11.5 million and counting – Facebook dominates competitors in Canada

Survey shows over 3 in 5 of online Canadians are members of site

Calgary, AB – Over the past year, without a single dime spent on advertising, Facebook has cemented its position as the pre-eminent social networking site in Canada – over 3 in 5 online Canadians are now on Facebook. An ongoing national research study, conducted by ZINC Research and its partner Dufferin Research, shows that Facebook is the market leader and driving the growth in social networking in Canada.

“Facebook has established itself as the site for social networking,” says Brian F. Singh, Managing Director of ZINC Research. “In a matter of just under 3 years, there are now over 11.5 million subscribers. Since last spring, Facebook added over two million subscribers, and has dominated competitors within this market.”

Tracking indicates that among online Canadians who subscribe to social networking sites, Facebook consistently accounts for over 80% of all memberships. While there is a broad cross-section of Canadians who have a Facebook page, members are more likely to be younger (18 to 34 years) and female.

“With almost universal awareness (98% of online Canadians), Facebook has cut into its competitors presence,” said Singh. “Corporations should take note as they navigate the reach of this medium with increasingly limited marketing resources.”

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Downloads:

NEWS RELEASE (FULL) – 11.5 million and counting – Canadians & Facebook (March 5, 2009)

REPORT – 11.5 million and counting – Canadians & Facebook (Graphs to support News Release) (March 5, 2009)

The Bridge – Canadians & Social Networking Sites” is one of a number of nationally syndicated studies conducted by ZINC Research Inc. and its partner, online research specialists Dufferin Research, via their monthly Voyageur Omnibus. This ongoing study tracks online Canadians interest, activity and membership to social networking sites.

This survey was conducted between February 18 to 21, via and online poll of 1,200 Canadians (adults, 18 years+). The sample is census representative by region, gender and age. Based on global tracking, approximately 84% of Canadians have access to the Internet, and this methodology is considered representative of the Canadian population.

Contact:

John P. Larsen
Principal
The Corpen Group
(403) 860-1421

Brian Singh
Managing Director – ZINC Research, Inc.
brian@zincresearch.com
(403) 269-7526

Website: www.zincresearch.com

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