'Familycasting' is on The Rise, According to New Research
TORONTO, June 25 /CNW/ - Canadians are more engaged online and
increasingly using the Internet for entertainment, according to the results of
an ongoing study of Canadians' technology and media use by Solutions Research
Group, a Toronto-based market research firm.
Among the key findings of the study:
Social media doubles in six months and women are leading the charge - in
May 2007, 46% reported having visited at least one social media site in the
last month (e.g., Facebook, MySpace, etc.), up from only 24% in September
2006. A higher percentage of women use social media than men (50% of online
women vs. 42% of online men).
Over 3 million Canadians upload video - Canadians are creating, not just
watching, online video. Three million Canadians (~16% of the Internet
population) report having uploaded a short video to a private or a public web
page. Twenty-four (24%) per cent created or worked on their own page or blog.
'Familycasting' is on the rise - online is renewing and strengthening
family bonds. 62% use instant messaging to keep in touch with family and
friends. Among those who post photos, stories or videos on the Internet, over
70% say the content is intended for family as well as friends.
Online becomes more engaging - online video and social media explosion of
the last six months is creating stronger engagement. In May 2007, one-in-three
online Canadians (34%) agrees with the statement "I live on the Internet," up
5-points from 29% in September 2006. 38% of those 30-49 agree with the
statement in May 2007, up 10-points from 28% only six months ago.
More social interaction means more file swapping - more online Canadians
are sharing music, TV and movie files on the Internet using peer-to-peer
- 41% downloaded a music file in the last month in May 2007, up slightly
from 38% in the fall of 2007.
- 16% downloaded full-length movies in the past month (up from 11%)
while 15% say they downloaded at least one episode of a TV show (up
And file swapping is not a big deal for most - file-sharing of
copyrighted movies and music is not perceived as a serious offence by a
majority of Canadians, despite the efforts of music and movie industries to
educate consumers otherwise.
- Only 41% believe downloading "copyrighted movies off the Internet"
without payment or authorization is a "very serious offence" -
compared to the 77% who believe "taking a DVD from a store without
paying" is a very serious offence. As another point of comparison,
Canadians are much more likely to believe that "parking in a fire
lane" is a very serious offence (66%).
The Internet trends data in this release come from the Second Quarter
2007 update of Fast Forward(TM), Solutions Research Group's ongoing syndicated
consumer trend research program which examines broadband, wireless, on-demand
TV and mobile entertainment. The results cited are based on a survey of 1,119
online Canadians aged 12 and older in May 2007 and a similar survey consisting
of 2,302 interviews in September 2006. To maintain an unbiased perspective,
Solutions Research Group funds its own syndicated research.
For further information:
For further information: go to www.srgnet.com or contact David Ackerman
(firstname.lastname@example.org) (416) 323-1337 x 25; Kaan Yigit (email@example.com)
(416) 323-1337 x 22