The Urban vs Rural Divide: What influence does geography have on media consumption habits?
Building on the study done in 2017, this new research thoroughly examines how the community a person lives influences the types of news they follow, trust in media, impact of variable internet access, media preferences for specific types of media as well as the media most likely to inspire action across a number of different business sectors.
It confirms that media plans should be taking into account that a universally applied strategy will not result in universal access to a message.
The study was conducted by random sample with Adults 18+ living in exclusively in communities of less than 100,000 population in Alberta, Saskatchewan, Manitoba and NWT/NU. The survey was administered using a Computer Assisted Telephone Interview (CATI). The study has a margin of error of +/- 3.3% at the 95% confidence level with 900 total interviews.
Measured Communities and Results:
900-Total Sample:
- 225-Farms
- 225-Farms/Hamlets (<1,000 Population)
- 225-Villages/Towns (1,000-10,000 Population)
- 225-Cities (10,000-100,000 Population)
By Geography
Alberta
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Saskatchewan and Manitoba |
Prairies |
By Age and Gender
The Age and Gender uses below 45 years of age and above 45 years of age to reflect the average age of population (51.1) over the age of 20 living in communities of less than 100,000 population.
 Actions Driven by
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 Ads that Inspire
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 Trust
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 Feelings Towards Ads in Media
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 Flyer Readership
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 Preferred Source of Information |
 Internet Connections and How Connections Impact Activities
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 Receivership and Readership of Printed Community Newspapers
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ABOUT THE SUPPLIER
Totum Research is Canada's leading research firm specializing in the media. Since 1985, Totum has produced reliable and actionable data for a wide variety of clients ranging from national daily newspapers to small market radio stations, from million+ circulation consumer magazines to e-commerce websites and from advertising agencies to multinational corporations. Totum has conducted marketing and communications research for beverage, information technology (IT), women's products, financial institutions, automotive and government departments.
The Totum client list includes all major consumer and trade publishers in Canada, all major newspaper groups and a number of the country's broadcasters, as well as large advertising agencies and marketing companies. We are involved in syndicated and custom studies, qualitative and quantitative, strategic and tactical, sales and editorial, and use any number of methodologies and techniques.