Internet Usage Effecting Other Media Sources
Online Usage Increases 46% among Internet-using Canadians (up 46% from 8.7 hours in 2002) and Internet usage in China has grown approximately 357% since 2000.
The amount of time Canadians spend on the internet is on the rise averaging 12.7 hours per week according to a recent Ipsos Reid study. The research firm says the increase appears to have come at the expense of radio as the typical Internet-using adult spends 11 hours per week listening to the radio, down from 16 hours per week in 2002. While weekly Internet usage has surpassed radio listening, television retains the number one position among media sources.
Internet-using Canadians average approximately 14.3 hours of TV viewing per week, however, the gap between Internet and TV usage is closing (a difference of 1.6 hours per week compared to 4.5 hours in 2002). Should these trends continue Internet usage could exceed television usage in just a few years.
According to Internet World Stats, as of June 2005 there are an estimated 103 million Internet users stemming from a Chinese population of approximately 1.3 billion, representing a penetration rate of only 7.9%. The penetration rate still remains low, leading many to speculate on continued growth opportunities.
Canadian internet users between the ages of 18 and 34 are particularly enthusiastic users of the Internet, spending more time actively using the Internet (14.7 hours per week) than they do with any other medium, including radio (11.7 hours per week), television (11.6 hours per week) and reading newspapers (2.5 hours per week). So as you can see, The internet has already overtaken television among younger Internet-using Canadians.
“For the first time since we began tracking these activities, younger Canadians are spending more time on the Internet than watching TV. This change in media consumption has significant implications for advertisers and marketers”, says Catherine Rogers, a Senior Research Manager with Ipsos Reid’s Media Practice. “Any advertiser looking at this demographic should be re-evaluating their marketing strategies if they haven’t already.”
These rising statistics point to a continued growth in internet usage over the next few years in both canada and china. If these stats are any indication to the future growth around the world, Internet Advertising will continue to take over the top position above other forms of media.
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