Household Media Patterns

The rapid fragmentation of media has leaded a radical shifting in consumers' media consuming bahaviours. While the social media is changing the way people discover, read and share news, information and content, research found that consumers often use multiple media at the same time. Understanding consumers' media usage habits can help you optimize your communication channels to connect the target audience more effectively.

We analyzed the semi-annual Return-to-Sample Survey of Bureau of Broadcast and Measurement and data mined patterns and key drivers among consumers' media usage behaviours. Combining the long term predictors like age, education, culture, life stage and lifestyle with consumers' preference, attitudes and geographic data, we developed nonlinear and non-parametric models and derived propensity scores of consumers' choices and usages of media channels, programs, products and services.

Household Media Patterns describe how likely consumers use TV, Radio, Newspaper, Magazine and Internet at the various times and how long they spend, where and what contents they consume with the media. For example, you can find consumers who more likely than Canadian average watch TV 8 hours on Sunday and interest in CBC Newsworld. With the Household Media Patterns you can also identify neighborhoods where consumers have a high propensity of reading newspapers, listening to specific radio programs, watching TV and using Internet. You can also gain insight into which media your customers consumer and select the right channels to engage them.

Household Media Patterns database is available for all residential 6-digit postal codes and can be customized for all geographic areas across Canada. It is based on the current year BBM RTS Survey and updated annually.

Please contact us to find out how our data and analytic service can help your business.