In Canada, the Young Drive Link-, Content-Sharing - eMarketer
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In Canada, the Young Drive Link-, Content-Sharing

Gender and education also play a role

September 6, 2013 | Demographics | Social Media

In Canada, internet users are more willing to share links to articles about brands or products than those in countries with comparably mature web use, including the US and Great Britain, according to a March 2013 study from Ipsos OTX and Ipsos Global @dvisor. In Canada, 23% of respondents had forwarded a link to such an article, whereas in the US, 18% reported doing so, and in Great Britain, a mere 14% said they’d done so.

Demographic Profile of Internet Users in Canada Who Forward Links About Brands, by Type, March 2013 (% of respondents)

The incidence of sharing brand or product links was notably weighted toward younger web users in Canada. Nearly three out of 10 respondents between 18 and 34 years old reported sharing an online article about a brand or product vs. 17% of 50- to 64-year-olds. The difference between the age groups was even more stark when it came to forwarding a link to a brand’s or product’s website. One-quarter of younger adults had done so vs. only 14% of the older age group.

Education and gender also had an impact on the likelihood of sharing product and brand links. Women showed more inclination than men for this activity, while men’s affinity for video gave them a slight lead in linking to a brand’s or product’s video. Respondents with a high education level were also more likely to share links to product and brand articles, at 32% compared to 19% of those with more limited education.

Overall, though, linking to a brand or product video was the least common type of sharing across segments. This suggests that while brands may see success engaging consumers with video, it will take a higher bar to get viewers to share that video with others.

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