Canada’s Internet User Penetration Higher than That of the US

eMarketer has increased its forecast slightly for Canada’s internet user base

Toronto, ON (Dec. 9, 2014) – More than 28 million people in Canada—79.7% of the country’s population—will use the internet regularly in 2014. Canada’s digital audience is highly saturated and is not expected to grow substantially in the coming years.

Internet Users and Penetration in Canada, 2013-2018

Despite high prices and slower-than-average speeds, the country’s internet penetration is quite high—supported by a more urban-centered user base—surpassing even that of the US. eMarketer has increased its projections slightly since its previous forecast for Canada’s internet audience based on new data indicating higher-than-expected usage.

Like most countries, Canada’s younger consumers are more likely to be internet users than their older counterparts. More than 96% of 12- to 34-year-olds will go online at least monthly this year, compared with 88.8% of 45- to 54-year-olds and 82.5% of 55- to 64-year-olds. Usage is much lower for children 11 and younger and seniors 65 and older, coming in around 50% for 2014. These two groups will drive internet audience growth throughout the forecast period.

Internet User Penetration in Canada, by Age, 2014 and 2018

Males still have a slight lead over females when it comes to internet usage, mainly due to Canada’s younger population skewing male. This year, 81.3% of men and 78.2% of women will go online regularly, and shares will be nearly equal throughout the forecast period.

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eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

SOURCE: eMarketer