Online has become a vital component of the media mix for many advertisers, but is it the right fit for every market?
While it may feel like we live in a world where everything we need is accessible with the push of a few buttons, the reality is the internet is an entirely different medium for hundreds of thousands of Canadians living in non-urban areas. It's accessed differently, functions differently and ultimately, it's used differently.
In an effort to help advertisers understand the complexities that are introduced when online is used to deliver messages in mass form, AdWest has assembled a collection of research that illustrates how access to the different forms of online service can vary significantly by geography.
The data included in this section has been compiled from a number of sources including: 2011 Census, 2011 Census of Agriculture, Canadian Media Circulation Audit and the July 2011 update to Industry Canada’s Broadband Canada Program. Where applicable, count data is reported at the newspaper circulation footprint geography.