Dramatic 17% Increase in the Percentage of Online Canadians with a Social Network Profile in the Last 18 Months: Ipsos Reid Study

What? You Don’t Have A Social Network Profile? You Are Now In The Minority.

June 19, 2009 – Calgary, AB – A new study from Ipsos Reid shows a dramatic increase in the number of online Canadians who have a profile on an online social network. In 18 months the percentage with a profile has increased from 39% to 56%. These are some of the findings from “Social Networking: 2009”, a new study conducted and released by Ipsos Reid. Study author Mark Laver notes, “Social networks get a lot of press and rightfully so, they are becoming the communications tool of the 21st century. The increasing concentrations of people at these types of websites make them very attractive to online marketers and businesses.”

Facebook continues to be the dominant social networking site and it has only increased its advantage in the last 18 months. Today, over three-quarters (85%) of online Canadians with a social network profile have one at Facebook. Women are slightly more likely to have a social network profile (59% compared to 52% for men). Additionally, as age increases, the likelihood of having a social network profile decreases. Most online Canadians who are aware of social networks aged 18-34 (86%) have a social network profile, compared to 60% of those aged 35-54 and 44% of those aged 55 or older.

“Clearly, the social networking phenomena is a big hit with the younger generation. What is surprising is the degree to which older members of the population are also exploring online social networks. From a marketing perspective, Facebook�s back-end systems allow for the targeting of some very specific niche groups. In fact, Ipsos Reid has even used it for hard to fill quota groups for online surveys,” continues Laver.

Among those aware of online Social networks, some users are visiting the sites very frequently. In fact, almost one-third (32%) of those aware of Facebook had visited the site in the last 48 hours and almost one-half (44%) had visited in the past week. Online Canadians are now spending more than one-third of their Internet time each week participating in, and browsing, online social networks.

Laver concluded “many companies employ a very simple media strategy, that is, follow the consumer. As the consumer continues to spend increasing amounts of time in the digital world businesses and marketers are paying increasing attention to the Internet. However, online social networks tend to be extremely personal and this thus creates a dilemma for marketers and businesses � how to communicate in a personalized setting without upsetting the target audience.”

This release is based on the findings of an Ipsos Reid syndicated study, the [email protected] Reid Report, released in April, 2009. This online survey of 824 Canadian adults was conducted via the Internet using Ipsos Reid’s online panel. The results are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample’s composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. An unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.41 percentage points, 19 times out of 20.

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About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world. To learn more, please visit www.ipsos.ca.