The document compares various metrics between Canada and the U.S. in 2012. Some key findings include: - Americans are more likely to have HD-capable TVs and use video-on-demand services than Canadians. - Cord-cutting is more prevalent in the U.S., with more Americans downgrading their paid TV subscriptions. - Smartphone and tablet ownership is similar between the two countries, but Android devices make up a larger share in the U.S. - Americans are more engaged with TV shows and personalities on social media platforms like Facebook and Twitter.

1. Canada vs. U.S. Metrics 2012
www.srgnet.com

2. HIGHLIGHTS
 As of 2012, Canada’s population is 11% that of the U.S.; Canada has a slightly older
population with median age of nearly 40, vs. U.S. at 37.2
 More U.S. homes have DVRs, HD boxes or HD capable sets and American consumers are more
frequent users of VOD (28% last week vs. 18% in Canada)
 More U.S. households downgraded their paid TV subscriptions in Q1 2012 vs. Canada: cord-
cutting is more prevalent in the U.S.
 Laptop, tablet and smartphone ownership is quite similar in percentage terms but Android
devices make up a bigger proportion of devices in the U.S.
 American mobile phone consumers use more of their devices’ capabilities; navigation,
entertainment and sports apps are more popular in the U.S.
 The decline in the DVD market is more pronounced in Canada and online Canadians are twice
as likely to use torrent sites and more likely to ‘download’ full length movies off the Internet
while U.S. consumers are bigger streamers via Netflix and similar services
 Online Americans are more likely to engage with TV channels, personalities and shows on
social media like Twitter and Facebook – for example 19% of American Facebook users ‘like’
a TV channel on the social network vs. 9% Canadians
www.srgnet.com Canada vs. U.S. Metrics 2012  2

3. TOTAL 2012 POPULATION
313.4M
90%
Median age:
U.S. = 37.2
Canada = 39.9
34.7M
30% 11% U.S.
population
U.S. Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  3

4. HD CAPABLE TV SETS, HD BOX AND
DVR/PVRs IN HOUSEHOLDS
2012 Q1
Total TV HD capable
DVR/PVRs HD boxes
Households TV sets
8.1M 4.2M 5.7M
Canada 13.7M
(59%) (31%) (42%)
73M 49M 53M
U.S. 114.7M
(64%) (43%) (46%)
Base: Total U.S. & Canada (2012 Q1 data for both Canada and the U.S.)
www.srgnet.com Canada vs. U.S. Metrics 2012  4

5. VIDEO-ON-DEMAND USE
2012 Q1
U.S. Canada
Any VOD: 34M Any VOD: 3.9M
households households
60% 60% 63% 50% 56% 54%
Base : Subscribe to digital cable/IPTV
www.srgnet.com Canada vs. U.S. Metrics 2012  5

6. IN THE LAST YEAR, DID YOU CONTACT YOUR CABLE, SATELLITE OR TELCO
TV PROVIDER TO UPGRADE OR DOWNGRADE YOUR TV SERVICE?
%UPGRADE –
2012 Q1*
%DOWNGRADE
UPGRADE DOWNGRADE POINT
DIFFERENCE
U.S. 15% 15% 0
Canada 18% 12% +6
Contacted to upgrade (added more channels or services like HD, DVR etc.)
Contacted to downgrade (dropped some channels or services)
Base : Has paid TV (*Canadian data from 2011 Q4)
www.srgnet.com Canada vs. U.S. Metrics 2012  6

7. BUYING AND RENTING DVDs
Within past six months
2012 Q1
Bought one or more DVDs Rented one or more DVDs
55% 55%
48%
37%
U.S. Canada U.S. Canada
Base: Total Online U.S. & Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  7

8. LAPTOPS, TABLET OWNERSHIP
2012 Q1
73%
70%
15% 15%
Laptop Tablet
U.S Canada
Base : Total Online U.S. & Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  8

9. SMARTPHONE WITH DATA
Own a BlackBerry, iPhone, Android or similar (with data plan)
2012 Q1
45% (106 Million) 42% (10.4 Million)
U.S. Canada
Base: Own mobile phone (based on SRG and carrier reports)
www.srgnet.com Canada vs. U.S. Metrics 2012  9

10. SMARTPHONE BRAND SHARES
2012 Q1
U.S. Canada
34%
31%
25%
8%
2%
Base : Own smartphone phone
www.srgnet.com Canada vs. U.S. Metrics 2012  10

11. WHEN YOU UPGRADE OR BUY ANOTHER
SMARTPHONE NEXT, WHAT WILL IT MOST LIKELY BE?
2012 Q1
Another
Smartphone
A Windows
Smartphone
An Android
Smartphone
A Blackberry
An iPhone
Base: Has smartphone
www.srgnet.com Canada vs. U.S. Metrics 2012  11

12. ACTIVITIES ON THE MOBILE PHONE
Within the last month
2012 Q1
U.S. Canada POINT
DIFFERENCE
Sent a text message 79% 75% +4
Took a photo 70% 65% +5
Used the browser 54% 48% +6
Watched a video (clip) 40% 38% +2
Downloaded an 'app' 41% 38% +3
Base: Own mobile phone
www.srgnet.com Canada vs. U.S. Metrics 2012  12

13. WHICH OF THE FOLLOWING KINDS OF APPS
DO YOU HAVE ON YOUR SMARTPHONE?
2012 Q1
U.S. Canada U.S. Canada
Games 64% 63% Utilities 18% 18%
Weather 55% 55% Food 21% 18%
Messaging 39% 51% Fitness 18% 14%
Social Networking 56% 50% Business 12% 13%
Music/Audio 47% 49% Education 13% 12%
Maps & Navigation 55% 48% Productivity 12% 11%
Entertainment 47% 40% Travel 18% 11%
Banking 36% 36% Health 16% 11%
News 37% 31% Lifestyle 10% 10%
Communication 29% 29% Retail 13% 10%
Photography 25% 27% Magazines 10% 10%
Video 29% 25% Kids 8% 9%
Books/e-Book Apps 25% 22% Reference 12% 9%
Sports 29% 22% TV Channel N/A 7%
Shopping 27% 22% Medical 9% 4%
Financial 21% 20%
Base: Has smartphone
www.srgnet.com Canada vs. U.S. Metrics 2012  13

14. WHAT BRAND OF TABLET DO YOU OWN?
2012 Q1
U.S. Canada
iPad 59% 56%
Playbook 2% 19%
Galaxy Tab 8% 8%
Acer 4% 6%
HP Touchpad 4% 5%
Asus 4% 5%
Xoom N/A 2%
Lenovo 1% 1%
Kindle Fire 11% N/A
Nook 2% N/A
Pandigital 2% N/A
Other 11% 7%
Base: Own a tablet
www.srgnet.com Canada vs. U.S. Metrics 2012  14

15. GPS NAVIGATION IN A CAR
2012 Q1
51%
48%
U.S Canada
Base: Total Online U.S. & Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  15

16. VIDEO GAME CONSOLE OWNERSHIP—DETAIL
2012 Q1*
60%
Nintendo Wii
56%
43%
Xbox 360
35%
38%
Sony Playstation 3
33%
32%
Nintendo DS
34%
17%
Sony PSP U.S.
10% Canada
Base: Has video game console/plays video games (*Canadian data from 2011 Q4)
www.srgnet.com Canada vs. U.S. Metrics 2012  16

17. KEY INTERNET DESTINATIONS
2012 Q1
Brand interaction last month (aided visits)
76%
Facebook
78%
72%
YouTube
77%
36%
iTunes
35%
26%
Twitter
25%
10%
Torrent sites
20%
31%
Netflix U.S.
19% Canada
Base: Total Online U.S. & Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  17

18. WATCHED/STREAMED A FULL
30-60 MINUTE TV SHOW ONLINE
Within last month – on any site
37% 36%
34% 34%
32% 32%
27%
24%
17% 17%
2007 2008 2009 2011 2012
Base : Total Online U.S. & Canada U.S. Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  18

19. WHEN WAS THE LAST TIME YOU STREAMED A FULL-LENGTH
MOVIE OR TV SHOW FROM NETFLIX ONLINE?
Streamed last month – Q1 2012
23%
17%
U.S. Canada
Base : Total Online U.S. & Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  19

20. WATCHED A SHORT VIDEO CLIP ONLINE
Within last month
79% 79% 80%
72%
74% 75%
71%
54% 65%
41% 54%
41%
2006 2007 2008 2009 2011 2012
U.S. Canada
Base : Total Online U.S. & Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  20

21. DOWNLOADED FULL-LENGTH
MOVIE FROM INTERNET
Within last month
30%
11%
19%
11%
2006 2007 2008 2009 2011 2012
U.S. Canada
Base : Total Online U.S. & Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  21

22. WATCHED A LONGER VIDEO CLIP
ONLINE OVER 10 MINUTES
Within last month
46% 48%
40%
34% 47%
32% 42%
39%
19% 31% 32%
21%
2006 2007 2008 2009 2011 2012
U.S. Canada
Base: Total Online U.S. & Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  22

23. DOWNLOADED MUSIC FILES
Within last month
38% 40%
38%
30%
2006 2007 2008 2009 2011 2012
U.S. Canada
Base: Total Online U.S. & Canada
www.srgnet.com Canada vs. U.S. Metrics 2012  23

24. DO YOU SUBSCRIBE TO OR 'LIKE'
FACEBOOK PAGES FROM THE FOLLOWING?
2012 Q1* U.S VS.
CANADA
U.S. Canada POINT
DIFFERENCE
A company whose
products/services you like 45% 43% +2
A TV show 36% 26% +10
A TV personality 20% 17% +3
A TV channel 19% 9% +10
None of above 42% 47%
Base : Has Facebook profile, online U.S. & Canada (*Canadian data from 2011 Q4)
www.srgnet.com Canada vs. U.S. Metrics 2012  24

25. DO YOU FOLLOW ANY OF THE
FOLLOWING ON TWITTER?
2012 Q1* U.S VS.
CANADA
U.S. Canada POINT
DIFFERENCE
A company whose
35% +10
products/services you like
A TV personality 41% +4
A TV show 27% +6
A TV channel 19% +4
None of above 39%
Base : Has Twitter account, online U.S. & Canada (*Canadian data from 2011 Q4)
www.srgnet.com Canada vs. U.S. Metrics 2012  25

26. TECHNICAL
 Digital Life Canada (DLC) interviews 1,000 online Canadians (aged 12 and
up) 4 times a year. Digital Life America (DLA) interviews 1,400 online
Americans (12+) annually.
 Most recent interviews in both countries were conducted in Q1 2012.
 These results are compared to other DLC and DLA waves conducted in the
past five years.
 Because the study frame is online Canadians 12+ or online Americans 12+,
the results can be generalized to the “Total Online Canada” or “Total
Online America.” The online populations accounts for nearly 80% of
Canadian or U.S. populations.
www.srgnet.com Canada vs. U.S. Metrics 2012  26