New Report Gets inside the Media Consumption Habits of Canadians: Deloitte Canada

May 20, 2011 | Corporate Member News

State of the Media Democracy Survey, Fifth Edition

From the big screen and billboards to fit-in-your-palm personal mobile devices, advertisers have multiple ways to reach consumers. The elusive question for Canadian advertisers, however, is how Canadians access and interact with information and entertainment. Deloitte Canada’s State of the media democracy survey – the first such survey in Canada, and the fifth for Deloitte U.S. – reveals some interesting insights. 

This generational reality check provides a snapshot of how Canadian consumers between the ages of 14 and 75 are interacting with media, entertainment and information — and what their preferences might be in the future. Based on distinctly Canadian data, the State of the media democracy survey answers several key questions:

  • Which type of advertising has the most impact on Canadian consumers’ purchasing decisions?
  • How do Canadians access their favourite TV shows — and are viewing habits changing?
  • What else are Canadian viewers doing while they watch TV?
  • What role do Canadians envision their TV playing in the future?
  • Are the limited options for streaming media in Canada leading to piracy?
  • Who do Canadians trust for their news?
  • What impact will mobile devices have on purchasing behaviour?
  • Be in the know

Commissioned by Deloitte’s global Media and Entertainment practice, this Canadian research is part of a survey of consumers across multiple international markets. You can download a summary of our distinctly Canadian findings below. While we don’t release comprehensive survey results, Deloitte is meeting with clients to share insights from the survey and to strategize on how we can help their businesses. If you are interested in reviewing survey data with a member of our team, please contact us. 

Access report here.

Questions? Need more information? Email [email protected]. 

About Deloitte

Deloitte, one of Canada’s leading professional services firms, provides audit, tax, consulting, and financial advisory services through more than 7,600 people in 57 offices. Deloitte operates in Québec as Samson Bélair/Deloitte & Touche s.e.n.c.r.l. Deloitte & Touche LLP, an Ontario Limited Liability Partnership, is the Canadian member firm of Deloitte Touche Tohmatsu Limited.  Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.

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