Kada Mesli

An interesting study by IAB Canada (Interactive Advertising Bureau) was recently posted. The study focused on the evolution of media in Canada and brought many interesting facts.

Internet now ranks first among Generation Y (18-24) and ranks third in total media consumption for all ages.

What's more interesting about these facts is that as Generation Y ages and becomes the next target of advertisers, a great focus of the media buying will be shifted towards Internet. When the Generation Y will reach a comfortable level of income (when they reach professional stability and complete their studies and as the disposable income grows) companies and advertisers will have to be ready to use Internet as their main media to reach their target audience.

This gives most advertisers a horizon of only a few years to master and prepare for the use of the growing channels offered by Internet to reach Generation Y. Both Internet and Mobile Marketing will become increasingly important segments of any media plan.

Some of the Findings of the Study are outlined here:

Duration:

• Among adults the Internet now occupies the third place, right after Television and Radio in terms of total media usage

• Between 2001 and 2007  English Canada, the Internet has accomplished an important growth in media usage time growing from 14 % to 23 %. Within the same period French Canada the Internet has grown from 11 % to 18 %.

• Internet is the number one media for weekly time spent among 18-24 (40 %) and 25-34  (33 %) in English Canada. In French, , Internet is also ranking first first  among 18-24 ans and closing in rapidly towards Television and Radio among 25-34.

 

Reach:

 

• Internet now reaches more adults every week than magazines or newspapers.

• Among 18-24 and 25-34, Internet has a higher reach than radio.

• Internet now has the same reach as television among the 18-24.