Publication Date: 1/9/2018
Topics: Payment Methods
Context: Figures released by payment clearing and settlement organization Payments Canada show that online transfers in the country had a compound annual growth rate (CAGR) of 48% in 2016, the most recent year for which data was available.
Publication Date: 12/4/2017
Context: In the latest episode of "Behind the Numbers," eMarketer analyst Paul Briggs talks about some key trends poised to alter and expand digital marketing's role in Canada next year.
Publication Date: 11/20/2017
Context: Corey Coates, co-founder and chief expectations manager at Podfly Productions, discusses Canada's podcast space.
Publication Date: 10/11/2017
Topics: Mobile Advertising
Context: In the latest episode of "Behind the Numbers," eMarketer analyst Paul Briggs talks about the kinds of mobile advertising people in Canada respond to.
Publication Date: 7/10/2017
Topics: Influencer Marketing
Context: eMarrketer analyst Paul Briggs joins "Behind the Numbers" to describe the state of influencer marketing in Canada. How are marketers allocating budgets for influencer campaigns, and how are they measuring their success?
Publication Date: 5/22/2017
Topics: Digital Content
Context: eMarketer's Paul Briggs joins the 'cast to talk about the unique characteristics of French Canada when it comes to digital usage. French Canada spends considerably less time online than the rest of the country. What's behind this digital gap?
Publication Date: 5/17/2017
Topics: Digital Display Advertising
Context: eMarketer analyst Paul Briggs talks about cleaning up digital display and getting multi-touch attribution right in the latest episode of "Behind the Numbers."
Publication Date: 2/20/2017
Topics: Digital Shoppers & Buyers; Omnichannel Retailing; Retail Ecommerce Sales
Context: Ecommerce in Canada is undergoing a major disruption. Spurred by competition from Amazon, retailers there are investing more in digital.
Publication Date: 9/29/2016
Topics: Holiday & Seasonal Shopping
Context: Over 70% of holiday shoppers in Canada visited a website while conducting holiday shopping last year, while nearly 60% performed a search via their desktop, laptop or tablet while searching for gifts and presents. That made digital holiday shopping more common than in-store visits.
Publication Date: 9/21/2016
Topics: Content Marketing
Context: Shoppers look for value and quality when viewing content, according to Heather Loosemore, senior director of marketing and communications at Wal-Mart Canada. eMarketer spoke with Loosemore about how the brand leverages content marketing.
Publication Date: 9/20/2016
Topics: Consumer Attitudes on Marketing
Context: Over 80% of internet users ages 18 and older in Canada believe that social media like Facebook and Twitter can greatly damage a personal or brand image, making it more dangerous than any other channel including broadcast TV and digital news. Yet huge swathes of the internet population use these sites every day.
Publication Date: 9/14/2016
Topics: Digital Video; Time Spent with Media
Context: This year, according to an August report, English-speaking adults in Canada spent an average of over 10 hours a week watching digital video, up about 4% since last year and more than 40% over 2013. YouTube videos are among the most popular content.
Publication Date: 9/8/2016
Topics: Targeting; Consumer Attitudes on Marketing
Context: Nearly 80% of millennials ages 18 to 34 were aware that digital ads are served to them based on their browsing history, compared to under 70% of the total survey base, users ages 18 to 64. Millennials were also more likely to understand the basic tradeoff of value involved in ad-supported free content.
Publication Date: 8/31/2016
Topics: Mobile Users; Time Spent with Media
Context: The rapid increase in mobile and smartphone usage in Canada, like nearly every other developed country, has changed the way people consume media. As a result, marketing investment has shifted to make mobile the primary focus of many brand campaigns. Despite this, best practices for mobile engagement are still developing.
Publication Date: 8/30/2016
Context: Retail sales in Canada were up about 2.9% in Q2 2016 compared with the same period the prior year. The increase came after stronger 4.5% growth in Q1, and eMarketer expects total retail sales growth of less than 2% this year. The picture will be rosier on digital channels.
Publication Date: 8/24/2016
Demographics: C-Level Executives
Context: With Brexit still fresh in memory and potential shifting global economic ties, it makes sense that CEOs in Canada are concerned with the impact those forces may have on their businesses. And according to an April 2016 survey, over 90% worry about worldwide economic forces affecting their business.
Publication Date: 8/17/2016
Topics: Holiday & Seasonal Shopping
Context: The average parent internet user in Canada will spend nearly C$500 (about $370) in 2016 on back-to-school shopping, up 43.5% from 2015. The biggest single product category in terms of spending will be textbooks, though clothes and shoes will come close.
Publication Date: 8/12/2016
Topics: Omnichannel Retailing
Context: Whether webrooming is a problem for retailers likely depends on what products they sell, according to research conducted in Canada in February. For electronics, for example, research tends to occur online regardless of purchase method, while food items were almost always researched in stores.
Publication Date: 8/3/2016
Industries: Digital Health
Context: Family doctors, medical specialists, local pharmacists and hospitals were the most commonly trusted sources for health information in Canada among internet users ages 45 and older surveyed in June. On the opposite end of the spectrum were the internet and TV.
Publication Date: 7/27/2016
Topics: Consumer Attitudes on Marketing; Traditional Media Advertising
Context: Women internet users in Canada saw fewer outdoor ads, both digital and static, than their male counterparts. Out-of-home advertising was most likely to be noticed by younger internet users as well as those in major metropolitan areas.
Publication Date: 7/20/2016
Topics: Internet of Things (IoT)
Context: The internet of things (IoT) is a rich data source for industries in Canada. The ability to use sensor data to trigger events in supply chains and other operations has added a new capability for real-time decision-making.
Publication Date: 7/13/2016
Topics: Radio; Music
Context: Internet users in Canada aren’t discovering new music on Spotify—or any other streaming option. Nearly two-thirds say they still find new tunes to listen to on the radio—though for daily listening, most turn to digital devices.
Publication Date: 7/6/2016
Topics: Mobile Video; Performance Benchmarks; Digital Video Advertising
Context: More than half (57%) of mobile video ads in Canada were viewed to completion in Q1 2016, vs. 47% in the same period of 2015. That came even with notably more mobile ads being served this year.
Publication Date: 6/29/2016
Topics: Mobile Payments
Context: More smartphone users in Canada have plans to increase their mobile payment usage this year than last year, according to research breaking out intentions by demographic. Regardless of age or gender, mobile payments appear to be getting more popular.
Publication Date: 6/22/2016
Topics: Social Media Usage
Context: A majority of internet users in Canada need a daily dose of Facebook, according to March 2016 research. Around a quarter used YouTube that frequently. Both social sites are also seeing increased interest compared to last year.
Publication Date: 6/15/2016
Topics: Digital Advertising
Industries: Marketing Management Trends
Context: Over 80% of marketers in Canada said they conducted social media engagement activities in February 2016, making it the leading digital marketing activity. And they’re convinced content marketing will be one of the most important over the course of this year.
Publication Date: 6/8/2016
Topics: Ad Blocking
Context: Most internet users in Canada aren’t blocking ads. For those who do, the most common devices are desktop and laptop PCs.
Publication Date: 6/1/2016
Topics: Mobile Advertising; Performance Benchmarks; Digital Video Advertising
Context: The largest share of video ad campaigns in Canada now include impressions served to desktop, laptop and mobile devices, according to one platform. And mobile makes up some part of about two-thirds of media plans for video ads.
Publication Date: 5/25/2016
Topics: Time Spent with Media
Context: eMarketer estimates that adults in Canada will spend an average of 9 hours 41 minutes a day using media in 2016, nearly 2.5 fewer hours per day than the average US adult, according to eMarketer’s latest forecast on time spent with media. Mobile is driving the gains in Canada, but the growth rate is slowing.
Publication Date: 5/18/2016
Industries: Digital Banking; Mobile Banking; Banking
Context: A much higher percentage of adults in Canada have adopted digital banking than their counterparts in the US, according to eMarketer’s latest forecast on digital and mobile banking users. Yet banking via mobile devices is more common in the US.
Publication Date: 4/27/2016
Industries: Digital Banking
Context: More than two-thirds of internet users in Canada use online banking at least once a week, according to January 2016 research. Only 16% say they go into a branch.
Publication Date: 4/13/2016
Topics: Internet Users; Smartphone Users
Demographics: Teens; Children
Context: Digital is central to the lives of children and teens in Canada. Like millennials, these are digital natives, with no concept of a world without the internet. Engaging them requires digital and mobile thinking from brands. It also requires an understanding of how behaviors are shifting—and an ethical approach, especially with kids.
Publication Date: 4/6/2016
Topics: Loyalty Programs
Context: According to millennial internet users in Canada, the leading benefit of loyalty programs are members-only discounts and offers. Nearly eight in 10 of those surveyed in September 2015 pointed to the members-only offers, while another 73% say they appreciate collecting rewards that can be converted into travel miles or monetary value.
Publication Date: 3/31/2016
Topics: Digital Shoppers & Buyers
Context: Nearly half of internet users in Canada surveyed in February said they were at least somewhat uncomfortable making digital purchases. But the other half seems to be doing so enthusiastically.
Publication Date: 3/23/2016
Industries: Advertising Agencies
Context: No one issue takes precedence in Canada when it comes to challenges facing the advertising industry, according to November 2015 research. Agency professionals are split on their primary struggle.
Publication Date: 3/16/2016
Topics: Digital Ad Spending; Mobile Ad Spending
Context: Mobile ad spending is still growing rapidly in Canada, eMarketer estimates, and will account for more than 48% of digital ad spending in the country this year. Growth rates are dropping, though, and will fall to single digits by 2020.
Publication Date: 3/3/2016
Topics: Video-on-Demand (VOD); Connected TVs
Context: Internet users in Canada are becoming more connected, especially when it comes to video viewing, according to 2015 research.
Publication Date: 2/24/2016
Topics: TV; Video-on-Demand (VOD)
Demographics: Adults; Millennials
Context: More than three-quarters of millennials in Canada have binge watched TV in the past year, according to research.
Publication Date: 2/19/2016
Topics: Mobile Advertising; Digital Video Advertising
Context: Omnichannel is quickly becoming the norm for digital video ad campaigns in Canada, research suggests.
Publication Date: 2/10/2016
Industries: Mobile Banking
Context: Internet users in Canada still prefer conducting finance-related digital activities on desktops and laptops, according to RateHub. Eighty-two percent of users on the RateHub network use them, far ahead of the share using mobile devices.
Publication Date: 2/4/2016
Topics: Marketing Spending; Mobile Advertising; Programmatic Advertising
Industries: Marketing Management Trends
Context: Mobile is the most likely digital channel to see an increase in budget among marketers in Canada, according to research from December 2015. The same channel will also enjoy the largest planned increases in spending.
Publication Date: 1/27/2016
Topics: Digital Music
Context: Music sales in most formats continued to slide in Canada last year. Small growth in digital album sales was not enough to overall growth rates to the positive side.
Publication Date: 1/13/2016
Topics: Internet Users; Media Consumption
Context: TV is still the No. 1 medium for daily consumption in Canada, but the internet is not far behind. The vast majority of consumers in the country spend time with both every day—as well as with radio.
Publication Date: 1/6/2016
Topics: Mcommerce; Retail Ecommerce Sales
Context: Digital shoppers in Canada have made mobile a part of their path to purchase, but a solid majority of sales still come from the desktop, according to research. Organic search and referral traffic are helping to drive the most transactions.
Publication Date: 12/31/2015
Topics: Mcommerce; Digital Shoppers & Buyers
Context: Digital buyers in Canada typically turn to PCs to make purchases, but mobile phones and tablets are an important part of the research and buying process as well—more so than social media, even among young people.
Publication Date: 12/23/2015
Topics: Digital Ad Spending
Context: In 2015, digital ads made up more than a third of total ad expenditures in Canada, eMarketer estimates, and that percentage will continue to climb in 2016. A new eMarketer report explores the continued shift to digital paid media budgets.
Publication Date: 12/16/2015
Context: TV ownership is not much different between millennials and the rest of the population of Canada, according to research from spring 2015. But TV viewing habits do diverge more significantly.
Publication Date: 12/9/2015
Topics: Mobile Apps
Demographics: Seniors; Adults; Generation X; Millennials
Context: Teenagers and young adults in Canada account for a disproportionate amount of time spent with mobile apps, compared to their share of the overall mobile user population, according to September 2015 research. And social media is one place where their outsize influence is most apparent.
Publication Date: 12/3/2015
Topics: Holiday & Seasonal Shopping; Omnichannel Retailing
Context: Brick-and-mortar retailers may stress about showrooming shoppers who take advantage of real-life inventories but turn to the internet for savings, however research suggests that in Canada, cross-channel shopping goes both ways.
Publication Date: 11/24/2015
Topics: Internet of Things (IoT)
Context: Marketers in 2016 will turn to creative new applications of technology to gain the attention of consumers, already deluged with brand messages. Traditional means of storytelling and getting consumer engagement are giving way to highly innovative approaches. Marketers will have to be more tech-savvy than ever to grab and keep consumer focus, according to a new eMarketer report.