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eMarketer predicts Twitter will experience robust user growth this year on a worldwide basis, and most of that increase will be driven by rising usage in emerging markets. But despite Canada’s overall place in the digital ecosystem as a developed market, Twitter usage growth in the country will be even higher than the worldwide average—and significantly above US rates.
In the US, the number of Twitter users is expected to rise 11.6% this year; in Canada, that figure will be 28.8%. The overall base of Twitter users in Canada is smaller, at 5.6 million monthly active users projected by the end of this year, but it represents more than three in 10 social network users and over one-fifth of internet users. Both penetration figures are higher than those in the US—and will remain several percentage points higher throughout eMarketer’s forecast period.
The overall trend will help boost Canada’s share of the North American Twitter market, from 8.3% of the total in 2012 to an estimated 10.5% this year and nearly 12% by 2018.
eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
In addition, every element of each eMarketer forecast fits within the larger matrix of all of its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
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