Internet Users in Canada Love and Fear Social Media - eMarketer

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Internet Users in Canada Love and Fear Social Media

Broadcast TV and digital news are seen as far more potentially damaging than traditional media like newspapers and radio

September 20, 2016 | Marketing

Over 80% of adult internet users in Canada believe that social media like Facebook and Twitter can greatly damage a personal or brand image. That made social media more dangerous—at least, according to people’s perceptions—than any other channel queried in April 2016.

Media that Can Greatly Damage a Personal/Brand Image According to Internet Users in Canada, April 2016 (% of respondents)

The survey of internet users, conducted by Signal Leadership Communication (SLC), highlighted the waning influence of newspapers and radio in Canada; while 71% said they felt both broadcast TV and digital news could greatly damage a personal or brand image, only 52% and 48% said the same for newspapers and radio.

Despite this—or, perhaps, the cause of this—over 50% of internet users in Canada use Facebook daily.

Moreover, in September 2015 Flurry Analytics reported that 39% of time spent using the mobile internet in Canada was spent on messaging and social media.

Digital Platforms Used by Teen Internet Users in Canada, March 2016 (% of respondents)

Even among the younger set—internet users ages 15 to 18—Facebook enjoys great popularity. Surveyed by Amdocs in March 2016, 74% of respondents said they had used the platform in the past 24 hours.

Only YouTube saw a more positive response.

So no matter the age, internet users in Canada are still plugged into Facebook—despite acknowledging the havoc it could wreak on their personal lives.

eMarketer estimates that there will be 20.5 million social network users in Canada in 2016, up by 500,000 users from 2015.

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