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Canada's MTM Survey: exploring the impact of technology on consumer behaviour

Jo Loup Mar 7, 2024 12:45:00 PM
media technology survey

The Media Technology Monitor (MTM) is Canada’s leading survey in technology ownership and use. 

The ever-changing shift in technology continues to impact how consumers behave, not just in what they buy and how they use it, but also their intentions and expectations.  Keeping up with these shifts has never been more important. History has shown just how quickly a shift in technology can bring a brand to the top (Netflix) and just as quickly make them disappear (Blockbuster).

Staying on top of these shifts and what they mean for you and your brand is a constant challenge.


MTM Overview

With Media Technology Monitor, we can give you the latest data on Canadians' behaviours and brand preferences around technology filtered by demographic, language or region, for areas such as:

  1. OTT (over-the-top video content)
  2. Smart devices including mobile and smart speakers
  3. Online audio and streaming
  4. Social Networks
  5. News and sports content

The fall 2023 release includes insights on TV ownership and brands, advertising on Subscription Video on Demand (SVOD) services, home internet speeds, reasons for maintaining TV subscriptions, online advertisements and more. 


Highlights from the MTM Fall 2023 survey

  • Despite the prevalence of SVOD services, two-thirds of Canadians continue to subscribe to traditional TV services. The primary drivers are content-centric, with news and sports being the top two reasons for maintaining traditional TV subscriptions

  • While home internet connectivity is nearly ubiquitous, certain demographics, such as older Canadians and those in low-income households, face challenges in accessing it. Surprisingly, less than half of Canadians are aware of their home internet connection speeds, revealing a gap in understanding among consumers.

  • A significant portion of Canadians, over 40%, have engaged with online ads, with nearly 40% proceeding to make a purchase after viewing them. Notably, racialized Canadians and immigrants exhibit even higher rates of purchase conversion after engaging with online ads

  • The past year has witnessed a gradual decline in SVOD subscriptions, attributed to factors like escalating costs, crackdowns on account sharing, and content saturation leading to "Netflix Fatigue." SVOD platforms have begun to explore ad integration to offset costs. Crave subscribers report the highest exposure to ads, followed by Netflix and Disney+ subscribers.

  • Over 90% of Canadians possess a TV set, though ownership is less prevalent among the 18-25 age group. Leading the pack in terms of brands are Samsung, followed closely by LG and Sony.