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SOCIAL MEDIA TRENDS - CANADA - MAY 2018

Published By :

Mintel

Published Date : May 2018

Category :

Media

No. of Pages : N/A

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.

Table of contents

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

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