Adwest media usage survey

ADWEST MEDIA USAGE SURVEY

2013 HOW GEOGRAPHY IMPACTS LIFESTYLE, SHOPPING HABITS AND MEDIA USAGE

Communities Under 5000 Population & Rural

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


9% 7%

16%

46%

23%

Length of Time Lived in Your Community

Less than 1 year

1 to 5 years

6 to 10 years

11 to 20 years

More than 20 years

All your life

46% of Respondents in Small Communities and Rural Areas Indicated They’ve Lived in the

Area More Than 20 Years. Nearly One Quar-ter Have Lived there Their Entire Life.

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


66%

34%

0%

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

Two Thirds of Respondents in Small Com-munities Indicated They Know All of Their Neighbours Suggesting Traditional Values.



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%

21.9

72.8

5.3

Time Personally Spent With News Compared to 2 Years Ago

In communities of less than 5,000 population,

respondents were more likely to have spent the same amount of time or

more time with news than any other community

sample group



Follo

w Inter

natio

nal N

ews

Most o

f the

time

Only w

hen s

ometh

ing is

happ

ening

Seldo

m or N

ever

Not st

ated

Follo

w Nati

onal

News

Most o

f the

time

Only w

hen s

ometh

ing is

happ

ening

Seldo

m or N

ever

Not st

ated

Follo

w Loca

l New

s

Most o

f the

time

Only w

hen s

ometh

ing is

happ

ening

Seldo

m or N

ever

Not st

ated

0

10

20

30

40

50

60

70

80

90

100

46.937.9

6.2 8.9

71

24.7

2 2.2

79.4

13.6

2 4.9

How Closely Do You Follow Specific Types of News

Small communities and rural areas are far more engaged with local news than either national

or international news



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

71%

54% 53%

66%

18%9% 6% 6% 7% 3%

15%5%

27%

Frequency of Media Use at Least Once Per Week

As far as regular weekly media use is concerned, traditional media was still dominant amongst re-

spondents in communities under 5,000 population. The Print Version of the Local Newspaper was the media most likely to be used at least once per week

followed by Word of Mouth

Traditional Media



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%

54%

3%

19%

6%

18%

2%7%

Favourite Source for Local News

The Local Printed Community Newspa-per was by far the Favourite Source for Local News amongst respondents in the

sample of communities under 5,000 population



Local R

estau

rants,

Bars an

d Clubs

Other Loc

al Busi

nesse

s

Commun

ity or

Neighb

ourhood

Events

Local W

eathe

r

Local A

rts an

d Cult

ure

Local B

reakin

g New

s

Local J

ob Ope

nings

Local T

raffic o

r Tran

sportati

on

Local H

ousin

g and R

eal Es

tate

Local S

chool

s and

Educ

ation

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

100%

30%40%

63%

4%

33%18%

36%

6%

35% 31%

Sources Relied on For Information About Local Topics of Interest

City/Town Website Printed Local Community Newspaper Daily Newspaper or its Website Radio

TV Store Website Social Media Other

Never Seek This Info Never Seek This Info

The Local Printed Community Newspaper was listed as one of the top sources for information on local topics of interest across all topics with

the exception of Local Weather and Local Traf-fic



Federal Poli-tics, Cam-paigns and Programs

Provincial Politics,

Campaigns and Pro-grams

Local Politics, Campaigns

and Pro-grams

Health In-formation

and Services

Taxes and Tax Issues

Building, Develop-ment and

Zoning

Social Ser-vices, Hous-

ing, Food, Child Care

Public No-tices

Other Fed-eral Gov-

ernment Ac-tivities

Other Pro-vincial Gov-ernment Ac-

tivities

Other Local Government

Activities

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sources Relied on For Information About Government Programs and Services

Gov't Website Printed Local Community Newspaper Daily Newspaper or its Website Radio TV Gov't Office/RepSocial Media Other Never Seek Info

The Local Printed Community Newspaper was a leading source for information on a number of Government Programs and Services includ-ing: Local Politics, Health Information, Tax Is-sues, Public Notices and Other Local Govern-

ment Activities



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

100%

64%62%

Statements Regarding Media Engagement, Con-nection and Sharing

City/Town Website

Printed Local Community Newspaper

Daily Newspaper or its Website

Radio

TV

Store Website

Social Media

None of Them

None of Them

Ads are noticed and looked for in the Local Printed Community Newspaper more than any other media according to respondents in small communities and rural

areas



ONLINE ACCESSIBILITY, ENGAGEMENT AND USE


Dial-up

telep

hone li

ne

DSL-en

abled

phon

e line

Cable

TV m

odem

Cellu

lar or

mob

ile co

nnect

ion

Fibre

optic

conne

ction e

.g. FIO

S, T-1

etc.

Satell

ite

Don't k

now whic

h con

nectio

n we h

ave

Don't h

ave in

terne

t conne

ction

Not sta

ted0%

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

100%

17%22%

13%27%

6%

20%

9%16%

5%

Internet Connectivity: Internet Connections You Have at Home

A significant percentage said they don’t have an in-ternet connection of any

kind at home

Respondents in small communities and rural areas

were far more likely to be connected at home via a dial-up

telephone line than those in larger community groups



Any A

ctivity

Becam

e aware

of a

produc

t or s

ervice

Clicke

d on t

he ad

to lea

rn more

Used an

online

searc

h to l

earn

more ab

out th

e prod

uct or

servi

ce

Boug

ht som

ething

as ad

vertis

ed

Refer

red th

e ad t

o som

eone y

ou kn

ow

Visite

d a st

ore or

a sho

wroom

I gener

ally ign

ore ad

s that

appea

r on w

ebsit

es

I do no

t hav

e/use

a com

puter

or ta

blet

Not sta

ted0%

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

100%

46%

23% 27%40%

16% 10%19%

34% 27%

5%

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

Less than half of respondents in the sample group took Any Activity based

on seeing an ad on a website. Just over one-third say they generally

ignore ads



15%

63%

20% 2%

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

Yes

No

Do not have a cell phone or tablet computer

Not stated

63% of respondents said they don’t use Apps to get

information about the local community. 20% reported

they don’t own a cell phone or tablet computer



43%

53%

4%

Cellular Phone: 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 under 5,000 population, 43% use their phone to make or receive

phone calls only



11%

87%

2% 1%

Mobile/Tablet Use: Receive 'Alerts' About Local Community Sent to Phone or Tablet

YesNoDo not have a cell phone Not stated

Of cell phone/tablet computer owners, only 11%

indicated they receive ‘alerts’ about the local

community on their device



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

100%

26% 23%16% 19%

15% 18%

56%

21%17%

38%

Mobile/Tablet Use: Purposes for Which the Device is Used As far as other uses are

concerned, the overwhelming majority said they used their device or tablet to check local

weather reports 26% said they used

the device to get information about

the community



COMMUNITY NEWSPAPER ENGAGEMENT


Yes, re

ceive

it free

Yes, su

bscrib

e to i

t

Total

Receive

rs

No, do

n't ge

t prin

ted lo

cal co

mmunity

newspa

per

Not sta

ted0.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

36.544.4

80.9

17.33.9

Community Newspaper Penetration

Community newspaper receiverships in communities under 5,000 is extremely strong with 4 out of 5 respondents re-ported that they receive a community

newspaper.



More time About the same amount of time

Less time Not stated0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

8.4

81

10.1

0.6

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

AgoNearly 90% of respondents said they spend the same or more time with their local printed newspaper than they did 2

years ago



25%

40%

16%

7%

1% 9%

2%

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

Agree stronglyAgree somewhatNeutralDisagree somewhatDisagree stronglyDo not receive a local printed community newspaperNot stated

65% of respondents agree either strongly or somewhat that the Local

Newspaper is a Source of Pride for the community



30%

44%

8%

4%2%9% 2%

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

the Local Newspaper


74% of respondents agree either strongly or somewhat

that they Get Most of the Information About Activities in Their Community from the

Local Newspaper



59%19%

6%1%

4% 7% 3%

Level of Agreement: I Would Much Prefer That my Local Newspaper Remain in Printed Form


Nearly 80% of the sample indicated that they would

prefer that the Local Newspaper remain in printed

form



22%

33%17%

10%

9% 7%3%

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

is Important to meAgree stronglyAgree somewhatNeutralDisagree somewhatDisagree stronglyDo not receive a local printed community newspaperNot stated

Over 50% of respondents feel like they are missing out on

important news if they miss an issue of the Local Newspaper



51%

33%

10% 6%1%

Impact That Losing Local Community Newspa-per Would Have on Your Ability to Keep Up With

News About Your Local CommunityA MAJOR impactA MINOR impactNO impact at allHave no local community newspaperNot stated

84% of respondents in communities of under 5,000 said that not having a lo-cal newspaper would have an impact on their ability to keep up with local news. Over HALF said the impact

would be MAJOR



Adwest media usage survey

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