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Canadians, especially males, warming to online newspapers: BBM Media Snapshot

Here are some more fascinating facts about folks who are choosing cyber versions of their favourite newspapers.

* Online Internet newspaper readers are 20% more likely to be males.

* Online Internet newspaper readers are 40% more likely than average Canadians to have an annual household income of $75,000 or more.

* Online Internet newspaper readers are 4 times more likely to watch a TV broadcast via streaming video than average Canadians.

* Internet (90%), TV (86%) and radio (85%) are the top 3 media by yesterday exposure for online Internet newspaper readers.

* The top three formats for weekly radio reach for online Internet newspaper readers are news/talk (41%), adult contemporary (27%), and hot adult contemporary (18%).

* The top three television program types watched in an average week by this group are news/current affairs programs (66%), movies (60%), and documentaries (41%).

* 16% of online Internet newspaper readers have not read a local or national printed daily paper in an average week.

* Online Internet newspaper readers are 1.3 times more likely to be in the 35 to 44 age group.

* Online newspapers readers are 55% more likely than average Canadians to attend a music festival and 85% more likely to attend a film festival.

* Online Internet newspaper readers are 75% more likely to have shopped at Mountain Equipment Co-op in the last year than average Canadians.

Source: BBM RTS Canada, Fall '06, Individuals 12+. The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Craig Dorning of BBM Analytics: cdorning@bbmanalytics.ca.

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