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.

  • Over-the-Top TV
  • Over-the-Top TV

    Even prior to the COVID-19 outbreak, OTT services were a major source of media content for Canadians. Our present, unique circumstances have meant more time than ever to dig into the large content libraries of Netflix, CRAVE, Amazon Prime Video and newer offerings like Disney+ and Apple TV+. But what does near endless content and more time to watch amount to? This report takes a deep dive into how Anglophones engage with OTT services, differences among key demographics, the influence of the COVID-19 pandemic and much more.

    Full Report Summary
  • Change in Media Habits During COVID
  • Change in Media Habits During COVID

    As a result of the COVID 19 pandemic, online Canadians have had to make use of media technology to try to fill needs and wants in their lives. These technologies have helped online Canadians to communicate, to remain connected with what is going on in the world, and find ways to occupy their leisure time while remaining at home. This report looks at the perceived changes that Canadians have made in their use of media technology during this time.

    Full Report Summary
  • Homeschooling During COVID-19
  • Homeschooling During COVID-19

    In a special COVID edition of the Spring Media Technology Monitor (MTM), we looked at the various educational tools that parents of kids between the ages of 7-17 have been using to help with the learning process while in quarantine.

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  • Smart Speakers
  • Smart Speakers

    Like smartphones and tablets before them, smart speakers have seen widespread adoption among Canadians in a fairly short period. The simplicity of a voice controlled interface means that nearly anyone can use these devices to listen to music, check the weather or even control other devices in their home. This report takes a deeper look at smart speakers, including adoption by brand, how these devices are being used, intention to purchase and more. We also examine smart home devices to see current levels of adoption and popular brands.

    Full Report Summary
  • Sports in the Time of COVID-19
  • Sports in the Time of COVID-19

    The sports world, as with many other aspects of Canadian society, has been heavily impacted by the COVID-19 pandemic. As sports leagues have been forced to suspend public competitions for the safety of players and the public, sports fans have had to find other ways to get their sports fix. This report gives an overview of some of the things sports fans are doing to access sports during this time.

    Full Report Summary
  • Virtual Assistants
  • Virtual Assistants

    As technology continues to evolve, we see new functionalities and applications emerging. One of these technologies is the voice-activated virtual assistant: an interface that understands natural language voice commands and completes tasks for the user. This report looks at the use of a number of these interfaces among Canadians.

    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
  • Co-viewing
  • Co-viewing

    While watching TV has increasingly become a more individualized experience, there is still a place for watching a show with someone else. In some cases, the show becomes an important shared experience within the relationship. In this report we focus on co-viewing: watching TV shows with someone else.

    Full Report Summary
  • Families and Media Technology
  • Families and Media Technology

    This report profiles Canadian families and their ownership and use of media technology.

    Full Report Summary
  • TV Technology
  • TV Technology

    Similar to other technologies, TV sets have evolved over time. In addition to screens having better resolution, giving viewers a better picture, TVs can be connected to the Internet via various means. This opens up additional content over and above traditional TV content. In this report we look at three technologies in particular: Ultra HD/4K TV, Smart TV, and Internet-connected TV.

    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
  • YouTube Birthday
  • YouTube Birthday

    Happy Birthday YouTube!

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  • Millennials
  • Millennials

    Millennials make up a significant portion of our Canadian society. Viewed by many as the “tech savvy” generation; always connected and looking for the newest gadget. Millennials have grown up with the Internet and various devices at their finger tips, making them quick to engage with new technologies. The following report examines this group to better understand their relationship with media and technology.

    Full Report Summary
  • Seniors
  • Seniors

    Seniors sit in a very unique position compared to other generations. The majority are in retirement, they represent a growing part of the Canadian population, and their use of traditional forms of media is nearly unrivaled. Their adoption of more Internet-based technologies and services is also higher than someone would assume.

    Full Report Summary
  • Boomers
  • Boomers

    The Boomer generations (Younger and Older) have long been very influential in Canadian society. Their size and affluence have been drivers of marketing and sales strategies. However, with new technologies appealing to younger Canadians, we are seeing Boomers following trends in some cases.

    Full Report Summary
  • 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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  • 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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  • 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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  • 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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  • 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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  • 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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  • 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 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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  • 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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  • 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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  • 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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  • Free Infographic: The $5000 Question
  • Free Infographic: The $5000 Question

    Few technologies have changed daily life as much as the cell phone. Canadians do countless daily tasks on their phones, like browsing, watching videos, streaming music, checking the weather, banking and much more. With this in mind, the MTM proposed a new question to our online survey respondents.

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  • Impact of Fake News
  • Impact of Fake News

    This report delves into the issue of fake news, how concerned Canadians are about it, what they do when they suspect false content, and who should be monitoring the industry.

    Full Report Summary
  • CPO
  • CPO

    Cell phones stand as one of the most popular and commonplace pieces of technology since the TV set, radio and PC. With the functionality and availability of these devices, it makes sense that many Canadian households have abandoned their landlines in favor of these devices. In the face of this growth, what still makes these individuals unique? And what about those with cell phones and landline? This report examines our latest data from our Cell Phone Only (CPO) sample to consider demographics, technology ownership, online activities, media use and more. This sample is compared against cell phone phone owners who have a landline phone as well.

    Full Report Summary
  • World TV Day
  • World TV Day

    Happy World TV Day today! Celebrate with a free infographic.

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  • News Enthusiasts
  • News Enthusiasts

    More than ever, Canadians have news content at their fingertips. News outlets are taking to an array of platforms to provide content to the population. With all these options, how are Canadians keeping themselves informed? This report looks at how Anglophone Canadians consume the news and interact with each other regarding the current events of the day. We also profile a group we call “News Enthusiasts” who consume news from a number of platforms.

    Full Report Summary
  • 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
  • Radio
  • Radio

    Radio draws many parallels with TV. Both are longstanding forms of technology, used by almost all of the Canadian population. Their usage has also shifted as a result of their content becoming available online, and across more devices than ever before. How do Canadians engage with this longstanding medium today? This report looks at Anglophones use of AM/FM radio content on traditional receivers and accessing radio content online.

    Full Report Summary
  • Cord Cutting
  • Cord Cutting

    The TV content landscape is more competitive than ever before. Many Canadians are accessing TV content through online platforms and Over-The-Top services. While some are opting for these services in tandem with TV, their impact on traditional paid TV subscriptions cannot be ignored. This report examines cord cutting to consider those who have cancelled their TV service, those who have an interest in doing so, those who have never had a paid TV subscription and more.

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

    While once the TV set was the primary source for video content, the Internet has become a veritable treasure trove for people who are looking to watch something. The variety of content and on-demand nature of the Internet has made it the go-to source for many Anglophones. This report examines how Anglophones are consuming these types of content.

    Full Report Summary
  • How Canadian youth like to spend their spare time
  • How Canadian youth like to spend their spare time

    In a modern era, youth have more and more things competing for their attention. Growing up alongside significant changes in media and technology means that childhood today is a very different experience than even a decade ago. With so many possibilities available, we surveyed Canada’s youth aged 2 to 17 years old to find out how they like to spend their spare time. MTM Junior is the first annual youth media study in Canada and is a division of the Media Technology Monitor. Questions were asked to an online panel of 1,660 Canadian households split equally among Anglophones and Francophones. For more information on the MTM JR. please visit our Portal at www.mtmjunior.ca/ or call: 1-855-898-4999.

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  • Social Networking
  • Social Networking

    Social networking has changed the way we communicate, interact, and learn. This report examines the popularity of different social networks among users, the demographics most likely to access each network, which networks are still growing, and the devices used to connect to these applications. This report also compares the media consumption habits of social networkers, to better understand how they engage with different forms of content. This report considers use of social networks amongst Anglophone Canadians to find out.

    Full Report Summary
  • Shift in TV Subscriptions
  • Shift in TV Subscriptions

    Full Report Summary
  • Infographic: Teched In
  • Infographic: Teched In

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  • Cell Phones
  • Cell Phones

    Cell phones have become one of the most ubiquitous technologies today. Increases in display size and processing power has allowed these devices to achieve the same level of functional use as a computer or tablet. Having devices that are this capable available at all times has also impacted how we communicate with each other and consume media. This report examines the use of mobile phones with a focus on the increasing ownership of smartphones, smartphone activities, media consumption and an overview of cell phone service providers.

    Full Report Summary
  • The Tablet Landscape
  • The Tablet Landscape

    Tablet adoption has peaked in the Canadian market place. After eight years of strong, steady growth in penetration , tablet ownership has reached a saturation point. However, the versatility of this device may help it stay relevant among other Internet-capable technologies. This report examines the use of tablet with a focus on tablet owners, activities and ownership of other devices.

    Full Report Summary
  • TV/Video in Other Languages
  • TV/Video in Other Languages

    Canada is a very diverse country. While we often talk a lot about the English and French languages, Canada has many people who are fluent whose mother tongues are other languages. With so many languages being spoken, there is interest for media content in some of these other languages. This report looks at Canadians who watch TV and movie content in languages other than English and French.

    Full Report Summary
  • Podcasting
  • Podcasting

    Podcasts have become a major part of online audio among a myriad of content sources. These recordings usually involve a long form discussion on a topic of interest, and with some rare exceptions, are offered for free. Podcasts are hosted on a wide range of platforms and services, including the newest technology to enter the limelight, smart speakers. This report considers Anglophones use of podcasts, key demographic data of podcast users and how podcast users consume other audio content.

    Full Report Summary
  • TV My Way
  • TV My Way

    Online TV is more accessible than ever before. Canadians have access to an unprecedented amount of TV content through online sources and are able to watch on nearly any Internet-connected device. While many are utilizing some combination of traditional and online sources, some are only accessing content through the latter. This report looks at Anglophones who do not have any paid TV service (like cable, satellite or fibre optic) or own an antenna, but instead watch TV content online. We now call this group “TV My Way.”

    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 38 and 51. 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
  • Understanding Canadian Instagram Users
  • Understanding Canadian Instagram Users

    Social networking has changed. Advances in technology allow users to access endless amounts of text, picture and video content in bite sized pieces. This isn’t just a way to get in touch with old friends any more - social networks are playing a major part in marketing campaigns, dissemination of news and ideas, and creating a star culture all their own. This series of three reports examines how users of specific social networks stand out from others. This report focuses on the use of Instagram amongst Canadians to see how they compare to the average social network user and find out what makes them distinct.

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  • Understanding Canadian Twitter Users
  • Understanding Canadian Twitter Users

    Social networking has changed. Advances in technology allow users to access endless amounts of text, picture and video content in bite sized pieces. This isn’t just a way to get in touch with old friends any more - social networks are playing a major part in marketing campaigns, dissemination of news and ideas, and creating a star culture all their own. This series of three reports examines how users of specific social networks stand out from others. This report focuses on the use of Twitter amongst Canadians to see how they compare to the average social network user and find out what makes them distinct.

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  • Understanding Canadian Facebook Users
  • Understanding Canadian Facebook Users

    Social networking has changed. Advances in technology allow users to access endless amounts of text, picture and video content in bite sized pieces. This isn’t just a way to get in touch with old friends any more - social networks are playing a major part in marketing campaigns, dissemination of news and ideas, and creating a star culture all their own. This series of three reports examines how users of specific social networks stand out from others. This report focuses on the use of Facebook amongst Canadians to see how they compare to the average social network user and find out what makes them distinct.

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  • Canadian Viewing Profiles
  • Canadian Viewing Profiles

    There is interest in the industry to understand how different audiences connect with media content. This report looks at the different viewing profiles of Canadians based on self-reported MTM TV/video viewing data. The following pages describe each of the identified viewing profiles based on their demographics, their viewing habits and their subscription to various services.

    Full Report Summary
  • Cord Jumping
  • Cord Jumping

    The Media Technology Monitor (MTM) releases a brand new infographic on cord jumping, wherein people cancel a subscription to an OTT or TV service with intent to resubscribe later.

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  • Pirating TV and Movies
  • Pirating TV and Movies

    The Internet not only gives service providers and copyright holders opportunities to reach wider audiences with their content, it also gives people the opportunity to seek out content that they wouldn’t necessarily have access to. Internet users can find films, TV shows, music, video games and software that are made available for free online, sometimes against the wishes of their creators and copyright holders. This mini-report provides a look at who is pirating TV and movie content.

    Full Report Summary
  • Early Adopters
  • Early Adopters

    For some Canadians, when a new piece of technology emerges, they have to get their hands on it. While technology adoption grows over time, some want to get in on the ground floor and be among the first to try something new. But what sets this group apart from other Canadians?

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  • Fake News
  • Fake News

    The increasingly rapid spread of information through online platforms and several recent events globally have brought trust in media, public perception and the concept of fake news into the spotlight. This report delves into the issue of fake news, traditional vs. new platforms, and potential impacts for the upcoming Federal election.

    Full Report Summary
  • Music Streaming Services
  • Music Streaming Services

    The demands of the Canadian listener are more challenging to pin down than ever before. They have a strong desire for curated, on-demand content. This appetite is fulfilled through music streaming services (MSS). Major companies including Apple and Google have created their own services and now Canadians are taking notice. This report focuses in particular on Anglophones use of music streaming services. Highlights include their demographics, use of different services available and devices used to access this type of content.

    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
  • Genre of Online Video
  • Genre of Online Video

    As people spend more time watching video content online, they have branched out from the homemade clips of cats found on early video sites. While that type of video is still readily available on YouTube, long form content is available through any number of sites and services including Netflix and TV broadcaster websites. This report looks at what genres of content Anglophones are watching online. We also examine which genres people tend to access through various online sources.

    Full Report Summary
  • Gaming
  • Gaming

    Gaming has changed rapidly in the last several decades. The boom and bust of arcades, the rapid growth of mobile gaming and substantial upgrades in terms of graphics and design have all occurred. Consoles are also more media-centric than ever before, allowing for easy streaming of other types of content online. As the medium has grown so rapidly, its vital to consider its current audience, and what makes them distinct from other Canadians. This report considers Anglophones ownership of game consoles, those who play games online, and details about watching gaming content/esports online.

    Full Report Summary
  • Top 10 Smartphone Activities
  • Top 10 Smartphone Activities

    There is no shortage of content available to smartphone owners. People aren’t just taking and making calls with these devices. With endless choices, what are Canadians doing on their smartphones?

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  • Top 10 Activities on a Tablet
  • Top 10 Activities on a Tablet

    While not as common as smartphones, tablets offer much of the same functionality and also sport larger displays. With endless options, what are Canadians doing on their tablets?

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  • 4 Screen Report
  • 4 Screen Report

    As technology continues to evolve, Canadians are able to access the Internet on a variety of devices. With a number of options for Internet screens, many Canadians are not limiting themselves to only one. Many will engage in certain activities on a particular screen and others on other screens. This report profiles Anglophones who own the four primary devices for Internet usage – the computer, smartphone, tablet, and Internet-connected TV.

    Full Report Summary
  • Banking
  • Banking

    The availability and prominence of Internet-connected devices has had a significant impact on the daily lives of Canadians. A major convenience is the ability to bank online. Paying bills, accessing statements, transferring funds, investing and more are all possible on a wide range of devices. This report looks at how online Canadians are banking, both online banking and in person, including who is most likely to take advantage of these services and what makes the users of specific banks different from the general online population.

    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 examine this growing demographic. For the fifth year in a row, the MTM has incorporated a Cell Phone Only (CPO) Household sample into its research. This report provides an overview of the Canadian CPO Individual (COI) with respect to demographics, technology ownership, online activities and media use. It compares this group to cell phone owners who have a landline phone as well.

    Full Report Summary
  • Visible Minorities
  • Visible Minorities

    Canada is an incredibly culturally diverse country. Our reports and data have always provided an in-depth look at Canadians use of technology according to their language, age, gender and region. This report provides a review of Canadians who self-identify as a visible minority including comparisons of their interaction with technology and media to the Canadian population as a whole.

    Full Report Summary
  • Smartphone Streaming
  • Smartphone Streaming

    Smartphones are no longer a portable telephone device only. Today, they allow owners to not only communicate via telephone, text, email and other means but to consume online media such as audio and video content. With larger data plans, prolific Wi-Fi access and faster Internet speeds, streaming online video and audio content has become the new normal. This report looks at the consumption of audio, video and TV content via smartphones.

    Full Report Summary
  • 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
  • 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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  • 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
  • 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
  • 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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  • 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