Canadians are active social media users with 85% who visit social networking sites (including 60% who check them daily). Although this may decline with age, even seniors are on social platforms with 61% who visit these sites, including 34% who do so daily. Canadians use a wide range of platforms, though Facebook drives much of the social media activity.

Although many are using these platforms to keep in touch with family and friends, social media has a prominent role in product discovery and purchase: seen to be highly influential on purchase decisions with networkers consulting these platforms pre- and post-purchase and even leading to purchases of products that consumers were previously unaware of. However, higher engagement on the part of the consumer with brands is leading to an expectation that they will also be active on social media.

This report explores the usage habits of social media among Canadians, including the frequency they visit the sites, the platforms they use and the devices on which they access these sites. The report also explores the product discovery and purchase actions taken on social media, the responses to social media posts by companies and the attitudes towards engaging with brands on social media by lifestage and various demographic groups.

Mintel conducted online consumer research in March 2015 using a nationally representative sample of 2,004 internet users aged 18+. This was supplemented by online qualitative research as indicated throughout the report.