2016 CANADIAN SOCIAL MEDIA MONITOR. Simplified Understanding

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1 2016 CANADIAN SOCIAL MEDIA MONITOR Simplified Understanding May 2016

2 Canadian Social Media Monitor 2016 Background Insights West s Canadian Social Media Monitor highlights for Canadian marketers key trends in the social media landscape. This year s study aims to uncover trends in: USAGE - Consumer usage of social media channels GAINERS/LOSERS - Which social media platforms are gaining momentum and which ones are losing ground DEMOGRAPHICS - Demographic differences in social platform usage INTERACTIONS - Consumer preferences for digital interactions with companies REPUTATION - How consumers use social media to complain about brands and companies Results are based on an online study conducted from March 7 to March 10, 2016, among a representative sample of 1,049 Canadian adults. The data has been statistically weighted according to Canadian census figures for age, gender and region. The margin of error which measures sample variability is +/-.0 percentage points. 2

3 Facebook is still the preferred social media platform for Canadians with over half using it daily. Social Media Usage (Weekly) Daily or more 4 to 5 times per week 2 to times per week 5 71% % 8% 2 8% 2 21% 20% 12% Q. How often do you typically use each of the following?

4 Facebook usage continues to grow faster than any other social media channel in Canada while Twitter, Google+, Pinterest lose ground. Social Media Usage Momentum Less More NET Change % % 0 8% 1% -5 1% - A little less A lot less A lot more A little more Q. Compared to six months ago, are you currently spending less time, more time or about the same amount of time on each of the following? 4

5 Millennial s time spent on Instagram, Twitter and YouTube growing at a faster rate than older segments. Social Media Usage Momentum (Generational Differences) A lot more A little more % More (A lot/a little more) 18 to 4 5 to % 28% 22% 2% 2 12% 1 8% 2% 20% 8% % 2% 1 1% 1% 1% 8% 2% 1% 1% Q. Compared to six months ago, are you currently spending less time, more time or about the same amount of time on each of the following? 5

6 Just under half of all Canadians have never tried Twitter and Pinterest, while 60% have never tried Instagram. Older segments are less likely to have tried. Social Media Usage (Never Used) % Never Used 18 to 4 5 to % 81% 7 80% 9 62% % % 5 60% 60% 4 52% % 50% Q. Compared to six months ago, are you currently spending less time, more time or about the same amount of time on each of the following? 6

7 Over the past six months, Females are increasing time spent on Pinterest and Instagram more than men. Men increasing time spent on LinkedIn. Social Media Usage Momentum (Gender Differences) Male Female % 21% 2 1% 1 1% 1 12% 2% 12% 2% 1% 2% 2% 2% A little more time A lot more time A lot more time A little more time Q. Compared to six months ago, are you currently spending less time, more time or about the same amount of time on each of the following? 7

8 Brands are still working hard to get in on the social media conversation. Only 18% of social interactions are with brands/companies. Division of Time Spent on Social Media All Canadians Companies/ Brands 18% Male Companies/ Brands 20% Friends/ Acquaintances 80% Female Companies/ Brands 1 Friends/ Acquaintances 82% Friends/ Acquaintances 8 Q. Now thinking about your personal interactions with companies, how often do you? 8

9 Website, word of mouth and still dominate consumer interactions with companies. Personal Interactions with Companies Daily or more 4 to 5 times per week 2 to times per week Visit company websites 1 0% Talk about companies with your friends and family in a social setting 18% Read e-newsletters from companies that you subscribe to % Like or follow companies on Facebook 4 1 Comment, post or talk about companies on Facebook 8% Follow companies on Twitter Interact with companies on your mobile device Comment, post or talk about companies on Twitter Follow companies on Instagram Follow companies on LinkedIn Comment, post or talk about companies on LinkedIn Comment, post or talk about companies on Instagram Q. Now thinking about your personal interactions with companies, how often do you? 9

10 Disgruntled consumers choose Facebook or Twitter to vent. Complaints on Social Media 1 Q. Have you ever complained about a product or service from any of the following industries on social media? 10

11 Restaurants suffer the brunt of most complaints via social media. Complaints on Social Media Restaurant 82% Transit 18% Telecommunications Financial institutions Other Retail Hotels E-commerce/anything bought online Technology Airline Utility Other 12% 8% 8% None 6 Q. Have you ever complained about a product or service from any of the following industries on social media? 11

12 For more information please contact: Ron Cann Senior Vice President Products & Qualitative Solutions Simplified Understanding

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