What influence does geography have on media consumption habits? 

The Urban vs Rural Divide

Building on the 2014 study 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.

The study was conducted between March 1 and March 15, 2018 administered by phone using a CATI Methodology. 5 distinct community sizes were measured and was based on a probability sample of adults 18+.

Measured Communities and Results:

• Farms
• <1,000 Population (Hamlets and Rural)
• 1,000 – 5,000 Population (Villages)
• 5,000 – 10,000 Population (Towns)
• 10,000 – 50,000 Population (Cities)
• <50,000 Population (Total Non-Metropolitan Areas)

Towns Study data for areas populated with 5,000 to 10,000. View PDF

Cities Study data for areas populated with 10,000 to 50,000. View PDF

Farms Study data for farms. View PDF

Age Study data by age group. View PDF

Gender Study data by gender. View PDF

Saskatchewan Study data in Saskatchewan. View PDF

Manitoba Study data in Manitoba. View PDF

Fact Sheets by Sector

Automotive View PDF

Agriculture and Agricultural Services View PDF

Financial Services View PDF

Government Services and Programs View PDF

Food and Grocery View PDF

Telecommunication Services View PDF

Retail Stores View PDF