At a time when reliable information about the coronavirus is critical, trust in the news media in Canada is not as high as it should be, according to new research.

Francophones in Canada’s second-most-populated province are slower to adopt new technology, but their time with digital media is growing, and it is almost on par with Anglophones in Canada.

French speakers in Quebec are still slower to adopt aspects of digital like ecommerce and video, something digital marketers must account for when targeting consumers in the province.

Brands have sought after millennials since the segment was identified as a demographic phenomenon reminiscent of the boomers. There’s been heavy investment in the creation of products and services that fit within an evolving consumer culture, one increasingly defined by this influential cohort. Growing independence and earning make this group the most digitally connected of all.