Canadians are starting to connect their televisions to the internet more often. A new Media Technology Monitor study suggests this trend could grow rapidly thanks to services such as Netflix.
Survey by: Media Technology Monitor, a product of CBC/Radio-Canada and BBM Analytics.
Methodology: A Fall 2010 and Spring 2011 telephone interview of 8,000 and 4,000 Canadians, respectively.
Key findings:
• 34% of Canadians who access the internet watch TV online for approximately 30 minutes/week
• 10% of online Canadians 18+ accessed the internet on a TV set in the past month, and did so for over four hours
• Six months after launch, more than 60% of Canadians were aware of Netflix, and 6% were subscribers
• When launched in Canada, Netflix offered a free one-month trial. Of the Canadians that tried Netflix, 60% became subscribers
• 12% of Netflix subscribers are French
• 65% of subscribers use Netflix through their TVs, 23% on computers and 9% on tablets
• 30% of subscribers use the service daily, 40% log on weekly and 14% use the site monthly
• 10% of Canadians aged 18-34 subscribe to Netflix, while only 1% of those 65+ subscribe to the service
• Netflix subscribers watch four hours less broadcast TV than the average Canadian
• 30% of Netflix users also have a digital cable plan, 12% subscribe to an analog TV plan, while 3% of Netflix users only watch TV online
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