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Social Media Trends - Canada - May 2018

Canadians are active social media users with the majority of consumers visiting certain platforms on a daily and weekly basis, with Facebook and YouTube driving much of the social media activity. A notable share of consumers have utilized social media to access discounts and special offers, and leading behaviours and attitudes suggest that they believe that social media is a good source of news, reviews and a resource for researching a product or service. Operators in the category face hurdles such as data privacy and security, engaging older users and staying relative in a changing market through modern features (eg augmented reality) and intuitive design.

This report looks at the following areas:

  • Older cohorts prefer not to engage with social media
  • Most exhibit restrained usage of social media
  • A small share inquired brands through social media

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Older cohorts prefer not to engage with social media
            • Figure 1: Behaviours/attitudes towards social media, 18-44s vs over-45s, February 2018
          • Most exhibit restrained usage of social media
            • Figure 2: Select attitudes towards social media (any agree), February 2018
          • A small share inquired brands through social media
            • Figure 3: Actions on social media (select), February 2018
          • The opportunities
            • Gender disparities can lead to targeted marketing
              • Figure 4: Daily social media usage, men vs women, February 2018
            • Parents display favourable attitudes towards social media
              • Figure 5: Behaviours/attitudes towards social media, parents vs overall, February 2018
            • An active social media presence is important to some
              • Figure 6: Brand-related attitudes towards social media (any agree), February 2018
            • What it means
            • The Market – What You Need to Know

              • Media consumption is changing
                • Social media usage will benefit from a growing population and diversity
                  • Younger groups will help growth
                    • Improved perceptions of financial health bode well for spending
                    • Market Factors

                      • Media consumption is changing
                        • Social media usage will benefit from a growing population and diversity
                          • Younger consumers will help aid growth
                            • Figure 7: Projected trends in the age structure of the Canada population, 2014-19
                          • Improved perceptions of financial health bode well for spending
                          • Key Players – What You Need to Know

                            • The Pinterest spark
                              • A shift to more honest marketing to parents
                                • Emotional marketing for Canada’s 150th birthday
                                  • Shoppable Instagram posts
                                    • Facebook’s data scandal
                                      • The rise of augmented reality
                                      • Marketing and Advertising

                                        • The Pinterest spark
                                          • Figure 8: The Pinterest spark, March 2017
                                        • LinkedIn’s “In It Together” marketing campaign
                                          • Figure 9: In It Together, LinkedIn, February 2018
                                        • A move towards honest parenting ads
                                          • Figure 10: What it means to love, American Greetings, February 2018
                                          • Figure 11: Be prepared-ish with Babies’R’US – Home from the hospital, August 2017
                                        • Emotional marketing for Canada’s 150th birthday
                                          • Figure 12: President’s Choice, #eattogether, December 2016
                                          • Figure 13: Happy 150th Canada – Canada Tire, June 2017
                                      • What’s Working?

                                        • Shoppable Instagram posts
                                          • Usage is significantly higher for some platforms
                                          • What’s Struggling?

                                            • Facebook’s data scandal
                                              • Twitter faces some hurdles
                                                • Snapchat is having a bit of a moment
                                                • What’s Next?

                                                  • The rise of augmented reality
                                                    • Facebook’s new rules bode well for influencers
                                                    • The Consumer – What You Need to Know

                                                      • Facebook and YouTube are most frequently visited
                                                        • Some 48% read reviews online to find out more about a product/service
                                                          • Near a third used discounts/special offers on social media
                                                            • Social media as a good source of news
                                                              • Most display restrictive usage of social media
                                                              • Social Media Usage

                                                                • Facebook and YouTube are most frequented
                                                                  • Figure 14: Social media usage, February 2018
                                                                • Daily usage for some sites have increased
                                                                  • Figure 15: Social media usage (select sites), February 2018
                                                                • Variations in usage among genders
                                                                  • Figure 16: Daily social media usage (select), men vs women, February 2018
                                                                • Younger cohorts are social media savvy
                                                                  • Figure 17: Daily social media usage (select), 18-44s vs over-45s, February 2018
                                                                • Chinese Canadians over-index with certain platforms
                                                                  • Figure 18: Daily social media usage (select), Chinese Canadians vs overall, February 2018
                                                              • Actions Online and on Social Media

                                                                • Consumers read reviews online to find out more about a product/service
                                                                  • Figure 19: Online source of information, February 2018
                                                                  • Figure 20: Online source of information, 18-44s vs over-45s, February 2018
                                                                • Parents are more likely to seek discounts online
                                                                  • Figure 21: Online source of information, parents vs overall, February 2018
                                                                • Close to a third used discounts/special offers on social media
                                                                    • Figure 22: Actions on social media, February 2018
                                                                    • Figure 23: Actions on social media, 18-44s vs over-45s, February 2018
                                                                  • Parents are more engaged with social media
                                                                    • Figure 24: Actions on social media, parents vs overall, February 2018
                                                                • Social Media Behaviour

                                                                  • A third of consumers believe social media is a good source of news
                                                                    • Figure 25: Behaviours/attitudes towards social media, February 2018
                                                                  • Some gender differences appear
                                                                    • Figure 26: Behaviours/attitudes towards social media, men vs women, February 2018
                                                                  • Younger cohorts more likely to display positive attitudes towards social media
                                                                    • Figure 27: Behaviours/attitudes towards social media, 18-44s vs over-45s, February 2018
                                                                  • Household income plays a role in shaping behaviours and sentiment
                                                                    • Figure 28: Behaviours/attitudes towards social media, by household income, February 2018
                                                                  • Parents show engaging behaviours and attitudes towards social media
                                                                    • Figure 29: Behaviours/attitudes towards social media, parents vs overall, February 2018
                                                                • Attitudes towards Social Media

                                                                  • Most display restrictive usage of social media
                                                                      • Figure 30: Select attitudes towards social media (any agree), February 2018
                                                                    • Social media aids the shopping process
                                                                      • Figure 31: Shopping-related attitudes towards social media (any agree), February 2018
                                                                    • Some prefer to interact with brands with a social media presence
                                                                      • Figure 32: Brand-related attitudes towards social media (any agree), February 2018
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                            Social Media Trends - Canada - May 2018

                                                                            US $4,395.00 (Excl.Tax)