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Published: May 16, 2017
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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.
"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."
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Weekly Time Spent with Media Among Consumers in Canada, by Language, 2015-2016 (hours)
Demographic Profile of Digital Buyers in Quebec, 2016 (% of population in each group)
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)
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)
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