Canada Social Media 2018: The Platforms Grabbing Social Ad Dollars - eMarketer
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Canada Social Media 2018: The Platforms Grabbing Social Ad Dollars

eMarketer Report

By: eMarketer

Published: March 08, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Ad products from Facebook, Instagram, Twitter and others have matured dramatically. They have increased predictability of social ad investments, improved audience targeting and now provide a clearer picture of marketing return on investment (ROI) for brands investing in social.

  • Social media usage in Canada is near a saturation point, with low single-digit growth rates expected each year through 2021, eMarketer estimates. A strong majority of internet users in most age groups use one or more of the many social platforms available.
  • The social advertising business is booming as a result of improved ad products, particularly mobile video ad units used in newsfeeds. Advertisers have flocked to these units to increase awareness, and in many cases that budget comes at TV’s expense.
  • Other social media marketing trends: Live video has gained traction for event-based marketing, and influencer marketing has become an essential tool for amplifying content marketing. At the same time, sponsored posts aren’t going anywhere—they remain a simple and heavily used promotional tactic.

"In 2018, eMarketer estimates, the number of social network users in Canada will reach 21.8 million, equal to 59.0% of the population."

Table of Contents

Social Media Usage: Massive and Mobile

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Social Advertising

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The Key Social Platforms

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10 charts are included in the full report:

Canada Social Media 2018: The Platforms Grabbing Social Ad Dollars

Social Network Users and Penetration in Canada, 2017-2021 (millions and % of population)

Social Media Usage: Massive and Mobile

Social Network Users and Penetration in Canada, 2017-2021 (millions and % of population)

Social Network User Penetration in Canada, by Age, 2018 (% of internet users)

Facebook Users and Penetration in Canada, 2017-2021 (millions and % of population)

Social Media Platforms on Which Internet Users in Canada Have an Account, by Age, June 2017 (% of respondents in each group)

Social Media Platforms Used by Internet Users in Canada, Q3 2017 (% of respondents)

Social Advertising

Social Media Referral Share in Canada, by Platform, Sep 2017 (% of total)

Millennial vs. Total Internet Users in Canada Who Are Comfortable with the Level of Truth and Accuracy in Ads, by Type, July 2017 (% of respondents in each group)

The Key Social Platforms

Twitter Users and Penetration in Canada, 2017-2021 (millions and % of population)

LinkedIn

Social Media Channels Most Relevant/Important to Their Company's Brand Content Strategy According to Senior-Level Communications and Marketing Professionals in Select Countries, Aug 2017 (% of respondents)