The Canadian Internet Advertising Bureau (IAB) has released its 2013 Canadian Media Usage Study (CMUST) data obtained from a variety of sources. The statistics indicate Internet access via mobile devices has surpassed web surfing via PC. Mobile devices include smartphone and tablet use, which combined account for almost half of the time Canadians spend online. When we are online, Canadians spend most of their time watching videos, according to the study.
Adult Canadian Internet Device Ownership in 2013
Of adult Canadians who own a computing device with Internet access:
- 84% of Canadians own a desktop computer or laptop
- 56% of Canadians own a smartphone
- 31% of Canadians own a tablet
Weekly Device Usage for Total Time Spent Online by Canadians in 2013
- Game Console – 3.0% (68 minutes)
- Other device (such as SmartTV) – 6.2% (108 minutes)
- Tablet – 19.1% (332 minutes)
- Smartphone – 27.9% (484 minutes)
- PC / Desktop – 42.8% (743 minutes)
This data emphasizes the need for online businesses to become mobile-compatible in the near future, regardless of your target market or their age bracket. If you want to familiarize yourself with mobile for business, you may want to check out the new book by Daniel Rowes, Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising
What Canadians Did With Their Weekly Time Online in 2013
- Magazines – 1.4% (24 minutes)
- Newspapers – 2.2% (38 minutes)
- Radio – 2.4% (42 minutes)
- Games – 4.3% (74 minutes)
- Social – 12.6% (219 minutes)
- Other – 36.9% (641 minutes)
- Video – 40.2% (697 minutes)
Creative video campaigns can be well worth the time and effort involved. You can also “go viral” with clever offline marketing efforts, such as the 2013 holiday campaign by WestJet. Their brilliant idea to grant travelers’ wishes was picked up by numerous news outlets, from print to television. The television segments and WestJet’s video on YouTube were shared far and wide on social media.
If you’re new to video marketing you may want to pick up YouTube Marketing Power: How to Use Video to Find More Prospects, Launch Your Products, and Reach a Massive Audience
Source: IAB Canada
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