What you need to know

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.

Definitions

This Report focuses on social media usage and trends in the Canadian market. More specifically, it covers the challenges the market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends this market is experiencing. The Report covers social media usage by frequency, actions performed on social media, online sources of information, as well as behaviours and attitudes towards social media.

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