A study called Report Card on Canadian Media offers some fascinating insights into Canadian's online new viewing habits. For example, according to the study, which did a phone survey of about 3000 representative Canadians:
55% of Canadians never go to the Internet for news
Another 12% rarely go to the Internet for a total of 67% of Canadians who rarely or never use the Internet for news
Of the 33% who do use the Internet for news — many use the websites of mainstream media
Canadians show a strong preference for 'brand name' Internet news providers as do Americans, and next we'll tell you which ones
Groups who are most likely to use the Internet for news everyday are Canadians under 35 with a university education and incomes over $75,000
Francophones are considerably less likely to use the Internet for news—more than 75% never go online for news
American use of the Internet for news is on an upward trend. The percentage who use the Internet for news three or more days a week is up from 23% in 2000 to 29% in 2004
So, while Canadians are among the most wired people on earth, we still haven't gotten the online news bug. That could make you think newspapers, radio and television have nothing to worry about. But, this is a case where it's important to look at the trend, not the snapshot. While we may be a tad slow on the uptake, it's pretty clear where the pattern leads, as young people age, the percentage that go online for news first will increase. Any traditional media outlet that ignores that, and rests on its laurels is missing the point.
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