canadian social media & messaging monitor · pdf filemessaging monitor 2017 edion s t r...

S T R A T E G I C I N S I G H T S

CanadianSocialMedia&MessagingMonitor

2017Edi7on


Conductedannually,SOCIALscapeisCanada’sdefini8vemeasurementofsocialmediaandmessagingpla>ormusagepa?erns.

ThisfreeversionofthereportrevealshowmanyCanadiansuseeachoftheavailablesocialmediaandmessagingpla>orms,

whotheyare,howtheyusethem,andhowoEen.

Ifyouwishtotestyourreputa8on,image,products,services,policies,andcampaignsamongkeysocialmediauseraudiences,customques8onscanbepurchased

tobeincludedinthesurvey–withyourproprietaryresultsonlysharedwithyou.

Ifyouhaveanyques8onsorareinterestedinpurchasingcustomproprietaryques8ons,pleasecontact:

CraigWordenExecu8veVicePresident

[email protected]|416.921.0090Ext.2235

2017

KeyThemes

3

•  AlmostalladultOnlineCanadiansusesocialmedia.

•  ButsocialmediausageisprimarilyFacebook-based.Eachoftheotherpla<ormshassignificantlylowermembershipshareandusagefrequency.

•  And,socialmediaac8vityismostlypassivereading.Althoughsocialmediaprovidesapla<ormforexpression,amajoritydonotpostatleastonceperweek.

•  AmongalladultOnlineCanadians,66%readasocialmediapla>ormdailyand80%dosoatleastonceaweek.However,just21%postonasocialmediapla<ormdailyandlessthanhalf(41%)dosoatleastonceaweek.

•  AmongalladultOnlineCanadians,51%readFacebookdailyand67%dosoatleastonceaweek.However,just16%postonFacebookdailyandonly30%dosoatleastonceaweek.

•  AmongalladultOnlineCanadians,just17%readInstagramdailyandonly25%dosoatleastonceaweek.Moreover,just4%postonInstagramdailyandonly10%dosoatleastweekly.

•  AmongalladultOnlineCanadians,just13%readTwi?erdailyandonly22%dosoatleastonceaweek.Moreover,just4%postonTwiXerdailyandonly8%dosoatleastweekly.

•  AdultOnlineCanadiansprimarilyusesocialmediatoconnectwithalargeswathoffriendsandfamily,buttheyalsofollowaselectfewcompanies,newsmedia,andcelebri7esintheirfeeds.

SocialMediaUsageamongAdultOnlineCanadians

2017

KeyFindings

4

•  Nine-in-tenadultOnlineCanadiansaresocialmediausers•  91%aremembers/usersofatleastoneofthe17socialmediapla<ormstested.•  Demographically,the9%whoarenotsocialmediausersskewsomewhatolder,

somewhatlesseducated,slightlylowerincome,andlesslikelytobeNewCanadian.•  Geographically,thisnon-socialmediausercohortskewsslightlyhigheramong

Saskatchewanresidents.

•  Facebookdominates,asaboutthree-quarters(76%)haveanaccount.•  Facebook’smembershipiswidespread,butskewssomewhatmorefemalethanmale.

•  Thesecond8erofsocialmediapla>ormmembershipisoccupiedbyLinkedIn(48%)andGoogle+(42%).•  LinkedIn’smembershiptendstoskewmoremale,moreeducated,andhigherincome.

Incidence&demographicsofsocialmediapla;ormmembership

2017

KeyFindings

5

•  Thethird8erofsocialmediapla>ormmembershipisoccupiedbyInstagram(34%),Twi?er(34%),andPinterest(33%),withaboutathirdofadultOnlineCanadiansholdingeachoftheseaccounts.•  TwiXer’smembershiptendstoskewyoungerandmoreeducated.•  Instagram’smembershipskewsnotablyyoungerandmoreeducated.•  Pinterest’smembershipiscomprisedoftwiceasmanywomenasmen.

•  Almostthree-in-ten(28%)adultOnlineCanadianssaytheyhaveaYouTubeChanneltowhichtheycanpostvideos,but58%ofchannelownersindicatetheyneverpost.Three-in-ten(28%)alsosubscribetoaYouTubeChannel.•  Bothsegmentsskewmaleandyounger.

•  Two-in-ten(21%)adultOnlineCanadianshaveaSnapchataccount•  Snapchat’smembershipskewsnotablyyounger,withalmosthalfundertheageof35.

•  One-in-tenadultOnlineCanadianshaveanaccountonanonlinediscussionforum/messageboard(13%)andapersonalblogorwebsite(11%).

•  Rela7velyfewadultOnlineCanadiansareusersofTumblr(7%),Flickr(7%),Reddit(6%),Meetup(6%),andtheotherpla<ormstested.

Incidence&demographicsofsocialmediapla;ormmembership

2017

KeyFindings

6

•  Almostallsocialmediausersreadtheirfeedsatleastonceperweek.•  Three-quartersreadsocialmediadaily(76%),nine-in-tendosoatleastonceperweek(92%),andalmost

alldosoatleastmonthly(96%)orafew7mesperyear(98%).Only2%ofsocialmediausersneverread.

•  Amongsocialmediapla<ormmembers,Facebookmembersare–byfar–themostfrequentreadersandinforma8on-seekers.•  Onadailybasis,almostseven-in-ten(68%)Facebookmembersreadorseekinforma7ononthe

pla<orm,with40%and28%readingseveralorafew7mesperday,respec7vely.Nine-in-ten(89%)Facebookmembersreadatleastafew7mesperweek.

•  Half(49%)ofInstagrammembersreadcontentontheirpla<ormsonadailybasis,followedbyfour-in-ten(41%)SnapchatandTwi?er(39%)members.•  Atleastafew7mesperweek,solidmajori7esofInstagram(74%),Snapchat(65%),andTwiXer

(64%)membersreadorseekinforma7onontheirpla<orm.•  Pinterest(27%)anddiscussionforum(27%)membersarelesslikelytoreadcontentonadaily

basis,but60%and53%dosoonaweeklybasis,respec7vely.

•  Amongthegeneralpopula7onofadultOnlineCanadians(ratherthanYouTubechannelownersorsubscribers),22%watchYouTubedaily,almosthalf(47%)dosoatleastweekly,andseven-in-ten(67%)dosoatleastmonthly.

•  Notably,morethanone-in-tenGoogle+(13%)andSnapchat(13%)membersneverreadorseekinforma7onontheirrespec7vepla<orms.

Frequencyofreading/info-seekingamongsocialmediapla;ormmembers

2017

KeyFindings

7

•  Amajorityofsocialmediausersdonotpostonadailyorweeklybasis.•  Aquarterpostdaily(25%),lessthanhalfpostatleastonceperweek(47%),seven-in-tenpostona

monthlybasis(70%),andnearlynine-in-ten(87%)postafew7mesperyear.One-in-ten(13%)neverpost.

•  Notably,abouthalfofPinterest(57%),Google+(54%),andLinkedIn(47%)membersneverpostontheirrespec7vepla<orms.Similarly,six-in-tenYouTubeChannelowners(58%)neverpost.

•  FacebookandSnapchatmembersarethemostfrequentposters,as21%and17%,respec7vely,postontheirpla<ormonadailybasis.•  Four-in-tenFacebook(40%)andSnapchat(40%)memberspostatleastweekly,andmorethansix-

in-ten–68%and62%,respec7vely–dosoatleastmonthly.

•  Althoughonlyone-in-tenInstagram(12%)andTwi?er(11%)memberspostonadailybasis,atleastaquarter–30%and23%respec7vely–dosoatleastweekly.•  Notably,six-in-tenInstagram(60%)userspostatleastmonthly–asimilarlevelofmonthlypos7ng

frequencyasSnapchatmembers.Lessthanamajority(43%)ofTwiXeruserspostatleastmonthly.

•  One-in-ten(9%)discussionforummemberspostonadailybasis,but22%and42%dosoonaweeklyandmonthlybasis,respec7vely–similarpos7nglevelsasTwiXer.

FrequencyofposCngamongsocialmediapla;ormmembers

2017

KeyFindings

8

•  Mobile–especiallysmartphone–isthedominantmethodofaccessingsocialmedia•  Six-in-ten(60%)socialmediauserssaytheirmainmethodofaccessingsocialmediais

smartphone(44%)ortablet(16%).Justoverathird(35%)mainlyaccesstheirpla<ormsvialaptop(22%)ordesktop(14%)computer.Just1%mainlyrelyonaSmartTV,and4%saythereisnosinglemainmethodforthem.

•  Personalrela8onshipsdominatesocialmediafeeds,followedbybrandsandnews•  Nine-in-tensocialmediausersfollowfriends(92%)andfamily(91%)viasocialmedia–

andfour-in-tenfollowalotoffriends(43%)andfamily(40%).Notably,bothfriendsandfamilyarefollowedinequalmeasure.

•  Atleastseven-in-tensocialmediausersfollowpeers/acquaintances(77%)andco-workers(70%),butlessthantwo-in-tenfollowalotfromeithercategory.

•  Abouthalformoresocialmediausersfollowcompanies/brands(63%;just5%followalot),newsmediaorjournalists/columnists(55%;just7%alot),entertainmentmediaorcelebri8es(50%;just4%alot),andnot-for-profiten88es(48%;just4%alot).

•  Lessfolloweden77esincludelifestyle,fashion,orfitnessmedia/personali8es(44%;3%alot),governments(35%;2%alot),poli8cians/par8es(30%;2%alot),andvideogamers(20%;3%alot).

Accessmethods&feedcomposiConamongsocialmediapla;ormmembers

2017

KeyFindings

9

•  Nine-in-tenadultOnlineCanadiansuseamessagingapp/service•  91%areusersofatleastoneofthe15messagingapps/servicestested.•  Demographically,the9%whoarenon-usersskewsomewhatolder,somewhatless

educated,slightlylowerincome,andlesslikelytobeNewCanadian.

•  FacebookMessengerandbasicSMS/MMStex8ngaretheleadingmessagingservices,astwo-thirds(68%and66%,respec7vely)ofadultOnlineCanadiansuseeach.•  FBMessengerusersskewsomewhatmorefemalethanmale.

•  HalfuseSkype(51%),followedbyApple’siMessage(40%)andWhatsApp(32%).

•  Lessthantwo-in-tenuseGoogleHangouts(17%),AndroidMessages(15%),andYahoo!Messenger(11%).•  Lessthanone-in-tenuseBlackBerryMessenger(8%),Viber(7%),ortheotherapps/

servicestested.•  AllGoogle/Androidmessagingappusersskewsomewhatmoremalethanfemale.

Incidence&demographicsofmessagingapp/serviceusage

2017

KeyFindings

10

•  Amongmessagingapp/serviceusers,basicSMS/MMStextersandiMessagersusetheirmessagingservicemostfrequently.•  Six-in-tentexters(62%)andiMessagers(62%)usetheirmessagingserviceonadailybasis,

withaboutfour-in-tenusingeachappseveral7mesaday.Atleastthree-quartersuseeachappatleastafew7mesperweek–82%and76%,respec7vely.

•  Four-in-ten(42%)WhatsAppuserssendmessageswiththeirapponadailybasis,with60%doingsoatleastonceperweek.•  Morethanathird(36%)ofAndroidMessagesusersusetheappdaily,andhalf(52%)do

soatleastweekly.

•  AlthoughFBMessengerisaleadingappintermsofnumbersofusers(68%),itsuserssendmessagesfarlessfrequentlythantheappsabove.Only32%useitdaily,and56%useitatleastweekly.

•  Similarly,althoughSkypeisusedbyhalf(51%)ofOnlineCanadians,itisnotafrequentlyusedapp.Justone-in-ten(11%)useitdailyandonly22%useitatleastweekly.Most(53%)useitafew7mesperyear.

•  Althoughjust8%useBlackBerryMessenger,aquarter(23%)ofBBMusersuseitdaily–ahigherfrequencyofdailyusethanfoundamongmorepopularappslikeGoogleHangoutsandYahoo!

Frequencyofmessagingapp/serviceusageamongusers


IncidenceofSocialMediaPla>orm

Membership

2017

IncidenceofSocialMediaPla>ormMembership

12

Fewdonotusesocialmedia,butFacebookdominatesmembershipshare

1.Pleaseindicateifyouhaveeachofthefollowing:N=1001adultCanadiansaged18andolder.Note:Google+ques@onincludedthisexplana@oninparentheses:“GooglePlus–theGooglesocialnetworkingplaEorm,notGmailorGoogleSearch”

76%48%

42%34%34%33%

28%28%

21%13%

11%7%7%6%6%

3%3%3%1%

9%

Facebookaccount

LinkedInaccount

Google+account

Instagramaccount

TwiXeraccount

Pinterestaccount

YouTubechannel(thatyoucanpostvideosto)

Subscrip7ontoanother'sYouTubechannel

Snapchataccount

Accountononlinediscussionboard,notincludingReddit

Personalblogorpersonalwebsite

Tumblraccount

Flickraccount

Redditaccount

Meetupaccount

Subscrip7ontoanother'sTwitchchannel

Vineaccount

Twitch.tvchannel(thatyoucanpostvideosto)

Ask.Fmaccount

Noneoftheabove

2017


13

Demographicsofpla;ormmemberships:Gender,age,educaCon

Total

GENDER AGE EDUCATION

Female Male 18-34 35-44 45-54 55-64 65+HSorless

College/Tech Univ

76% 81% 70% 82% 82% 80% 74% 58% 65% 76% 79%48% 44% 52% 59% 55% 53% 37% 32% 21% 42% 59%42% 40% 46% 48% 49% 48% 39% 28% 34% 44% 44%34% 36% 33% 60% 43% 29% 22% 7% 24% 29% 41%34% 32% 36% 46% 48% 34% 20% 18% 25% 31% 39%33% 44% 22% 38% 39% 33% 32% 21% 28% 36% 32%28% 24% 33% 39% 30% 30% 25% 15% 23% 31% 30%28% 24% 32% 47% 29% 30% 14% 11% 18% 29% 31%21% 21% 22% 49% 19% 14% 7% 2% 18% 21% 23%13% 8% 19% 19% 16% 12% 12% 6% 13% 9% 16%11% 10% 12% 16% 13% 10% 6% 7% 9% 7% 14%7% 6% 9% 17% 8% 5% 2% 1% 4% 6% 9%7% 5% 9% 10% 12% 7% 4% 1% 4% 6% 8%6% 4% 9% 15% 7% 3% 2% 1% 3% 4% 9%6% 7% 5% 8% 10% 5% 5% 2% 1% 4% 9%3% 2% 5% 9% 2% 2% - - 4% 2% 4%3% 1% 5% 5% 4% 2% 1% 1% 2% 2% 3%3% 1% 4% 6% 2% 2% 1% - 3% 3% 2%1% 2% 1% 3% 1% 2% - - 1% 2% 1%9% 7% 10% 4% 4% 5% 11% 20% 17% 8% 6%Noneoftheabove

Subscrip7ontoanother


Pleaseindicateifyouhaveeachofthefollowing:N=1001adultCanadiansaged18andolder.Note:Hyphensindicatelessthan1%.

Channel

Channel

2017


14

Demographicsofpla;ormmemberships:GeneraCons

Total

GENERATIONS

Millennials Genera7onX Boomers Silent76% 82% 81% 70% 49%48% 59% 54% 34% 29%42% 47% 49% 33% 28%34% 59% 35% 16% 3%34% 46% 39% 22% 10%33% 37% 36% 27% 21%28% 38% 30% 21% 10%28% 45% 29% 14% 3%21% 46% 16% 4% 1%13% 18% 15% 10% 1%11% 16% 12% 6% 6%7% 15% 6% 1% 0%7% 8% 9% 3% 1%6% 12% 5% 1% -6% 9% 8% 3% 1%3% 8% 2% - -3% 4% 3% 1% -3% 5% 2% 1% -1% 2% 2% - 1%9% 4% 5% 14% 24%Noneoftheabove



Pleaseindicateifyouhaveeachofthefollowing:N=1001adultCanadiansaged18andolder.

Channel

Channel

2017 15

TotalHOUSEHOLDINCOME BIRTHPLACE

Under$50K $50to79K $80to99K $100k+2ndGen+Cdn

1stGenCdn

NewCdn0-15Yrs

NewCdn,16+YrsAgo

76% 74% 75% 70% 78% 75% 76% 95% 73%48% 34% 43% 58% 59% 40% 61% 77% 53%42% 41% 41% 52% 40% 39% 44% 64% 49%34% 28% 30% 38% 39% 34% 34% 54% 33%34% 28% 30% 35% 40% 31% 36% 53% 39%33% 28% 32% 38% 35% 36% 31% 35% 27%28% 28% 31% 29% 29% 28% 30% 37% 29%28% 24% 31% 33% 31% 26% 35% 44% 25%21% 17% 18% 30% 24% 22% 26% 28% 9%13% 10% 10% 18% 18% 12% 15% 17% 15%11% 13% 7% 15% 11% 10% 11% 22% 13%7% 7% 6% 9% 7% 8% 7% 9% 3%7% 6% 8% 8% 7% 6% 8% 11% 7%6% 6% 3% 12% 8% 6% 6% 13% 5%6% 4% 5% 7% 8% 4% 9% 15% 8%3% 4% 4% 4% 3% 3% 3% 7% 3%3% 3% 3% 3% 2% 2% 2% 8% 4%3% 4% 2% 5% 2% 2% 3% 5% 3%1% 2% - - 1% 1% 1% 2% 1%9% 12% 9% 9% 6% 9% 7% - 10%

Whichofthefollowingdoyouhave,ifany?Clickallthatapply.N=1001adultCanadiansaged18andolder.

IncidenceofSocialMediaPla>ormMembershipDemographicsofpla;ormmemberships:Income,birthplace

Noneoftheabove



Channel

Channel

2017 16

IncidenceofSocialMediaPla>ormMembershipPla;ormmembershipsacrosstheprovinces


TotalProvince

BC AlbertaSaskatchewan/

Manitoba Ontario Quebec Atlan7c76% 81% 68% 64% 75% 78% 82%48% 50% 53% 32% 54% 42% 39%42% 40% 39% 32% 47% 42% 39%34% 38% 36% 26% 40% 27% 29%34% 39% 28% 25% 38% 28% 37%33% 35% 31% 36% 30% 35% 36%28% 27% 22% 22% 29% 33% 29%28% 31% 25% 27% 32% 24% 23%21% 21% 22% 22% 22% 20% 23%13% 10% 10% 9% 18% 11% 10%11% 15% 8% 8% 11% 10% 13%7% 10% 3% 8% 9% 6% 6%7% 11% 4% 3% 7% 7% 6%6% 7% 5% 3% 8% 6% 6%6% 13% 9% 1% 6% 3% 5%3% 3% 3% 1% 4% 3% 5%3% 2% 2% 1% 4% 2% 2%3% 2% 1% 1% 3% 3% 5%1% 3% 1% 1% 1% 2% 1%9% 7% 9% 12% 8% 9% 9%Noneoftheabove



Channel

Channel


FrequencyofReading&Pos8ngamongMembersofTopSocialMediaPla>orms

2017

Reading/Info-SeekingFrequencyofSocialMediaPla>ormMembers

18

Facebookhasmostfrequentreaders,followedby(FB-owned)Instagram.

2.Overall,howoOendoyouuseeachoftheseplaEormstoread/vieworsearchforinforma@on,content,posts,orcommentsfromothers,ifatall?Bases=HoldersofaccountsforeachofthesocialmediaplaEormslisted.SeeMethodologySec@onforbasesizes.Note:YouTubereading/viewingacCvityshownhereisamongallrespondents(generalpopulaCon),regardlessofwhethertheyhaveachanneltowhichtheycanpostvideoorsubscrip@onstochannels.

40%

6%

13%

26%

19%

7%

9%

22%

6%

28%

14%

18%

23%

19%

19%

13%

19%

21%

21%

27%

25%

25%

25%

33%

25%

24%

27%

5%

30%

14%

15%

16%

21%

20%

17%

22%

4%

17%

16%

7%

13%

14%

10%

5%

20%

2%

6%

13%

4%

7%

5%

23%

13%

5%

0% 20% 40% 60% 80% 100%

Facebook

LinkedIn

Google+account

Instagram

TwiXer

Pinterest

YouTube(GeneralPopula7on)

Snapchat

Forum

Several7mes/day Few7mes/day Few7mes/wk Few7mes/mo. Few7mes/yr NeverAtLeastDaily

AtLeastWeekly

AtLeastAFew

Times/Yr

68% 89% 98%

20% 47% 94%

31% 56% 87%

49% 74% 96%

39% 64% 93%

27% 60% 95%

22% 47% 77%

41% 65% 87%

27% 53% 95%

2017

Pos8ngFrequencyofSocialMediaPla>ormMembers

19

Amajorityofsocialmediausersdonotpostonadailyorweeklybasis.

3.Overall,howoOendoyoupostyourowncommentsorcontentoneachoftheseplaEorms,ifatall?Bases=HoldersofaccountsforeachofthesocialmediaplaEormslisted.SeeMethodologySec@onforbasesizes.Note:YouTubeposCngacCvityshownhereisamongonlythosewhohaveaYouTubeChannel/Accountthattheycanpostvideoto.

7%

1%

2%

3%

4%

3%

10%

2%

13%

4%

5%

9%

8%

5%

3%

8%

8%

19%

9%

10%

19%

12%

7%

8%

22%

12%

28%

14%

11%

30%

20%

17%

8%

22%

20%

21%

25%

18%

20%

25%

14%

20%

9%

35%

11%

47%

54%

20%

32%

57%

58%

29%

23%

0% 20% 40% 60% 80% 100%

Facebook

LinkedIn

Google+account

Instagram

TwiXer

Pinterest

YouTubeChannelHolders

Snapchat

Forum


AtLeastWeekly

AtLeastAFew

Times/Yr

21% 40% 89%

5% 14% 53%

8% 17% 46%

12% 30% 80%

11% 23% 68%

6% 13% 43%

6% 14% 41%

17% 40% 71%

9% 22% 77%

2017

Repost/ShareFrequencyofSocialMediaPla>ormMembers

20

Facebookisdominantpla;ormforreposts,followedbySnapchat&TwiSer

4.Overall,howoOendoyoushareorrepostthepostsorcontentofotherpeople,organizaCons,ormediaoneachoftheseplaEorms,ifatall?Bases=HoldersofaccountsforeachofthesocialmediaplaEormslisted.SeeMethodologySec@onforbasesizes.Note:YouTubeposCngacCvityshownhereisamongonlythosewhohaveaYouTubeChannel/Accountthattheycanpostvideoto.

8%

2%

1%

3%

5%

2%

2%

5%

1%

11%

4%

4%

4%

5%

5%

6%

7%

4%

21%

6%

11%

12%

16%

7%

9%

12%

7%

22%

8%

6%

16%

16%

22%

12%

5%

9%

19%

18%

17%

19%

18%

15%

14%

8%

24%

20%

61%

61%

46%

40%

48%

57%

63%

56%

0% 20% 40% 60% 80% 100%

Facebook

LinkedIn

Google+account

Instagram

TwiXer

Pinterest

YouTubeChannelHolders

Snapchat

Forum


AtLeastWeekly

AtLeastAFew

Times/Yr

18% 40% 80%

6% 13% 39%

6% 17% 39%

7% 19% 54%

10% 26% 60%

7% 15% 52%

8% 17% 43%

12% 24% 37%

5% 12% 44%


AccessMethods&FeedComposi8onAmongSocialMediaUsers

2017

MainMethodofAccessingSocialMediaamongUsers/Members

22

Mobile–especiallysmartphone– isdominantmethod.

44%

16%

1%

14%

22%

4%

Smartphone

Tablet

SmartTVorTVwithinternetconnec7on

Desktopcomputer

Laptopcomputer

Notypical/mainway-itvaries

NetMobile:60%

NetComputer:35%

6.And,whatisthemainwaythatyoutypicallyaccessyoursocialmedia/networkingplaEorms,overall?Bases=HoldersofatleastoneofthesocialmediaplaEormslisted,N=871.

2017

People/Organiza8onsFollowedbySocialMediaPla>ormMembers

23

PersonalrelaConshipsdominatefeeds,followedbybrandsandnewsmedia

5.And,generallyspeaking,abouthowmanyofeachofthefollowingtypesofpeopleandorganizaConsareyouconnectedwith,subscribedto,orfollowingacrossyoursocialmedia/networkingplaEorms?Bases=HoldersofatleastoneofthesocialmediaplaEormslisted,N=871.

43%

40%

17%

12%

5%

7%

4%

4%

3%

2%

2%

3%

31%

30%

32%

32%

16%

19%

15%

11%

13%

10%

8%

8%

19%

21%

28%

26%

42%

29%

31%

32%

29%

23%

21%

10%

8%

9%

23%

30%

37%

45%

50%

52%

56%

65%

70%

80%

0% 20% 40% 60% 80% 100%

Friends

Family

Peersoracquaintances

Co-workers

Companies,products,orbrands

Newsmediaorganiza7ons,reporters,anchors,orcolumnists

Entertainmentmediaorgs,groups,orpersonali7es/celebri7es

Not-for-profitorganiza7onsorleaders

Lifestyle,fashion,orfitnessmedia/personali7es

Governmentsorgovernmentdepartments

Poli7calpar7esorpoli7cians

Videogamers

Alot Some Afew None Any Alot/some

Afew/none

92% 74% 26%

91% 70% 30%

77% 49% 51%

70% 44% 56%

63% 21% 79%

55% 26% 74%

50% 19% 81%

48% 15% 85%

44% 15% 85%

35% 12% 88%

30% 10% 90%

20% 10% 90%


Incidence&FrequencyofUseofMessagingApps

2017

68%

66%

51%

40%

32%

17%

15%

11%

8%

7%

5%

5%

4%

4%

4%

FacebookMessenger

BasicSMSorMMStex7ngonmobiledevice(notthroughanapp)

Skype

iMessage(Apple)

WhatsApp

GoogleHangouts

AndroidMessages(formerlyGoogleMessenger)

Yahoo!Messenger

BlackBerryMessenger(BBM)

Viber

GoogleDuo

GoogleAllo

Kik

AIM(AOLInstantMessenger)

ICQ

IncidenceofMessagingApp/ServiceUsage

25

FBMessenger&basictexCngareleadingservices

Incidenceratesbasedon%indica@ngsomelevelofusageofeachappatUsageques@on(7.“Howo^endoyouuseeachofthefollowingmessagingapps/services,ifatall?”).Ifrespondentsindicate“Never–Donothaveanaccount/theapp”or“Never–Haveanaccount/theapp,butneveruseit”,theyarenotincludedinthepercentagesabove.N=1001adultCanadiansaged18andolder.

9%ofOnlineCanadiansdonotuseanyofthe15

messagingapps/servicestested

2017


26

Demographicsofmessagingapp/serviceusage:Gender,age,educaCon

Total


Female Male 18-34 35-44 45-54 55-64 65+HSorless

College/Tech Univ

68% 72% 64% 83% 76% 68% 57% 49% 55% 71% 70%

66% 65% 67% 83% 75% 68% 56% 42% 52% 70% 69%

51% 48% 52% 59% 55% 52% 41% 44% 34% 50% 55%

40% 42% 37% 52% 50% 41% 31% 22% 30% 38% 44%

32% 31% 33% 57% 41% 24% 17% 10% 20% 22% 41%

17% 13% 21% 30% 18% 18% 8% 3% 10% 14% 20%

15% 11% 19% 16% 19% 16% 12% 11% 13% 16% 14%

11% 9% 14% 10% 12% 15% 12% 9% 12% 10% 11%

8% 6% 10% 10% 9% 12% 5% 5% 5% 8% 9%

7% 5% 10% 13% 12% 7% 2% 1% 3% 7% 8%

5% 3% 8% 8% 7% 7% 4% 1% 5% 4% 6%

5% 3% 7% 9% 6% 5% 3% 1% 7% 5% 4%

4% 2% 7% 8% 6% 5% 1% 0% 4% 5% 3%

4% 3% 6% 6% 5% 6% 3% 2% 3% 4% 4%

4% 2% 6% 7% 7% 5% 1% 0% 3% 4% 4%


2017


27

Demographicsofmessagingapp/serviceusage:GeneraCons

Total

GENERATIONS

Millennials Genera7onX Boomers Silent

68% 81% 71% 55% 40%

66% 83% 71% 50% 32%

51% 57% 53% 41% 43%

40% 50% 45% 24% 23%

32% 56% 31% 13% 7%

17% 29% 17% 5% 5%

15% 14% 18% 11% 9%

11% 8% 14% 11% 7%

8% 8% 10% 7% 0%

7% 12% 9% 1% 0%

5% 6% 7% 2% 1%

5% 7% 5% 2% 1%

4% 7% 6% 0% 0%

4% 4% 6% 2% 2%

4% 6% 6% 0% 0%


2017 28

TotalHOUSEHOLDINCOME BIRTHPLACE

Under$50K $50to79K $80to99K $100k+2ndGen+Cdn

1stGenCdn

NewCdn0-15Yrs

NewCdn,16+YrsAgo

68% 70% 68% 69% 68% 67% 66% 93% 67%

66% 56% 68% 74% 73% 63% 74% 89% 61%

51% 43% 47% 55% 55% 45% 56% 75% 57%

40% 32% 34% 43% 50% 37% 48% 45% 39%

32% 25% 33% 38% 34% 20% 48% 70% 46%

17% 15% 17% 22% 16% 13% 20% 37% 16%

15% 14% 18% 15% 13% 13% 13% 31% 14%

11% 15% 11% 11% 9% 8% 10% 27% 18%

8% 7% 7% 9% 11% 5% 12% 18% 13%

7% 11% 7% 8% 6% 2% 10% 31% 10%

5% 8% 5% 8% 5% 4% 4% 16% 9%

5% 7% 5% 5% 4% 3% 4% 16% 8%

4% 7% 3% 3% 5% 3% 4% 12% 6%

4% 7% 3% 5% 4% 3% 4% 12% 4%

4% 7% 3% 5% 4% 1% 6% 17% 6%

Whichofthefollowingdoyouhave,ifany?Clickallthatapply.N=1001adultCanadiansaged18andolder.

IncidenceofMessagingApp/ServiceUsageDemographicsofmessagingapp/serviceusage:Income,birthplace

2017 29

IncidenceofMessagingApp/ServicesMessagingapp/serviceusageacrosstheprovinces


TotalProvince


Manitoba Ontario Quebec Atlan7c

68% 74% 58% 49% 67% 73% 72%

66% 71% 70% 63% 66% 65% 56%

51% 53% 47% 41% 54% 52% 39%

40% 45% 43% 51% 40% 35% 29%

32% 39% 36% 17% 43% 20% 11%

17% 16% 16% 19% 22% 10% 10%

15% 11% 14% 10% 19% 13% 7%

11% 8% 9% 10% 15% 11% 6%

8% 9% 8% 2% 13% 4% 4%

7% 3% 6% 7% 11% 6% 2%

5% 3% 3% 2% 9% 4% 2%

5% 6% 7% 4% 7% 3% -

4% 2% 6% 8% 6% 2% 3%

4% 3% 4% 3% 6% 5% -

4% 5% 3% 3% 6% 3% -

2017

Several7mes/day Few7mes/day Few7mes/wk Few7mes/mo. Few7mes/yr

FrequencyofMessagingApp/ServiceUsageamongUsersofTopApps

30

iMessagersandtextersusetheirmessagingapp/servicemostfrequently

X7.Howo^endoyouuseeachofthefollowingmessagingapps/services,ifatall?Bases=UsersofMessagingApps/Serviceslisted.SeeMethodologySec@onforbasesizes.

15%

39%

4%

41%

33%

9%

21%

9%

11%

16%

23%

7%

21%

10%

10%

15%

12%

12%

24%

20%

11%

14%

18%

17%

16%

24%

12%

27%

11%

25%

12%

20%

26%

26%

22%

31%

17%

7%

53%

11%

20%

38%

22%

33%

34%

0% 20% 40% 60% 80% 100%

FacebookMessenger

BasicSMSorMMStex7ngonmobiledevice

Skype

iMessage

WhatsApp

GoogleHangouts

AndroidMessages

Yahoo!Messenger

BlackBerryMessenger(BBM)

AtLeastDaily

AtLeastWeekly

32% 56%

62% 82%

11% 22%

62% 76%

42% 60%

20% 37%

36% 52%

21% 45%

23% 35%


Methodology

2017

Methodology

32

Approach&Sampling•  Onlinesurveyconductedamongarandomly-selectedna7onalsampleof

N=1,001adult(18+)CanadianmembersofoneofCanada’slargest,mostrespectedresearchpanels.

•  Gender,age,andprovincialquotasemployedtoensuresufficient,reliablerepresenta7onfromthesedemographicandgeographiccohorts.

FieldingWindow•  SurveywasconductedJune20–25,2017.Sta8s8calConsidera8ons•  Asaguideline,aprobabilitysampleofthissizewouldcarryamarginoferrorof

+3.1,197mesoutof20.Marginoferrorislargerforsub-segments.•  Datasetwassta7s7callyweightedaccordingtothemostup-to-dateCensus

figuresinordertoensureitaccuratelyreflectstheactualgender,age,andgeographicdistribu7onofthepopula7on.

Sampling,fieldwindow,&staCsCcalconsideraCons

2017 33

•  Thefollowingtablesprovidetheunweightedandweightedbasesizesforthevariousdemographicandgeographicsub-segmentsdiscussedinthereport:

Total

N=1001


Female Male18to34 35to44 45to54 55to64 65+

HighSchoolorless

College/Tech

Univ

Unweighted 498 500 251 167 175 199 209 181 273 525

Weighted 511 480 286 161 168 191 195 172 273 534

MethodologyUnweightedandweightedbasesizesamongtotalsample

TotalN=1001

HOUSEHOLDINCOME BIRTHPLACE

Under$50K

$50kto$79K

$80Kto$99K $100k+

2ndGenera7onorlaterCanadian

1stGenera7onCanadian

NewCanadianBornelsewhere,

Arrivedinlast15yrs

NewCanadianBornelsewhere,Arrivedmorethan15Yrsago

Unweighted 225 191 135 306 610 169 65 121Weighted 217 193 132 312 597 170 67 128

TotalN=1001

PROVINCE


Manitoba Ontario Quebec Atlan7cUnweighted 153 151 96 302 200 99Weighted 136 109 68 379 237 72

TotalN=1001

GENERATIONS

Zed Millennials Genera7onX Boomers SilentUnweighted 14 254 364 274 95Weighted 19 283 352 267 80

2017 34

•  Thefollowingtablesprovidetheunweightedandweightedbasesizesforthoserespondentswitheachofthefollowingsocialmediaaccounts:

Haveaccountwith: Facebook LinkedIn Google+ TwiXer Instagram Pinterest Snapchat

Unweighted 748 463 424 329 330 326 200

Weighted 757 480 425 340 345 328 213

MethodologyUnweightedandweightedbasesizesamongsocialmediaaccountusers

Haveaccountwith: HaveYouTube

ChannelOnlineForum

(notincl.Reddit)

Unweighted 262 119

Weighted 276 127

2017

Apps/ServicesUsers:

Yahoo!Messenger

BlackBerryMessenger

Unweighted 112 78

Weighted 115 83

•  Thefollowingtablesprovidetheunweightedandweightedbasesizesforthoserespondentswitheachofthefollowingmessagingapps/services:

Apps/ServicesUsers:

FacebookMessenger

BasicSMSorMMStex7ng Skype iMessage WhatsApp GoogleHangouts

AndroidMessages

Unweighted 660 653 485 397 292 158 147

Weighted 677 661 507 401 320 167 147

MethodologyUnweightedandweightedbasesizesamongmessagingapp/serviceusers

2017 36

MethodologyReporCngconvenCons&consideraCons

•  Asthisdataisbasedonanonlinesurvey,itrepresentsthesocialmedia/messagingusageandac7vi7esofadultOnlineCanadians.

•  However,internetaccessandusageinCanadaiswidespread.•  AccordingtotheInterna7onalTelecommunica7onUnion,in2015,87%ofCanadian

householdshadhomeinternetaccessviasometypeofservice/deviceand89%ofCanadianswereinternetusers.•  AccordingtoSta7s7csCanada’sCanadianInternetUseSurvey,in2012,83%of

Canadiansaged16oroverusedtheinternetforpersonalusefromanyloca7on.•  Internetaccessandusageisverylikelyhigherandmorewidespreadnow.

•  Also,thedatasethasbeenweightedtoaccuratelyreflectthegeneraladultpopula7onofCanada.

•  Thus,weexpecttheincidenceofsocialmediapla<ormmembershipandmessagingappusersamongtheen7regeneraladultpopula7ontobeslightlylowerthanpresentedherein.However,socialmediaandmessagingusageresultsdonotholdanyofthesecaveats,astheseresultsarebaseduponresponsesprovidedbyusersofthesepla<ormsandservices.

www.pollara.com


Foraddi8onalinforma8on,pleasecontact:

CraigWordenExecu8veVicePresident

[email protected]|416.921.0090Ext.2235

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