IAB Canada - Quebec State Of The Online Nation - 0801

1Copyright © 2008 Interactive Advertising Bureau of Canada

State of the online nation State of the online nation in in QuebecQuebec

January 2008


1. Who’s online in Quebec?1. Who’s online in Quebec?


+ 19.5%Over 2 years

Nomber of French Canadians onlineTotal population (at home)

+ 0.7%From Nov.06 to Nov.07

Source: comScore Media Metrix, population canadienne francophone

4,604


Adults 25-54 represent 53% of active online francophone Adults 25-54 represent 53% of active online francophone population. They generate 54% of total page views and 49% population. They generate 54% of total page views and 49%

of time spent onlineof time spent online

Source: comScore Media Metrix Canada – French Canada, avril 2007

Index79

124

90

93

93

126

Index81

115

83

89

96

142

Page Views


Use in Quebec per age groupUse in Quebec per age group

65% of total adult population in Quebec surfs the Web at least once a week:

Cefrio 2006 NETendances


2. What does media time spent look 2. What does media time spent look like in Quebec?like in Quebec?


Share of Weekly Minutes Per CapitaFrench 18+

2006Min

822707401230146

2,306

The tremendous increase in time spent with the Internet, +64% since NADbank 2001, has resulted in a 7% increase in the total time people spend with all media. The Internet’s share of time spent with all media has grown from 11% to 17%.

Base: Adults 18+, French Canada

Time spent: all adults trendTELEVISIONRADIOINTERNETNEWSPAPERMAGAZINE

NADBANK

1,000

800

600

400

200

0

2001

2002

2003

2004

2005

2006

Weekly Time SpentMinutes Per Capita

(Minutes indexed to 2001)

TVRADIO

INTERNETNEWSPAPER

MAGAZINETOTAL

2001

Min

799741245220144

2,149

Share

37%34%11%10%

7%100%

Share

36%31%17%10%

6%100%

Index of Chge(min)

10395

164105101107

100 index = no change

With the exception of Radio, time spent with other major media has remained stable.

822707

230146

401 401 (164)



MEN 18+WOMEN 18+

Women 18+ Share


TVRADIO

INTERNETNEWSPAPER

MAGAZINETOTAL

Time spent: men-women trend

NADBANK

1,000

800

600

400

200

0

2001

2002

2003

2004

2005

2006

436 (146)

315 (164)

Men 18+ Share

2001

38%38%

8%10%

5%100%

2006

35%31%19%11%

4%100%

2001

38%32%14%11%

5%100%

2006

39%33%14%10%

5%100%



Women’s rate of growth in time spent with the Internet has out paced men since NADbank 2001… +64% growth for women versus 46% for men.

The gap between men and women time spent with Internet usage has narrowed, with the Internet now accounting for 14% of women’s media consumption.


French speaking Canadians spend less time with the Internet than English speakers, unlike other media. Because usage is growing at comparable rate for both language groups, about +65% since NADbank 2001, this gap has not narrowed.

TOTALENGLISHFRENCH

Share of Weekly Minutes Per CapitaTotal 18+

French 18+ Share

TVRADIO

INTERNETNEWSPAPER

MAGAZINETOTAL

English 18+ Share

2001

37%34%11%10%

7%100%

2006

33%27%23%

9%8%

100%

2001

34%32%15%10%

8%100%

2006

36%31%17%10%

6%100%

NADBANK

1,000

800

600

400

200

0

2001

2002

2003

2004

2005

2006

557 (165)

401 (164)



595 (165)

Time spent: trend by language


As a result, the Internet accounts for only 17% of time spent with all media by French speakers, compared to 23% for English speakers.


The older age groups have been the fastest growing users of the Internet since NADbank 2001… +74% for adults 25-34, +167% for 55+. Hence the gap in time spent between younger and older age groups is narrowing.



TVRADIO

INTERNETNEWSPAPER

MAGAZINETOTAL

25-34 Share

2006

31%33%25%

7%4%

100%

2001

35%36%16%

7%6%

100%

35-54 Share

TVRADIO

INTERNETNEWSPAPER

MAGAZINETOTAL

55+ Share

2001

35%39%12%

9%5%

100%

2006

42%26%

8%14%

8%100%

2001

42%30%

3%14%10%

100%

2006

34%35%17%

9%5%

100%

Adults 18-2425-3435-54

55+

18-24 Share

2006

29%25%34%

6%6%

100%

2001

35%26%27%

7%6%

100%

NADBANK

1,000

800

600

400

200

0

2001

2002

2003

2004

2005

2006

781 (146)

363 (151)



569 (174)

211 (267)

Time spent: age group trend


3. Ad spend online & by media in 3. Ad spend online & by media in Quebec?Quebec?


IAB Canada: Online ad spend in Canada 1998-2011IAB Canada: Online ad spend in Canada 1998-2011

IAB Canada : Canadian Publisher ad revenues –1998-2011 (millions of dollars)

Sources : 1998-2001 : IAB Canada & PwC, 2002-2007 : IAB Canada & Ernst & Young, 2008-2011 eMarketer / CMA

$275M $1.37B

$624M $3.03B


Ad spend by media Canada 2004-07Ad spend by media Canada 2004-07Internet represented 3% of total ad spend in Canada in 2004

Already Internet was ahead of OOH

* Source : Media Digest, IAB 2005/07, CMA 2007 pour 2011

Internet represents 9% in 2007, up 6 points!

Dailies have lost the most.

TV, weeklies and yellow pages each lost 1 point to Internet

3-9%Market share change 2004-07

10-9% 3-3%11-10%12-12%25-24% 22-19% 10-10% 5-5%

+4%

+16%

+10%

+267%

+12%+30%

% augmentation 2004 à 07

+11%

+22%+12%

1

5

2

79

Investment ranking

86

43

10

0-2%Market shares in 2011 22,4% 15,7% 10,8% 9,0% 8,9% 16,3% 8,2% 4,1% 2,6% 2,0%

In 2011, i.e. 3 years…

Internet will garner $3 billion of ad spend and be in 2nd place achieving 16% share of total behind TV’s 22%

Dailies will slide to 3rd place, half a point behind Internet.

Radio will slide to 6th place seeing its market share go from 10% to 9%.

20112011

Millions$


Ad spend by media in Québec 2004-07Ad spend by media in Québec 2004-07

Internet represented 4% of total ad spend in Quebec in 2004

89% growth between 2004-05, then 68% between 2005-06.

* Source : GAM 2006/08, IAB 2005/07, 2011 forecast on last 5 year’s growth average

Internet owns 12% market share in 2007

Internet is ahead of OOH, Magazines and Radio.

TV has lost the most since 2004

+35%+26%

+16%

+320%

+8% +12%

4-12%

% augmentation 2004 à 07

Market share changes between 2004-07 8-7% 6-6%13-11%31-31%38-35%

+4%+32%

+14%

+127%

+11% +19%

Growth from 2007 to 2011

In 2011, i.e. in 3 years…

Internet will achieve $624 million in Quebec and remain in 3rd place behind dailies and TV,

Internet will gain 8 market share points while TV remains stable and dailies lose 6 points.

20112011

Market shares in 2011 35% 25% 20% 10% 6% 5%

Millions$


4. What about social networks?4. What about social networks?


Who networks socially online?Who networks socially online?


Social network use in Canada

53% of Internet users in Canada use social networking sites to communicate with friends.

That’s 20% more than in the US.

It’s almost as high as our use of IM


Purchase behaviour can be influenced by Purchase behaviour can be influenced by UGC sitesUGC sites

47% of Internet users would like to use social networks to find gift ideas or coupons.

45% would like to be made aware of in-store specials via their profile page.

22% would like to read or write product reviews through their profile page.

Source : AMA, September 2007


4. Ad spend online & by media in 4. Ad spend online & by media in Quebec?Quebec?

20Copyright © 2008 Interactive Advertising Bureau of CanadaSource: comScore Canada, visites octobre 2007, Canada français

Search engine market shares in Quebec

Technology

IAB Canada - Quebec State Of The Online Nation - 0801