Appendix: Canadians' online behaviour

12Number of hours per day spent using the internet

Number of hours 2016 2017

Source: CIRA research March 2017
2016: n=1,200
2017: n=1,200

Less than 1 hour 6% 5%
1-2 26% 24%
3-4 32% 31%
5-6 17% 19%
7-8 9% 9%
9-10 5% 7%
11-12 2% 2%
More than 12 hours 3% 3%

13Devices used to access the internet

Type of device 2016 2017

Source: CIRA research March 2017
2016: n=1,200
2017: n=1,200

Desktop/laptop computer 92% 90%
Smartphone/Mobile 58% 67%
Tablet (iPad, etc.) 44% 47%
TV 10% 14%
Voice-controlled “connected-home” device n/a 2%

14Number of internet-connected devices in household

Number of devices 2016 2017

Source: CIRA research March 2017
2016: n=1,200
2017: n=1,200

0 1% 0%
1 11% 7%
2 13% 15%
3 14% 17%
4 15% 14%
5 12% 13%
6 11% 11%
7 7% 8%
8 or more 16% 14%
Don't know 1% 1%

15Awareness of voice-controlled, connected-home devices

Awareness All respondents Age
18-34 35-54 55+

Source: CIRA research March 2017
Breakdowns by age will have a lower base.
n=1,195

Yes 55% 55% 54% 457%
No 38% 38% 40% 37%
Don't know 7% 7% 6% 7%

16Hours per day spent watching tv/movies/videos online

Number of hours 2016 2017

Source: CIRA research March 2017
2016: n=1,180
2017: n=1,188

None 21% 17%
Less than 1 hour 22% 20%
1-2 25% 27%
3-4 17% 22%
5-6 8% 7%
7-8 3% 2%
9-10 1% 2%
11-12 1% 1%
More than 12 hours 1% 1%
Don't know 1% 1%

17Incidence of subscribing to Netflix

Subscription 2016 2017

Source: CIRA research March 2017
2016: n=1,188
2017: n=1,188

Yes 38% 47%
No 60% 51%
Don't know 1% 2%

18Use of DNS masking or vpn to access online content available only in US/another country

DNS masking usage 2016 2017

Source: CIRA research March 2017
2016: n=453
2017: n=564

Yes 16% 14%
No 71% 76%
Don't know 13% 10%

19Extent seek out canadian content when watching TV/movies/videos online

Extent level 2016 2017

Source: CIRA research March 2017
2016: n=949
2017: n=1,002

TOTAL ALWAYS/OFTEN 14% 14%
Always/every time 3% 3%
Often/almost every time 12% 11%
Occasionally/sometimes 46% 49%
Almost never 21% 21%
Never 11% 11%
TOTAL ALMOST NEVER/NEVER 32% 32%
Don’t know 7% 5%

20Hours per day spent listening to music/radio online

Number of hours 2016 2017

Source: CIRA research March 2017
2016: n=1,180
2017: n=1,188

None 31% 26%
Less than 1 hour 34% 31%
1-2 18% 21%
3-4 8% 9%
5-6 4% 5%
7-8 3% 3%
9-10 1% 2%
11-12 <1% 1%
More than 12 hours <1% 1%
Don't know 1% 1%

21Incidence of subscribing to cable or satellite TV

Incidence of subscribing 2016 2017

Source: CIRA research March 2017
2016: n=1,180
2017: n=1,188

Yes 76% 68%
No 23% 30%
Don't know 1% 2%

22Incidence of cancelling cable or satellite TV subscription in past 12 months

Incidence of cancelling 2016 2017

Source: CIRA research March 2017
2016: n=267
2017: n=359

Yes 19% 15%
No 79% 84%
Don't know 2% 1%

23Availability of TV/movie/video content online as a reason for not subscribing to cable or satellite TV

Factor level 2016 2017

Source: CIRA research March 2017
2016: n=267
2017: n=359

TOTAL MAJOR/SOMEWHAT A FACTOR 55% 57%
A major factor 29% 32%
Somewhat of a factor 26% 26%
Not really a factor 24% 22%
Not a factor at all 16% 17%
TOTAL NOT A FACTOR 40% 39%
Don’t know 5% 3%

24Considered cancelling cable or satellite tv due to availability of TV/movie/video content online

Considered cancelling 2016 2017

Source: CIRA research March 2017
2016: n=896
2017: n=807

Yes 26% 35%
No 70% 60%
Don’t know 4% 5%

25Likelihood of cancelling cable or satellite TV service in next 3 months

Likelihood of cancelling 2016 2017

Source: CIRA research March 2017
2016: n=237
2017: n=283

TOTAL LIKELY 30% 32%
Very likely 7% 11%
Somewhat likely 23% 20%
Neither likely nor unlikely 25% 23%
Somewhat unlikely 24% 19%
Very unlikely 17% 23%
TOTAL UNLIKELY 41% 42%
Don’t know 5% 2%

26Concern about online identity

Level of concern All respondents Age
18-34 35-54 55+

Source: CIRA research March 2017
Breakdowns by age will have a lower base.
n=1,200

TOTAL CONCERNED 81% 72% 84% 85%
Very concerned 44% 31% 45% 54%
Somewhat concerned 37% 42% 39% 31%
Neutral 12% 20% 11% 8%
Not very concerned 4% 4% 3% 4%
Not concerned at all 2% 2% 1% 2%
TOTAL NOT CONCERNED 5% 5% 4% 6%
Don’t know 1% 2% 1% 1%

27Experienced or witnessed cyberbullying

Experienced/witnessed All respondents Age
18-34 35-54 55+

Source: CIRA research March 2017
Breakdowns by age will have a lower base.
n=1,200

Yes, I have experienced it 9% 15% 10% 3%
Yes, I have witnessed it 24% 36% 25% 12%
No 65% 45% 64% 82%
Don't know 4% 7% 4% 3%

28Reluctance to use social media/online discussions due to cyberbullying

Reluctanct usage All respondents Age
18-34 35-54 55+

Source: CIRA research March 2017
Breakdowns by age will have a lower base.
n=1,200

Yes 26% 27% 28% 23%
No 55% 57% 58% 51%
Don't know 6% 8% 5% 6%
Doesn't apply 13% 8% 9% 21%

29Incidence of creating a website

Created a website All respondents Age
18-34 35-54 55+

Source: CIRA research March 2017
Breakdowns by age will have a lower base.
n=1,200

Yes 23% 33% 24% 13%
No 76% 65% 75% 86%
Don't know 1% 2% 1% <1%

30Reasons for creating website

Reason Very important/somewhat important

Source: CIRA research March 2017
n=272

Promoting your work or business 65%
Having an online presence that is not owned by a social media site 61%
Controlling or shaping your online identity 50%
Promoting yourself 49%
For possible to-be-determined future uses 49%
To host/share a blog 40%

31Impact of websites on perceptions of businesses/organizations

Impact level 2016 2017

Source: CIRA research March 2017
n=1,200

Having a website makes a business/organization look more credible. 61% 63%
I generally have a better impression of businesses/organizations that have a website. 56% 60%
I am more likely to do business with a company that has a website. 53% 59%
I am more likely to donate to a not-for-profit organization that has a website. 37% 44%
I don't trust businesses/organizations that do not have a website. 36% 39%
It generally doesn't matter to me whether or not a business/organization has a website. 21% 19%

32Population vs. domain count by country

ccTLD Country Last Period Domain Count (June 2017) Population (CIA World Factbook, July 2017)

Note: .eu has been removed in order to focus on specific countries. For accuracy, we are excluding .cn and .tk due to a change in registration rules within .cn and a differing business and measurement model for .tk.

.de Germany 16,217,458 80,594,017
.uk United Kingdon 10,676,639 64,769,452
.nl Netherlands 5,746,240 17,084,719
.ru Russian Federation 5,511,448 142,257,519
.br Brazil 3,912,417 207,353,391
.fr France 3,061,452 67,106,161
.it Italy 3,050,394 62,137,802
.au Australia 2,972,751 23,232,413
.pl Poland 2,636,184 38,476,269
.CA Canada 2,625,254 35,623,680
.us United States 2,532,518 326,625,791