Canadians & Social Media: Almost 80% of Canadians use social networking sites (October 2, 2009)

Survey shows almost 7 in 10 of online Canadians are members of Facebook, while Twitter gains momentum

Calgary, AB – Over the past year, there has been a surge in Canadians joining Facebook. And most of the growth has come from adults 35 years or older. In fact, almost 7 in 10 (68%) 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 continues to drive the growth in social media in Canada.

“Online Canadians are gravitating to social media in droves,” says Brian F. Singh, Managing Director of ZINC Research. “Almost 4 in 5 are members of a social networking site, with Facebook being the pre-eminent site. In a matter of 3 years, there are now over 13 million subscribers. Since last spring, Facebook added almost four (4) million subscribers, and has dominated competitors within this market.”

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, and membership in this demographic has remained stable. However, it is among the 35 years or older segments where memberships have exploded – in less than a year (8 months), memberships among 35 to 54 year olds grew by 46%, and by 113% among the 55 years and older generation.

“Twitter is also gaining momentum,” said Singh. “Membership among online Canadians has increased four-fold (from 3% to 14%), and social networking sites are modifying their offerings to incorporate Twitter or present similar elements in their own real time news feed. Social networking sites are more than a fad and a firmly taking root as a legitimate media choice among Canadians.”

Full News Release: Online Canadians: Usage Trends in Social Networking Sites (October 2, 2009)

Graphs to Accompany News Release: Online Canadians: Usage Trends in Social Networking Sites (Graphs) (October 2, 2009)

Useful Reference: Revealing the People Defining Social Networks, Brian Solis (October 1, 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, started in September 2007 and now in its 8th wave, tracks online Canadians interest, activity and membership to social networking sites.

This survey was conducted between September 11 and 15, 2009, 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 (higher incidence when teenagers and adults considered exclusively), and this methodology is considered representative of the Canadian population.

Contact:

Brian Singh
Managing Director – ZINC Research, Inc
brian@zincresearch.com
(403) 861-9462

Rick Frank
President – Dufferin Research, Inc.
rickf@dufferinresearch.com
(613) 730-4664 x 221

5 Comments
  • Gary Grant
    April 7, 2010

    Brian, I know this post is only 6 months old, but do you have stats that are more current?

    • zincresearch
      April 13, 2010

      Hi Gary:

      Depends on what you are looking for. We have a host of stats from our tracking/syndicated studies.

      Regards,
      Brian

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