The MTM is officially launching its latest product, MTM Newcomers. After researching how adult Canadians (18+) and Canadian kids (2-17) are interacting with media on traditional and new platforms, we are now expanding our service to include newcomers as well!
MTM Newcomers is the first annual media study in Canada that focuses on the growing demographic of those who have come to Canada within the past five years, helping you understand their media and technology habits. A subscription to MTM Newcomers will give you full access to data and reports for maximum usability.
Some top findings from the Newcomers Report - A First Look at the Data include the following:
- Although English is the most common language spoken in newcomer households, 54% of them watch content in another language to connect with their country of origin.
- Newcomers are 37% less likely than Canadian-born respondents to subscribe to a paid TV service, such as cable or satellite. However, they are more likely to fall under the “TV My Way” category and watch TV content online.
- 85% of newcomers subscribe to at least one Subscription Video On Demand (SVOD) service, such as Netflix. Close to 1 in 10 subscribe to a foreign-language SVOD, such as Hotstar or iQiyi.
- 71% of newcomers used social media in the past month. They are more likely than Canadian-born respondents to use WhatsApp and TikTok.
- Virtually all newcomers own a smartphone. When it comes to brands, they are more likely than Canadian-born respondents to own an iPhone, with close to 6 out of 10 newcomers owning one.
MTM Newcomers has an incredible year coming up! To find out more please, visit our website or contact us if you’re interested in learning about how this unique study could help your business understand this growing demographic in Canada.
