Vancouverites must have a hard time juggling their ever-present coffees and the devices they use to stay plugged into social media networks. According to a new fused database from PMB and comScore Canada, heavy social media users are 34% more likely to live in Vancouver.
The newly released database examines connections between Canadians’ print and online media habits, as well as their brand and product consumption patterns.
Magazines PMB chair and senior vice-president of House & Home Media Kirby Miller said in a release that magazines welcome this combined print and audience data “as we can now demonstrate to buyers and planners the unduplicated audience from both channels.”
This enhanced data provides clients with “greater insights into the combination of online and offline data within the buying and selling process,” added comScore Media Metrix Canada president Brent Bernie.
This is the fourth such fused database on which the two groups have partnered. For the first time, the newest release identifies both heavy and light social media users.
Survey by: PMB and comScore Canada
Methodology: A linkage method called “split-weight data fusion” was used to merge PMB and comScore’s databases. The PMB database from spring 2012 was combined with comScore data – including website unique visitors and page views for 1,000 websites, including measured publications – from January, February and March of this year.
Key findings on heavy social media users:
• 24% of frequent social media users in Canada are aged 18-24; they are 45% more likely to have watched a TV program online
• 75% of heavy social media users have used an e-mail website in the past month
• 21% of heavy social media users accessed a newspaper website in the past month
• 16% of heavy social media users spend over $75 a month on their cell phone
• 41% of heavy social media users made an online purchase in the past year
• Heavy users of social media are 12% less likely than the average Canadian to have 3 or more credit cards
