Cable Technology Feature Article
Canadians Value Internet Access, Cable TV More Than Mobile Phones
By Gary Kim, Contributing Editor
Canadian adults might prefer their Internet access service over their mobile phone service. In fact, they seem to prefer their cable TV service to their mobile service as well, a study of 1,682 randomly selected Canadians adults from August 26 to August 30, 2010 by Angus Reid Public Opinion suggests.
About 42 percent of the Canadian respondents say their home Internet connection would be the last media device they would be willing to give up. Some 17 percent of respondents each say they would be least willing to give up their mobile or newspaper subscription.
You might suspect that the survey was weighted towards a sample that included many older people, not just younger users. You would be correct: the results were statistically weighted according to the most current "Statistics Canada" data on age, gender, region, and education. Some of us would note that this is about the only way one would get results that have mobile devices and newspapers valued the same.
As you would expect, younger respondents were much more interested in online media than older users. Only 13 percent in the 18-to-34 age group found television content most interesting, compared to 32 percent in the 35-54 group and 55 percent of those 55 and older.
Fully, 77 percent of 18-to-34-year-olds say they found the most interesting news and information on the Internet, while 48 percent of 35-to-54-year-olds and 36 per cent of adults aged over 55 say the same. Each age group ound more interesting news and information on the Internet than on any other medium.
Only a very small percentage of respondents aged 18-to-34 (seven percent) say they ?nd the most interesting news and information in newspapers.
Some 53 percent of respondents aged 18 to 34 list home Internet as their ?rst choice, compared to 43 percent of respondents aged 35 to 54 and 32 per cent of respondents aged 55 and older.
The relationship for newspapers is inverse: 15 percent of 18-to-34-year olds, 22 percent of 35-to-54-year-olds, and 33 percent of respondents aged over 55 prefer accessing news and information by way of a printed newspaper. And while 41 percent and 44 percent of Canadians aged 35 to 54 and over 55 respectively prefer TV for news and information, only 27 percent of respondents aged 18-to-34 say the same.
Read the full study results here.
Gary Kim (News - Alert) is a contributing editor for TMCnet. To read more of Gary’s articles, please visit his columnist page.
Edited by Stefanie Mosca