Quintile bands are used to categorize media usage. They are broken out by light, medium/light, medium, medium/heavy and heavy usage. The table below shows the usage that corresponds to each quintile band.
The quintiles in the table reflect the Canadian total.
|
|
Light | Medium/Light | Medium | Medium/Heavy | Heavy |
|---|---|---|---|---|---|
| TV (avg. week) | < 8.51 hrs | 8.51 – 13.50 hrs | 13.51 – 21.00 hrs | 21.01 – 35.00 hrs | 35.01 + hrs |
| Magazine (avg. month) | < 0.131 issues | 0.132 – 0.765 issues | 0.766 – 1.752 issues | 1.753 – 3.544 issues | 3.545 + issues |
| Digital Magazine (avg. month) | < 0.5 issues | 0.5 – 1.0 issues | 1.1 – 3.5 issues | 3.6 – 10.5 issues | 10.6 + issues |
| Internet (avg. week) | < 8.51 hrs | 8.51 – 17.50 hrs | 17.51 – 21.00 hrs | 21.01 – 36.00 hrs | 36.01 + hrs |
| Mobile Internet (avg. week) | < 4.01 hrs | N/A | 4.01 – 21.00 hrs | N/A | 21.01 + hrs |
| Newspaper (avg. week) | < 0.001 issues | 0.001 – 0.125 issues | 0.126 – 1.375 issues | 1.376 – 4.125 issues | 4.126 + issues |
| Digital Newspaper (avg. month) | < 0.5 issues | 0.5 – 2.0 issues | 2.1 – 9.5 issues | 9.6 – 34.5 issues | 34.6 + issues |
| Radio (avg. week) | < 3.01 hrs | 3.01 – 6.90 hrs | 6.91 – 10.50 hrs | 10.51 – 14.00 hrs | 14.01 + hrs |