OTTAWA — Newcomers to Canada have a greater preference for listening to online audio content than traditional radio, according to a new report from CBC/Radio-Canada’s Media Technology Monitor (MTM) released last week.
The report looks at how both newcomers and Canadian-born individuals consume traditional AM/FM radio and various forms of online audio, including music streaming services, AM/FM radio streaming and podcasts. It also looks at the devices used for listening and time spent consuming audio content.
A little over three quarters (77%) of newcomers consume online audio, which is almost on par with Canadian-born individuals (80%), according to the report.
When it comes to traditional radio, newcomers are less likely to listen to AM/FM radio (36%) when compared to Canadian-born individuals (66%), the report says.
“However, newcomers’ usage of traditional AM/FM radio grows as they age and with higher household income levels,” the report reads.
Newcomers use an array of different sources for online audio content, according to the report, which notes the music streaming services and podcasts used by newcomers and Canadian-born individuals are fairly similar.
“In terms of most used music streaming services, newcomers and Canadian-born individuals are both more likely to use Spotify and Apple Music than any others,” the report says.
“SoundCloud has also found unique popularity among newcomers, used by 12% versus 3% of Canadian-born individuals.”
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Image supplied by MTM.
