What do the quintiles represent in Opticks Vividata?

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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