Oh How Things Have Changed - IIC Canada · Oh How Things . Have Changed . IIC - Ottawa October 21, 2014 . Thank you Catherine and the IIC for having me here today. . IIC 2014 - Ottawa
Thank you Catherine and the IIC for having me here today.
www.mtm-otm.ca IIC 2014 - Ottawa
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A decade of distinction in media research
Presenter
Presentation Notes
The Media Technology Monitor is a survey conducted by CBC and supported by industry stakeholders. Its research mandate is to understand and track the adoption and use of media technology by Canadians. To do this, the MTM uses the highest quality research methodology to ensure both accuracy and consistency. The MTM is celebrating its 10th Anniversary. With that occasion, and to set the stage for this discussion, let’s take a brief look at some consumer shifts over the last decade.
www.mtm-otm.ca IIC 2014 - Ottawa
Internet at Home
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72
88
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
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Today we take the Internet for granted, since virtually all of us have access to it. 88 per cent to be precise.
www.mtm-otm.ca IIC 2014 - Ottawa
Internet at Home
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72
88
56
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20
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80
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
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Broadband
Presenter
Presentation Notes
A decade ago, only about half of all Canadians had access to broadband at home (and probably not at speeds that we would even consider broadband). Today, nearly all of us have broadband at speeds that have changed how we use it. About half of all our time spent on the Internet is consuming audio and video content.
www.mtm-otm.ca IIC 2014 - Ottawa
Internet at Home
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72
88
56
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
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Broadband
Mobile Internet Only
Presenter
Presentation Notes
Even as ubiquitous as broadband at home has become, the Internet is even more so since there is an additional 3 per cent of Canadians who access the Internet at home exclusively using their wireless smartphone connection. Not ideal for many perhaps, but if you’re young, urban, strapped for cash and your smartphone is always in your hand, why pay for a subscription to the Internet twice?
www.mtm-otm.ca IIC 2014 - Ottawa
Mobile Phone
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84
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
Mobile Phone
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Mobile has changed our lives too. The penetration of mobile phone service in Canada has increased from 60 to 84 per cent in a decade, which essentially puts a phone in everyone’s pocket. Not bad (assuming you still make phone calls), but the real story is smartphones.
www.mtm-otm.ca IIC 2014 - Ottawa
Smartphones
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
Mobile Phone
Smartphone
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A decade ago smartphones were essentially for business e-mail. Blackberry dominated but few of us had them: 6 per cent of Canadians in 2007. The Apple iPhone and later Android smartphones really launched the smartphone era, which was all about what consumers wanted to do: messaging, facebooking, mapping, reading, tracking, listening, watching and a countless number of things now essential to our lives. Today, the mobile market is about smartphones and over two-thirds of Canadians have one.
www.mtm-otm.ca IIC 2014 - Ottawa
Tablets
8
84
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46
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
Mobile Phone
Tablet Smartphone
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Cousin to the smartphone is the tablet computer, a category that didn’t exist five year ago (let alone ten), yet now nearly half of all Canadians own one. I say cousin because the tablet isn’t really mobile: it has moved Internet use in the home from the office computer to the couch, the kitchen table and even the backyard. Nor is it personal like a smartphone: we share our tablets, but we don’t share our smartphones. The tablet is also a convenience that the affluent are most willing to pay for, whereas the mobile phone is deemed essential for the vast majority of Canadians (regardless of income).
www.mtm-otm.ca IIC 2014 - Ottawa
TV Reception Types
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
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Cable
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Presentation Notes
How we get TV is changing too, although perhaps not exactly how you believe. Cable is still the dominant method of TV reception, though it has certainly declined in importance.
www.mtm-otm.ca IIC 2014 - Ottawa
TV Reception Types
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
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Cable
Satellite
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Presentation Notes
Satellite TV is still important, but its penetration has declined from over one-quarter to less than one-fifth. �
www.mtm-otm.ca IIC 2014 - Ottawa
TV Reception Types
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
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Cable
Satellite
Telco
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Presentation Notes
Both cable and satellite’s declines of late have been coming from the introduction of TV from telcos, such as Bell’s Fibe and Telus’ Optik. Almost one-fifth of Canadians now subscribe to these types of TV services. So looking over the last decade, who we subscribe to for TV has changed but the penetration level of TV is stable. Yes absolutely many of us are watching TV online, but if you are like most Canadians and you are interested in TV, getting everything you want to watch on the Internet and to the right size screen can still be somewhat cumbersome. But what if you were a light TV viewers? That is where an important shift has happened.
www.mtm-otm.ca IIC 2014 - Ottawa
TV Reception Types
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
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Cable
Satellite
Telco Off-Air
Presenter
Presentation Notes
Off-air TV viewers have had one common trait: they are not that interested in TV. They don’t watch much, and they are not interested in paying for a subscription. Off-Air has actually declined over the last decade from well over 10 per cent to about 5 today. These people have not disappeared, mind you. They have changed the way they get TV.
www.mtm-otm.ca IIC 2014 - Ottawa
TV Reception Types
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
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Cable
Satellite
Telco Off-Air Tuned-Out
Presenter
Presentation Notes
For light TV viewers, who at one time might only have been able to get their TV off-air or in DVD box sets, the Internet has become the preferred source for TV. So much so that 1 in 10 Canadians are, what we call, ‘tuned-out’: they don’t subscribe to a regular TV service nor have they even set up off-air TV equipment. This message at the national level wouldn’t be complete without pointing out some important differences between the English and French Canadian markets.
www.mtm-otm.ca IIC 2014 - Ottawa
TV RECEPTION: ENGLISH MARKET
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
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Subscription TV
Tuned-Out
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Subscription TV is experiencing real declines in the English market (it’s down to 83 per cent penetration) and the Internet is a big part the reason. Tuned-Out is now 12 percent of the English market. That 12 percent is made up of mostly Canadians who haven’t ever had TV or were Off-Air, but we estimate that about a quarter of them are cord-cutter or young cord-nevers.
www.mtm-otm.ca IIC 2014 - Ottawa
TV RECEPTION: FRENCH MARKET
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91
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2005 '06 '07 '08 '09 '10 '11 '12 '13 '14e
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Subscription TV
Off-Air
Presenter
Presentation Notes
The situation in the French market is the inverse. Subscription TV has grown to 91 percent. Growth has mostly come from a decline in Off-Air TV. Tuned-Out is comparatively small in Quebec.
www.mtm-otm.ca IIC 2014 - Ottawa
WHY?
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83 91
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Subscription TV: Anglo
Franco
Tuned-Out: Anglo Off-Air: Franco
Presenter
Presentation Notes
Why the difference between markets? You be the judge, but bear in mind two unique differences: 1) English Canadians have more content available online (and own more devices to consume them on); and 2) Francophones in Quebec have pick-and-pay.
www.mtm-otm.ca IIC 2014 - Ottawa
17
A decade of distinction in media research
Presenter
Presentation Notes
These are just some insight to spark our discussion. Thank you!
