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The following excerpt is from eMarketer's report:“Canada Demographics: Age-Based Digital Behaviors”

In Canada, individuals of all ages are digital consumers. Younger age groups rely on digital media to a greater degree than their elders, but older consumers have become accustomed to digital platforms as tools for activities such as paying bills and staying connected with family.

Social media and internet usage data from July 2013 found fairly equal distribution of unique visitors across all ages in Canada. People ages 55 and older comprised nearly the same amount of total internet users as those ages 2 to 17. This metric did not account for time spent or frequency of use, but it shows that all age demographics are digitally engaged.

The story of age-based tendencies goes deeper than the raw data. Psychographic influences shift from one life stage to the next. Disposable income also has a large impact on the digital tools available to each group.

This report provides insight into the shifting and established digital trends among children, teenagers, millennials, Generation X, baby boomers and seniors in Canada.

THIS REPORT ANSWERS THESE KEY QUESTIONS:

  • How do different age demographics in Canada use digital?
  • What are the key ways to engage these age groups in digital usage?
  • What successful campaigns demonstrate the best practices in age-based targeting among Canada's different age groups?

Digital Demographics

Younger people in Canada are more active than older age groups across every digital category. But distinct digital patterns exist within each major age demographic, creating a need for more effective media engagement strategies from digital marketers.

Canada’s population landscape is changing, as aging and immigration reshape demographics. Baby boomers—a population of 9.6 million, according to Statistics Canada—represent the largest and most affluent demographic, controlling an estimated 80% of the country’s wealth, according to boomerwatch.ca.

At 7.2 million individuals, millennials in Canada attract the heaviest attention from digital marketers, and they have embraced digital like no other. In a Canadian Radio-television and Telecommunications Commission (CRTC) survey, 97% of 18- to 34-year-olds were internet users in 2011. Additional data also showed the vast majority used Facebook and owned smartphones.

The full text of this report is available to eMarketer corporate subscribers only.

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