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.

Quintiles

 

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