TORONTO – The use of podcasting has grown to the point where one in five Canadian Anglophones report listening to a podcast on a monthly basis, and HDTV screens and receivers and MP3 and portable video players are among the fastest growing segments in Canada, says a report from BBM Analytics.
The first in a series, the Media Technology Adoption (MTM) report reviews trends in the penetration of various audio, video, and media technologies in the context of the consumer adoption cycle.
The report also found that:
– HDTV screen adoption amongst Anglophones and Francophones in Canada has tripled since 2004, up to 37% 28% respectively, in 2008.
– Nearly 6 in 10 Anglophones and Francophones subscribe to a digital TV service.
– 82% of Anglophones and 73% of Francophones have access to the Internet in their homes, and almost 75% of Anglophones and over 65% per cent of Francophones are using broadband.
– Radio streaming and music downloading off the Internet amongst Anglophones saw a slight drop over the last two years, with both registering an incidence rate of 16%, while among Francophones, radio streaming and music downloading off the Internet saw no growth over the last two years.
– The popularity of online video rose significantly, with 42% of Anglophones and 37% of Francophone’s now watching video on the Web.
“Conducted annually since 1997, the MTM was designed to consistently and accurately track consumer adoption and use of media technologies. It is a high quality syndicated survey based on telephone interviews with 12,000 Canadian adults (6,000 Anglophones and 6,000 Francophones) and provides valuable information on consumer trends in television, radio, Internet, and other emerging technologies,” said Michael Abraham, GM of new business at BBM Analytics, in the press release.
The company said that it will soon release reports on TV distribution, HD television, Internet users’ media habits, personal TV technologies, personal audio, and technology adoption and use by generation.
