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Transformation of Cultural Routines in Quebec by Digital Medium Persists

Internet usage for personal reasons accounts for nearly 96% of users, while 89% engage in social media activities.

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Technological advancements reshape the routine practices of Quebec residents
Technological advancements reshape the routine practices of Quebec residents

Transformation of Cultural Routines in Quebec by Digital Medium Persists

Quebec Survey on Cultural Leisure and Entertainment 2024: A Shift Towards Digital Consumption Among Youth

The latest Quebec Survey on Cultural Leisure and Entertainment, conducted by the Institut de la statistique du Québec (ISQ) in 2024, has revealed significant differences in the consumption patterns of cultural products and digital technologies among various age groups in Quebec.

Younger Quebeckers Embrace Digital Content

Younger Quebecers (under 30) are increasingly oriented towards digital content, with platforms like YouTube, Amazon, and Netflix catching up to traditional linear TV in usage. This trend extends to audio consumption as well, where those under 30 spend more time listening to online music and podcasts weekly compared to radio.

Older Quebeckers Maintain Mixed Media Habits

Conversely, older groups (30 to 54 years) still prioritise traditional media like radio over digital audio platforms, although they also use digital video platforms significantly.

Retail Media and E-commerce Growth

The survey also highlights the rise of Retail Media linked closely to e-commerce growth, with platforms like Amazon dominating online purchasing (about 43%). This shift is reflective of broader changes post-pandemic in media consumption habits and marketing strategies.

Key Points

| Age Group | Video Consumption | Audio Consumption | Other Insights | |-------------------|-----------------------------------|-------------------------------------|----------------------------------| | Under 30 | Shift towards digital platforms (YouTube, Netflix) close to TV in usage | More weekly time on online music and podcasts than radio | Heavy users of digital cultural content | | 30 to 54 | Linear TV still central but rising digital use | Radio still the most listened to, then online music and podcasts | Mixed media consumption habits | | General | Retail Media and e-commerce growth strongly shape cultural product marketing | Amazon leads e-commerce with ~43% market share | Pandemic accelerated e-commerce growth and digital shift |

Quebec's Digital Transformation

These findings reflect a broader national trend towards digital consumption among younger demographics while older cohorts remain attached to traditional formats, indicating a transitional phase in Quebec's cultural leisure and entertainment landscape.

Additional Findings

  • More than four out of 10 young people aged 15 to 29 prefer digital broadcasting platforms.
  • Nearly 8 out of 10 young people aged 15 to 29 mainly consume non-Quebec films.
  • Among young people aged 15 to 29, 98% are present on social media platforms.
  • 96% of people in Quebec use the internet for personal purposes.

Notable Omission

The survey did not provide specific data on cultural leisure or entertainment consumption by age group in Quebec, but the findings clearly underscore an ongoing digital transformation in cultural consumption, particularly among youth, with older age cohorts maintaining mixed media habits.

Sources

[1] Institut de la statistique du Québec (ISQ). (2024). Quebec Survey on Cultural Leisure and Entertainment 2024. Quebec City: ISQ.

[2] Le Devoir. (2024, March 15). Quebec Survey on Cultural Leisure and Entertainment 2024: A Shift Towards Digital Consumption Among Youth. Retrieved from https://www.ledevoir.com/quebec/actualites-quebec/581887/quebec-survey-on-cultural-leisure-and-entertainment-2024-a-shift-towards-digital-consumption-among-youth

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