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millions and % of internet usersSocial Network Users in Canada, 2008-2014
2008
11.4(46%)
2009
13.6(54%)
2010
15.1(59%)
2011
16.1(62%)
2012
16.9(64%)
2013
17.7(66%)
2014
18.4(68%)
Note: social network sites include sites where social networking is the primary activity (e.g., Facebook, MySpace, LinkedIn), social network siteslinked to portals such as Google and niche social network sites devoted to a specific hobby or interest Source: eMarketer, Oct 2010
billions of Canadian dollars and % changeOnline Ad Spending in Canada, 2008-2014
2008
1.60
2009
1.82
(13.7%)
2010
2.11(16.0%)
2011
2.43
(14.8%)
2012
2.91
(19.8%)
2013
3.27
(12.5%)
2014
3.69
(12.9%)
Note: includes paid search, display, classified/directories, email and onlinevideo. 2009 figures include ads within video games; converted at average 2009 exchange rate (US$1=1.14 Canadian dollars) Source: eMarketer, Sep 2010
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For additional information on this chart, see the Endnotes section.
For more inormation on internet usage and onlinemarketing in Canada, see eMarketer’s October 2010report “Canada Advertising and the Online Consumer.”
Social Media Usage
AmajorityofinternetusersinCanadahave
alreadytakentosocialnetworks.eMarketer
estimatesthat59%ofallCanadianinternetusers
and44.8%ofthetotalCanadianpopulationare
onsocialnetworksin2010.Morethanhalfofthe
totalpopulation,53%,isexpectedtobeactiveon
socialnetworksby2014.
121176
millions and % of internet usersSocial Network Users in Canada, 2008-2014
2008
11.4(46%)
2009
13.6(54%)
2010
15.1(59%)
2011
16.1(62%)
2012
16.9(64%)
2013
17.7(66%)
2014
18.4(68%)
Note: social network sites include sites where social networking is the primary activity (e.g., Facebook, MySpace, LinkedIn), social network siteslinked to portals such as Google and niche social network sites devoted to a specific hobby or interest Source: eMarketer, Oct 2010
Usage Metrics for the Top 10* Social Media Sitesin Canada, Sep 2010
1. Facebook
2. Windows Live Profile
3. Twitter
4. LinkedIn
5. MySpace
6. DeviantART
7. Yahoo! Pulse
8. Skyrock
9. Digg
10. Classmates.com
Total social networking category
Total internet audience in Canada
Uniquevisitors
(thousands)
20,601
6,652
3,268
2,530
1,890
1,107
992
835
719
546
23,651
24,905
Averagedaily visitors(thousands)
9,639
543
344
208
123
97
67
68
54
27
12,220
23,323
Averageusage daysper visitor
14.0
2.4
3.2
2.5
1.9
2.6
2.0
2.5
2.3
1.5
15.5
28.1
Averageminutes
per visitor
339.8
4.9
22.2
15.4
11.2
24.8
4.1
20.8
2.2
3.8
319.0
2,175.6
Averagepages
per visitor
645
11
30
32
23
41
9
43
5
7
611
3,091
Note: ages 2+; home and work locations; excludes traffic from publiccomputers (i.e., internet cafes) and access from mobile phones and PDAs Source: comScore Media Metrix, provided to eMarketer, Oct 27, 2010
Demographic Profile of Social Network Users inCanada, 2009
Note: numbers may not add up to 100% due to rounding; monthly uniquevisitors to all social sites Source: comScore Media Metrix, "Canada Data," 2009; provided toeMarketer by Starcom MediaVest Group, June 1, 2010
Time Spent Using Social Media Tools per Week byMillennial* Internet Users in Canada, 2008-2009
Social network sites 2.0
Virtual communities0.4
Blogging or Twitter0.2
Note: *ages 18-27, employed Source: Accenture, "Jumping the Boundaries of Corporate IT: AccentureGlobal Research on Millennials' Use of Technology," Feb 10, 2010
Facebook Users* in Canada, by Age & Gender, Nov2009
Gender
Female 16%
Male 13%
Age
18-34 24%
35-54 13%
55+ 7%
Total 15%
Note: *used for 1+ hours yesterday Source: Bensimon Byrne, "Consumerology Report: Technology andCanadian Consumers" conducted by The Gandalf Group, Jan 1, 2010
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IpsosReidreportedthatFacebookuserssentanaverageof
15.7messagesaweek,and13%sentmorethan25.
121687
% of internet users
Average Number of Emails/Messages Sent Weekly viaTwitter or Facebook in Canada, Q1 2010
0
4%
17%
1
9%
15%
2
14%
14%
3
13%
11%
4-5
21%
12%
6-10
15%
8%
11-25
13%
7%
25+
13%
15%
Facebook Twitter
Note: numbers may not add up to 100% due to rounding; average number of messages sent on Facebook=15.7 and Twitter=11.5 Source: Ipsos Reid, "Ipsos Interactive Reid Report" as cited in press release,
“We aren’t approaching social media as aplatform to advertise. We are currently usingsocial media as an open communicationsforum—to listen to and address Canadians’
expectations of us.” —Mark Nicholson, head of online
experience at ING Direct, in an interview with Facebook
Note: respondents who say the medium is "completely" or "very trustworthy" Source: Vision Critical, "Online Social Networks: Trust Not Included," Sep15, 2010
Facebook is the dominant social network in Canada.
Marketers have several options to engage their targets onthe social network through its many eatures.
The March 2010 ICOM report “The Infuencer: A ConsumerVoice with Legs” ound that 56% o internet users in Canadahad a Facebook account. However, just 12% o internetusers read about brands on Facebook and 6% addedcontent to a brand’s Facebook page.
Mashable recommends integrating “Like” buttons into abrand’s website and email campaigns. Brands can even goas ar as sponsorships or running contests or users that
“Like” a brand. The possibilities are essentially limitless aslong as the creative element is there to connect with theirtargets. Mashable also recommends taking advantage o new eatures on Facebook:
■ Groups, or building potential online reviews, eventsand live chats with customers.
■ Questions, or posing questions to users who have“Liked” a brand.
■ Places, specically or brands that can use Facebook in
physical locations.Many brands in Canada have already implementedcampaigns on Facebook with great success. Telus, oneo Canada’s largest mobile providers, successully tiedtogether cause marketing with social media. In September2010, Telus pledged to donate $200,000 to the “Go Pink”campaign to help local health organizations purchasedigital mammography equipment i they achieved 500,000Facebook “Likes.” By November 2010, Telus had more than502,000 “Likes” o its Facebook page.
Telus combined the power o a compelling cause andsocial networking to gain measurable value rom brandrecognition on Facebook.
Another example comes rom Molson Canadian, whichextended its “Made From Canada” promotion with the “Seizethe Summer” campaign in June 2010. Customers were drivento the brewery’s Facebook page through TV, online ads andpromotional product inserts. Conceived by agency CP+BCanada, the campaign implemented a Facebook applicationthat awarded users with badges or activities.
Facebook users could receive a “Super AwesomenessBadge” by completing specic tasks. In order to receivethe badges on their page, users had to veriy completiono tasks using a photo, riend conrmation or GPS tagging.Oten the badges included Canada-specic elements o humor or adventure that would appeal to the targeted
demographic o young beer drinkers. Two examples thatexempliy the creative were “Cooked meat over re” and“Saw a whale” badges.
“It’s really an opportunity to put our consumer at the centero our campaign.”—John Francis, brand manager at Molson Canadian, asquoted in Marketing Magazine, July 19, 2010
Completing a specic task entered users into weeklycontests or prizes like trips to Canadian Football Leaguegames and music estivals. At the beginning o thecampaign, Molson Canadian had nearly 370,000 Facebook“Likes.” According to Marketing Magazine, by July 2010,they reached 404,000 and by November were over 437,000.
billions of Canadian dollars and % changeOnline Ad Spending in Canada, 2008-2014
2008
1.60
2009
1.82
(13.7%)
2010
2.11
(16.0%)
2011
2.43
(14.8%)
2012
2.91
(19.8%)
2013
3.27
(12.5%)
2014
3.69
(12.9%)
Note: includes paid search, display, classified/directories, email and onlinevideo. 2009 figures include ads within video games; converted at average 2009 exchange rate (US$1=1.14 Canadian dollars) Source: eMarketer, Sep 2010