Reports

In a time-crunched world, our executive-level syndicated reports provide targeted information in an accessible way making it easier for readers to find the information they want about the topics that interest them the most. In addition to the bi-annual Adoption Reports and free Sneak Peeks, users can access numerous other reports focussing on different technologies, trends, activities and demographic groups

Adoption Reports

These top line reports provide overviews of key results from the fall and spring MTM surveys. They provide penetration trends for various media technologies, both emerging and declining, in the context of the consumer adoption cycle and highlight some of the biggest trends and findings of each data release.

Adoption Reports

Summary

adoption cycle charts

National

Other Reports

Filter through reports by choosing an option below.

  • Skinny Basic and Pick & Pay
  • Skinny Basic and Pick & Pay

    In March 2016, the CRTC mandated that TV service providers offer a very basic package of channels for a minimal cost of $25. These packages are referred as “Starter Packages” or “Skinny Basic.” Consumers could opt to use this as a foundation and add individual channels through a system known as “Pick & Pay.” This report looks at how this mandate has impacted the Canadian consumer TV market in its first year of availability.

    Full Report Summary
  • Cord Cutting
  • Cord Cutting

    TV content is no longer limited to live schedule TV making the need for a subscription TV service such as cable or satellite less prominent. As a result, some people are “cutting the cord” – cancelling their subscriptions to paid services. This report looks at how much interest there is in cutting the cord. Who has already done it, who is most interested, who has never bothered to subscribe, and how cord cutters are accessing TV content are just some of the topics which will be explored.

    Full Report Summary
  • Infographic: financial habits of online canadians
  • Infographic: financial habits of online canadians

    As the choice of Internet activities expands, the banking sector continues to lead way as the vast majority of services are now available online. Canadians are choosing the convenience of online banking to simplify their lives with tools that make all types of financial transactions a breeze. This move to online and mobile banking is not necessarily to the detriment of traditional banking services, however. With the MTM’s robust sample of 12,000 Canadians, we delve into the banking realm – both online and traditional methods – to find out what Internet users have to say.

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  • Streaming Audio
  • Streaming Audio

    When it comes to online audio, Canadians have access to a near limitless amount of choice. Free and paid options like music streaming services, online AM/FM radio streams and Podcasts are all widely available and accessible on nearly any Internet-Connected device. This report is a broad overview of online audio, considering the popularity of its various types and how Anglophones use them.

    Full Report Summary
  • Streaming Video and Online TV
  • Streaming Video and Online TV

    There is an endless amount of video content hosted online and anyone with an Internet connection has the ability to post or view it. TV content has also made its way online and is hosted through a wide range of streaming sites/apps. This report examines how Anglophones are consuming these types of content.

    Full Report Summary
  • Professional and Amateur Sports
  • Professional and Amateur Sports

    Many Canadians enjoy watching a variety of sports. While the “Big” professional sports leagues (NHL, NFL, MLB, NBA, CFL, and MLS) garner much of the attention, many Canadians also support “high performance” or “amateur” sports such as skiing, skating, and curling. This report looks at Canadians who consume sports content and their use of media technology.

    Full Report Summary
  • Radio
  • Radio

    Radio has long been a staple of the media landscape. Like other forms of media, new technologies are changing the way that Canadians consume radio content. Canadians are no longer restricted to traditional AM/FM radio receivers and now can access content via the internet and via satellite. This report looks at Anglophones use of AM/FM radio content on traditional receivers as well as on new platforms.

    Full Report Summary
  • How is the Tablet Landscape Changing?
  • How is the Tablet Landscape Changing?

    Today, information and communication technology have become a principal driver in the Canadian society. As one of those technologies, tablets have similarly became very commonplace in the Canadian market. With adoption at an all time high, the question remains, what is the current state of these devices and their owners? This report examines the use of tablet with a focus on market trends, tablet owners, their activities and ownership of other devices.

    Full Report Summary
  • Exploring Adoption Of VR Technologies
  • Exploring Adoption Of VR Technologies

    One of the “newest” media technologies in the Canadian marketplace is Virtual Reality. New developments both in content and hardware and a greater marketing focus aimed at individual consumers have created opportunities for more Canadians to experience VR either through owning a headset or via in-store demonstrations. Major companies like Google and Facebook are getting involved in with VR products and software. This report provides an early look into the use and ownership of VR headsets.

    Full Report Summary
  • Cell Phones
  • Cell Phones

    As mobile continues to experience growth, the narrative of its expansion is becoming almost universal in the Canadian market. Today, the cell phone landscape is leading the way in a world full of technology allowing us to stay connected and informed at all times. This report examines the use of mobile phones with a focus on the increasing ownership of smartphones, exploring market trends, smartphone activities and the companies that provide wireless service.

    Full Report Summary
  • TV Distribution
  • TV Distribution

    This report looks at trends in the way consumers access TV, what products/services they are using, and how they bundle their services. It outlines user profiles for the various TV services which includes Cable TV, Satellite TV and Fibre Optic (IPTV). It also highlights Off-Air TV reception.

    Full Report Summary
  • High Definition & Smart TVs
  • High Definition & Smart TVs

    Modern television sets are drastically different than older models. HD (high- definition sets) can display content at resolutions 2-3 times higher than a standard definition TV, and newer Ultra HDTV^ sets at even higher resolutions. Many newer TV sets are Smart TVs, which can connect directly to the internet, without the need for an external device. In this report, we examine the penetration of these technologies over time and find the key factors influencing adoption of them.

    Full Report Summary
  • Internet Use in the Home
  • Internet Use in the Home

    As technological change and increased options for Internet activity have emerged in recent years, Canadians are spending an increasing amount of time online. In this report, we focus on how Anglophones are utilizing the Internet in their homes, tracking the type of Internet connections they subscribe to and delving deeper into data on time spent online, with a focus on demographic trends.

    Full Report Summary
  • Internet Activities
  • Internet Activities

    The Internet has become an essential tool in the lives of many Canadians, with the average person spending a considerable amount of time online each week. From communicating to consuming video and music to accessing information and dealing with finances, Canadians today are performing an array of activities over the Internet. This short report provides a summary of the Internet activities measured by the Media Technology Monitor and provides readers with a starting point for the more in-depth reports to come.

    Full Report Summary
  • TV My Way Canadians
  • TV My Way Canadians

    This report looks at Canadians who have opted to not subscribe to any TV service (like cable, satellite or Fibre Optic) or own an antenna, but still watch TV content online. We now call this group “TV My Way.”

    Full Report Summary
  • Infographic: The World of Radio
  • Infographic: The World of Radio

    From the earliest days of radio, people around the globe have been using it to share information, ideas and entertainment, and Canadians are no different! In our fast-paced, Internet-enabled world, however, has our connection to radio changed? To celebrate World Radio Day, the MTM has gathered some key findings on how Canadians continue to consume and enjoy radio today.

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  • Seniors
  • Seniors

    This report profiles Anglophone Seniors and their ownership and use of media technology. For the purposes of this report, the Senior Generation is defined as the cohort aged 71 years and older. While they’ve seen the introduction and advancements of traditional television and radio, they’ve not grown up with publicly available Internet and wireless technologies.

    Full Report Summary
  • Vancouver
  • Vancouver

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Toronto
  • Toronto

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Ontario
  • Ontario

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Montreal Anglophones
  • Montreal Anglophones

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Manitoba/Saskatchewan
  • Manitoba/Saskatchewan

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • British Columbia
  • British Columbia

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Atlantic Provinces
  • Atlantic Provinces

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Alberta
  • Alberta

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Francophones de Québec (French)
  • Francophones de Québec (French)

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Francophones de Montréal (French)
  • Francophones de Montréal (French)

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Francophones au Canada (French)
  • Francophones au Canada (French)

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Infographic: Binge Watching
  • Infographic: Binge Watching

    We live in the golden age of television, with more quality content available on more platforms than ever before. Through the use of OTT platforms like Netflix, PVRs and other sources, it’s incredibly easy to watch a lot of TV in a single sitting. Here are 10 key stats on Canadians and their binge watching habits, from our 2015/2016 survey.

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  • Canada's Internet: A Comparison of Language Markets
  • Canada's Internet: A Comparison of Language Markets

    Canada is a country which has two distinct language markets – English and French. This report compares Internet usage across Canada’s two language markets, exploring where they are similar and where differ from each other.

    Full Report Summary
  • Boomers
  • Boomers

    Boomers are 50-70 year olds, and can be split into Younger (50-59) and Older Boomers (60-70). While they have not grown up with publicly available Internet & wireless technologies, they have become avid users of these offerings.

    Full Report Summary
  • Podcasting
  • Podcasting

    Podcasting is a method of distributing online audio content, usually in the talk radio genre. Unlike streaming audio, podcast listeners can access to the content while offline should they so choose. It also represents a more grass roots source, where anyone can have their own podcast. Once thought to have plateaued, podcasting has grown over the past few years with the popularity of content from NPR such as Serial. This report looks at podcast listeners.

    Full Report Summary
  • Music Streaming Services
  • Music Streaming Services

    Canadians actively engage with audio content and deeply value convenience, as well as a wide variety of different content. It should come as no surprise then that many use music streaming services*. This report focuses specifically on these services and the Anglophone Canadians who use them.

    Full Report Summary
  • Netflix
  • Netflix

    With the advent of Over-The-Top TV services, Canadians have new options for consuming TV content. While Netflix was the first service unveiled to the Canadian marketplace, others have also joined the market. This report looks at Netflix use, in context of its competition

    Full Report Summary
  • Generation X
  • Generation X

    This report focuses on Generation X Anglophones and how this group compares to Millennials and Older Canadians. What makes them distinct? Read on to find out. For the purposes of this report, we define Generation X as Anglophones between the ages of 35 and 49. Gen Xers are often wealthier and far more likely to be raising children than Millennials or Older Canadians. Both of these factors are a significant influence in their adoption and use of technology.

    Full Report Summary
  • Millennials
  • Millennials

    This report profiles Millennial Anglophones and their ownership and use of media technology. For the purposes of this report, we separated the Millennials (18 to 34 year olds) into two groups: Gen Z is defined as those aged 18-26 and Gen Ys are defined as those aged 27-34 years old. Millennials have grown up with publicly available Internet and wireless technologies and are avid users of these offerings.

    Full Report Summary
  • Discoverability
  • Discoverability

    As the media landscape becomes more and more complex – new platforms, new formats, new viewing habits – it can be difficult for producers to position their content for maximum viewability and equally difficult for viewers to find all of the best content! This report draws from the latest Spring 2016 MTM data to provide an overview of how Canadians are finding and accessing television content. It will address the topic of discoverability in our multiplatform world

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  • Social Networking
  • Social Networking

    Offering easy ways to interact with content, reach out to people and create brand awareness; all this and more is possible through social media. To utilize social media platforms to their fullest extent and effectively engage with users, it is essential to consider who is using social media, which social media platforms are most popular, and what devices are being used to access them. This report will focus the use of social networks amongst Anglophone Canadians.

    Full Report Summary
  • News Enthusiasts
  • News Enthusiasts

    With many sources of media available, Anglophone Canadians spend a lot of time consuming news – including local, national and international, as well as politics and business news. This report profiles Anglophones who are heavy consumers of news. This is defined as those who consume all types of news on a daily or near daily basis.

    Full Report Summary
  • Confusion Surrounding OTT Services
  • Confusion Surrounding OTT Services

    In a world of constant innovation, the consumption of online video and TV as well as our understanding of these technologies is changing. This report will explore how OTT services like Netflix are affecting Anglophones’ perception of what online video and TV are.

    Full Report Summary
  • Sports Enthusiasts
  • Sports Enthusiasts

    Canadians love sports, and with so many new platforms to consume content, there are more ways than ever to enjoy the genre. This report profiles Anglophones who are heavy consumers of sports and their media technology adoption and use.

    Full Report Summary
  • Over-The-Air TV
  • Over-The-Air TV

    Some Canadians don’t subscribe to a paid TV service but still receive live TV signals at home Off-Air with an antenna or what some people call “rabbit ears”. Despite the declining use of this method of TV reception, our most recent Spring 2016 data showed some growth. This report takes a closer look at this change in the Off-Air market as seen in the latest Media Technology Monitor data.

    Full Report Summary
  • Multitasking
  • Multitasking

    With the increasing prominence of Internet-connected devices it’s easier than ever to get online and to do more while using these devices. One of the ways Canadians can multitask with the Internet is when they are watching television. This report looks at Anglophone Canadians who use the Internet while they are watching TV.

    Full Report Summary
  • Video Streaming
  • Video Streaming

    This report outlines trends in the use of Internet video and TV in Canada, including what sources are used and how much time is invested.

    Full Report Summary
  • Content Sharing
  • Content Sharing

    With the rise of social media, and the prominence of Internet-connected devices, sharing content online is easier than it has ever been before. This brief report provides a look at two types of content Canadians share online: videos and news articles. More specifically, it reviews who is sharing this content and where (i.e. social networks, text message or emails) they are sharing it.

    Full Report Summary
  • Off-Air/Tuned-Out Canadians
  • Off-Air/Tuned-Out Canadians

    There has always been a segment of Canadians who have lived without a TV service. The MTM splits these individuals into three different groups. One group, called TV My Way viewers, have opted to not subscribe to any TV service (like cable, satellite or IPTV) or own an antenna, but still watch TV content online. They are the focus of a dedicated report, released alongside this one – Off-Air and Tuned-Out Canadians This short companion report outlines two other groups who lack a TV service, Off-Air and Tuned-Out* Canadians. It will review why they have chosen to live without a TV service, how these groups compare to each other, and how they compare to those who do pay for TV service.

    Full Report Summary
  • Cell Phone Only Households (CPO)
  • Cell Phone Only Households (CPO)

    As an increasing proportion of Canadian households cut their landline and opt for cell phones instead, it is important to include this growing demographic. For the third year in a row, the MTM has incorporated a Cell Phone Only (CPO) Household sample into our research.

    Full Report Summary
  • Newspapers
  • Newspapers

    At one time, newspapers were the main source of news content. As time as gone along, new methods of distributing news content have emerged – most notably television, radio and Internet. However, despite the emergence of other sources for news, newspapers are still an important source of information.

    Full Report Summary
  • Millennials and TV
  • Millennials and TV

    Millennials as a generation have grown up in a time of personalization – getting the content they want, when they want, where they want and often it’s all for free. What does this shift in consumption mean for the future of television? To answer this question, this Canadian report will provide a profile of Millennials (18-34) and their TV viewing habits.

    Full Report Summary
  • YouTube
  • YouTube

    Since its launch in 2005, YouTube has become one of the biggest online video sharing platforms ever. The site now has over 1 billion users and has 300 hours of new content uploaded every minute. This report outlines how Canadians are making use of the ever expanding site.

    Full Report Summary
  • Infographic: Millennials and TV
  • Infographic: Millennials and TV

    We know, young or old, that Canadians love television. But just how much do young Canadians love watching? What TV services do they have? Has all their TV viewing gone online? To celebrate World TV Day (http://www.worldtelevisionday.tv) the MTM has gathered some key findings on Millennials (Canadians aged 18 to 34) and their TV viewing.

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  • Francophone’s Use of English Language TV and Film
  • Francophone’s Use of English Language TV and Film

    Francophones are often surrounded with English content both from the U.S. and from within Canada itself. This report looks at Francophones and their consumption of English language TV and film.

    Full Report Summary
  • Smartphone Streaming
  • Smartphone Streaming

    Smartphones allow owners to not only communicate via telephone, text and email, but to consume online media such as audio and video content. This report looks at the consumption of audio, video and TV content via smartphones.

    Full Report Summary
  • Infographic: Top 10 Mobile Device Activities
  • Infographic: Top 10 Mobile Device Activities

    Canadians can do more with their mobile devices than ever before. Video and audio content, emails, the weather forecasts, social networks and much more are all at our fingerstips, only a tap away. With so many options, what are smartphone and tablet owners using their devices for?

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  • Reddit
  • Reddit

    The world of social networking has expanded far beyond just Facebook now. With options for social networking today as diverse in their use as in their clientele, this new series of reports looks at some of the new and unique sites that Canadians use.

  • Snapchat
  • Snapchat

    The world of social networking has expanded far beyond just Facebook now. With options for social networking today as diverse in their use as in their clientele, this new series of reports looks at some of the new and unique sites that Canadians use.

  • Pinterest
  • Pinterest

    The world of social networking has expanded far beyond just Facebook now. With options for social networking today as diverse in their use as in their clientele, this new series of reports looks at some of the new and unique sites that Canadians use.

  • Twitter
  • Twitter

    The world of social networking has expanded far beyond just Facebook now. With options for social networking today as diverse in their use as in their clientele, this new series of reports looks at some of the new and unique sites that Canadians use.

  • Instagram
  • Instagram

    The world of social networking has expanded far beyond just Facebook now. With options for social networking today as diverse in their use as in their clientele, this new series of reports looks at some of the new and unique sites that Canadians use.

  • 4 Screen Report
  • 4 Screen Report

    Canadians are embracing multiple screens (smartphones, tablets, Internet connected TVs, in addition to computers), which begs the question: on which screen do Canadians consume media when they have multiple screens?

    Full Report Summary
  • Second Screen
  • Second Screen

    Anglophones are using electronic devices and the Internet to interact with television programs in new and exciting ways. This report explores the many “Second Screen” activities people perform as they engage with the television they watch.

    Full Report Summary
  • Infographic: Social Networking in Canada
  • Infographic: Social Networking in Canada

    Connecting with long lost friends, making new ones, created business contacts, sharing photos, bonding over common interests or finding out what’s new in 140 characters or less – all of this and more has been made possible through social networking. So whether you ‘like’ Facebook or you’re more into the fleeting nature of Snapchat, Canadians love their social networking sites as they log on in greater numbers than ever before both at home and on the go.

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  • Infographic: Canadian Streaming Audio Usage
  • Infographic: Canadian Streaming Audio Usage

    Whether it’s watching a music video on YouTube, streaming a playlist from a personalized music service like Songza, enjoying a podcast, or listening to an online radio station from another country, online audio options are everywhere for Canadian listeners. Computers, tablets, smartphones and even Internet connected TVs are giving audio streamers more touch-points than ever before to enjoy the audio content they want.

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  • Infographic: Canadian Internet Video Usage
  • Infographic: Canadian Internet Video Usage

    Today, Canadians can access the video and TV content they want anywhere, anytime and from any device. With subscription services like Netflix, Shomi, and Crave; TV Everywhere services from cable and satellite companies; and free online content from YouTube or even pirated sources, video streamers can enjoy virtually unlimited content with just a click of the mouse. Moreover, many Canadians now have multiple access points with smartphones, tablets, computers and Internet connected TVs making enjoying the shows and movies we love even easier.

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