YNOT – Canadians spend more time online than watching television, according to survey results released this week. The study’s results represent the first time internet usage surpassed TV as a means of obtaining news and information.Conducted last fall by market research firm Ipsos Reid, the poll found adult Canadians spend more than 18 hours weekly on the internet, compared to 16.9 hours watching TV. Both numbers rose over 2008 levels, when the average Canadian adult reported surfing the web for 14.9 hours weekly and spending 15.8 hours in front of the tube.
Other media, such as newspapers, radio and magazines, all remained relatively stable in the past year, according to the syndicated Inter@ctive Reid Report.
The survey’s results also indicate males spend significantly more time online than females: 20 hours compared to 16 hours, respectively. Interestingly, only a minimal gap exists between age groups vis-à-vis web use: On average, 18- to 34-year-olds spend 20 hours a week online, compared to 18 hours for those older than 35.
“In previous years we’ve seen significant differences between the generations and the amount of time they spend online,” said study author Mark Laver. “The data indicates that not only are people of all ages spending more and more time online, but it also points to a shift in how online Canadians are consuming media and where they are spending their free time. Today, online Canadians are finding a myriad of entertainment options available to them within the walls of their homes. While some entertainment content has simply shifted from television to online, the Internet is also providing new content to Canadians.”
Laver said the generation gap is much more noticeable in TV watching habits. Canadian adults aged 55 and older are watch more television each week than any other age group: 20 hours, compared to 15 hours for the 35-54 age range and 13 hours for those aged 18-34. When analyzed by education level, the data indicate Canadians with university degrees watch significantly less television each week than their less-educated counterparts: 15 hours versus 17.5 hours, respectively.
“Our look at online television and media in the Inter@ctive Reid Report shows that Canadians are consuming more and more content online than they were previously watching on television, or content that they simply did not have access to,” Laver said. “Not only has the recession likely acted as a disrupting factor, but the internet is poised to take the next step in our lives as it delivers more and more entertainment content to Canadians in their homes and on the go.”
