study objectives: 1.to determine what impact ‘community’ has on the types of news and...
TRANSCRIPT
STUDY OBJECTIVES:
1. To determine what impact ‘community’ has on the types of news and information that people are interested in and the sources they use to seek out that information.
2. To identify influences and factors that could play a role in how people in different types of communities access information.
3. Use the information to quantify the differences between populations living in rural areas and smaller communities against those living in larger cities and metropolitan areas.
4. How does media accessibility influence the sources people use to get information.
HOW GEOGRAPHY IMPACTS LIFESTYLE AND MEDIA USAGE ON THE PRAIRIES
THE STUDY• Commissioned by AdWest Marketing Inc and conducted by Totum
Research Inc.
• Survey: 8-Page Mailed Questionnaire. Sample was selected by SM Research split into 1,000 random addresses within each of the 5 geographic groups for a total of 5,000 addresses in Alberta, Saskatchewan, Manitoba and Northwest Territories/Nunavut
• Communities: Under 5,000 Population and Rural• Communities: 5,000 to 10,000 Population• Communities: 10,000 to 50,000 Population• Communities: 50,000 to 100,000 Population• Communities: Over 100,000 Population
• Surveys addressed to the resident of the household 18 years of age or older and the next to celebrate a birthday in the household.
• Timing: Mid November 2013 – Mid January 2014
SAMPLE SIZES AND RESPONSE RATES
The maximum margin of error for 1,015 responses is ±3.1% at the 95% confidence level. For 200 responses it is ±6.9% at the 95% confidence level.
Yes, receive it free
Yes, subscribe to it
Total Receivers No, don't get printed local community newspaper
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
36.5
44.4
80.9
17.3
43.9
38.4
82.3
14.3
56.2
29.1
85.3
16.117.2
42.8
60
38.2
29.6
38
67.6
30.6
While Respondents in All Community Sizes are Strong Receivers of Community Newspapers, Respondents Indicate Receivership is up to 20% Higher in
Smaller Communities
Communities Under 5,000 Population Communities 5K-10K Communities 10K-50K
Communities 50K -100K Communities 100K+
2013 AdWest Study of Media Usage by Community Size and Type
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
Communities Under 5,000 Population
Communities 5K-10K
Communities 10K-50K
Communities 50K -100K
Communities 100K+0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
21.9%18.2% 17.2%
28.9%
21.1%
72.8%68.5%
73.3%
64.9% 67.2%
5.3%
12.9%9.6%
6.2%11.3%
Respondents in Smaller Community Sizes Were Likely to Have Spent More Time Per Day With News
More time per day About the same amount of time Less time per day
Time Spent With News Compared to 2 Years Ago
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
More time
About the same amount of time
Less time
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
8.4%
81.0%
10.1%
7.0%
84.0%
10.0%
12.0%
75.0%
13.0%
10.6%
75.9%
13.5%
9.5%
74.0%
16.0%
Three Quarters of Respondents Across All Community Sizes Report Spend-ing as Much Time with the Community Newspaper as They Did 2 Years
Ago.
Communities 100K+ Communities 50K -100K Communities 10K-50K
Communities 5K-10K Communities Under 5,000 Population
Amount of Time Personally Spent with Community Newspaper Compared to 2 Years Ago by Community Size
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
International News
Most of the time
National News
Most of the time
Local News
Most of the time
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
55.3%
71.5%
80.1%
In All Community Sizes, LOCAL NEWS was the Most Likely News Type to be Fol-lowed ‘Most of the Time’
Communities 100K+ Communities 50K -100K Communities 10K-50K
Communities 5K-10K Communities Under 5,000 Population
Types of News Followed 'Most of the Time' by Community Size
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
Less than 1 year
1 to 5 years
6 to 10 years
11 to 20 years
More than 20 years
All your life
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
8.5%
7.3%
15.5%
46.0%
22.7%
29.3%
0.4%
3.8%
8.0%
20.0%
49.4%
18.4%
5.4%
5.4%
10.7%
20.4%
49.2%
14.2%
1.6%
5.5%
18.6%
17.2%
12.3%
0.6%
2.6%
7.9%
21.9%
In Smaller Community Respondents Were More Likely to Have Lived in the Community Longer and Have Established Connections to the Community
Communities Under 5,000 Population Communities 5K-10K Communities 10K-50K
Communities 50K -100K Communities 100K+
Length of Time Lived in Your Community by Community Size
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
Communities Under 5,00 Popu-lation
Communities 5K-10K
Communities 10K-50K
Communities 50K -100K
Communities 100K+
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
66.0%
47.9%
40.7%
37.6%
34.8%
33.6%
51.7%
58.6%
59.7%
62.4%
0.0%
0.4%
0.7%
1.7%
2.3%
0.5%
0.0%
1.0%
0.5%
Respondents in Smaller Communities Were Significantly More Likely to Know the Names of All of Their Neighbours Suggesting Greater Levels of Engage-ment with the Community Overall as Compared to People in More Urban Ar-
eas
Yes, know them all Yes, know only some No, don't know any Do not have neighbours close by
Incidence of Knowing the Names of Neighbours Who Live Close By
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
0%10%20%30%40%50%60%70%80%90%
100%
In all but One Community Size, the Local Printed Community Newspaper was Reported by the Majority of Respondents as Being Used at Least Once Per
Week to Consume Local News and Information
Communities Under 5,000 Population Communities 5K-10K Communities 10K-50K
Communities 50K -100K Communities 100K+
TRADITIONALMEDIA
Media Used to Consume Local News and Information at Least Once Per Week by Community Size
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Local Printed Community Newspapers Were the Overwhelming Favourite Source for Local News in Four of the Five Community Sizes Sampled
Communities Under 5,000 Population Communities 5K-10K Communities 10K-50K
Communities 50K -100K Communities 100K+
TRADITIONAL MEDIA IS BY FAR THE FAVOURITE SOURCE OF LOCAL NEWS FOR STUDY PARTICIPANTS IN ALL COM-
MUNITY SIZES
Favourite Source for Local News by Community Size
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
Communities Under 5,000 Population
Communities 5K-10K Communities 10K-50K
Communities 50K -100K
Communities 100K+0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
52.1%
59.8% 61.9%65.2%
75.7%
The Majority of Respondents in All Community Sizes Indicated That Their Favourite Source for Local News Gave Them ‘ALL or Most’ of What They
Needed
How Well Does Favourite Local News Source Give you the Information you Need by Community Size: NET ALL OR
MOST
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
Loca
l Res
taur
ants
, Bar
s and
Clu
bs
Other
Loca
l Bus
ines
ses
Comm
unity
or N
eigh
bour
hood
Eve
nts
Loca
l Wea
ther
Loca
l Arts
and
Cul
ture
Loca
l Bre
akin
g New
s
Loca
l Job
Ope
ning
s
Loca
l Tra
ffic o
r Tra
nspo
rtatio
n
Loca
l Hou
sing
and
Real E
stat
e
Loca
l Sch
ools
and
Educ
atio
n
Loca
l Crim
e0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Topics of Interest Vary Across Community Sizes. In Larger Communities In-terests Skewed to Traffic and Breaking News. In Smaller Communities, Re-
spondents Looked for Information on Local Events
Communities Under 5,000 Population Communities 5K-10K Communities 10K-50K
Communities 50K -100K Communities 50K+
Topics of Local Interest by Community Size: Respondent Indicated a Source Was Sought for Each Topic
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
Communities Under 5,000 Population
Communities 5K-10K
Communities 10K-50K
Communities 50K -100K
Communities 50K+
Local Restaurants, Bars and Clubs
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Radio Daily Newspaper or its Website
Other Local Businesses
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Daily Newspaper or its Website
Community or Neighbourhood Events
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Local WeatherTV TV TV TV TV
Local Arts and Culture
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Radio Daily Newspaper or its Website
Local Breaking NewsTV Radio Radio Radio TV
Local Job Openings
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Daily Newspaper or its Website
Daily Newspaper or its Website
Local Traffic or TransportationTV Radio Radio Radio Radio
Local Housing and Real Estate
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Daily Newspaper or its Website
Local Schools and Education
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Daily Newspaper or its Website
Printed Local Community Newspaper
Local Crime
Printed Local Community Newspaper
Printed Local Community Newspaper
Printed Local Community Newspaper
Radio Television
Favourite Source for Information by Topic of Interest and Community SizeIn Communities of Less than 50K, the Local Printed Community Newspaper Was Given as the Favourite
Source for Local Information Across ALL Topics. Respondents in All Community Sizes Indicate that a Traditional Media Was the Favourite Source for Information on all Topics Sourced.
Communities Under 5,000 Population
Communities 5K-10K Communities 10K-50K Communities 50K -100K
Communities 100K+0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
50.7% 50.2%53.2%
42.6%
33.1%32.7% 35.1%30.5%
36.5% 39.1%
10.1%12.9% 13.6%
16.3%22.1%
5.5% 8.0%2.2% 2.7%
5.3%
Respondents Across All Community Types Indicated that Not Having a Local Community Newspaper Would Have at Least a MINOR IMPACT. In Smaller
Communities the Majority Said the Impact Would be MAJOR
A MAJOR impact A MINOR impactNO impact at all Have no local community newspaper
Impact That Not Having a Local Community Newspaper Would Have on Your Ability to Keep up With Information
About Your Community
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
City/T
own
Web
site
Prin
ted
Loca
l Com
mun
ity N
ewsp
...
Daily
New
spap
er o
r its
Web
site
Radio TV
Stor
e W
ebsit
e
Socia
l Med
ia
None
of T
hem
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Respondents Were More Likely to Feel Inspired By, Trust and Share In-formation From and Notice Ads In the Local Printed Community News-
paper. The Majority Also Indicated They’d be Most Likely to be Inspired to Purchase by the Local Newspaper
Most Likely to Share Information From This Source Most Likely to Trust Information From This Source
Feel Inspired to Take Action by This Source Usually Notice the Ads in This Source
Generally Ignore the Ads in This Source Source Best Place to Find Advertising For Local Stores/Services
Ads From This Source Are Most Likely to Inspire Purchase
Media Engagement, Sharing and Response: COMMUNITIES > 5K
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
City/T
own
Web
site
Prin
ted
Loca
l Com
mun
ity N
ewsp
aper
Daily
New
spap
er o
r its
Web
site
Radio TV
Stor
e W
ebsit
e
Socia
l Med
ia
None
of T
hem
0%
10%
20%
30%
40%
50%
60%
70%
80%
Respondents Were More Likely to Feel Inspired By, Trust and Share Informa-tion From and Notice Ads In the Local Printed Community Newspaper. The Ma-
jority Also Indicated They’d be Most Likely to be Inspired to Purchase by the Local Newspaper
Most Likely to Share Information From This SourceMost Likely to Trust Information From This SourceFeel Inspired to Take Action by This SourceUsually Notice the Ads in This SourceGenerally Ignore the Ads in This SourceSource Best Place to Find Advertising For Local Stores/Services
Media Engagement, Sharing and Response: COMMUNITIES 5-10K
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
City/T
own
Web
site
Prin
ted
Loca
l Com
mun
ity N
ewsp
aper
Daily
New
spap
er o
r its
Web
site
Radio TV
Stor
e W
ebsit
e
Socia
l Med
ia
None
of T
hem
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Respondents in This Group Were More Likely to Share Information Received from Television and Radio but Notice/Look for Ads in and Be Inspired by the Ads
in the Local Printed Community Newspaper
Most Likely to Share Information From This Source Most Likely to Trust Information From This Source
Feel Inspired to Take Action by This Source Usually Notice the Ads in This Source
Generally Ignore the Ads in This Source Source Best Place to Find Advertising For Local Stores/Services
Ads From This Source Are Most Likely to Inspire Purchase
Media Engagement, Sharing and Response: COMMUNITIES 10-50K
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
City/T
own
Web
site
Prin
ted
Loca
l Com
mun
ity N
ewsp
aper
Daily
New
spap
er o
r its
Web
site
Radio TV
Stor
e W
ebsit
e
Socia
l Med
ia
None
of T
hem
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
As the Communities Get Larger, Respondents Habits Tended to Change as They Became More Connected with Traditional Big City Media. Yet They
Continued to View the Local Print Media as the Best Source for Advertising
Most Likely to Share Information From This Source Most Likely to Trust Information From This Source
Feel Inspired to Take Action by This Source Usually Notice the Ads in This Source
Generally Ignore the Ads in This Source Source Best Place to Find Advertising For Local Stores/Services
Ads From This Source Are Most Likely to Inspire Purchase
Media Engagement, Sharing and Response: COMMUNITIES 50-100K
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
City/T
own
Web
site
Prin
ted
Loca
l Com
mun
ity N
ews..
.
Daily
New
spap
er o
r its
Web
site
Radio TV
Stor
e W
ebsit
e
Socia
l Med
ia
None
of T
hem
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
In Larger Communities and Metropolitan Areas Respondents Were More Likely to be Driven to Action by the Daily Newspaper or Television
Most Likely to Share Information From This SourceMost Likely to Trust Information From This SourceFeel Inspired to Take Action by This SourceUsually Notice the Ads in This SourceGenerally Ignore the Ads in This Source
Media Engagement, Sharing and Response: COMMUNITIES 100K+
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
Dial-up telephone line
DSL-enabled phone line
Cable TV modem
Cellular or mobile connection
Fibre optic connection e.g. FIOS, T-1 etc.
Satellite
Don't know which connection we have
Don't have internet connection
02% 102% 202% 302% 402% 502% 602% 702% 802% 902% 1002%
172%
222%
132%
272%
62%
202%
92%
162%
172%
242%
192%
192%
62%
202%
92%
172%
92%
282%
392%
312%
92%
162%
92%
102%
142%
232%
432%
222%
92%
92%
92%
102%
92%
232%
252%
62%
62%
52%
102%
One-Third of Respondents in Communities Under 10,000 Population Either Don’t Have an Internet Connection or are Served by Dial-Up Internet Service.
Communities Under 5,000 Population Communities 5K-10K Communities 10K-50K
Communities 50K -100K Communities 100K+
Internet Connectivity by Community Size
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Across all Community Sizes, Checking Local Weather Reports Was Reported by the Majority of Respondents as the Information They Sought Most Often on
Their Device or Tablet Computer
Communities Under 5,000 Population Communities 5K-10K Communities 10K-50K
Communities 50K -100K Communities 100K+
OF OWNERS: Uses of Mobile Device/Tablet Computer by Community Size
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Over 40% of Respondents in All Community Categories Report Taking No Action Based on Seeing an Advertisement Online.
Communities Under 5,000 Population Communities 5K-10K Communities 10K-50KCommunities 50K -100K Communities 100K+
Activities Taken in the Past 30 Days as a Result of Seeing an Advertisement on a Website
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
Communities Under 5,000 Population
Communities 5K-10K Communities 10K-50K Communities 50K -100K
Communities 100K+0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
14.6%17.8%
29.0%
21.3% 22.1%
63.3% 62.6%
53.1%
60.5%55.2%
20.2% 17.8% 15.6% 14.2%
21.5%
Over Half of Respondents in All Community Sizes Indicate That They DON’T Use Apps to Get Information About Their Community. App Use Was Highest in
the 10-50K Community Grouping
Yes No Do not have a cell phone or tablet computer
Use 'Apps' to Help Get Information About Your Local Community on a Cell Phone or Tablet Computer
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013
<5K 5K-10K 10K-50K 50K-100K 100K+0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
9.8% 9.4%12.3% 13.8%
8.8%
88.5% 89.5% 87.4%82.8%
90.3%
Respondents in small and medium sized cities indicated that they are more likely to be paying to get local news and information online than those in rural areas
and large cities
Yes No Not stated
Incidence of Paying to Get Local News/Information Online
TOTUM RESEARCH - Media Usage by Community Size and Type, Nov/Dec 2013