The Media Technology Monitor (MTM) is Canada’s leading survey in the area of 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.
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:
- OTT (over-the-top video content)
- Smart devices including mobile and smart speakers
- Online audio and streaming
- Social Networks
- News and sports content
The spring 2022 release explores our top findings on how Canadians are redefining their media habits as we continue to emerge from the pandemic.
Highlights from the MTM fall 2022 survey
More than 4 in 5 Canadians have watched some form of AVOD content in the past month, with most of the viewing coming from YouTube.
Close to three quarters of all Canadians access the Internet on their TV set. The most common ways to connect the TV to the internet are: Smart TVs (51%), media streaming devices (43%), computers (22%) and game consoles (19%).
For many Canadians, news can be overly negative and stressful. Almost one third (29%) say that they actively avoid news content. Anglophones, women and young people are more likely to be news avoiders.
Three quarters of all Canadians have used a social network in the past month – but many are feeling that it has become more divisive as a platform; 7 in 10 Canadians think that social media is becoming more toxic, but at the same time, 1 in 5 believe that they should be able to say anything they want online.
Persons with a disability tend to be less likely to own a cell phone than the average Canadian - 89% report owning one, compared to 94% of total Canadians.