
MTM 18+ Methodology
MTM 18+ measures Canadians’ media technology adoption and use at two points in time - once in the Fall and once in the Spring - to monitor changes in media penetration and use over the year. The survey is based on over 12,000 telephone interviews annually with Canadians 18 years and older (including a cell-phone only sample and a follow up online survey) from across all of the provinces and Territories. In order to ensure measurable sample sizes in the North and among Indigenous Peoples, an online booster sample has also been included. The MTM’s blended sampling approach ensures that this survey has a representative sample that can reach 99% of the population. 1