The MTM Junior is the first annual youth media survey in Canada. MTM Jr. is a product of CBC/Radio-Canada Research and Analysis.
A variety of questions were asked to an online panel of 1,660 Canadian households split equally among Anglophones and Francophones. Parents answered the first part of the survey which had questions on the technology in the home (ex: TV service, Netflix subscription etc.).The second portion of the survey consisted of questions for the different age categories: children aged 2 to 6, 7 to 11 and teens aged 12 to 17.Parents responded for those children aged 11 years old and under and teens were required to respond to their own set of questions. Of the 1,660 households a total of 2,270 children were contacted. For the teen survey (aged 12 to 17), if the parent refused to provide permission for their teen to respond directly, they were given the option to respond on their behalf. The number of parents responding for teens was 148.
MTM Jr. research was conducted by Ad hoc Research from January to February 2019.
The English MTM Junior covers all regions of Canada, excluding the Territories. The web panel survey was conducted from February 7, 2019 to February 27, 2019. The average length of the survey completed by parents is 14 minutes, and the one completed by the teenagers (aged 12 to 17) is 8 minutes. The English sample includes 838 households and 1,123 children between the ages of 2-17.
The French OTM Junior covers the province of Quebec and the francophone regions of New Brunswick and Ontario. The web panel survey was conducted from February 7, 2019 to February 27, 2019. The average length of the survey completed by parents is 14 minutes, and the one completed by the teenagers (aged 12 to 17) is 8 minutes. The French sample includes 822 households and 1,147 children between the ages of 2-17.
Survey responses from the English population were merged with those from the French population to create a national database. The national data was weighted to ensure it is regionally and demographically representative of the Canadian population. The national sample includes 1,660 households and 2,270 children between the ages of 2-17.
The results are weighted by region age and language according to Statistics Canada's most recent Census (2016)
MTM Junior is the exclusive property of CBC/Radio-Canada and are protected by copyright. Information retrieved from them, including data accessed directly, from reports, or any other source is prepared for the exclusive use of your organization. Distribution outside your organization is prohibited without prior approval. Extracts from, or references to, the data in speeches, reports or presentations given by members of your organization can be used, provided “MTM Junior” is clearly cited as the source of such extracts or references.
MTM Jr. can help your business better understand the youth of today and prepare for the consumers and audiences of tomorrow. Subscribe to MTM Jr. today!
MTM Jr. is a division of the Media Technology Monitor