eMarketer: Canadians Say Yes to Social Media

Nearly 60% of internet users visit social networks monthly

NOVEMBER 29, 2010 – Canada boasts some of the world�s highest internet penetration and social networking usage rates. Social network users view social media as their online home�a hub for communication, entertainment and information.

�Canadians readily adopt social network activities, often at rates higher than users in the US, but gaining the trust of users on a social network is a brand manager�s biggest obstacle,� said Mike Froggatt, eMarketer research analyst and author of the new report �Canada Social Media Marketing.�

By year�s end, eMarketer estimates that about 15.1 million internet users in Canada will have visited social networking sites at least monthly, up from 13.6 million in 2009. Penetration will rise from 59% of the internet audience this year to 68% by 2014, when 18.4 million people in Canada will be socializing online at least once a month.

As in the US, Facebook is far and away the top social networking site in the country, with Twitter coming in third by unique monthly visitors, according to comScore.

�As internet users increase the time they spend on social networks, social media accounts for an increasing share of ad impressions,� said Froggatt. �Prices remain low because of abundant inventory, but increasing budgets and competition for inventory will drive prices up. As a result, now is the time for brand managers to test new social media campaigns on users.�

The full report, �Canada Social Media Marketing,� is available to Total Access clients only and also answers these key questions:

  • How many people in Canada use social media?
  • What are the demographics of social media users in Canada?
  • How much time are Canadians spending with social media?
  • How do users interact with brands on social media?
  • What are best practices for social media marketing?

The full report is available to Total Access clients only. Total Access clients, log in and view the report now.

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By gathering the latest research and news from over 1,000 sources, eMarketer has established itself as the world’s leading provider of internet and e-business statistics. eMarketer’s Web site is at www.emarketer.com.