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.
Contents
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.
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.
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 (www.mtm-otm.ca) 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.
MTM-OTM Video on YouTube :
Survey Methodology and Design
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%.
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.
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 behavior and consumption of: