What is Internet penetration and how does it affect marketing interactive communication?

Canada has one of the highest levels of Internet penetration and broadband access.  Consumer participation on the Internet reveals that 86% of Canadians are Internet users.  The amount of time Canadians spend online is a factor considered by media planners.  More time online equals a greater opportunity to reach a target audience.  The average time individual Canadians are online is close to 5 hours a day.  Mobile devise users are connected for an average of just under 2 hours a day. 

Marketers can now utilize these new channels to attract users, especially young Canadians.  Mobile devices enable marketers to reach consumers anywhere and anytime, which is a significant advantage over any other medium.

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