2020
8
Canada Social Media Trends Market Report 2020
2020-10-24T04:00:48+01:00
OX988008
3695
126575
[{"name":"Social Media","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media"}]
Report
en_GB
“Social media is ingrained in the daily lives of many consumers and has likely taken on a larger role in communicating with others during the COVID-19 pandemic. Consumers are utilizing…

Canada Social Media Trends Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Social Media Trends: Incl Impact of COVID-19 – Canada market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The COVID-19 outbreak has caused Canadians to increasingly rely
on digital communication channels such as social media networks,
as a result of government imposed limitations on social gatherings
and stay-at-home orders. As Canada tackles the effects of the
virus and prevents its spread, usage should remain stable. Longer
term, we should see the market prosper in-line with population
growth, as well as the increasing prevalence of shopping through
social platforms as operators invest in new shopping tools on their
networks.

Expert analysis from a specialist in the field

Written by Andrew Zmijak, a leading analyst in the Media sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Social media is ingrained in the daily lives of many consumers and has likely taken on a larger role in communicating with others during the COVID-19 pandemic. Consumers are utilizing social platforms as a research resource and there is acknowledgment that some platforms are doing better than others in terms of user activity.
Andrew Zmijak
Media Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
      • Executive Summary

          • Top takeaways
            • Market overview
              • Impact of COVID-19 on social media networks
                • Summary
                  • Figure 1: Short, medium and longer-term impact of COVID-19 on social media networks, September 2020
                • Opportunities
                  • Brands need to stay relevant with younger consumers
                    • Opportunities to reach highly engaged South Asian Canadians
                      • Canadians need a laugh
                        • Challenges
                          • Attracting older cohorts still a challenge
                            • The battle for data privacy
                            • The Market – Key Takeaways

                              • The effects of a potential ban on TikTok in the US
                                • Social media companies tackle misinformation
                                  • Consumers rely on social media for a host of reasons
                                    • South Asian Canadians are a boon for the category
                                    • Market Factors

                                      • The effects of a potential ban on TikTok in the US
                                        • Social media companies tackle misinformation
                                          • Consumers will rely on social media for a multitude of reasons
                                            • South Asian Canadians are a boon for the category
                                              • Figure 2: Deepica Instagram post, September 2020
                                          • Companies and Brands – Key Takeaways

                                            • Social media evolves as a shopping tool
                                              • Social media brands update their offerings
                                                • Operators offer financial aid to those most affected by COVID-19
                                                  • Ads could arrive on WhatsApp by the end of the year
                                                  • Competitive Strategies

                                                    • Social media evolves as a shopping tool
                                                      • Social media brands update their offerings
                                                        • Operators in the category offer financial aid to those most affected by COVID-19
                                                          • Ads could arrive on WhatsApp in 2020
                                                          • The Consumer – Key Takeaways

                                                            • YouTube and Facebook are most frequented
                                                              • Most users are engaging with videos
                                                                • Consumers more likely to respond to company posts digitally
                                                                  • News and entertainment attract South Asian Canadians to social media
                                                                    • Most have privacy concerns
                                                                    • Social Media Usage

                                                                      • YouTube and Facebook are most frequented
                                                                        • Figure 3: Weekly social media usage, April 2020
                                                                        • Figure 4: Daily social media usage, April 2020
                                                                      • Men are attached to YouTube and Twitter
                                                                        • Figure 5: Daily social media usage, by gender, April 2020
                                                                      • Social media is a young person’s playground
                                                                        • Figure 6: Daily social media usage, by age, April 2020
                                                                        • Figure 7: Select attitudes towards social media (% any agree), by age, April 2020
                                                                      • South Asian Canadians are frequent social media users
                                                                        • Figure 8: Daily social media usage, South Asian Canadians vs overall, April 2020
                                                                    • Engagement with Social Media Content

                                                                      • Most users are engaging with videos
                                                                        • Figure 9: Engagement with social media content, April 2020
                                                                        • Figure 10: Using the Capital One Venture Travel Reward Credit Card, January 2019
                                                                        • Figure 11: How to Remove a Kitchen Faucet | Plumbing | The Home Depot, August 2020
                                                                      • Engagement disparities by gender
                                                                        • Figure 12: Engagement with social media content, by gender, April 2020
                                                                      • Engagement across most categories stronger among younger cohorts
                                                                        • Figure 13: Engagement with social media content, by age, April 2020
                                                                        • Figure 14: Starbucks Canada Instagram post, August 2020
                                                                      • Interacting with family and friends is a major draw for Canadians over-35
                                                                        • Certain content will trigger engagement among South Asian Canadians
                                                                          • Figure 15: Engagement with social media content (select), South Asian Canadians vs overall, April 2020
                                                                      • Social Media Behaviour

                                                                        • Nearly half of 18-34s cite social media as their main source of entertainment
                                                                          • Figure 16: Social media behaviours, by age, April 2020
                                                                        • Younger cohorts more likely to utilize social media as their key news source…
                                                                          • …but they are also using it for fun and to learn more about brands and products
                                                                            • Figure 17: Getty Facebook post, March 2020
                                                                          • News and entertainment draw South Asian Canadians
                                                                            • Figure 18: Social media behaviours, South Asian Canadians vs overall, April 2020
                                                                          • Company posts drive actions
                                                                            • Figure 19: Response to brand posts on social media, April 2020
                                                                            • Figure 20: Response to brand posts on social media, by age group, April 2020
                                                                          • South Asian Canadians respond well to brand posts
                                                                            • Figure 21: Response to brand posts on social media, South Asian Canadians vs overall, April 2020
                                                                        • Video Viewership on Social Media

                                                                          • Consumers need a laugh
                                                                            • Figure 22: Churchill: 2019 Chill Advert, October 2019
                                                                            • Figure 23: Videos viewed on social media, April 2020
                                                                          • Women are attracted to music-related videos and short funny clips
                                                                            • Figure 24: Royal Blood Twitter post, September 2020
                                                                            • Figure 25: Pneumatic Addict Instagram post, June 2020
                                                                          • A third are watching short movies on social media
                                                                            • Men are far more likely to watch sports highlights
                                                                              • Figure 26: Videos viewed on social media, by gender, April 2020
                                                                            • Older cohorts more likely to watch friends/family video posts
                                                                            • Attitudes towards Social Media

                                                                              • Most have privacy concerns
                                                                                  • Figure 27: Critical attitudes towards social media, April 2020
                                                                                • Social media can act as a research tool for parents
                                                                                  • Figure 28: Nesting Story Instagram post, September 2020
                                                                                  • Figure 29: Social media as a research resource (% any agree), parents of children under 18 in the household vs overall, April 2020
                                                                                • Close to half agree some platforms have become less popular
                                                                                  • Figure 30: “Some social media platforms have become less popular because of a lack of activity on them” (% any agree), by age and gender, April 2020
                                                                                • Influencers and ads on social media can sway some consumers
                                                                                  • Figure 31: Grace Atwood Instagram post, November 2019
                                                                                  • Figure 32: Social media as a purchase influencer, April 2020
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Consumer survey data
                                                                                    • Consumer qualitative research
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations

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