OTTAWA – Canadians are well acquainted with voice activated assistants, and four in ten report using one in the last year, according to new research from the Media Technology Monitor (MTM).
The hot topics covered this year in its free Sneak Peek Report include voice activated assistants, device priority in the household, interest in OTT services, smartphone apps, and the evolution of paid TV subscriptions. The MTM Sneak Peek Report is being offered as well as the English- and French-language Media and Technology Adoption Reports and the most recent Fall 2017 data set, available to subscribers on the MTM Portal.
Highlights from the Sneak Peek Report include:
– Canadians still love watching television, with 94% say they've watched it in the past month. Linear TV remains king, although there are shifts to online TV in both the Anglophone and more recently the Francophone market;
– Being the first to market, Siri is currently used by nearly two-thirds of Canadians who use voice activated assistants. With significant marketing campaigns underway, smart speakers will be closely monitored this spring;
– Canadians were asked to rank the devices and services they couldn't live without. Canadians 18+ rank home internet connection as tops, however, Millennials (18-37) report their cell phone is number one;
– Over half of Canadians (54%) currently subscribe to at least one over-the-top TV (OTT) service such as Netflix. When current OTT subscribers were asked how interested they'd be in subscribing to another OTT service, one in seven reported that they would if the price was right;
– Travel and commuting apps such as Uber and Lyft are popular among 13% of Canadians. Those living in Ontario are more likely to use ride sharing apps than the rest of Canadians, due to market availability.
MTM is a research product of the Canadian Broadcasting Corporation (CBC/Radio Canada).
