TORONTO – BBM Analytics has released its top ten consumer trends in media technology, as based on its most recent Media Technology Monitor reports.
10. Internet Video: high reach, low usage – While many Canadians are now watching Internet video, the amount of time they actually spend watching remains small.
9. Internet TV is catch-up TV – Cannadians use the Internet to get TV primarily for the same reason they have PVRs or watch TV programs on VOD: to ‘catch up’ on missed episodes and for convenience. News clips, sports highlights and comedy are the most common types of TV content accessed.
8. iPod, uPod, wePod – iPod/MP3 players grew substantially again this year, and most owners have Apple iPods.
7. Podcasting is more than radio – Podcasting of conventional radio programs are losing ground to other types of content that are from newspapers, magazines and TV stations.
6. Canadians love their HDTV screens – Nearly one in five Canadians have an HD television, and many have two.
5. The HDTV receiver is an afterthought. – Only half of people with an HDTV screen also have an HDTV receiver, necessary to receive HDTV channels. That ratio has improved, but intention to buy an HDTV receiver is flat.
4. Digital Deadline 2011: post-transition intentions are becoming clear – Off-air TV viewers are split evenly between choosing either digital off-air or a subscription TV service once analog off-air TV disappears in Canada. This means that the already small group that relies on TV off-air could be cut in half.
3. iPhones lift mobile video – Penetration levels are still small, but most who have them watch video on it, and many use it to watch TV.
2. PVRs: those who have them, use them a lot – Just over one in ten households have one, but users spend about half of their TV viewing time watching ‘PVRed’ programs.
1. Radio Still Rules – Despite the Internet, iPods and satellite radio, the simplicity and convenience of conventional radio is not lost on consumers. Even people who use new audio technologies listen to more conventional radio than any other audio source.
The reports and their results are based on surveys of 6,000 Anglophones and 6,000 Francophones.
