Ontario residents remain more loyal to their BlackBerry device than the rest of Canada, while 65% of Atlantic Canada residents use a social network and 80% of Albertans watch online video.
These are among a new wave of findings released today by Media Technology Monitor (MTM), part of a series of reports looking at 11 different Canadian markets and population segments.
The reports, entitled A Look at Media Technology Penetration and Usage in the (X) Market, demonstrate how technology adoption differs in markets across the country.
Alberta residents, for example, are 15% more likely than the typical anglophone to own a smartphone, and are particularly fond of the iPhone – with 37% of the population owning the Apple device.
Calgary-based cable company Shaw Communications is the TV provider for more than half of Albertans (52%), while Telus is the internet provider of choice for 45% of the population.
While more than one-third (37%) of Albertans currently subscribe to Netflix, MTM found Manitoba and Saskatchewan residents are more likely to subscribe to the streaming video service.
Atlantic Canadians, meanwhile, are less likely to consume many products and services, with digital cable, satellite, internet and smartphone penetration all lower than that of the Canadian anglophone population.
In Ontario, Bell and Rogers account for a combined 68% of all landline, internet, cellular and TV services. And while cellphone penetration is similar to the Canadian anglophone population, BlackBerry devices tend to be more popular with Ontario residents than in the rest of the country, with 12% ownership among all Ontarians.
MTM also found 44% of anglophone Ontarians get their TV service from Rogers – ahead of both Bell (33%) and Cogeco (10%) – while Bell has a slight lead on its rival (38% versus 32%) in the home internet market.
When it comes to Ontario’s cellular market, Rogers and Fido control 38% of the market, while Bell/Virgin have a 30% share. Bell has a nearly 60% share of the crowded landline business.
MTM also conducted market-specific research into Toronto and Vancouver. In Toronto, Rogers is a leader in TV (65%), internet (46%) and cellular services (46% between Rogers/Fido), while Bell has a 60% share of landline subscriptions.
Torontonians are also more likely to use streaming audio services than the average anglophone( 69% versus 65%) and listen to music via YouTube (59% versus 54%).
More than half (53%) of Vancouver residents, meanwhile, get their TV service from Shaw, while Telus controls the home internet market with a 50% share – ahead of Shaw’s 41%. More than one third of cellular subscribers (37%) belong to Rogers/Fido, followed by Telus/Koodo (33%).
