Newspaper remains an effective vehicle for advertisers

Advertisers often target Internet users because they are considered better educated, younger and have more income at their disposal compared to non-Internet users. The increasing penetration of the Internet has changed the way marketers view the advertising effectiveness of traditional media such as newspapers, television, radio and magazines.

Are Internet users spending less time with traditional media compared to non-Internet users? According to data from NADbank 2007 and using Toronto CMA as a representative market, Internet users typically spend less time over the week with traditional media compared to non-users. However, it appears that traditional media are not being replaced by the Internet extensively as some marketers might have assumed.

Time Spent With Traditional Media for Internet and Non-Internet Users

Source: NADbank 2007 Study (Base: Toronto CMA)

Reaching Non-Internet Users

Non-Internet users comprise 19% of the Adults 18+ population in Toronto CMA. With the Internet not an option, traditional media remains an important vehicle for advertisers wishing to market to this segment of the population. Adults 18+, without Internet access, spend 50% more time over the average week with printed newspapers compared to Internet users, which is more than the other traditional media such as television, radio and magazine.

Why is this important? Understanding consumers' media usage for both Internet and non-Internet users is critical for marketers intent on competing in the evolving media landscape in Canada

Related Articles:

• When is a Sample Size too Small?
• Who is Online? A Profile of Canadian Internet Users
• Canadian Internet Project Findings supports NADbank Study