CANADA ONLINE! A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends 2004

Transcription

1 CANADA ONLINE! TM of CDF A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends 2004 October

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3 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Copyright 2005 by Charles Zamaria, André H. Caron, Fred Fletcher, Canadian Internet Project All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or any information storage and retrieval system, without permission in writing of the publisher. Published in Canada by Canadian Internet Project c/o Professor Charles Zamaria Ryerson University School of Radio and Television Arts Toronto, Ontario M5B 2K3 Canadian Cataloguing in Publication Data Zamaria, Charles, André H. Caron, Fred Fletcher Canada Online! A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends 2004 Issued also in French under title: Canada en-ligne! Une analyse comparative des usagers et non-usagers d Internet au Canada et dans le monde: ccomportements, attitudes et tendances 2004 Includes bibliographical references and index. ISBN Cover Design and Layout: Helen Prancic, Softlight Inc. Logo Design: Daria Magas-Zamaria Technical Editor: Randee Holmes Second Edition Printed and bound in Canada i

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5 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Professor Charles Zamaria Dr. André H. Caron, EdD Dr. Fred Fletcher, PhD ii

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7 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Credits Professor Charles Zamaria Principal Co-investigator and Project Co-director, Canadian Internet Project (Professor, Ryerson University; Financial Director, Bell Broadcast and New Media Fund) Dr. André H. Caron, EdD Principal Co-investigator and Project Co-director, Canadian Internet Project (Full Professor; Director of le CITÉ; Bell Chair of Interdisciplinary Research on Emerging Technologies, Département de communication, Université de Montréal) Dr. Fred Fletcher, PhD Co-investigator, Canadian Internet Project (Professor of Political Science and Communication Studies, York University; Director, Joint Graduate Programme in Communication and Culture; York University) RESEARCH ASSISTANTS AND CONSULTANTS Matt Bremer, Research Assistant, Ryerson University Alain Gagnon, Research Consultant, Info Quali-data Randee Holmes, Technical Editor David Jamieson, Research Consultant, Environics Geneviève Lamy, Research Assistant, Université de Montréal Flavie Langlois, Graduate Assistant, Université de Montréal Hélène Laporte-Rawji, Translator Jocelyne Lavoie, Research Consultant Daria Magas-Zamaria, Logo Design Karine Moisan, Research Assistant, Université de Montréal Helen Prancic, Cover Design and Layout, Softlight Inc. Lauren Sally, Research Assistant, Ryerson University Arlene Williams, Graduate Assistant, York University Kristen Wozniak, Graduate Assistant, York University ADMINISTRATION AND RESEARCH CENTRES CITÉ (Centre for Interdisciplinary Research on Emerging Technologies, Université de Montréal) Robarts Centre for Canadian Studies (York University) Canadian Media Research Consortium (University of British Columbia, York University, Ryerson University, Le Centre d études sur les médias (Université Laval and École des hautes études commerciales de Montréal)) iii

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9 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA General Information ADDITIONAL COPIES Readers are most welcome to download additional copies of the Canadian Internet Project, 2004 report for non-commercial research or individual use only. The full text and graphs in this report may be downloaded from For any other use of this report, contact the Canadian Internet Project directly. REPRINTING Reprinting of this report in any form other than brief excerpts requires the expressed written permission of the Canadian Internet Project. DATA ACCESS / RESEARCH ASSOCIATE Data and results from the Canadian Internet Project, 2004 report are available for further academic and government study and publication (SPSS format). To access this information, you must become a Research Associate of the Canadian Internet Project. Please contact the Canadian Internet Project for an application. All members of the Research Network must execute an agreement with the Canadian Internet Project prior to obtaining and using the data. ATTRIBUTION Excerpted material from this report can be cited in media coverage and institutional publications. Research Associates may create additional publications based on using and analysing data contained in this report. Text excerpts and use of data should be attributed as follows: The Canadian Internet Project is a research initiative of the Canadian Media Research Consortium, under the direction of Charles Zamaria and André H. Caron, in partnership with the following parties: Bell Canada, the Government of Canada (Department of Canadian Heritage, Industry Canada, Treasury Board Secretariat Chief Information Officer Branch), Telefilm Canada and the Ontario Media Development Corporation. ( Subsequent references should be cited as follows: Canadian Internet Project, 2004 ( Figures and tables should be attributed in a source line as follows: Canadian Internet Project, 2004 ( QUESTIONS zamaria@sympatico.ca or andre.caron@umontreal.ca Canadian Internet Project c/o Professor Charles Zamaria Ryerson University School of Radio and Television Arts Toronto, Ontario M5B 2K , ext.7549 iv

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11 CANADIAN INTERNET PROJECT Partners CIP PIC PROJET INTERNET CANADA The Canadian Internet Project wishes to sincerely thank its corporate, government and academic partners, whose support of this study made this publication possible: Bell Canada Government of Canada Department of Canadian Heritage Industry Canada Treasury Board Secretariat Chief Information Officer Branch Telefilm Canada Ontario Media Development Corporation Canadian Media Research Consortium University of British Columbia, York University, Ryerson University, Le Centre d etudes sur les médias (Université Laval and École des hautes études commerciales de Montréal) v

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13 Acknowledgments CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA The Canadian Internet Project would like to extend its gratitude to the following people for their support and assistance: Marie Andre, Bell Canada Ted Bairstow, Canadian Culture Online, Department of Canadian Heritage Marilyn Burgess, Telefilm Canada Dr. Jeffrey Cole, USC Annenberg School Center for the Digital Future Alain Clavet, Canadian Culture Online, Department of Canadian Heritage Jeff Corman, Industry Canada Rhea Hudson, Canadian Media Research Consortium Deanna Jamieson, Industry Canada Cathy Ladds, Treasury Board Secretariat Chief Information Officer Branch Ian MacMillan, Bell Canada Suzanne Morin, Bell Canada Sheridan Scott, Competition Bureau Canada Kristine Murphy, Ontario Media Development Corporation Dr. Michael Suman, USC Annenberg School Center for the Digital Future Michael Tanglao, Bell Canada Raina Wells, Ontario Media Development Corporation vi

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15 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Peer Advisory Council Dr. Seth Feldman, University Professor, Film and Video (Communication and Culture), Director, Robarts Centre for Canadian Studies Dan Fill, Co-Chair of the CFTPA New Media Advisory Council and Vice-president, Decode Entertainment Interactive Dr. Luc Giroux, Vice-doyen à la planification, au développement et aux technologies, Faculté des arts et des sciences, Université de Montréal Lucie Lalumiere, Executive Director, New Media, CBC Dr. David Mitchell, Professor and Director of Graduate Programs, Faculty of Communication and Culture, University of Calgary; Editor, Canadian Journal of Communication; Principal Investigator, Insite project and Alberta Supernet Research Alliance Dr. Catherine Murray, Associate Professor, School of Communication, Simon Fraser University vii

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17 CONTENTS Executive Summary Introduction Research Methods Overview Technical Summary Significance Test Standards Used in this Analysis Research Methods Used by World Internet Project Partners Panel Demography Overview Profile of Internet Users and Non-users Highlights Who is Online and Where Do They Access the Internet? Internet Use among English-speaking and French-speaking Canadians Internet Use by Geographic Area Internet Non-users Internet Usage: Time Spent Online Gender and Internet Use Age and Internet Use Education and Internet Use Income Levels and Internet Use Employment Status, Occupation and Internet Use Other Demographic Comparisons Languages Used on the Internet Internet Use: Time-use Categories Internet Use: Level of User Experience Information and Communication Technologies (ICTs) in the Home Highlights Information and Communication Technologies in the Home Presence of Computers in the Home and Access at Work and School Presence of Information and Communication Technologies (ICT) In the Home Television and Internet Connectivity Internet Connection Speed Perception of the Value of Technologies Comfort Using Technologies Canadians and Technology The Internet and Traditional Media Use Highlights Internet Use and Other Media The Internet and Other Media as Sources of Information and Entertainment Time Spent on the Internet for Information and Entertainment Internet Use and Television Viewing Internet Use and Music Listening Internet Use and Traditional Telephone Use Personal and Business Use of Media Internet Use and Cell Phone Use Internet Use and Use of Other Media The Internet and Interpersonal Communication Highlights The Internet and Interpersonal Communication Internet Use Patterns Experience on the Internet Communication... 88

18 CANADA ONLINE! A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends Other Forms of Internet Communication Voice Communication on the Internet and Instant Messaging for Personal and Business Use Summary Internet Use: Activities Online Highlights Overview: What Canadians are Doing on the Internet The Internet and Canadian Cultural Content News and Information Use on the Internet Government and Political Information on the Internet Canadian Internet Users Consumer Behaviour on the Internet Highlights Shopping Online What Canadians Purchase on the Internet Choosing providers: Canadian and Foreign Sites Internet Shopping: Effect on Traditional Retail Outlets Consumer Behaviour Online Children and Youth and the Internet: Parents Perceptions Highlights Rationale General Overview Estimated Time Spent by Children and Youth Children and Youth and Internet Safety Accessibility Impact of Internet Use on Time Spent Watching Television Social Effects of and Attitudes toward the Internet Highlights Relating to the Internet Perceived Accuracy and Reliability of Internet Information Privacy Concerns and the Internet Internet and Productivity Internet and Empowerment Changing Social Patterns: Internet Use and Time Spent with Friends and Family Canadian Attitudes toward the Internet Canada in Comparative Perspective Highlights Making Comparisons Internet Use around the World Levels of Internet Experience Internet use and Gender Internet Use and Age Internet use and Education Internet use and Income Time Spent on the Internet Time Spent on the Internet and Gender Home Time on the Internet Time Spent on the Internet at Work or School Time Spent on the Internet at Work or School by Gender Time spent on the Internet in public places Activities on the Internet: , Chat and Instant Messaging Importance of the Internet as a Source of Information Importance of the Internet as a Source of Entertainment Perceptions of Internet Reliability Purchasing on the Internet

19 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Internet Use and Political Empowerment Internet Use and an Increased Say in Government Issues Internet Use and an Increased Understanding of Politics Impact of Internet on Television Viewing Impact of the Internet on Productivity at Work Canada in International Perspective Reflections Appendix A List of Figures Appendix B List of Tables Appendix C Supplementary Graphs and Tables Appendix D World Internet Project: Overview Appendix E World Internet Project: Summary of Research Methods Appendix F World Internet Project: Partner Contacts Appendix G Canadian Internet Project: Principals and Research Centres Appendix H Survey Questionnaire October

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21 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Executive Summary In this summary, we present the findings that we, the research team, deemed to be most important for understanding how the Internet is changing the lives of Canadians. For example, although the availability of online entertainment services is increasing, Canadians perceive the Internet as primarily a medium of information and communication. We were particularly struck by the powerful influence that years of experience online and time spent online each week have on usage patterns of, and attitudes toward, the Internet. For the most part we have focused here on summarizing key patterns and relationships, leaving broader interpretations to the reader. We hope that the highlights selected from our comprehensive analysis for this summary prove to be a helpful introduction to the full report. Profile of Internet Use and Non-use: Of all Canadians, 72% use the Internet from various public and private locations Of current non-users, 34% were previously online Of all Canadians (users and non-users combined), 82% have been online at one time or another Non-users cite a general lack of interest in, and usefulness of, the Internet, followed by technological inadequacies, as the predominant reasons for not being online Approximately one-third of all non-users indicate that they intend to use the Internet in the future Provinces in Canada with the most users are Alberta, Ontario and British Columbia; provinces with the fewest users are Quebec and the Atlantic provinces Home is the most popular place for Internet access (85% of all users) Canadian users average 13.5 hours per week online The majority of Canadians are heavy Internet users; 56% report being online seven or more hours per week Most Canadians are very experienced users; 61% report being online for five years or more More English-speaking than French-speaking Canadians are online (74% versus 66%) and for a greater amount of time in an average week (14.14 hours versus hours) Of all respondents, 84% report children and youth in their household use the Internet Canadians overwhelming use English and French as their primary languages on the Internet Among Canadians who use other languages online, some 37 languages were reported New Information and Communication Technologies in the Home: Of all Canadians, 75% have at least one computer in the home A majority of all Canadians (92%) have VCRs or DVD players in their household and use cell phones (64%) October

22 CANADA ONLINE! A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends 2004 Nearly one in five Canadians uses the most current technologies (i.e., MP3 players and personal digital assistants (PDAs)); those that do are predominantly Internet users Compared to non-users, Internet users tend to make greater use of all information and communication technologies (i.e., VCRs, DVD players, cell phones, video game consoles, digital cameras, MP3 players and PDAs) in the household More Canadians access the Internet through telephone than through cable (53% versus 40%) A majority of Canadians report having high-speed Internet access (66%) Perception of the Value of, and Comfort Level with, New Communication Technologies: Overall, most Canadians perceive technology to be neutral they don t feel that new technologies make the world better or worse The more time users spend on the Internet, the more likely they are to think that new communication technologies make the world a better place Internet Use and More Traditional Media Use: Overall, the Internet appears to supplement rather than replace more traditional media use Internet users spend slightly fewer hours per week than do non-users accessing certain traditional media, such as television, radio, magazines, and newspapers Internet users appear to engage more in other traditional media activities than do non-users, including reading books, watching movies in theatres, listening to music, and using the telephone Younger Canadians tend to engage in more Internet activities and use traditional media more often than do older Canadians Internet Use and Television Viewing: When asked whether Internet use had affected their television viewing habits, most Internet users claimed it had not Internet users report watching an average of 3.7 fewer hours per week of television than do non-users Internet and the Telephone: Of all Internet users, 74% believe that the Internet has reduced their use of the traditional telephone More frequent Internet users are less likely than lighter users to value the telephone for personal use 6

23 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Media Use for Information versus Entertainment: Users value the Internet much more as a source of information than as a source of entertainment Internet users spend nearly twice as much of their time online for information than they do for entertainment (6.1 hours versus 3.3 hours in an average week) General Internet Use Patterns: The most frequent users of the Internet are English-speaking, male, young, and highly educated A majority of Internet users (61%) are very experienced and have been online for five years or more Among very heavy users (those who spend 14 hours or more online per week), 94% have access to the Internet from home Of employed Internet users, 40% undertake at least some work activities from a home Internet site use is the principal activity of all Internet users (91% of all those online use ) use increases with experience online and time spent using the Internet On average, Internet users use 63% of the time for personal-related activities and 37% of the time for work-related activities Canadians spend an average of four hours a week reading and writing s Use of Other Internet Communication Devices/Services: Of all Internet users, 26% engage in instant messaging Only 6% of Internet users polled in this survey use chat A majority of users (83%) report being aware they could have conversations on the Internet (that is, Voice over Internet Protocol, or VoIP) Of all users, 19% use the Internet for voice communication (VoIP) (It is important to note that the CIP survey was conducted in 2004 when VoIP was not yet being marketed in any substantial way in Canada) Alternate Internet communication services such as instant messaging, chat, and online voice communication are most popular with younger Canadians Of those who have used the Internet for voice conversations, nearly two-thirds feel it has reduced their use of the traditional telephone at least somewhat; 15% think it has reduced their telephone use substantially October

24 CANADA ONLINE! A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends 2004 Internet Activities: The Internet in Canada is used for a substantial range of activities, predominantly more for services than for accessing particular sites According to time spent online, the most popular activities reported are reading newspapers or magazines, accessing national and international affairs, researching medical information, playing video games, listening to recorded music, and downloading music files According to frequency of use, in addition to the above activities, the Internet is popular for accessing travel information and making travel arrangements, and visiting television station and network websites Internet users are most likely to visit websites that provide information and services related to leisure activities, even though they report spending most time on information-oriented websites Between one-third and one-half of all Internet users had visited a website dealing with cultural and leisure activities in the three months prior to the survey Canadian Cultural Content on the Internet: Among Internet users, 70% claim that they never or rarely access Canadian cultural content online Only 25% of users are very satisfied with the quantity of Canadian cultural content on the Internet, whereas 30% are very satisfied with the quality of Canadian cultural content online Slightly more, 32%, are very satisfied with the accessibility of Canadian cultural content online When asked to rate their satisfaction with the quality, quantity, or accessibility of Canadian content online, more than one in five Internet users responded don t know Only 27% of Canadians are aware of the Canadian portal website, culture.ca, and significantly less (12%)access the site Accessing News on the Internet: Among Internet users, 65% access news sites at least once a week (one-third access news sites every day) The top three sites mentioned by English-speaking Internet users as their news source are MSN (19%), Yahoo (10%) and CBC (9.5%) For French-speaking users, their top three sites for news are Radio Canada (15%), MSN (14%) and CANOE (12%) Compared to other users, those who most frequently seek news from the Internet tend to be younger, more highly educated, English-speaking and male with a higher household income Of all news sites visited, 41% were Canadian while 39% were American The most frequently mentioned news websites were also major news providers rather than small, local or independent sites 8

25 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Government Internet Sites: More than half of Internet users had accessed either a federal or provincial government website in the 12 months prior to the survey Federal and provincial websites are accessed more often than are other government websites More than half of all users (57%) have accessed a government site to access information or download a form Of all users, 24% report they have applied for a government program or service using the Internet Only 10% claim to have used the Internet for an online government consultation or survey Shopping on the Internet: A majority of Canadian Internet users (52%) have made an online purchase Books were the predominant item purchased by online shoppers in the three months prior to the survey Other common online purchases include travel arrangements, clothes, computers, CDs, software, and electronic goods Most Internet users (55%) prefer Canadian sites when purchasing online Of all Internet users, 33% report that they do less shopping at local retail stores as a result of increased purchasing online Parents Perceptions of Children and Youth on the Internet: Of all respondents (users and non-users) that have children (6 11 years old) in their household, 70% report that the children use the Internet Of all respondents (users and non-users) that have youth (12 17 years old) in their household, 95% report that the youth use the Internet More users than non-users report that the children and youth in their household use the Internet (97% versus 85%) Respondents report that, on average, children spend 2.8 hours per week online, while youth spend 8.9 hours per week online Only one-third of respondents are confident that the children in their household have the ability to browse the Internet safely alone More than two-thirds of respondents feel confident that the youth in their household can safely use the Internet When online in the household, children and youth predominantly access the Internet in family-oriented, non-private rooms (38%) Very few children (6%) or youth (10%) have access to the Internet in their bedrooms October

26 CANADA ONLINE! A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends 2004 Internet Use and Television Viewing for Children and Youth: Two out of three survey respondents (66%) claim the television viewing habits of the children or youth in their household have not changed as a result of Internet access The remaining 30% report that the children s or youth s television viewing has decreased as a result of using the Internet Perceived Accuracy and Reliability of the Internet: Internet users report a fairly high degree of trust in information obtained online (37% perceive that most or all information is reliable and accurate and 81% believe at least one half of it is reliable and accurate) In contrast, about 18% of Internet users believe little or none of the information on the Internet is reliable or accurate Concern for Privacy on the Internet: A high proportion of both Internet users and non-users expressed concern about privacy on the Internet (67% of users and 86% of non-users were very or extremely concerned about releasing personal information on the Internet) Those more concerned about privacy than others tend to be English-speaking, older, lower income women, and those who use the Internet less frequently than others Internet and Productivity at Work: A majority of Internet users (62%) claim that the Internet helps them to be more or much more productive at their jobs Wealthier and more frequent users of the Internet feel more strongly that the Internet helps them to be more productive at work Internet, the Government, and Political Power: Only 23% of Canadian users agree or strongly agree that the Internet helps them have more political power More than half of all users (52%) disagree or strongly disagree that the Internet increases their political power Among users, 19% agree that the Internet will provide them with more say in government, while 58% of users disagree with this statement 10

27 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Internet and Time with Friends and Family: A large majority of users (83%) claim that the Internet has no impact on time spent with friends and family Internet in Canada versus the World: For all countries participating in WIP, Canada is second only to the United States in terms of Internet users (72% versus 76%) Internationally, Canada, the United States and Sweden have the most early adopters of the Internet Compared to other countries, Canada and the United States, along with Germany, Spain and South Korea, have predominantly heavy Internet users who spend the most time online In most countries age, education, income, and gender correlate quite highly with Internet use is the most important activity for Internet users in all countries surveyed Among all countries, Canada (52%), Germany (48%), Sweden (41%), Japan (40%) and the United States (39%) have the highest levels of online purchasing In most countries, Internet users perceive that their television viewing has decreased as a result of being online The Internet is perceived as most reliable and accurate by users in Portugal (82%), and least reliable and accurate by users in Canada (36%), Sweden (28%), Germany (24%) and Japan (19%) The Internet is perceived to increase productivity at work in all countries The Internet is regarded as an important source of information in all countries The Internet is considered important or extremely important as a source of entertainment in China (68%) and Spain (55%), in particular, and less so in Canada (32%) and the United States (23%) Internet users in China have the strongest belief that the Internet has a role in helping them to better understand politics, have more say in government, and have political power Countries where Internet users do not hold as strong a belief that the Internet has a role in political empowerment are Sweden, Hungary, South Korea, Canada, the United States and Japan October

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29 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA 1 Introduction Welcome to Canada Online! results and analysis from the inaugural baseline study of the Canadian Internet Project The Canadian Internet Project (CIP) is a comprehensive survey comparing Canadian Internet users and non-users across a wide range of variables, and exploring the impact of online technologies in Canada from an international perspective. The findings in this study are based on the responses of 3,014 randomly selected individuals in Canada, 18 years of age or older, who participated in a telephone survey in May and June We view this survey as the first of a series, conducted every other year. Our objective each year will be to return to many of the original respondents, as well as other Canadians, to gather data on Internet and other media use patterns, thus enabling us to track changes over time. The current report provides a benchmark for future studies. CIP s goal is to examine how the Internet influences our social, political, cultural and economic behaviour and ideas by examining the attitudes, values and perceptions of both Internet users and non-users. The key objective of this research project is to understand how our lives are being transformed by the emergence of new digital content and distribution channels. It is our hope that, by studying the Internet as it develops over time, we can better understand its implications and effect on society. CIP is also a partner of the World Internet Project (WIP) an international research consortium made up of research centres in various countries around the world. (For more information on WIP, refer to Appendices D, E and F). The purpose of WIP is to exchange and compare data about Internet users and non-users obtained in response to a subset of approximately 30 questions posed in survey questionnaires in participating countries. Presently, there are 21 official members of WIP 17 of whom have conducted at least one study. The number of member countries in WIP is increasing every year as fascination and interest grows in learning about the role of the Internet in society. Systematically examining Internet users and non-users permits meaningful comparisons of the two groups. An important goal of our research is to study shifts in media use as predominant use patterns evolve from passively viewing traditional media, such as television, to more actively engaging in and using new technologies, such as the Internet. We hope that the results and analysis from our study will not only inform academic research on the Internet, but also influence government and industry policy and practice and contribute toward innovation in online digital content creation. Although there are many other studies that investigate Internet usage in Canada, we feel none is as broad based or comparative as this one. CIP differs from most other studies in the following ways: CIP is comprehensive in scope and looks at the social role of the Internet through investigation of both attitudes and behaviour of users. CIP studies behaviour and attitudes of Canadians who do not use the Internet (Internet non-users) and those who do use it (Internet users) to offer a comparative perspective and to analyse various aspects of the movement of Canadians from offline to online. October

30 CANADA ONLINE! A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends 2004 CIP provides an international comparative analysis of online and offline behaviour and attitudes through its association with WIP. CIP intends to continue as a longitudinal panel study that compares findings from year to year to effectively track trends and changes. CIP is a tripartite partnership of academic research centres, government and industry, with the goal of effectively engaging and influencing decision making at all levels in society. In each chapter, we compare Internet users with non-users and examine the behaviour and attitudes of both across several demographic variables particularly significant to the Canadian milieu (language (French-speaking versus English-speaking), region, gender, income, age and so on). We also look at use patterns (the location from which the Internet is accessed and the frequency of Internet use) and differences in the degree of Internet experience. In Chapter 4 we provide an overview of Internet users and non-users and their general behaviour patterns. In Chapters 5 and 6 we provide data on the technology currently available in households as well as on general media use patterns. Predominant Internet activities and uses are described in Chapters 7 and 8, while Canadians online purchasing behaviour and attitudes are addressed in Chapter 9. Chapters 10 and 11 report on the activities and behaviour of children and youth in households that use the Internet., In Chapter 12, we look at the Canadian milieu from an international perspective, comparing our findings of Canadians use and attitudes toward the Internet with findings from studies of WIP partners in other countries. Finally, in Chapter 13 we offer some general reflections on these findings. We hope you find the results and our discussion informative and enlightening. We live in the midst of a communication revolution or is it an evolution? where change is the order of the day. One thing is for certain: any discussion on how Canadians use and feel about the Internet is likely to be revealing. The Internet is, without question, one of the most pervasive and dynamic communication applications since the invention of the printing press. Charles, André and Fred 14

31 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA 2 Research Methods 2.1 Overview This inaugural survey of CIP is a baseline study that compares Canada with other countries participating in the WIP consortium. It also provides the foundation for longer term, longitudinal analysis of Internet trends and user and non-user behaviour and attitudes in Canada. It is hoped that, following this benchmark study, a similar survey using a panel model will be conducted every second year, with interviewers returning each time to a sub-sample of the original respondents. In future years, CIP intends to track participants use of both traditional and new media. As online content and technologies emerge, develop and become sustainable, CIP will specifically track participants use of the Internet. Our study will also pay special attention to the offline activities, behaviour and attitudes of non-users, comparing them with Internet users. A comprehensive survey instrument, comprising a maximum of 84 questions for users and 51 questions for non-users, was drafted in consultation with representatives from the principal partners of CIP, including constituents from universities, industry and government. Each stakeholder contributed questions for the survey (see Appendix H to view the questionnaire). The 84 questions included a subset of 30 internationally standardized questions for Internet users asked by other members of WIP that address demographic characteristics and Internet usage patterns, behaviour and attitudes. A series of similar questions were also included for non-users. These question subsets ensure a reliable basis for comparison with other countries. An advisory council of academic and industry representatives undertook a peer review of the instrument and provided valuable feedback and suggestions. 2.2 Technical Summary The following points provide an overview of our methodology: The study population comprises people of at least 18 years of age, living in the ten Canadian provinces in private homes, able to express themselves in either French or English Interviews were conducted between May 19 and June 14, 2004 Of the 3,014 telephone interviews completed, 2,011 were conducted in English by Research House, Toronto and 1,003 were conducted in French by CROP, Montreal The margin of error for a sample of 3,014 respondents is 1.8%, 19 times out of 20 October

32 CANADA ONLINE! A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends % for Internet users (n=2168) 3.4% for Internet non-users (n=839) 3.1% for French speakers (n=1003) 2.2% for English speakers (n=2014) A probabilistic sampling model was used, ensuring a random and representative selection of respondents from all eligible individuals belonging to the study population For the random selection of respondents, the method of the next birthday was applied using the following question: Of those in your household who are at least 18 years of age (and speak English/French), may I speak with the person who will next celebrate his/her birthday? Once a respondent had been identified using this method, no other person in that household was permitted to participate in their place. Up to five call-backs were made to ensure that the individual selected from the household could be questioned The sample was built using a mix of directory-listed and unlisted numbers. This methodology, offered by ASDE Canada Survey Sampler, ensured that unlisted households were given an equal opportunity to listed households to participate in the survey. Of the sample, 60% was randomly drawn from an electronic telephone directory, and 40% was constituted using a random digit dialling process The sample was distributed as follows: Table 2-1 Research methods: Sample distribution across geographic area French-speaking Sample English-speaking Sample Geographic Area Sample Size Geographic Area Sample Size Island of Montreal 250 Ontario 756 Rest of Montreal Census Metropolitan Area (CMA) 200 Quebec 126 Greater Montreal Area 101 Alberta 250 Quebec: CMA 100 British Columbia 250 Quebec: East and North 100 Quebec: Centre and West 100 New Brunswick 76 Ontario 76 Atlantic Region Nova Scotia: 149 New Brunswick: 120 Newfoundland: 84 Prince Edward Island: Prairie Region Manitoba: 125 Saskatchewan: TOTAL 1003 TOTAL

33 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Given that the sample was stratified to obtain a large French-speaking sample, and socio-demographic quotas were absent, the final sample featured greater proportions of French speakers and women, and lower proportions of individuals 65+ years of age, than in the general Canadian population. Results were therefore weighted to ensure they were representative of the Canadian population (weighting data provided by Statistics Canada, 2001 census) Specifically, the data were weighted according to region (Atlantic region English-speaking, New Brunswick French-speaking, Quebec English-speaking, Quebec French-speaking, Ontario English-speaking, Ontario French-speaking and Prairie region English-speaking) age (15 34 years old, years old and 65 years old and over) gender For details of how the data were weighted, see Appendix C Significance Test Standards Used in this Analysis Unless otherwise stated in our discussion, differences reported are statistically significant at the.01 level (p <.01) throughout. 2.4 Research Methods Used by World Internet Project Partners WIP was founded in 2000 by academic research centres in three countries: United States, Singapore and Italy. Since then, membership has grown to include more than 21 countries whose goal is to investigate how the Internet is changing our social, economic and political life using a comparative international perspective. Questionnaires developed in all participating countries in WIP include as many as 30 internationally standardized questions that are adapted to national requirements and supplemented by other questions of particular interest to each country. It is intended that the study be longitudinal to observe change and trends over time. Therefore, a panel of willing respondents is established after each survey year and supplemented over time with new respondents as required. Each country is responsible for implementing its own methodology and technical parameters. For an outline of the different research methods and sample sizes used by each participating country, refer to Appendix E. October

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35 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA 3 Panel Demography 3.1 Overview The CIP survey comprised 3,014 interviews with a random sample of Canadians (stratified by language) conducted between May 19 and June 14, Responses have been weighted by region, age and gender to bring the sample in line with the demographic composition of Canada, as measured by the most recent census conducted by Statistics Canada (2001). In this presentation, we employ the weighted values. For most purposes, we report the responses as set out in the survey questions. In some cases, we have collapsed categories for clearer presentation or developed indices that combine responses to two or more questions. Some of these adjustments have been undertaken to allow for comparisons with international data (from our WIP partners). A profile of the sample, in demographic terms, is presented here, with a complete breakdown of reported incidence of users versus non-users across the various demographic categories. Table 3-1 Panel demography (demographic breakdown of survey respondents) Demographic Variable Category All Respondents (%) n Internet Users (%) Internet Non-users (%) Total Sample Overall (users/non-users) Language French English Language by Region French Quebec French Rest of Canada English Quebec English Rest of Canada Province British Columbia Alberta Saskatchewan Manitoba Ontario Quebec New Brunswick Nova Scotia October

36 CANADA ONLINE! A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends 2004 Demographic Variable Category All Respondents (%) n Internet Users (%) Internet Non-users (%) Prince Edward Island Newfoundland Gender Male Female Age Education Elementary Some high school High school graduate CEGEP graduate Some college Some vocational College graduate Some university University certificate Bachelor s degree Above bachelor s Master s degree Doctorate degree Other Household Income <$20, $20,000 $39, $40,000 $59, $60,000 $79, $80,000 $99, $100, Employment Status Employed full-time Employed part-time Self-employed Retired Between jobs Not employed

37 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Demographic Variable Category All Respondents (%) n Internet Users (%) Internet Non-users (%) Occupation Professional Administration/Owner (large business) Technician/ Semi-professional Administration/Owner (small business) Office worker Tradesperson Unskilled worker Farmer/Fisherperson Other Student Status Full-time student Part-time student Non-student Community Size 1,000, , , ,000 99, < 5, Marital Status Single, never married Common-law Married Separated Divorced Widowed Note: Percent of all respondents total 100% reading down columns; percent of Internet users and non-users read across rows. Some totals do not add to 100% due to rounding. October

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39 4 Profile of Internet Users and Non-users CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA 4.1 Highlights Nearly three out of every four Canadians use the Internet (72%) Home is the most common location for Internet access Fewer Canadians access the Internet from public places than from other more private locations (home, work) More English-speaking (74%) than French-speaking (66%) Canadians are online More than one-third of non-users previously used the Internet (34%) In total, some 82% of Canadians have used the Internet at some time The most commonly cited reasons for previous users becoming non-users are general lack of interest and perceived lack of usefulness of the Internet (49%) and technological inadequacies in providing Internet access (22%); only 7% of users became non-users because it was too expensive Canadians spend an average of approximately 13.5 hours per week online A slightly higher percentage of men (75%) than women (69%) use the Internet Younger Canadians are online more than any other age category (90% of 18- to 24- year-olds) Of all students surveyed, 92% use the Internet; among full-time students, 96% use the Internet The higher an individual s level of education and income, the more likely it is that they use the Internet Individuals of single marital status have the highest level of Internet use (83%) compared to all other groups (married, divorced, widowed, etc.) Most non-users are retired workers (49%) Most Internet users reside in larger cities (77% of those living in communities of 1,000,000+ are Internet users) More than 84% of children and youth are reported by their parents to be online (whether or not the parent is an Internet user) Besides English or French, Canadians use more than 27 other languages as their primary language when using the Internet October

40 CANADA ONLINE! A comparative analysis of Internet users and non-users in Canada and the world: Behaviour, attitudes and trends 2004 Respondents report using 37 different languages as a second language when online 4.2 Who is Online and Where Do They Access the Internet? Results from our survey corroborate the findings from many previous studies that Canada has among the highest percentage of Internet users of all countries in the world. As Figure 4-1 indicates, in May to June 2004 when our survey was conducted, 72% responded that they use the Internet from a variety of locations: home, work, school, friend s or relative s domiciles, and in public places. Compared to all other countries participating in WIP, only citizens from the United States (2004 report) appear to be online more than Canadians (76% versus 72%). (See Chapter 12 for more international comparisons.) Figure % 70% Internet users versus non-users Q12. Do you personally use the Internet from home or from any other place? (n=3014) 72% 74% 66% Percent of Respondents 60% 50% 40% 30% 20% 28% 26% 34% Users Non-users 10% 0% Overall English-speaking French-speaking Respondent Subgroup In terms of specific locations where Canadians access the Internet, the home is by far the most common. Figure 4-2 provides a breakdown of the various locations where respondents report accessing the Internet (respondents were allowed to cite multiple locations). 24

41 CANADIAN INTERNET PROJECT CIP PIC PROJET INTERNET CANADA Figure 4-2 Location from which users access the Internet Weekly Internet use was calculated from Q16. On average, about how many hours per week do you use the Internet in the following locations? (converted to incidence) (n=3014) 70% 60% 61% Percent of Respondents 50% 40% 30% 20% 10% 35% 9% 12% 11% 0% Home Work School Friend/Relative Public Place Location of Internet Access As revealed in the figure, 61% of all respondents use the Internet at home and only 35% of all respondents use the Internet at work. The predominance of home as a site for Internet access no doubt reflects the fact that Canada is one of the world s most wired nations. The extent of broadband deployment and Internet accessibility from home is probably the main reason why access from public places is relatively modest. Nevertheless, access from public sites remains important for one out of ten Canadians. Perhaps most importantly, the data suggest that, since 39% of Canadians do not yet use the Internet from home, there remains considerable potential for growth in home use. Figure 4-3 provides a similar analysis, but is based on users only (rather than all respondents). The data reveal that 85% of Internet users go online from home. This compares with 15% of all Internet users who access the Internet from a public place. October