A new study by the Interactive Advertising Bureau of Canada advises media buyers to increase their Internet spending in line with ever-growing consumer usage of the medium in Canada. The study, based on data from PMB, NADbank, BBM RTS and comScore, and prepared by Rob Young, senior VP of planning services for PHD Canada, projects the Internet--now the third most-used medium across all demographics and number one medium for time-spent among adults 18-24 and 25-34--will continue its ascent and eventually become the dominant medium in terms of both reach and time-spent.

Some highlights:

• Time-spent on the Internet by adults 18+ increased its market share from 14% to 23% between 2001 and 2007. Market share for magazines in the same category decreased from 5% to 4% over the same period, with the average minutes per week declining from 120 to 99.
• Growth for Internet time-spent has slowed over the six-year period, increasing by just 5% in 2007 vs. 2006, compared to 14% in 2002 vs. 2001.
• The study projects that the Internet will become the number one medium for time-spent among 35-54 year olds over the next eight years.
• Women and adults over 55 are considered "underdeveloped demos" in the study.
• The Internet now has broader reach than newspapers and magazines and is gaining ground on TV and radio.

To download a summary of the report, click here.