Prepared By:

Simplified Understanding

2017 CANADIAN SOCIAL MEDIA MONITOR

Canadian Social Media Monitor 2017

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Methodology• Results are based on online research conducted with Canadian adults 18+:

• The 2017 wave was conducted July 20-27, 2017 with a sample of 816. The margin of error for a sample of this size is +/- 3.4%, 19 times out of 20.

• The 2016 wave was conducted March 7-10, 2016, with a sample of 1,048. The margin of error for a sample of this size is +/- 3.0%, 19 times out of 20.

• In each wave, the data was statistically weighted according to Canadian census figures for age, gender and region.

Background• Insights West’s Canadian Social Media Monitor highlights key trends in the social

media landscape for Canadian marketers. This year’s study aims to uncover trends in:

• USAGE – Consumer usage of social media channels.• MOMENTUM - Which social media platforms are gaining in use and which ones

are losing ground.• DEMOGRAPHICS – Subgroup differences in platform usage and momentum.• INTERACTIONS – Negative and positive interactions with social media platforms.

Top 10 Key Insights

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5. The growth of YouTube and Instagram is driven by increases in the 35-to-54 year old segment, whereas Twitter’s growth is due exclusively to an increases male users.

7. The most positive impact of social media appears to be in connecting and improving relationships with friends.

8. Social media has also had a significant impact on educating people on issues and contributing to positive lifestyle changes.

3. Snapchat’s growth is driven by 18-to-34 year olds, although it has also improved among those aged 35-to-54.

9. The negative interactions reported by Canadian social media users include the issue of “fake news”, racist and offensive content, as well as strained relationships.

10. The overall dominance of social media continues, which means marketers must shift away from traditional media to where segments are spending more time.

6. Momentum scores show that YouTube, Instagram and Facebook are poised for even further growth, whereas every other platform seems to show leveling off.

1. Despite the rise of other social media platforms, Facebook maintains its absolute dominance in usage and momentum across age groups, making it the go-to source for social media marketers.

2. YouTube, Instagram and Snapchat are the up and comers. Marketers should look for opportunities to capitalize their presence on these platforms as usage grows.

4. Pinterest (particularly among its mostly female following) and Google+ may be starting to fall out of vogue. Tumblr also looks to be stalled, if not in decline.

While Facebook still has the widest reach, YouTube, Instagram and Snapchat all show impressive growth in regular use over the past year.

Daily + Weekly Social Media Use

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% Change in Weekly Use 2016-2017

+1%

+11%

+10%

+2%

-1%

-3%

+8%

+3%

+4%

0%

Base: All respondentsQ. How often do you typically use each of the following?

55%54%

28%23%

20%11%

16%12%9%10%7%8%10%

5%7%

4%5%3%2%1%

72%71%

60%49%

30%20%

29%27%

20%21%

20%23%

17%9%

15%12%

9%5%5%5%

2017 (n=816)2016 (n=1,048)

Daily or more Weekly

Social media continue to have different degrees of success among different age groups (and to a lesser extent between genders). While use of Instagram is still stronger among younger and female users, increases are seen in all subgroups since 2016. Near universal use of YouTube among younger consumers means the recent increase in use comes from the middle age bracket. Snapchat’s increased user base is most prominent among the youngest group.

Weekly Social Media Usage x Age and Gender

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Base: All respondentsQ. How often do you typically use each of the following?

Statistically significantly higher than 2016.Statistically significantly lower than 2016.

18 to 34 35 to 54 55+ Female Male2017

(n=110)2016

(n=126)2017

(n=269)2016

(n=351)2017

(n=437)2016

(n=571)2017

(n=467)2016

(n=600)2017

(n=349)2016

(n=448)

82% 81% 73% 72% 61% 66% 79% 81% 65% 61%

80% 74% 68% 51% 32% 30% 56% 49% 64% 49%

54% 44% 26% 16% 10% 6% 35% 28% 25% 11%

41% 38% 30% 29% 16% 13% 22% 26% 37% 27%

20% 14% 24% 21% 15% 26% 17% 20% 24% 22%

24% 26% 19% 24% 16% 15% 27% 33% 11% 7%

38% 25% 11% 5% 1% 2% 18% 11% 15% 5%

19% 14% 15% 13% 12% 10% 10% 8% 20% 17%

23% 8% 5% 5% 0% 1% 6% 3% 13% 5%

7% 10% 6% 4% 1% 1% 3% 5% 7% 3%

Net Change

(More-Less)

Net Change

(More-Less)

+16% +4%

+11% +11%

+12% +3%

+4% -5%

-1% -6%

-2% -5%

-1% -6%

+6% 0%

+3% -3%

-1% -5%

The time users spend on many platforms is also clearly on the rise, with YouTube, Facebook and Instagram leading the way. In contrast, Pinterest, Linked In, Google+ and Tumblr appear to have hit a plateau—or even a decline.

Social Media Usage Momentum

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% who are using the social medium more minus the % who are using the social medium lessBase: All respondents 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?

Statistically significantly higher than 2016.Statistically significantly lower than 2016.

28%

26%

17%

14%

10%

9%

9%

9%

6%

3%

11%

15%

5%

10%

11%

11%

11%

4%

4%

4%

22%

26%

13%

11%

10%

9%

11%

6%

3%

3%

18%

15%

10%

16%

16%

14%

17%

6%

6%

8%

2016(n=1,048)

2017(n=816)

MoreLess MoreLess

The upward momentum for YouTube is being generated by Canadians under 55, Facebook by those under 35 and Instagram among all ages, but with the strongest momentum among the youngest users.

Social Media Usage Momentum x Age: Net Change in Use*

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* % who are using the social medium more minus the % who are using the social medium lessBase: All respondents 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?

Statistically significantly higher than 2016.Statistically significantly lower than 2016.

29%

20%

26%

11%

0%

3%

-4%

12%

5%

-2%

-1%

6%

0%

-2%

-4%

-8%

-4%

0%

0%

-1%

5%

12%

-5%

-7%

-5%

-2%

-10%

2%

-4%

-3%

21%

7%

10%

4%

2%

-1%

3%

4%

3%

0%

-2%

17%

-4%

-5%

-5%

-10%

2%

-1%

-2%

-4%

18 to 34 (n=110/126)

35 to 54 (n=269/351)

55+ (n=437/571)

13%

4%

21%

-6%

-6%

-6%

-13%

2%

-2%

-8%

20172016

Differences in momentum by gender are not as dramatic. Still, Twitter appears to have more continued momentum among males than females, and there is more momentum for Instagram and YouTube among Canadian men.

Social Media Usage Momentum x Gender: Net Change in Use*

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* % who are using the social medium more minus the % who are using the social medium lessBase: All respondents 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?

Statistically significantly higher than 2016.Statistically significantly lower than 2016.

Female(n=467/600)

21%

7%

15%

10%

1%

-1%

-1%

7%

5%

1%

8%

9%

-3%

2%

-5%

-1%

-5%

-3%

-4%

-3%

Male(n=349/448)

12%

15%

9%

-1%

-2%

-4%

-2%

4%

0%

-3%

3%

13%

8%

-9%

-7%

-9%

-7%

4%

-2%

-6%

20172016

Reconnected with a long, lost friend on social media

More friends now, because of social media

Conducted research/studied issue because of a conversation on social media

Made a positive lifestyle change that was influenced by social media

Found an actual job through social media

Found a spouse/partner through social media

Resolved outstanding family issues through social media

Many positive interactions are common among social media users, with two-in-five connecting with long, lost friends and one-in-five making positive lifestyle changes influenced by social media.

Positive Social Media Interactions (2017)

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Base: All respondents (n=816)Q. Have any of the following happened to you while using social media?

39%

25%

25%

19%

11%

9%

7%

You found links to stories on current affairs that were obviously false

You found racist content or comments on your social media feed

You posted something on social media that you deleted after thinking it over twice

You reported a social media user for offensive content or comments

You found content or comments offensive to people with disabilities on your social media feed

You found homophobic content or comments on your social media feed

You lost a friend (or stopped talking to a friend) over a social media conversation

You made a comment on social media that was used against you in a different conversation

On the flip side, negative interactions are also common, with more than a third of users dealing with “fake news” and almost three-in-ten finding racist content.

Negative Social Media Interactions (2017)

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Base: All respondents (n=816)Q. Have any of the following happened to you while using social media?

35%

28%

23%

20%

20%

19%

15%

7%

Some social media users show off too often the incessant posting of food, for instance,

can be tiresome

Some social media users don’t “live in the moment” they are more interested in posting than

in enjoying what they are doing

“Anonymous” social media accounts should be banned people should only comment and

post if they use their real name and likeness

“Creeping” on social media should be dealt with social media platforms should always

allow users to see who has viewed their profiles, photos and posts

There is widespread agreement with statements that relate to concerns about social media use, including anonymity and “creeping.”

Attitudes to Social Media Use (2017)

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Base: All respondents (n=816)Q, Do you agree or disagree with each of the following statements about social media?

43%

36%

40%

32%

79%

73%

68%

64%

Agree

Strongly agree Somewhat agree

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Simplified Understanding

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For more information please contact:Steve Mossop

President stevemossop@insightswest.com

778.891.4762

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Vice President, Public Affairsmariocanseco@insightswest.com

778.929.0490