Opticks Vividata: What do the quintiles represent?

Please note that the details below correspond to Opticks Vividata 2019 variables and are subject to change.

Quintiles
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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