French Canada 2017: The Digital Distinctions That Set Quebec Apart - eMarketer
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French Canada 2017: The Digital Distinctions That Set Quebec Apart

eMarketer Report

By: eMarketer

Published: May 16, 2017

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

Executive Summary

Like many other aspects of Quebec’s culture, media usage in the province stands distinct from the rest of Canada. Due to their language and socioeconomic level, Francophone Quebecers spend less time with digital media than other Canadians do, and more time with traditional media, particularly TV. For brands, striking an authentic local tone and tapping into the province’s unique celebrity “star system” has helped gain favor with consumers there.

  • Quebec is accelerating investment in its digital economy, an effort to improve consumer access and help local businesses navigate the transition from more traditional business models. The provincial government has allotted significant public dollars to prop up the newspaper industry and improve ecommerce options for consumers.
  • Francophone Quebecers spent just 16.1 hours per week on the internet in 2015 and 2016, vs. 23.7 hours for Anglophones in the rest of Canada. A major factor is a relative lack of French digital programming and services. A slightly more rural population and lower disposable incomes compared with other provinces also contribute.
  • Digital ad spending in French Canada is disproportionately low as a share of total digital spending in Canada. This is partly due to national and international advertisers fearing violations of local language laws. But it has more to do with the need for better user targeting by behavior rather than the language of the content they consume.
  • For brands, hitting the right cultural note in campaigns requires an authentic Quebec approach. It’s typically one that capitalizes on a local celebrity star system and leverages local media.

"French-speaking consumers in Canada spent an average of 7.6 hours per week less with the internet in 2015 and 2016 than English speakers in Canada, highlighting Quebec’s digital gap."

Table of Contents

Quebec’s Digital Transformation

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Quantifying Quebec’s Digital Gap

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The Impact on Digital Advertising

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For Brands, It’s About Hitting the Right Cultural Notes

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Conclusions

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12 charts are included in the full report:

French Canada 2017: The Digital Distinctions That Set Quebec Apart

Weekly Time Spent with Media Among Consumers in Canada, by Language, 2015-2016 (hours)

Quebec’s Digital Transformation

Demographic Profile of Digital Buyers in Quebec, 2016 (% of population in each group)

Quantifying Quebec’s Digital Gap

Weekly Time Spent with Media Among Consumers in Canada, by Language, 2015-2016 (hours)

Mobile Helps Bridge the Gap

Weekly Time Spent Online Among French-Speaking Adults in Canada, by Device, 2016

Mobile Device Ownership Among Consumers in Quebec, by Device, 2013-2016 (% of respondents)

Quebec’s TV Habit

Netflix Subscribers and Viewers Among Adults in Canada, by Age and Language, Spring 2016 (% of respondents in each group)

Digital Platforms Used by Internet Users in Quebec to Consume Audio/Video Content, Sep 2016 (% of respondents)

Internet Users in Quebec Who Consume Audio/Video Content via Digital Platforms, by Demographic, Sep 2016 (% of respondents in each group)

The Impact on Digital Advertising

French-Language Digital Ad Spending in Canada, 2014-2016 (millions of C$, % change and % of total digital ad spending)

Digital Ad Spending in Canada, by Format and Language, 2014 & 2015 (millions of C$ and % change)

Preferred Types of Traditional Ads According to French-Speaking Internet Users in Canada, by Age, Oct 2016 (% of respondents in each group)

Preferred Types of Digital Ads According to French-Speaking Internet Users in Canada, by Age, Oct 2016 (% of respondents in each group)