40% of young Canadians now mainly watch TV online

TORONTO, Feb. 21, 2013 /CNW/ - 26% of Canadians now mainly watch cable TV using a PVR to fast-forward over advertising, another 11% mainly use online TV, according to analysis from Fusion Retail Analytics.  For young adults (aged 17 to 24) almost 40% now mainly watch TV online.

"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," says Joe Thacker, Chief Strategist of Toronto-based Fusion Retail Analytics. 

"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.

About this study  

These are a few of the findings from a recent survey of Canadian retail consumers conducted by Fusion Retail Analytics. The survey of 1,000 adult Canadians was conducted online using Fusion Retail Analytics' national online household panel between November 1st and December 31st, 2012.

About Fusion Retail Analytics

Fusion Retail Analytics works with retailers to dramatically grow their sales and profits through enhanced decision-making processes and analytics in the disciplines of retail strategy, merchandising, marketing, real-estate, pricing and tracking. For more information, please visit www.FusionRetailAnalytics.com and follow @FusedThinking on Twitter.

SOURCE: Fusion Retail Analytics

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Media Contact

Winnie Wong
Fusion Retail Analytics
Telephone: 866.398.9927 ext. 709
Email: Winnie@fusionretailanalytics.com