Canada Demographics: Age-Based Digital Behaviors
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Join eMarketer as we provide insights into shifting and established digital trends among kids, teenagers, millennials, Generation X, baby boomers and seniors in Canada.
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Canada Demographics: Age-Based Digital Behaviors
- 1. OCTOBER 17, 2013 Canada Demographics: Age-Based Digital Behaviors Paul Briggs Analyst, Canada ©2013 eMarketer Inc.
- 2. Agenda Demographics overview: Patterns and future outlook. Digital influences: Psychographic and economic. Age-based digital proclivities: Children/teens (0-19), millennials (18-34), Generation X (35-44), boomers (45-64), seniors (65+). Twitter – #eMwebinar ©2013 eMarketer Inc.
- 3. Demographic overview: Population ©2013 eMarketer Inc.
- 4. Two major and opposing forces are impacting Canada’s demographics Canada’s population is aging 2012 median age of 39.9 years* (vs. 37.1 in the US) • Up from to 36.4 in 1999 and 26.2 in 1971 • Forecasted to reach 44 by 2030 Seniors are fastest-growing demographic • 14.9% of the population in 2012 • Rising to 18.5% by 2021, and 22.8% by 2031 Why? • Lowering fertility rates, baby boom aging, increase in life expectancy *All data Statistics Canada ©2013 eMarketer Inc.
- 5. Two major and opposing forces are impacting Canada’s demographics Immigration of younger people Highest per capita immigration in the G7 Net immigration of 267,160 in the 12 months ending July 1, 2012 • Equals 172% of the natural population increase (births minus deaths) of 129,356 (US = 62%) Median immigrant age in 2011 was 31.7, significantly lower than Canada’s median age New immigration point system favors younger applicants ©2013 eMarketer Inc.
- 6. All age demographics in Canada are digitally engaged 2012 internet user penetration: 86.8%; youth 15–24: 99.5% —International Telecommunications Union, “Measuring the information Society 2013,” Oct. 7, 2013 ©2013 eMarketer Inc.
- 7. Facebook penetration by age ©2013 eMarketer Inc.
- 8. Digital behavior drivers: Psychographic and economic Demographic Psychographic Economic Kids/Teens Discovery Indirect Millennials Value Gen X Identity, authenticity Family care Balance Boomers Retirement Wealthy Seniors Health and wellness Sustaining ©2013 eMarketer Inc.
- 9. Distinct digital patterns exist within each major age demographic Children and Teens. Many screens. Millennials. Social seekers. Generation X. Ecommerce. Baby Boomers. Loyalty programs. Seniors. TV dominates; internet use growing. Twitter – #eMwebinar ©2013 eMarketer Inc.
- 10. Kids and teens: Screens, screens, screens Almost three-quarters of homes in Canada with children younger than 12 had at least one gaming console. —CBC Media Technology Monitor, April 2013 ©2013 eMarketer Inc.
- 11. The role of technology in family connectedness is undeniable ©2013 eMarketer Inc.
- 12. Television time is lower among children and teens than among adults ©2013 eMarketer Inc.
- 13. Millennials: Social seekers “Overall, through our online mediums, we see the highest number of interactions and engagement from millennials.” —Shelagh Stoneham, senior vice president and general manager of brands at Rogers Communications ©2013 eMarketer Inc.
- 14. Millennials value social media more than older groups do ©2013 eMarketer Inc.
- 15. Facebook led by far, but millennials’ Twitter use rose 70% in 2012 30% of US millennials on Twitter - Pew, May ‘13 ©2013 eMarketer Inc.
- 16. In 2013, millennials account for 57% of LinkedIn’s 8 million users in Canada ©2013 eMarketer Inc.
- 17. Millennials lead the pack among cord-cutters Canada’s cord-cutters: • one in four 18-to-24s • one in five 25-to-34s • 15% of 35-and-olders • “Value” main incentive —comScore/Google, April 2013 Cord-cutting: The act of suspending traditional cable TV service and instead turning to the internet for streaming content Twitter – #eMwebinar ©2013 eMarketer Inc.
- 18. Financial struggles are common for young people in Canada The Great Recession lingers. Poor entry-level job market forcing many to accept positions below their post-secondary qualifications. Student debt. 2013 research by BMO Financial found the average student will graduate with CA$26,297 in debt and take 6.4 years to pay it off. Delaying marriage. In 2011, almost three-quarters (73.1%) of Canada’s population ages 25 to 29 had never been married, according to Statistics Canada data, compared to 26% in 1981. ©2013 eMarketer Inc.
- 19. Targeting millennials: Rogers Communications “Roommate Horror Stories” campaign promoting unlimited student internet sharing plan branded content on YouTube depicting housemates “candidly” interviewing new roommates media buys in social forums Funny or Die and College Humor user content (30 influential horror stories) 225,000 downloads in first few weeks (>360K currently) “What is sometimes overlooked is how access to information and transparency provided by the internet has made millennials more marketing savvy than any other generation.” –Shelagh Stoneham, senior vice president and general manager of brands and marketing communications at Rogers Communications ©2013 eMarketer Inc.
- 20. Generation X: Online shoppers Gen X Mothers: July 2013 eMarketer report shows mothers in Canada leading the way as online shoppers ©2013 eMarketer Inc.
- 21. Most of Canada’s internet-using mothers shopped online in 2012 at least once ©2013 eMarketer Inc.
- 22. Generation X leads all age groups in Canada for online purchasing of family items like books, toys, computers and movies ©2013 eMarketer Inc.
- 23. Generation X is more likely than other age groups in Canada to use a tablet or smartphone to make a purchase ©2013 eMarketer Inc.
- 24. Baby Boomers: Loyalty programs “Boomers have higher mileage accumulation, are more likely to have frequent flyer status or an Aeroplan co-branded financial card, and more likely to redeem at more frequent levels.” —David Klein, vice president of marketing at Aeroplan ©2013 eMarketer Inc.
- 25. Boomers have shown the strongest interest in loyalty programs of all age groups in Canada ©2013 eMarketer Inc.
- 26. Boomers are marketers’ most lucrative demographic in Canada Concentrated wealth Boomers hold 80% of Canada’s financial wealth, according to boomerwatch.ca. Retirement planning is on boomers’ minds In a 2012 Manulife Bank survey of homeowners in Canada ages 30 to 59, 82% placed high importance on sufficient retirement income, ranking behind only “having good health” (94%) and being “debt-free” (85%). Twitter – #eMwebinar ©2013 eMarketer Inc.
- 27. Targeting boomers: Manulife “Real Retirement” campaign promoting financial footing “in as little as 15 years” • digital Retirement Hub to be populated over next three years with videos, essays, case studies • Integrated media buys in online, print, TV to promote the hub • 107,943 visits to hub in two-month summer 2013 campaign • 27% of visitors asked for more info “The 50- to 59-year-old is a particularly interesting age group because they’re the ones that are actually doing a lot of information seeking online, particularly about preparedness for retirement.” - Jeronimo De Miguel, vice president of branding and creative at Manulife Financial ©2013 eMarketer Inc.
- 28. Seniors: TV still dominates, but online activity is growing quickly Internet penetration in Canada among people ages 75 and older rose from 5% in 2000 to 27% in 2012 —Statistics Canada ©2013 eMarketer Inc.
- 29. Seniors spend almost twice as much time with TV than do kids, teens or millennials ©2013 eMarketer Inc.
- 30. Seniors’ internet hours now exceed their time spent with newspapers ©2013 eMarketer Inc.
- 31. Conclusions • While Canada’s population is aging, digital adoption is advancing in sync. Boomers and seniors are showing growing reliance on digital tools. • Key differences exist between age groups that go beyond digital adoption. Understand each group’s psychographic and economic impulses. • Cross-media campaigns deliver the best engagement for all ages. But lead with age-based. Twitter – #eMwebinar ©2013 eMarketer Inc.
- 32. Insights and Data on the State of the Canadian Digital Marketplace Paul Briggs You will receive an email tomorrow with a link to view the deck and webinar recording. ©2013 eMarketer Inc.
- 33. Q&A Session Canada Demographics: Age-Based Digital Behaviors Learn More at www.emarketer.com Recent eMarketer Research Includes: • Canada Mobile Payments: Cultivating Fertile Ground • Moms in Canada: The Digital Demographic • Canada Mobile: Advertisers Trail Users' Uptake of Mobile • Canada Online Video: Consumers Lead the Way Paul Briggs You will receive an email tomorrow with a link to view the deck and webinar recording. Contact 800-405-0844 sales@emarketer.com Twitter: https://twitter.com/emarketer Facebook: https://www.facebook.com/eMarketer LinkedIn: http://www.linkedin.com/company/emarketer-inc ©2013 eMarketer Inc.