Opticks Vividata - What do the Quintiles represent?

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

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