IAB Canada announces the release of CMUST 2012 for its members.

TORONTO, Feb. 7, 2013 /CNW/ - The 2012 Canadian Media Usage Trends Report (CMUST) is the only survey Canadian study crossing all major media and combining each channel's research audience currency of record, five currencies in all. Its aim is to document consumers' changing media consumption across all media as digital technologies impact the lives of Canadians. Since its inception in 2001, CMUST has tracked the increasing reach and time-spent (number of minutes) as more Canadians have shifted their news, entertainment, banking and other activities to the digital space. The 2012 CMUST Report provides a clear picture of Canadian media consumption for the marketing and publishing community to utilize in their strategies, investments and products.

This year, the report has added an analysis of media format from a consumer perspective. "Consumers, especially the younger ones, look at media by format rather than by platform," said IAB Canada's President, Chris Williams. "Their video experience is focused on the content and they will use any platform at hand to get their content where they want it and when they want it." The analysis combines video viewing minutes from television and online, listening minutes from radio and online, reading minutes from newspaper and news sites. Additionally, the report breaks those sums into "legacy, co-brand and digital pure play" providers to represent the landscape on which platforms are being used and where the trend is heading.

Mobile is also a highlight of the report as Canadians are accelerating their use of on the go technology. According to Williams, "We are capturing a snapshot in time. Tablets, phablets and smartphones are being offered to Canadians at prices and capabilities they have never seen before, the numbers will continue to change dramatically. The big question will be seeing the effect on how people consume media in a living room full of personal and shared screens of all sizes."

The CMUST study is a PHD Analysis Commissioned by IAB Canada

IAB members can download the complete study at the IAB website: www.iabcanada.com/knowledge-center

For information about becoming an IAB member visit: www.iabcanada.com/join-iab

Image with caption: "This chart plots weekly reach and time (minutes per week per capita) levels for Canada's five major media between 2001 and 2012, adults 18+. (CNW Group/Interactive Advertising Bureau of Canada)". Image available at: http://photos.newswire.ca/images/download/20130207_C3880_PHOTO_EN_23419.jpg

Image with caption: "Some terminology clarification is in order, relating to the chart below. Legacy refers to traditional media that existed before the advent of the Internet medium. Co-Brand time refers to online extensions of Legacy media and PurePlay media refers to media available only online. The chart below summarizes the minutes per week per capita and also provides composition proportions for Adults 18+ and Adult 18-34 demographic breaks for each of these three media "types". (CNW Group/Interactive Advertising Bureau of Canada)". Image available at: http://photos.newswire.ca/images/download/20130207_C3880_PHOTO_EN_23421.jpg

SOURCE: Interactive Advertising Bureau of Canada

For further information:

Chris Williams, President, IAB Canada
416-598-3400 ext. 26

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Interactive Advertising Bureau of Canada

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IAB Canada

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