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Social Media Trends - Canada - June 2015

Published By :

Mintel

Published Date : Jun 2015

Category :

Lifestyle

No. of Pages : N/A

Consumers are highly engaged on social media and the power of posts is seen to be influential on purchase decisions. Marketing efforts on these platforms that are done well should garner the attention of audiences that may be traditionally harder to reach, such as French speakers and older women.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

The market
Population changes open new opportunities
Economic conditions garner more cost-saving behaviours
The consumer
Social networking sites are among the most commonly visited among Canadians
Figure 1: Website usage, March 2015
Usage led by Facebook with YouTube close behind
Figure 2: Social media website usage, March 2015
Laptops are the primary device used to access social media, smartphones play a more supplemental role
Figure 3: Device used to access social media websites (any device), March 2015
Social media plays a role in the research process
Figure 4: Source of information, March 2015
Just under half of networkers take purchase related actions on social media
Figure 5: Actions on social media, March 2015
Social media posts by companies prompt half of networkers to take further action
Figure 6: Response to company posts, March 2015
Younger networkers are more attuned to product/brand posts from family and friends and are actively interacting with brands on social media
Figure 7: Attitudes towards social media, March 2015
What we think

Issues and Insights

Brands need to be actively engaged as Millennials are using social media to make purchase decisions
The facts
The implications
Gaining attention through the clutter
The facts
The implications
Leveraging the personal connection to appeal to women
The facts
The implications
Opportunities to reach the French speaking audience
The facts
The implications

Market Drivers

Key points
Demographic overview
Canadian population count
Figure 8: Share of population of Canada, by territory/province, 2014
Canada’s population is aging and will continue to do so in the coming years
Figure 9: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
Immigration and ethnic diversity in Canada
Figure 10: Region of birth of immigrants, by period of immigration, Canada, 2011
Economic overview
Overall negative impact of lower oil prices on the Canadian economy
Figure 11: Canada’s GDP (% change), by quarter, Q4 2008-Q4 2014
Figure 12: Household disposable income and savings rate in Canada, Q4 2008-Q1 2014
Wealth distribution in Canada
Figure 13: Canada median net worth, by province, 2012
Household debt in Canada
Consumer confidence wavers with falling oil prices
Figure 14: Consumer Confidence Index, monthly, January 2008-January 2015

Trend Application

Trend: Attention Economy
Trend: Return to the Experts
Trend: Access All Areas

Leading Companies and Notables

Major players
Facebook
Instagram
YouTube
Twitter
LinkedIn
Google+
Pinterest
A new Canadian player
Hubub
Some notables in the industry
Line
Snapchat
Venmo
Whisper

Brands Leveraging Social Media

Social media to drive consumer awareness and engagement
Using social media to change the conversation about product quality: A&W
Increasing engagement through information and application of science: 3M
Tapping into celebrity followers to gain consumer attention: Neutrogena
Expanding boundaries with social media: Chris Hadfield
Social media with a public focus
Raising awareness of mental health issues: Bell
Encouraging physical activity in the name of health: ParticipACTION
Keeping the public informed: BC Ministry of Transportation
Leveraging connections during major disasters: Facebook

The Consumer – Usage of Social Networking Sites

Key points
Social networking sites are among the most commonly visited among Canadians
Figure 15: Website usage, March 2015
Frequency of usage highlights popularity of social networking sites
Figure 16: Website usage, selected websites, by visitation frequency, March 2015
Moms are the most likely segment to be heavy users of social media networks
Figure 17: Usage of social networking sites (those who visit multiple times per day), by gender and age, March 2015

The Consumer – Social Media Website Usage

Key points
Usage led by Facebook with YouTube close behind
Figure 18: Social media website usage, March 2015
Facebook usage drives visitation to social media pages
Figure 19: Social media website usage (selected websites), by frequency, March 2015
The personal connection draws users to Facebook, particularly among Millennials, women and French speakers
Usage skews towards 18-34s, women and French speaking homes
Figure 20: Percentage who visit Facebook daily, by gender and age, March 2015
Facebook used primarily to connect family and friends first, then companies/brands
Young men and parents drive daily usage of YouTube
Young men are active across numerous social media platforms
Figure 21: Repertoire of social media websites used on a daily basis, March 2015
Young women and parents are also highly active on social media

The Consumer – Devices used to Access Social Media Websites

Key points
Laptops are the primary device used to access social media
Figure 22: Device used to access social media websites (any device), March 2015
Figure 23: Repertoire of any device used to access social media websites, March 2015
Smartphones are more supplemental, with preference influenced by age
Figure 24: Device used to access social media websites (most often), March 2015
Figure 25: Device used to access social media websites (most often), by age, March 2015

The Consumer – Informing the Research Process

Key points
Social media plays a role in the research process
Figure 26: Source of information, March 2015
Women, parents and French speakers are most likely to turn to social media for opinions
Figure 27: Checked social media to see what other people thought, by gender, March 2015
Women are more likely to seek customer reviews and online discounts
Figure 28: Source of information (select statements), by gender and age, March 2015

The Consumer – Product Discovery and Purchase Actions on Social Media

Key points
Just under half of networkers take purchase related actions on social media
Figure 29: Actions on social media, March 2015
Millennial women and parents take advantage of deals
Social media contacts are influential for 18-34s and French speaking Canadians
Figure 30: Actions on social media (select statements), March 2015
Young men are most likely to contact brands pre- and post-purchase

The Consumer – Responses to Company Social Media Posts

Key points
Social media posts by companies prompts half of networkers to take further action
Figure 31: Response to company posts, March 2015
Younger networkers, parents and immigrants will seek further information online
Young men most likely to contact companies after seeing social media posts

The Consumer – Attitudes towards Brand Engagement on Social Media

Key points
Summary of attitudes towards social media
Figure 32: Attitudes towards social media, March 2015
Younger networkers are more attuned to product/brand posts from family and friends
Figure 33: Select attitudes towards social media, March 2015
Millennials and parents enjoy sharing information
Brand interaction on social media is practised among young networkers
Figure 34: Select attitudes towards social media, March 2015
Millennials are most likely to be engaging with brands on social media
Money saving opportunities from companies/organizations appeal to parents
Figure 35: Selected attitudes towards social media, March 2015

The Consumer – Social Media and Chinese Canadians

Key points
Chinese Canadians are using a wider variety of social media platforms
Figure 36: Social media website usage (any frequency), Chinese Canadians versus overall population, March 2015
Social media posts are more influential on Chinese Canadians
Figure 37: Actions on social media (select statements), Chinese Canadians versus overall population, March 2015
Chinese Canadian networkers see social media as a resource
Figure 38: Agreement with attitudes towards social media (selected statements), Chinese Canadians versus overall population, March 2015

The Consumer – Target Groups

Key points
Four target groups
Figure 39: Target groups for social media trends, March 2015
Enthusiasts (36%)
Quasi-engaged Boomers (27%)
The Connectors (19%)
Disengaged (18%)

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