Online media gains popularity as Canadians
start turning to alternative sources for news
OTTAWA, Dec. 12 /CNW Telbec/ - The imminent death of traditional media
has been greatly exaggerated. The National Media Choice and Trust Poll
commissioned by the Information Technology Association of Canada (ITAC) and
conducted by IDC Canada reveals that despite our fascination and reliance on
digital content, 95 per cent of respondents continue to turn to traditional
media (newspapers, radio and television) for general news and 82 per cent for
"It's clear that Canadians are traditionalists, and overwhelmingly turn
to television, newspapers, and radio for trusted news," said Bernard Courtois,
President, ITAC. "But 65 per cent of Canadian households have high speed
Internet, and this high level of adoption is causing a shift in behaviour, as
Internet news outlets begin to creep into the media mix."
Online Media Gaining Popularity
According to the survey:
- 42 per cent of respondents access some form of online media for general
- 21 per cent of respondents turn to online sources for breaking news
- Larger families access and trust online more than smaller families
- French respondents trust online media more than their English
- Almost 50 per cent of Younger Canadians (18 - 24) are likely to get
their information online
Credibility remains a major challenge for online news sources. Only
11.5 per cent of survey respondents believe that online media is unbiased, and
12 per cent believe that online media is accurate. Traditional media has had
decades to become part of Canadians' daily lives, and this familiarity still
works in its favour.
According to Courtois, "As was the case when broadcast media came along to
challenge print, any new news media is viewed with skepticism, and the
Internet is no different. Once the industry begins to establish trusted checks
and balances, and online news media becomes mainstream, this medium will
become a more credible news source for the Canadian public."
IDC is the premier global provider of market intelligence, advisory
services, and events for the information technology, telecommunications, and
consumer technology markets. IDC helps IT professionals, business executives,
and the investment community make fact-based decisions on technology purchases
and business strategy. More than 900 IDC analysts provide global, regional,
and local expertise on technology and industry opportunities and trends in
over 90 countries worldwide. For more than 43 years, IDC has provided
strategic insights to help our clients achieve their key business objectives.
IDC is a subsidiary of IDG, the world's leading technology media, research,
and events company. You can learn more about IDC by visiting www.idc.com.
The Information Technology Association of Canada (ITAC) is the voice of
the Canadian information and communications technologies (ICT) industry. ITAC
represents a diverse ICT community spanning telecommunications and internet
services, ICT consulting services, hardware, microelectronics, software and
electronic content. ITAC's community of companies accounts for more than
70 per cent of the 589,000 jobs, $137.6 billion in revenue, $5.2 billion in
R&D investment, $22.6 billion in exports and $11.5 billion in capital
expenditures that the ICT industry contributes annually to the Canadian
economy. ITAC is a prominent advocate for the expansion of Canada's innovative
capacity and for stronger productivity across all sectors through the
strategic use of technology.
For further information:
For further information: Karen Gumbs, Cohn & Wolfe, (416) 924-5700 ext.
4090, firstname.lastname@example.org; Lynda Leonard, ITAC, (613) 238-4822,