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Introduction
The 28.5 million internet user population represented 83% of the population of Canada in 2012 as per
the data provided by internet world stats.
While in terms of internet population Canada may not seem very attractive, but when other factors areconsidered, the internet savvy nature of Canadian Population can be seen through the figures given
below.
In terms of average hours spent on internet Canada is second only to USA. The 41.6 hours per visitor
average is more than 150% of the world average.
83%
17%
Internet Penetration in Canada
Online Population
Offline Population
World-Wide United States Canada Brazil France Germany
24.6
43 41.3
27.9 27.9 24.7
Average Hours Per visitor on Internet
2,278
3,731 3,709 3,4322,835 2,681
Average Pages Per visitor on
Internet
60
101 97 8875
64
Average Visits Per visitor on
Internet
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In terms of pages per visitor and in terms of average visits per visitor Canada again leads the world with
4,014 page views per visitor and 101.7 being the average number of visits.
Ontario, the largest province of Canada contributes the major number of visitors with its 12.9 million
residents. Following Ontario are french section of Canada Quebec at 24% and Priaries at 18%. The
regional breakup of internet users is shown through the figure below.
It is not just the number of residents but also the high internet penetration in Ontario which gives it the
major share of Canadian internet users. The internet penetration in major regions of Canada is
represented through the figure below.
As we can see, British Columbia leads the pack registering 86% internet penetration, followed by Alberta
at 84%, Ontario at 81% and Quebec at 76%.
When looking at the demographical breakup in terms of age categories, an interesting read comes up.
Major users of the internet fall in the 34-55 age categories while under 18 age category as well as 18-34
age category represents 18% and 27% of the internet users respectively. The figure below is based on
the study of comScore done in 2012 in Canada.
39%
22%
18%
14%
7%
Internet Users by Region
Ontario
Quebec
Priaries
British Columbia
Atlantic
British Columbia Alberta Ontario Quebec
86.0%
84.0%
81.0%
76.0%
Internet Penetration in different regions in Canada
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What is also interesting is that the increase in the number of internet users in the 55+ age category
between 2010 and 2011 was 6% while in 2011 to 2012 period it has come down by 1%. Similarly the age
group 35-54 which experienced 2% growth in 2010-11 experienced a decline by 4% in 2011-12. Most
growth was registered by under 18 age category which after going down by 4% has leveled the score
with a 4% growth.
Almost 100% of the online population in Canada is a daily user of internet when comparing monthly
averages of Total unique visitors (25,497) with Average daily users (25,387).
The use of smartphone has increased and it now claims 17% more market share which it gained from
feature phones.
Similar growth is also observed in the percentage of video viewership in Smartphones which grew from
16% in 2011 to 37% in 2012. It is also observed that a smartphone owner is 15% more likely to have
another connected device (tablets, e-readers etc.) with him as compared to feature phone.
Under 18
22%
18-34
27%34-55
32%
55+
19%
Age demographics of Internet Users
2011 2012
45%62%
55%38%
Use of Smartphone vs. Feature Phone
Feature Phone
Smartphone
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Social Media
Social media penetration in Canada is almost 60% of the online users. This represents half of the
Canadian population. The increase in number of users in social media from 2009 to 2011 was only 4%,
but what was significant was the rise in participation.
The daily participation which was at 30% in 2011 as can be seen through the figure above was only 19%
in 2010 and similarly weekly participation grew from 35% in 2010 to 45% in 2011. Majority of the daily
users (60%) were Canadian women.
Given below are the demographics of the social networking population of Canada. Like most countries
the young Canadians are the most active group on social networks. While participation for women
remains above 95% for most categories and above 90% for all age categories, it is the older men, the
ones above 35 years of age which are less involved in the social networking sites.
Not surprisingly, the average time spent on social networking sites, further demonstrates the lead of
young Canadians in social networking and the lag of participation as we move up the age categories.
This is illustrated in the figure below.
Daily Users Weekly users Less frequent users
19%
35%
46%
30%
45%
25%
Participation in social networks
2010
2011
15-24
25-34
35-44
45-54
55+
99.2%
97.8%
90.7%
90.7%
85.5%
99.1%
97.2%
96.2%
95.8%
91.5%
Demographics of Social Networking
Female
Male
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There are different versions to which are the major social networking sites in Canada. The report from
comScore tells us that the top five social networking sites are Facebook, twitter, windows live profile,
LinkedIn and Tumblr as can be seen from the figure below.
However another study reveals slightly different results. This is a study done by askingcanadians.com
and the second place in social networking sites is given to YouTube. The figure below displays a slightly
different top 5 social networking sites in Canada.
15-24 25-34 35-44 45-54 55+
10.6
8.6
7.4 6.25.2
Average Hours Per visitor on Social Networking Sites
Facebook Twitter Windows LiveProfile LinkedIn Tumblr
85.4%
20.8% 19.9% 17.5%10.6%
Top 5 Social Networking Sites in Canada,
Facebook YouTube Twitter LinkedIn Google+
73%
35%
20% 20% 19%
Top 5 Social Networking Sites in Canada,
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While Facebook, LinkedIn and Twitter are at similar positions, YouTube springs up as the second most
popular social networking site and Google+ enters the top 5. According to a study from comScore,
Canadians spending 17.3 hours by watching 332 videos per month per viewer on average.
Similarly the ranks given by branding personality also puts YouTube on the second spot based on Alexa
rankings. Their top 5 has Wikipedia at number 3 pushing Google+ out of the picture. One thing is forsure that YouTube does have a lot of Canadian users. An article on Techvibes says that in the past seven
years (from 2005 to 2012) more content has been uploaded on YouTube than CBC and CTV have
managed in past 50 years.
Some of the major activities on social media have been very straight forward as can be seen from the
figure below.
In terms of time spent on social networking sites Canada makes it to the top 10 at 10th
position with 7.7
hours as average time spent per visitor.
Social networkings popularity can also be seen when websites with most traffic are measured using
Alexa. Top 5 websites in Canada with most traffic are listed below.
1. Google.ca2. Google3. Facebook4. YouTube5. Yahoo!
The top 5 have 2 social networking sites as the most visited sites among the search engines. Although,
YouTube has now become the second largest search engine in the world, so the count can also be seen
as 1. The top social networking site in Canada is as the giant from the neighbor, Facebook.
Status Updates Photo Sharing Video Sharing
61%
39%
55%
Major Activities on social media
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The undisputed leader of Social networking sites in Canada, Facebook leads other social networking sites
by a fair margin in every aspect. In terms of time spent or in terms of penetration of online population,
Facebook leads them all as can be seen from the figure below, where it is compared with only the next
in line of social networking sites in Canada.
With more than 18 million users in Canada, every 2nd
person in Canada has a facebook profile. Although
the past 6 months (September 2012 to March 2013) have seen some cliffs and pits, the huge margin that
Facebook carries over other social networking sites will not be affected so quickly. The progress of
Facebook can be seen through the figure below provided by social bakers.
The age demographics of Canada are displayed through the figure below. The users under 35 years of
age form almost 60% of the total Facebook users. The age group 25-34 accounts for majority of users at
31% followed by 18-24 at 21%. The fall of number of users 35 years of age and above is in line with the
lower participation in social networks in general as was shown earlier.
Facebook Twitter
85.4%
20.8%
In terms of Penetration
Facebook YouTube
470
424
In terms Time Spent (in minutes)
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Lastly, there are more women in Facebook than male, accounting for 56% of the total facebook users in
Canada.
Canada is one of the largest markets of LinkedIn. LinkedIn has a 17.5% penetration in Canada. A
comparison with the best markets of LinkedIn in the world is given below as per the data from
comScores study in 2011.
As of 2012, there were more than 6 million users of LinkedIn in Canada, and the market penetration has
risen to 22.93% as per the data provided by Social bakers. A summary of LinkedIn in Canada is given in
the table below.
Total Unique
Visitors (in mn) % Reach
Average minutes
per visitor
LinkedIn 4.12 17.50% 16.3
Under 18
7%
18-24
21%
25-34
31%
35-44
17%
45-5412%
55+
12%
Age demographics of Facebook Users
Denmark
Canada
U.S.A.
Ireland
Netherlands
17.4%
17.5%
18.7%
20.4%
27.2%
Top countries of LinkedIn in terms of Market Penetration
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YouTube
In the past 7 years since YouTube came into picture, Canadians have posted more videos in it than the
CTW and CBC have put together in the last 50 years.
An average Canadian user on an average spends 4.4 hours on YouTube. The website is not only ranked
the 2nd most visited social networking site in Canada, but also ranks 4th among the top 5 websites in
Canada in terms of traffic. This traffic is calculated as per Alexa rankings.
In terms of time spent on social networking sites in Canada, YouTube is beaten by Facebook by a mere
margin of 46 minutes (470 minutes in Facebook vs. 424 minutes in YouTube).
As we can see from here, the engagement generated by YouTube is only matched by Facebook, and the
social networking site next in line uses almost 1/4th of the time when compared to YouTube.
Other Social Networking Sites
Other social networking sites such as Tumblr, Pinterest and Instagram also showed significant growth in
2012. While Tumblr grew by 96% in 2012, Pinterest grew by 792%. The growth of these sites is
illustrated in the figure below from the comScore study.
Facebook YouTube Tumblr Twitter LinkedIn
470.1424
105
19.9 16.3
Average Time spent Per visitor on Social Networking Sites (in mn)
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Social Media Monitoring Tools
Some of the social media monitoring tools that can be used in Canada are listed in the table below.
Company
name Platform Media type Website
Sysomos MAP, Heartbeat All http://www.sysomos.com
DNA13 dnaMonitor All http://www.dna13.com/
RepuMetrix RepuTrace, RepuTrack All http://www.repumetrix.com
MyFrontSteps Steprep All http://steprep.myfrontsteps
White Noise
Inc. White Noise All http://www.herdthenoise.co
MediaMiser MediaMiser Enterprise All http://www.mediamiser.com
SyncapseCorp Socialtalk
Twitter, Facebook,Wordpress, Moveable Type http://www.socialtalk.com
PostRank Inc PostRankRSS Enabled Content, Blogs,Social Networks & Hubs PostRank
Needium Needium Twitter http://needium.com/
Salesforce Radian6 All http://www.radian6.com
Dishy! AG ReputationTool All http://reputationtool.com
BrandProtect
Social Media Monitoring,Reporting & Incident ResponseExperts ALL BrandProtect
Internet911
Social Media: Understanding &Protecting your OnlineReputation for SMBs ALL Internet911
Lola
Variety of off-the-shelf tools and
proprietary technologies All online sources Lola
There are many factors which contribute to the presence of so many social media monitoring tools in
Canada. A very active social networking population, the language primarily being English and the close
proximity to US which is the originator of most of the biggest social networking platforms, all contribute
to the active presence of many social media monitoring tools in Canada.
Internet and Social Media in Quebec
In terms of internet use, French Canada has lagged when compared to rest of Canada. However, over
the past few years this gap is closing. What is most interesting is the increasing participation of the 55+
age group in this category which has risen from 43% in 2005 to 63% in 2011. The figure below displays
the growth rate of internet usage among different age categories from 2009 to 2011.
http://www.sysomos.com/http://www.dna13.com/http://www.dna13.com/http://www.repumetrix.com/http://steprep.myfrontsteps.com%20/http://www.herdthenoise.com%20/http://www.mediamiser.com/http://www.socialtalk.com/http://www.postrank.com/http://needium.com/%C2%A0http://www.radian6.com%20/http://reputationtool.com%20/http://www.brandprotect.com/social-media-monitoring.htmlhttp://www.internet911.com/http://www.thinklola.com/http://www.thinklola.com/http://www.internet911.com/http://www.brandprotect.com/social-media-monitoring.htmlhttp://reputationtool.com%20/http://www.radian6.com%20/http://needium.com/%C2%A0http://www.postrank.com/http://www.socialtalk.com/http://www.mediamiser.com/http://www.herdthenoise.com%20/http://steprep.myfrontsteps.com%20/http://www.repumetrix.com/http://www.dna13.com/http://www.sysomos.com/7/27/2019 Chapter 10 GSMM-Canada
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This growth has also been observed in social media, where the age group of 65+ has grown from a
participation rate of 39% in 2011 to 53% in 2012 as per CEFRIOs recent data.
The top 5 social networking sites in Quebec in terms of percentage penetration of total population of
Quebec is given in the figure below.
While Facebook and YouTube retain the top spot as in rest of Canada, the rest of the social networking
sites are very different from what we see when looking at Canadian average. There is blogger at 25%,
followed by Daily Motion at 15% and then wordpress at 11%. Twitter and LinkedIn are way down at 5%
and 6% respectively.
However the real picture is revealed when the growth rates are taken into account. Some of the growth
and decline rates of various social networking sites in Quebec are represented in the figure below.
Overall Usage 18-34 34-49 50+
76%
93%88%
59%
79%
97%90%
63%
82%
97%92%
63%
Internal Usage of Francophones
20092010
2011
Facebook YouTube Blogger Daily Motion Wordpress
62%
51%
25%
15%11%
Top 5 Social Networking Sites in Quebec
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The high participation rate of females is also represented by the emergence of a studyCanadian Digital Mom by momcentralconsulting.com. For all the marketers looking to
promote products and services targeted towards women, Canada would be the place to start.
Canadians spend 41.3 hours on internet, almost 100% of them are daily internet users, and thetop 5 sites in terms of traffic have two social networks, Facebook and YouTube in it. This is
primarily the reason why social media publishers account for the largest display advertising
when compared with any other media.
In case of Quebec, while it lags the enthusiasm of rest of Canada in terms of social networkingand internet usage, the scenario is changing. The growth of 35% by social media in Quebec
represents an excellent opportunity for social marketers to target the untapped potential of
French Canada.
In the particular case of Quebec, one must consider the growth rates before looking at themarket share of social networking sites. Since Quebec is undergoing a transformation,
previously popular social network platforms such as SkyRock Blogues may not be a better choice
when compared to rapidly rising sites such as Pinterest and Instagram.
Even though language in French Canada would preferably French, social marketer should notignore English, considering 65% of the Francophones consume as much English content as they
do with French. Also some regulations with regards to the language (French) and its use in the
state of Quebec need to be taken into consideration before going into translation mode.
Canadians rank second in terms of number of videos and hours spent on videos by an averageuser. This could mean that video sharing sites such as YouTube may be a better platform to
promote the products over member based social networking sites such as Facebook.
References
Internet Addiction: Canadians Reportedly Now Spending Less Time Online,http://www.huffingtonpost.ca/2013/03/04/internet-addiction_n_2806235.html?ir=Canada+Living
More Content Has Been Uploaded to YouTube from Canada than CTV and CBC Have Produced in 50
Years,http://www.techvibes.com/blog/more-content-has-been-uploaded-to-youtube-from-canada-
than-ctv-and-cbc-have-produced-in-50-years-2012-04-27
OH CANADA! How our neighbors to the north feel about Social Media!,
http://www.brandingpersonality.com/oh-canada-how-our-neighbors-to-the-north-feel-about-social-
media/
ITS A SOCIAL WORLD Top 10 Need-to-Knows About Social Networking and Where Its headed
http://www.slideshare.net/ryangreenme/its-a-social-world-top-10-needtoknows-about-social-
networking-and-where-its-headed
Internet World Stats,http://www.internetworldstats.com/stats3.htm
How are Canadians Using Social Media?http://stryvegroup.com/how-are-canadians-using-social-
media/?goback=.gde_3754448_member_134197618
http://www.huffingtonpost.ca/2013/03/04/internet-addiction_n_2806235.html?ir=Canada+Livinghttp://www.huffingtonpost.ca/2013/03/04/internet-addiction_n_2806235.html?ir=Canada+Livinghttp://www.techvibes.com/blog/more-content-has-been-uploaded-to-youtube-from-canada-than-ctv-and-cbc-have-produced-in-50-years-2012-04-27http://www.techvibes.com/blog/more-content-has-been-uploaded-to-youtube-from-canada-than-ctv-and-cbc-have-produced-in-50-years-2012-04-27http://www.techvibes.com/blog/more-content-has-been-uploaded-to-youtube-from-canada-than-ctv-and-cbc-have-produced-in-50-years-2012-04-27http://www.techvibes.com/blog/more-content-has-been-uploaded-to-youtube-from-canada-than-ctv-and-cbc-have-produced-in-50-years-2012-04-27http://www.brandingpersonality.com/oh-canada-how-our-neighbors-to-the-north-feel-about-social-media/http://www.brandingpersonality.com/oh-canada-how-our-neighbors-to-the-north-feel-about-social-media/http://www.brandingpersonality.com/oh-canada-how-our-neighbors-to-the-north-feel-about-social-media/http://www.slideshare.net/ryangreenme/its-a-social-world-top-10-needtoknows-about-social-networking-and-where-its-headedhttp://www.slideshare.net/ryangreenme/its-a-social-world-top-10-needtoknows-about-social-networking-and-where-its-headedhttp://www.slideshare.net/ryangreenme/its-a-social-world-top-10-needtoknows-about-social-networking-and-where-its-headedhttp://www.internetworldstats.com/stats3.htmhttp://www.internetworldstats.com/stats3.htmhttp://www.internetworldstats.com/stats3.htmhttp://stryvegroup.com/how-are-canadians-using-social-media/?goback=.gde_3754448_member_134197618http://stryvegroup.com/how-are-canadians-using-social-media/?goback=.gde_3754448_member_134197618http://stryvegroup.com/how-are-canadians-using-social-media/?goback=.gde_3754448_member_134197618http://stryvegroup.com/how-are-canadians-using-social-media/?goback=.gde_3754448_member_134197618http://stryvegroup.com/how-are-canadians-using-social-media/?goback=.gde_3754448_member_134197618http://stryvegroup.com/how-are-canadians-using-social-media/?goback=.gde_3754448_member_134197618http://www.internetworldstats.com/stats3.htmhttp://www.slideshare.net/ryangreenme/its-a-social-world-top-10-needtoknows-about-social-networking-and-where-its-headedhttp://www.slideshare.net/ryangreenme/its-a-social-world-top-10-needtoknows-about-social-networking-and-where-its-headedhttp://www.brandingpersonality.com/oh-canada-how-our-neighbors-to-the-north-feel-about-social-media/http://www.brandingpersonality.com/oh-canada-how-our-neighbors-to-the-north-feel-about-social-media/http://www.techvibes.com/blog/more-content-has-been-uploaded-to-youtube-from-canada-than-ctv-and-cbc-have-produced-in-50-years-2012-04-27http://www.techvibes.com/blog/more-content-has-been-uploaded-to-youtube-from-canada-than-ctv-and-cbc-have-produced-in-50-years-2012-04-27http://www.huffingtonpost.ca/2013/03/04/internet-addiction_n_2806235.html?ir=Canada+Living7/27/2019 Chapter 10 GSMM-Canada
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2012 Canada Digital Future in Focus,
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http://www.newmediatrendwatch.com/markets-by-country/11-long-haul/45-canada
Most Canadians still shy away from social media for shopping: report
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away-from-social-media-for-shopping-report/article7903948/
Whats so different in Quebec?,http://en.titaninteractif.com/index.php/2011/02/01/whats-so-
different-in-quebec/
62% of ALL Quebecers use Facebook,http://en.titaninteractif.com/index.php/2011/03/01/62-of-all-
quebecers-use-facebook/
More social. Less networked,http://www.whatquebecwants.com/whatquebecwants/social-media/
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