Ditch the Photoshop? Canadians look to digital ads to inform them of products, services and discounts, but are dissatisfied with brands’ transparency in their ads.
Candace Baldassarre, Research Analyst
Collapse All
-
- Key issues covered in this Report
-
Executive summary
-
Consumer Insights
- Consumer fast facts
- Device usage
- Graph 1: heavy usage (5+ hours/day), by device, 2023
- Graph 2: percentage of daily users that are heavy users (5+ hours/day), by device, 2023
- Graph 3: heavy device usage (5+ hours/day), by age, 2023
- Graph 4: uses television for 5+ hours in average day, English-speaking vs French-speaking Quebecers, 2023
- Graph 5: uses television for 5+ hours in average day, by region, 2023
- Graph 6: uses devices for 5+ hours per day, overall vs newer Canadians, 2023
- Graph 7: uses devices for 5+ hours daily, by race, 2023
- Digital content/media consumption
- Graph 8: location of audio/video engagement in past week, 2023
- Graph 9: sources of audio/video content in past week, by age, 2023
- Graph 10: saw/heard video/audio content on platform in past week (select), men vs women, 2023
- Graph 11: location of audio/video engagement in past week (select), by race, 2023
- Graph 12: location of audio/video engagement in past week (select), overall vs newer Canadians, 2023
- Graph 13: location of audio/video engagement in past week (select), by region, 2023
- Graph 14: location of audio/video engagement in past week (select), overall vs LGBTQ+ consumers, 2023
- What makes a positive ad experience
- Graph 15: “I prefer when ads…”, 2023
- Graph 16: “I prefer when ads…” (select), by age. 2023
- Graph 17: “I prefer when ads…” (select), by household income, 2023
- Graph 18: “I prefer when ads…” (select), overall vs Black/African vs South Asian, 2023
- Graph 19: “I prefer when ads…” (select), by language spoken, 2023
- How Canadians are responding to ads
- Graph 20: responses to ads in past six months, 2023
- Graph 21: responses to digital ads in past six months, by age, 2023
- Graph 22: responses to digital ads in past six months (select), those who agree “If I find a brand’s digital ads annoying, I am less likely to buy their products/services” vs overall, 2023
- Graph 23: responses to digital ads in past six months (select), by race, 2023
- Why consumers are clicking online ads
- Graph 24: reasons for clicking on online ads, 2023
- Graph 25: reasons for clicking on online ads (select), by age, 2023
- Graph 26: “I have purchased a product after seeing it on a TV show or in a movie” (% agree), by gender and age, 2023
- Graph 27: reasons for clicking on online ad (select), by race, 2023
- Graph 28: “I am more likely to buy something if I see that a celebrity/influencer I know endorses the product” (% agree), by race, 2023
- Graph 29: “I have purchased a product after seeing it on a TV show or in a movie” (% agree), by race, 2023
- Graph 30: reasons for clicking on online ads (select), by language spoken at home, 2023
- Digital ads and concerns around trust
- Graph 31: “I do not trust recommendations from paid advertisements online” (% agree), by age, 2023
- Graph 32: “large companies are less likely to be honest in their ads than smaller ones” (% agree), by gender and age, 2023
- Graph 33: attitudes toward digital ads (select), by race, 2023
- Graph 34: attitudes toward digital ads (select), overall vs British Columbia, 2023
- Graph 35: “paid partnerships on social media (ie between brand and influencer) are inauthentic” (% agree), by age, 2023
- Attitudes toward digital advertising
- Graph 36: attitudes toward digital ads (select), by race, 2023
- Graph 37: “ads that require me to follow a QR code are annoying” (% agree), by age, 2023
- Graph 38: “ads that require me to follow a QR code are annoying” (% agree), by language spoken at home, 2023
- Graph 39: “digital ads are a waste of my time” (% agree), by age, 2023
- Graph 40: attitudes toward digital ads (select), men vs women, 2023
-
Competitive strategies
- Launch activity and innovation
- Marketing and advertising
- Opportunities
-
The Market
- Market drivers
- Graph 41: distribution of foreign-born population, by region of birth, 1871 to 2036
- Graph 42: top birthplaces of recent immigrants, 2021
- Graph 43: daily social media use (select), by race, 2023
- Graph 44: actions taken over last two months, 2023
- Graph 45: population aged 0-14 and 65+, 1988-2068*
-
Appendix
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
