Email Subscriptions Still Top Way to Follow Brands in Canada - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Email Subscriptions Still Top Way to Follow Brands in Canada

Three-quarters of younger adults follow brands on Facebook

June 21, 2013

Nearly half the population of Canada will use Facebook this year, eMarketer estimates, but research shows email remains the most popular way for internet users in the country to connect with marketers.

Across age groups, internet users in Canada were more likely to subscribe to a brand’s opt-in emails than they were to follow brands on Facebook or Twitter, according to a March 2013 survey from ExactTarget. Among adults under 45, around three-quarters followed brands on the country’s most popular social network, but email subscription rates were at 90% or higher even among this age group.

Internet Users in Canada Who Subscribe to Opt-In Emails, Are Fans of Brands on Facebook or Follow Brands on Twitter, by Age, March 2013 (% of respondents in each group)

Still, substantial percentages of internet users in older age groups indicated they connected with brands on Facebook. Twitter—which has a much smaller user base overall—was significantly less popular, though almost a quarter of 18- to 24-year-olds reported following brands on the microblogging service.

The reasons for connecting with brands via two of the three channels were similar: For email, internet users’ top goals were receiving discounts and promotions, along with “free stuff” and other giveaways. On Facebook, brand followers reported the same top two reasons.

Reasons that Email Users in Canada Subscribe to a Company's Email, March 2013 (% of respondents)

Twitter users had somewhat different reasons for following brands; they were more interested in keeping up-to-date with the company’s offerings and potentially gaining access to exclusive content.

Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the over 750 companies already benefiting from eMarketer’s approach. Learn more.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.