Media Coverage 2003

Cablecaster Magazine, April 9, 2003
Canadian digital homes rise to 33% says study

TORONTO - The number of Canadian homes with digital television has tripled in three years, says a survey by Solutions Research Group.

The survey, titled "In The Name Of Cool" showed that while 10% of Canadians had digital television the last time the survey was done, in 2000, 33% now report they subscribe to digital cable or satellite in the new edition, conducted in February 2003.

Other findings include:

Half of cable or satellite TV customers are interested in digital video recorder technology, such as is found with TiVo, with 70% of Generation Y (aged 12-24) giving it a thumbs up.

Half of Canadian households (48%) report having at least one DVD player.

69% have at least one computer.

60% of Internet households are connected to high speed Internet service provider.

Broadband access means access to music (downloaded by seven of ten Gen Y respondents) and video (downloaded by 35% of Gen Y Canadians) which are sent to MP3 players or burned to CDs as over 6 million Canadians say they have used a CD burner in the past six months.

"We are living in the early stages of a radical transformation of the media landscape," said Kaan Yigit, a partner with Solutions Research Group. "The survival of traditional media and content providers will depend on their ability to adapt to meet the changing expectations of a new generation of point and click consumers."

The study is based on a telephone survey of 1,500 Canadians aged 12 and older done in February, 2003. The sample for the study statistically reflects the regional and age/sex composition of the Canadian population. The results of the survey are accurate to +\-2.5 points for the population as a whole, 19 times out of 20.

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