Media Technology Monitor (MTM)

The Media Technology Monitor (MTM) is an annual telephone survey and research product designed to monitor Canadians' use and adoption of new and existing technologies. The first MTM questionnaire was distributed in 2005 and now consists of two annual surveys conducted in the spring and fall of each year.[1]

MTM logo

The survey features questions that focus on current and emerging media activities and technologies such as, television across multiple platforms, radio use social media, and online audio. The results of the Media Technology Monitor are published through a series of syndicated reports and multiple short, targeted theme reports. The Media Technology Monitor reports are distributed to government agencies, broadcasters, and other media stakeholders across Canada who subscribe to the service.

In particular, it aims to examine the following:

  •      What devices/services Canadians use for their media consumption?
  •      How do Canadians use these devices?

The MTM is designed, implemented and analyzed by the Canadian Broadcasting Corporation (CBC/Radio-Canada). In 2011, the MTM coordinated with Carleton University in Ottawa, Ontario to provide learning materials to the Communications Department. In 2019, the MTM started an annual survey on Canadians aged 2 to 17. The MTM JR focuses on how young Canadians consume and use media.

History

The Media Technology Monitor has evolved from the Canadian Broadcasting Corporation's Quality Ratings Survey (QRS) that began in 1997 to measure Canadians' use and perception of Canada's conventional and specialty television channels as well as some media technology behaviours. In 2005, the MTM was launched with a specific focus on media technology adoption and use among Canadians.

In 2010, an online MTM portal was created to provide a more interactive experience for users. The portal allows users a quick and easy way to download MTM reports and trending data, as well as conduct custom analysis of the data with a proprietary Data Analysis Tool.

In 2012, the MTM integrated Cell Phone only (CPO) homes in its sample.

In 2015, the MTM celebrated its 10th anniversary. The portal was updated adding an Interactive Trending Tool and a Forecasting Tool. A follow-up online survey was also added, providing over 1,500 data points to users.

Methodology and tools

Survey design and sampling

The Media Technology Monitor is released in the fall and spring of each year and collects a total of 12,000 responses through telephone interviews with 6,000 Anglophones and 6,000 Francophones aged 18+. The response rate for both surveys is 30%.

  • Fall Survey - 8,000 Respondents (4,000 Anglophones and 4,000 Francophones)[2]
  • Spring Survey - 4,000 Respondents (2,000 Anglophones and 2,000 Francophones)[2]

MTM survey households are selected by Random Digit Dialing (RDD) and the respondent within each household is randomly selected based on the most recent birthday method. The MTM uses telephone surveys to ensure that the respondents are representative of all Canadians by eliminating bias due to geographic location and connection to the Internet.

The mixed-methods approach includes landline and cell phone only households (CPO), as well as an online survey component. The telephone survey sample is weighted according to gender, age, region, and language. Questions in the online survey are given an additional weight to reflect the Canadian online population according to its light, medium and heavy Internet usage.[3]

Ad Hoc Research conducts both the English and French language interviews and is also responsible for recruiting both the English and French cell phone only sample.[4]

MTM tools

The MTM provides four tools to access data: reports, the data analysis tool (DAT), the trending tool, and the forecasting tool.

  1. Reports: that are bi-annual. The MTM also provides reports targeting information on different technologies, trends, activities and demographic groups.
  2. The data analysis tool (DAT): provides access to the national, Anglophone and French datasets.[5]
  3. The trending tool: enables to see data based on language market and demographic variables.[6]
  4. The forecasting tool: provides a source of technology projection.[7]

Current topics

The Media Technology Monitor is revised every year to include emerging media trends and technologies. Recent MTM surveys have asked respondents about their behaviour and consumption of:

  • Conventional TV Use
    • PVRs / DVRs
    • VOD
    • Video streaming
    • Market share of TV service providers
    • Service provider
  • Personal Audio
  • Internet Usage
    • Home Internet usage
    • Connection speed
    • Internet connected television
  • High Definition Television
    • Number of HD TV sets
    • HD Receivers
    • Portable Media
    • Tablets, Laptops, MP3 Players
    • Audio/video content
    • Consumption frequency and location
  • Wireless
    • Smartphone usage
    • Apps
  • Social Media
    • Social networking behaviours

Media coverage and published works

Books
  • Digital Radio in Canada: From DAB to Multi-Platform Approaches, Brian O'Neill, Dublin Institute of Technology, 2007[8]
  • Broadcasting Policy in Canada, Robert Armstrong, University of Toronto, 2010[9]
  • The Political Economies of Media: The Transformation of the Global Media Industries, Dwayne Winseck & Dal Jong Jin, 2011[10]

Canadian Radio-television and Telecommunications Commission
  • Communications Monitoring Report 2016[11]

Canadian Heritage
  • The Canadian Media Production Association (CMPA) in conjugation with the Department of Canadian Heritage[12]
gollark: Structure and capital, nowadays.
gollark: No.
gollark: Have you seen the existence of twitterstorms etc? Imagine that with power.
gollark: Less so given actual due process and investigation.
gollark: The law provides a relatively consistent operating environment.

References
  1. CRTC Communications Monitoring Report (2011) - "Archived copy" (PDF). Archived from the original (PDF) on 2011-10-05. Retrieved 2011-10-13.CS1 maint: archived copy as title (link)
  2. https://mtm-otm.ca/Questionnaires
  3. "Methodology - Media Technology Monitor". mtm-otm.ca. Retrieved 2019-02-13.
  4. "About us". Ad Hoc Research marketing survey study qualitative quantitative. Retrieved 2019-02-13.
  5. "Data Analysis - Media Technology Monitor". mtm-otm.ca. Retrieved 2019-02-13.
  6. "Trending - Media Technology Monitor". mtm-otm.ca. Retrieved 2019-02-13.
  7. "Forecasting - Media Technology Monitor". mtm-otm.ca. Retrieved 2019-02-13.
  8. Digital Radio in Canada: From DAB to Multi-Platform Approaches - http://arrow.dit.ie/aaschmedcon/9/
  9. Broadcasting Policy in Canada - https://books.google.com/books?id=v8uRPaM_VoAC&lpg=PP1&dq=Canadian%20Media&pg=PP1#v=onepage&q&f=true dia-2011-09-09.doc
  10. Winseck, Dwayne Roy (July 2011). The Political Economies of Media: The Transformation of the Global Media Industries. FT Press. ISBN 9781849664202.
  11. "CMR 2016" (PDF).
  12. "Profile 2017" (PDF).
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