Description

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

Table of Contents

    • Key issues covered in this Report
  1. 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

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