE STUDY• 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

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


2%6%

19%

17%45%

12%

Length of Time Lived in Your Community

Length of time in this community Less than 1 year 1 to 5 years 6 to 10 years 11 to 20 years

More than 20 years All your life

Respondents in medium-sized cities (50-100K) were less likely to have lived in the community their entire life than were respondents in smaller cities and rural areas


Totum Research November/December 2013: How Media Habits Vary by Community Size and Type, N=1,015

38%

60%

2% 1%

Do You Know the Names of Neighbours Who Live Close to You

Yes, know them all

Yes, know only some

No, don't know any

Do not have neighbours close by

Respondents in medium-sized cities were less likely to know the names of their

neighbours than were the respondents in smaller communities. This suggests that the interests and lifestyles of residents in

different community sizes vary



ENGAGEMENT WITH NEWS AND SOURCES OF NEWS


More time per day About the same amount of time Less time per day0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

29%

65%

6%

Time Personally Spent With News Compared to 2 Years Ago

Respondents in the 50-100K popula-tion sample group were more likely to be spending More Time per Day with

the news than they did 2 years ago than any of the other community sizes included in the study. Fully, 94% of

respondents indicated that they spend at least the same amount of time with

the news.



Inte

rnat

iona

l New

s

Most o

f the

tim

e

Only

whe

n so

met

hing

is h

appe

ning

Seld

om o

r Nev

er

Not st

ated

Natio

nal N

ews

Most o

f the

tim

e

Only

whe

n so

met

hing

is h

appe

ning

Seld

om o

r Nev

er

Not st

ated

Loca

l New

s

Most o

f the

tim

e

Only

whe

n so

met

hing

is h

appe

ning

Seld

om o

r Nev

er

Not st

ated

0

10

20

30

40

50

60

70

80

90

100

47.9

36

10.45.8

64

27.1

7.11.8

66.9

26.9

4.1 2.1

How Closely Do You Follow Specific Types of News

Respondents were engaged with local news more than any other news type. They were also the least engaged

with national and international news of the three city sizes sampled



0%10%20%30%40%50%60%70%80%90%

100%

60%47%

65% 60%

10%20%

10% 6% 11%3%

21%10%

35%

Frequency of Media Use at Least Once Per Week

Traditional Media

As was the case in smaller communities, traditional

media was reported as the media most likely to be

referred to at least once per week for information about

the community



Blog about your local

community

Your city or town's website

Local printed

community newspaper

Local community newspaper

website

Local store website

Local radio station

Social media e.g. Facebook, Twitter, Myspace

etc.

Local TV station

Other None of the above

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1% 1%

44%

6%

0%

32%

6%

11%

1%6%

Favourite Source for Local News

Like respondents in smaller communities and rural areas, respondents in cities of 50-

100K indicated that the print version of the local

community newspaper was the favourite source for local

news and information



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

15%20%

32%

5%

14% 16% 14% 12%

28%

15%

24%

Sources Relied on For Information About Local Top-ics of Interest

City/Town Website

Printed Local Community Newspaper

Daily Newspaper or its Web-site

Radio

TV

Store Website

Social Media

Other

Never Seek This Info

Respondents were more likely to seek out traditional media for information on local topics of interest. The print version of the local newspaper was the #1 source for in-formation on community events and local housing and real estate. It was amongst

the top 2 sources for information on local businesses and schools and education



Fede

ral P

oliti

cs, C

ampa

igns

and

Pro

gram

s

Prov

incial

Pol

itics

, Cam

paig

ns a

nd P

rogr

ams

Loca

l Pol

itics

, Cam

paig

ns a

nd P

rogr

ams

Health

Info

rmat

ion

and

Serv

ices

Taxe

s an

d Ta

x Issu

es

Build

ing,

Dev

elop

men

t and

Zon

ing

Social

Ser

vice

s, H

ousing

, Foo

d, C

hild

Car

e

Publ

ic N

otices

Oth

er Fed

eral

Gov

ernm

ent A

ctiv

ities

Oth

er P

rovi

ncia

l Gov

ernm

ent A

ctiv

ities

Oth

er Loc

al G

over

nmen

t Act

iviti

es0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sources Used for Information on Government Programs and Services

Gov't Website Printed Local Community Newspaper Daily Newspaper or its Website Radio TV Gov't Office/Rep

Social Media Other Never Seek Info

Respondents in medium sized cities are likely to be using a variety of sources for

information on the various programs and services offered by government.

This is most likely as a result of broader accessibility to different forms of media



Mos

t Likely

to S

hare

Info

rmat

ion

From

Thi

s So

urce

Mos

t Likely

to T

rust

Info

rmat

ion

From

Thi

s So

urce

Feel M

ost C

onne

cted

to T

his So

urce

Feel In

spire

d to

Tak

e Ac

tion

by T

his So

urce

Usually N

otice

the

Ads in

Thi

s So

urce

Gener

ally Ig

nore

the

Ads in

Thi

s So

urce

Sour

ce B

est P

lace

to F

ind

Adve

rtisi

ng F

or L

ocal S

tore

s/Se

rv...

Ads Fr

om T

his So

urce

Are

Mos

t Likely

to In

spire

Pur

chas

e

Sour

ce C

onta

ins An

noying

Ads

Wish

Sou

rce

Cont

aine

d NO A

ds0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

29%

20%14% 13%

35%

9%

37%

19%

7%3%

Statements Regarding Media Engagement, Connection and Sharing

City/Town Website

Printed Local Community Newspaper

Daily Newspaper or its Website

Radio

TV

Store Website

Social Media

None of Them

Ads in the Print Media are more likely to be sought out, noticed and inspire purchase ac-

cording to study participants living in medium sized cities.



ONLINE ACCESSIBILITY, ENGAGEMENT AND USE


Dial-u

p te

leph

one

line

DSL-e

nabl

ed p

hone

line

Cable

TV m

odem

Cellu

lar o

r mob

ile con

nect

ion

Fibre

opt

ic co

nnec

tion

e.g.

FIO

S, T

-1 e

tc.

Sate

llite

Don't

know

whi

ch con

nect

ion

we ha

ve

Don't

have

inte

rnet

con

nect

ion

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14%

23%

43%

22%9% 9% 9% 10%

Internet Connectivity: Internet Connections You Have at Home

While the sample in communities of 50-100K

were more likely to have a high-speed internet

connection at home, 14% are still using a dial-up

telephone line to access the internet. 10% of

respondents report not having a home internet

connection



Net: Any activity

Became aware of a product or service

Clicked on the ad to learn more

Used an online search to learn more about the product or service

Bought something as advertised

Referred the ad to someone you know

Visited a store or a showroom

I generally ignore ads that appear on websites

I do not have/use a computer or tablet

Not stated

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

54.7

31.3

26.5

39.5

23.4

11.8

22.1

40.9

14.7

3.6

Activities Taken in the Past 30 Days as a Re-sult of Seeing an Advertisement on a Website

Just over half of respondents (55%) in medium-sized cities

undertook Any Activity based on seeing an ad

on a website. Respondents in this

group were more likely to ignore ads

appearing on websites than in any other community size



22%

63%

15%

Mobile/Tablet Use: Have 'Apps' That Help You Get Information About the Local Community

Yes

No

Do not have a cell phone or tablet computer

While respondents were more likely to own a cell phone or tablet computer than those

living in smaller communities, the use of ‘apps’ to get get local information was con-

sistent with about two-thirds of respon-dents reporting they don’t use apps to get

local news



25%

74%

1%

Cellular Phone Use: Use of Device

Use cell phone only to make or receive phone calls

Also use it for other things

Not stated

Of cell phone owners in communities 50-100K, three-quarters of the re-

spondents indicated they used their device for things other than making

and receiving phone calls



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

39%28%

24% 21%19%

21%

66%

35%

23%32%

Mobile/Tablet Owners: Purposes for Which You Ever Use Your Device

As was the case across all community sizes the #1 other use for a mobile device was to check

local weather reportsLess than half said they used the device to get information

about the community



COMMUNITY NEWSPAPER ENGAGEMENT


Yes,

rece

ive

it fre

e

Yes,

subs

crib

e to

it

Tota

l Rec

eive

rs

No, d

on't

get p

rinte

d lo

cal c

omm

unity

new

spap

er

Not st

ated

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

17.2

42.8

60

38.2

3.6

Community Newspaper Penetration

Nearly two-thirds of respondents living in a medium-sized city indicate they receive

a printed community newspaper. Over 40% said they pay to

receive it



More time About the same amount of time

Less time0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

10.6

75.9

13.5

Time Personally Spent With Local Printed Community Newspaper Compared to 2 Years

AgoCommunity newspaper

engagement is strong in this sample group. 87% of

respondents said they spend at least the same

amount of time with their community newspaper as

they did 2 years ago



16%

30%

25%

10%

3%

16%

Level of Agreement: My Local Newspaper is a Source of Pride for the Community

Agree strongly

Agree somewhat

Neutral

Disagree somewhat

Disagree strongly

Do not receive a local printed community newspaper

Nearly half of respondents agree either strongly or somewhat that the Local News-paper is a Source of Pride for their commu-

nity



18%

34%

13%

7%

5%

20%4%

Level of Agreement: I Get Most of the Informa-tion About Activities in my Community From the

Local Newspaper

Agree strongly

Agree somewhat

Neutral

Disagree somewhat

Disagree strongly


Not stated

Half of respondents agree either strongly or somewhat that they Get Most of the In-

formation About Activities in Their Community from the Local Newspaper



43%

20%

10%

2%

8%

16%

Level of Agreement: I Would Much Rather my Local Newspaper Remain in Printed Form as Op-

posed to Online Only

Agree strongly

Agree somewhat

Neutral

Disagree somewhat

Disagree strongly

Do not receive a local printed com-munity newspaper

Nearly two-thirds of respondents in the Medium Sized Cities category indicated

that they would prefer that the Local Newspaper remain in printed form as

opposed to online only



19%

17%

14%13%

14%

23%

Level of Agreement: If I Miss an Issue of the Local Newspaper I Feel I am Missing Information That is

Important to Me

Agree strongly

Agree somewhat

Neutral

Disagree somewhat

Disagree strongly


Over one-third of respondents feel like they are missing out on important news if they

miss an issue of the Local Newspaper



43%

37%

17% 3%

Level of Agreement: Impact That Losing the Lo-cal Newspaper Would Have on Your Ability to

Keep up With Information About the Community

A MAJOR impact

A MINOR impact

NO impact at all

Have no local community newspaper

80% of respondents in communities of 50-100K said that not having a local newspa-per would have an impact on their ability

to keep up with local news. Over 40% said the impact would be MAJOR



ADWEST MEDIA USAGE SURVEY 2013 HOW GEOGRAPHY IMPACTS LIFESTYLE, SHOPPING HABITS AND MEDIA USAGE...

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