2016 CANADIAN SOCIAL MEDIA MONITOR - Insights West · 2020-02-13 · key trends in the social media...

Simplified Understanding

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2016 CANADIAN SOCIAL MEDIA MONITOR

Canadian Social Media Monitor 2016

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Results are based on an online study conducted from March 7 to March 10, 2016, among a representative sample of 1,049 Canadian adults. The data has been statistically weighted according to Canadian census figures for age, gender and region. The margin of error—which measures sample variability—is +/- 3.0 percentage points.

Background •  Insights West’s Canadian Social Media Monitor highlights for Canadian marketers

key trends in the social media landscape. This year’s study aims to uncover trends in:

•  USAGE - Consumer usage of social media channels

•  GAINERS/LOSERS - Which social media platforms are gaining momentum and which ones are losing ground

•  DEMOGRAPHICS - Demographic differences in social platform usage

•  INTERACTIONS - Consumer preferences for digital interactions with companies

•  REPUTATION - How consumers use social media to complain about brands and companies

54%

23%

12%

8%

10%

11%

4%

5%

1

3

11%

15%

7%

6%

5%

4%

4%

3

3

1

6%

11%

8%

9%

6%

5%

4%

1

1

1

71%

49%

27%

23%

21%

20%

12%

9%

5%

5%

Facebook is still the preferred social media platform for Canadians with over half using it daily.

Social Media Usage (Weekly)

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Base: All respondents (n=1,048) Q. How often do you typically use each of the following?

4 to 5 times per week Daily or more 2 to 3 times per week

Facebook usage continues to grow faster than any other social media channel in Canada while Twitter, Google+, Pinterest lose ground.

Social Media Usage Momentum

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Base: All respondents (n=1,048) Q. Compared to six months ago, are you currently spending less time, more time or about the same amount of time on each of the following?

NET Change

+11

+4

+3

-5

-6

-6

-5

0

-5

-3

13%

7%

7%

3%

3%

3%

3%

2%

1%

1%

26%

22%

13%

11%

11%

10%

9%

6%

3%

3%

6%

3%

10%

9%

11%

10%

9%

3%

4%

3%

15%

13%

16%

16%

17%

16%

14%

6%

8%

6%

More Less

A lot more A little more A lot less A little less

Millennial’s time spent on Instagram, Twitter and YouTube growing at a faster rate than older segments.

Social Media Usage Momentum (Generational Differences)

5

% More (A lot/a little more)

18 to 34 35 to 54 55+

23% 28% 28%

32% 24% 12%

33% 8% 2%

20% 8% 5%

9% 9% 13%

14% 11% 6%

12% 9% 4%

16% 5% 1%

8% 2% 1%

7% 3% 1%

A lot more A little more


13%

7%

7%

3%

3%

3%

3%

2%

1%

1%

26%

22%

13%

11%

11%

10%

9%

6%

3%

3%

% Never Used

18 to 34 35 to 54 55+

73% 80% 94%

62% 87% 93%

65% 83% 93%

37% 67% 82%

56% 60% 60%

45% 52% 66%

35% 47% 65%

49% 48% 50%

10% 13% 23%

4% 14% 25%

Just under half of all Canadians have never tried Twitter and Pinterest, while 60% have never tried Instagram. Older segments are less likely to have tried.

Social Media Usage (Never Used)

6

83%

82%

81%

64%

59%

55%

50%

49%

16%

15%


Over the past six months, Females are increasing time spent on Pinterest and Instagram more than men. Men increasing time spent on LinkedIn.

Social Media Usage Momentum (Gender Differences)

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Female Male

A lot more time A lot more time Base: All respondents (n=1,048) Q. Compared to six months ago, are you currently spending less time, more time or about the same amount of time on each of the following?

16%

6%

11%

4%

4%

2%

4%

2%

2%

28%

23%

19%

14%

10%

10%

9%

6%

3%

3%

9%

9%

1%

1%

2%

4%

1%

3%

2%

24%

21%

5%

3%

12%

12%

3%

11%

3%

3%

A little more time A little more time

Brands are still working hard to get in on the social media conversation. Only 18% of social interactions are with brands/companies.

Division of Time Spent on Social Media

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Base: All respondents (n=1,048) Q. Now thinking about your personal interactions with companies, how often do you?

All Canadians Male

Female

Friends/Acquaintances

82%

Companies/Brands 18%


80%



84%


Visit company websites

Talk about companies with your friends and family in a social setting

Read e-newsletters from companies that you subscribe to

Like or follow companies on Facebook

Comment, post or talk about companies on Facebook

Follow companies on Twitter

Interact with companies on your mobile device

Comment, post or talk about companies on Twitter

Follow companies on Instagram

Follow companies on LinkedIn

Comment, post or talk about companies on LinkedIn

Comment, post or talk about companies on Instagram

6%

3

4

4

3

10%

5%

4

3

14%

10%

10%

9%

3

3

3

30%

18%

18%

16%

8%

7%

5%

5%

5%

4%

4%

3%

Website, word of mouth and email still dominate consumer interactions with companies.

Personal Interactions with Companies

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4 to 5 times per week Daily or more 2 to 3 times per week

Base: All respondents (n=1,048) Q. Now thinking about your personal interactions with companies, how often do you?

Disgruntled consumers choose Facebook or Twitter to vent.

Complaints on Social Media

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Base: All respondents (n=1,048) Q. Have you ever complained about a product or service from any of the following industries on social media?

33%

17%

9% 7% 6% 5% 5% 4% 3%

Restaurants suffer the brunt of most complaints via social media.

Complaints on Social Media

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Base: All respondents (n=1,048) Q. Have you ever complained about a product or service from any of the following industries on social media?

Restaurant

Transit

Telecommunications

Financial institutions

Other Retail

Hotels

E-commerce/anything bought online

Technology

Airline

Utility

Other

None

82%

18%

12%

11%

10%

9%

9%

8%

8%

7%

5%

63%

Simplified Understanding

For more information please contact: Ron Cann Senior Vice President Products & Qualitative Solutions [email protected] 604.908.1546

2016 CANADIAN SOCIAL MEDIA MONITOR - Insights West · 2020-02-13 · key trends in the social media...

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