Canadians love the internet. That’s the conclusion of a study that found that Canadians value their home Internet connection more than any other medium
An online survey of 1,682 adults, conducted by the Canadian Media Research Consortium (CMRC )and Vision Critical, showed that 42% of respondents say they would be “least willing to give up” their home internet connection.
Some 24% said they would be least willing to give up their television cable subscription, while 17% each would be ready to say goodbye to their mobile phone or newspaper subscription.
The findings also suggest that audiences are turning online for their news.
While television is still preferred by a slight margin of Canadians for getting the news, a majority (52%) replied that, in general, they ﬁnd more news and information that interests them on the internet. This compares to 27% for TV, 15% for print and 6% for radio.
The report (PDF) said:
Because the sample does not include Canadians not online, the numbers for the general population may be somewhat lower, but the increasing migration of content from print, radio, and television to the internet is a strong indication that audiences will gravitate online for most of their news consumption.
I am part of the research team behind the study, which is the second in a series of CMRC reports that looks into the changing news consumption habits of Canadians. The first report found that Canadians were unwilling to pay for news online.
The next report, which examines how Canadians use social networks, will be released in two weeks.