A new study confirms what many who watch their kids with their heads buried in a smartphone or tablet might have suspected: younger Canadians are watching more of their television online.
The report from Toronto-based Fusion Retail Analytics says 40% of Canadians between the ages of 17 and 24 now mainly watch TV online, compared to just 11% of the general populous.
Joe Thacker, Fusion Analytics Chief Strategist says the data flies in the face of the popularly held conception that TV watching is waning.
“Television viewership is not yet dying in Canada. What is changing is how people use their TVs, with PVR usage continuing to grow and a strong move towards online TV,” he says. “Both of these trends come up frequently in conversations with our clients. The key is to keep monitoring media usage trends, understand the exact role and ROI of each media, and adjust your media mix each year accordingly. TV still has a huge role to play in the media mix, the key is to understand its role and to budget appropriately,” says Thacker.
Fusion Analytics surveyed a thousand adult Canadians between November 1st and December 31st of last year.