Media Habits of Francophone Communities in the NWT, Nunavut & the Yukon

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Media Habits of Francophone Communities in the NWT, Nunavut & the Yukon

Information is lacking on the expectations and media consumption habits of official language minority communities.
What do they read? What do they watch and listen to? What do they expect from the media that serve them in their language? How important do they consider the French and English languages in their everyday lives?
The Let’s Talk Media survey was conducted to answer these questions and provide members of the Alliance of Official Language Minority Media with reliable and credible data on their target customers.
The survey objectives were to determine the following:
-Consumption patterns for print and electronic media

-Patterns of Web and social network use

-Readership of local Francophone weeklies and readers’ perceptions of these newspapers

-Community Radio Audience and perceptions of these radio stations

-Profiles of their target customers

Methodology
The survey was conducted by telephone with 102 respondents,18 years of age or older whose native language is French, or who use the French language in their daily lives, and who live in the Northwest Territories, Yukon or Nunavut.
In addition to the telephone survey, 39 respondents participated in the survey via the Internet, for a total of 1,095 respondents. Web participants were recruited through :

-Several organizations (socio-cultural associations, school boards, etc.) which promote language diversity and invited their members and partners to participate
-Announcements and invitations published and disseminated in the media and on AMM member websites

-Respondents from the Leger Marketing Web panel in some markets where the concentration of eligible
clients was less than 30% of the population
Data Collection
Telephone interviews were conducted from March 23 to July 6, 2011, whereas the Web interviews were conducted from November 28, 2010 to April 25, 2011.
Weighting and Margin of error
Final survey data were weighted according to age, gender and native language to ensure a representative sample of the Francophone population of the territories studied. Since the presented results combine Web and Telephone respondents, it is not possible to assign any margin of error to the figures.
Due to differences in the measuring instruments, target populations and data collection methods, the results of this report are not directly comparable to other readership or audience studies such as those by ComBase, NADbank or BBM.

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