A Majority (68%) Of Global Internet Citizens Spend More Time during the Week on the Internet than Watching Television
Vancouver, BC -- According to an Ipsos survey of more than 24,000 Internet users in 23 countries provided exclusively to Canada.com, the majority (68%) of adults with access to the Internet indicate they spend more time during the week on the Internet than watching TV, suggesting that television is slowly losing its grip as the world's most dominant medium.
In fact, in each of the 23 countries surveyed a majority of Internet-enabled citizens indicate their Internet usage exceeds the time they spend watching television - from a low of 55% in Belgium, to a high of 89% in China. Canada was second to the bottom of the 23 countries polled, with only 57% of Canadians agreeing they spend more time on the Internet than watching TV.
Internet users who are most likely to say they spend more time on the Internet than watching television are in China (89%), Russia (87%), Turkey (77%), and Japan (77%) and India (76%). Other countries at the bottom of the list besides Belgium and Canada include France, Germany, the Netherlands, Mexico, Great Britain, Italy, Australia and Sweden, where between 60-66% of the Internet user population feels they spend more time on the Internet than TV.
In examining the results, it's important to keep in mind that Internet penetration rates vary from country to country around the world so the results of this survey can look a bit startling at first glance. For example, recent reports put the global average Internet penetration at just 27% of global citizens, ranging from the lowest in India (7%), to about a third of the population in places like China (30%), Russia (32%), Turkey (35%), Brazil (36%) and Mexico (35%), to three quarters of the population in Japan (76%), the USA (76%), Canada (75%), South Korea (77%) , Great Britain (76%) and Germany (75%) and to nearly universal Internet access in places like Sweden (89%), the Netherlands (86%), Australia (80%).
Another recent Ipsos survey in April of this year confirmed the direction of these findings. For the first time in 15 years of tracking Internet trends via the "Ipsos Interactive Reid Report", the average number of weekly hours online Canadians were spending on the Internet outpaced time spent watching TV by a slight margin (18 hrs. online compared to 16.9 hours on TV).
http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720
These are the findings of an Ipsos poll conducted between November 4th, 2009 and January 13th, 2010. For this survey an international sample of 24,077 adults aged 18+ were interviewed in a total of 23 countries representing 75% of the world's GDP. The countries included Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Hungary, India, Italy, Japan, Mexico, Poland, Russia, and South Korea, Spain, Sweden, the Czech Republic, the Netherlands, Great Britain, the United States and Turkey. Approximately 1000+ individuals participated on a country by country basis via the Ipsos online panel. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to the most recent country Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points 19 times out of 20 per country of what the results would have been had the entire population of adults in that country had been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error. G@6O3_9
For more information on this news release, please contact:
Steve Mossop President Ipsos Reid (778) 373-5001 [email protected]
About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2009, Ipsos generated global revenues of e943.7 million ($1.33 billion U.S.).
Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.
Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid- 100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP
About the CANADA.COM NETWORK
Canwest Global Communications Corp. is Canada's largest media company. In addition to owning the Global Television Network, Canwest is Canada's largest publisher of paid English language daily newspapers and owns, operates and/or holds substantial interests in conventional television, out-of-home advertising, specialty cable channels, web sites and radio stations and networks in Canada, New Zealand, Australia, Turkey, Indonesia, Singapore, the United Kingdom and the United States. Canwest Digital, a division of Canwest Global, operates a suite of consumer and business web properties, including the canada.com network, Canada's leading 24/7 general news and information source with over 6 million monthly unique visitors. The canada.com network integrates credible Canadian news and specialty content at the country's most recognizable web address by offering newspaper, television and unique online content from some of the nations most trusted and well-respected media properties, including National Post, Global National, Ottawa Citizen, Montreal Gazette, Vancouver Sun, Edmonton Journal, Calgary Herald, specialty channels such as Food TV and HGTV and many more key local media properties. The canada.com network also showcases breaking news, daily newsletters, some of Canada's best online classifieds properties & free e-mail services
