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Digital 2023 Canada (February 2023) v01

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DataReportal
DataReportal

All the data, statistics, and trends you need to make sense of digital in Canada in 2023. Includes the latest reported numbers for internet users, social media users, and mobile connections in Canada, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/

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THE ESSENTIAL GUIDE TO THE LATEST CONNECTED BEHAVIOURS DIGITAL 2023 CANADA
GWI STATISTA GSMA INTELLIGENCE SEMRUSH DATA.AI PPRO OOKLA SKAI LOCOWISE SIMILARWEB PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE
CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE
! IMPORTANT NOTES ON COMPARING DATA The findings published in this report use the latest data available at the time of production. This may include revised figures for historical data points that were not available when we produced previous reports in the Global Digital Reports series. From time to time, we may also change the data sources that we use to inform specific data points, and we may also change how we calculate certain values. Similarly, our data partners may change the ways in which they source, calculate, or report the data that they share with us. As a result, findings published in this report may not correlate with findings published in our previous reports, especially where suchfindingsrepresentchangeovertime(e.g.annual growth). Where we report figures for change over time, such figures will use the latest available data, so we recommend using the values published in this report, rather than trying to recalculate such values using data from previous reports. Wherever we’re aware of the potential for historical mismatches, we’ve included a note on comparability in the footnotes of each relevant slide. Please read these advisories carefully to understand how data sourcesorcalculationshavechangedsinceprevious reports, and beware of making any comparisons with historical data. Where we report values for change over time as “[N/A]”, the most recent data do not correlate with the equivalent data point(s) published in our previous reports, so we strongly advise readers not to compare the associated current figures with the equivalents published in previous reports. In particular, the social media platforms featured in this report regularly revise the figures that they report for advertising reach, and this may result in the latest numbers appearing to be lower than the values for the same data points published in previous reports in this series. However, these source data revisions do not necessarily imply any change in the overall active use of these platforms, and should not be interpreted as such. Furthermore, in addition to changes in data sources and calculations, please note that social media user numbers may not represent unique individuals. This is because some individuals may manage multiple social media accounts, and because some social media accounts may represent ‘non-human’ entities (e.g. businesses, animals, music bands, etc.). As a result, the figures we publish for social media users may exceed the figures that we publish for total population or for internet users. This may seem counter-intuitive,butsuchdifferencesdonotrepresent mistakes. For more information, please read our notes on data variance, mismatches, and curiosities: https://datareportal.com/notes-on-data.
GLOBAL HEADLINES
7 8.01 8.46 5.16 4.76 BILLION BILLION BILLION BILLION +0.8% +2.2% +1.9% +3.0% +67 MILLION +180 MILLION +98 MILLION +137 MILLION 57.2% 105.6% 64.4% 59.4% TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE URBANISATION TOTAL vs. POPULATION TOTAL vs. POPULATION TOTAL vs. POPULATION SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA ACROSS ALL METRICS, INCLUDING IMPORTANT REVISIONS TO UNDERLYING POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. WHERE YEAR-ON-YEAR CHANGE IS SHOWN AS “[N/A]”, COMPARISONS WITH HISTORICAL DATA WILL PRODUCE INACCURATE RESULTS. PLEASE READ OUR COMPREHENSIVE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW NOTE: SIGNIFICANT REVISIONS TO SOURCE DATA MEAN THAT FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SEE THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS. OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES GLOBAL DIGITAL HEADLINES JAN 2023
8 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 79.4% 75.6% 74.3% 47.4% 72.5% 70.6% 23.1% 27.9% 48.0% 65.9% 86.9% 88.4% 97.4% 93.5% 80.6% 68.4% 74.9% 92.0% 75.3% 64.4% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION INTERNET ADOPTION JAN 2023
9 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.0% 24.0% 18.5% 1.1% 0.9% 2.1% 1.1% 4.0% 3.3% 4.9% 2.6% 2.0% 3.5% 6.8% 0.6% 2.6% 6.7% 4.3% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL INTERNET USERS SHARE OF GLOBAL INTERNET USERS JAN 2023
10 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 62.0% 63.7% 72.0% 32.5% 27.4% 63.6% 41.3% 8.4% 7.4% 13.3% 48.8% 70.5% 76.7% 83.6% 83.3% 71.3% 50.6% 67.5% 73.9% 59.4% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) SOCIAL MEDIA USERS vs. TOTAL POPULATION JAN 2023
11 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.7% 29.4% 16.1% 0.5% 4.3% 0.7% 1.0% 0.4% 1.4% 2.6% 5.0% 2.9% 2.2% 4.0% 7.7% 0.6% 3.0% 6.9% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS SHARE OF GLOBAL SOCIAL MEDIA USERS JAN 2023
12 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 106% 102% 136% 120% 84% 107% 100% 179% 68% 58% 96% 101% 147% 132% 133% 127% 112% 84% 103% 112% SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: BASE CHANGES. GLOBAL OVERVIEW CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION MOBILE CONNECTIVITY JAN 2023
ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2023 CLICK HERE TO READ OUR DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL ADOPTION IN EVERY COUNTRY AROUND THE WORLD CLICK HERE TO READ OUR FLAGSHIP DIGITAL 2023 GLOBAL OVERVIEW REPORT, PACKED WITH ALL THE NUMBERS YOU NEED TO MAKE SENSE OF THE CURRENT STATE OF DIGITAL DIG DEEPER INTO THE DATA IN OUR DIGITAL 2023 GLOBAL REPORTS
Last year, we emerged from the pandemic into a new online landscape. IRL and URL life were already impossibly entangled, and much was on the horizon: metaverses in which to while away our days, NFTs to deck the walls of digital houses, crypto wallets for paying for goods and services in virtual malls. But this year, what was cracked has now shattered into many segmented realities. An accurate vision of the future is now less like looking through a telescope, more like looking through a kaleidoscope: it’s coming through as several diverse fragments, not one single perspective. In this fragmented space, online factions are carving out their own customs, niches, and territories – their own marginal worlds that have the power to become the mainstream. On a social level, gone are the days of feeds clustered around friends and family – here are the days of For You Pages guided by individual interests. On a cultural level, gone is the universal watercooler chat dictated by shared popular culture – today’s agenda is set by ever-more niche and transient corners of the internet. And on a personal level, identities are more layered and fluid than ever before, more like an ‘avatar du jour’ than a static understanding of self. In the eighth issue of our annual report Think Forward, we unpick the complex and ever-changing web of digital culture and behaviour, and explore the role brands can play in reflecting and shaping it. T H E T R E N D S 1. TEXTURED DISCOVERY PEOPLE WANT SOCIAL TO BE LESS PRECISE AND MORE EXPLORATORY 2.COLLAPSING NARRATIVES STORYTELLING IS NO LONGER LINEAR NOR FOLLOWING ESTABLISHED STRUCTURES 3. MARGIN-CHASERS ON SOCIAL, EXTREME BEHAVIOUR IS SEEN AS MORE AUTHENTIC, GAINING TRACTION AND CUTTING THROUGH 4. NEW COOPERATIVES THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO LESS EGO-DRIVEN COMMUNITIES 5. EXPANDING IDENTITIES VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY MORE FLEXIBLE AND EXPANSIVE WE ARE SOCIAL FRAGMENTED FUTURES THINK FORWARD 2023 FIND OUT MORE IN THINK FORWARD 2023 > PARTNER CONTENT
Meltwater Insights Our 2023 Marketing Trends guide provides a glimpse at what the next generation of digital marketing has to offer. Global Overview Thanks in part to Gen-Z’s love of subtitles, closed-captions are now a regular sight in short-form video content across the internet. Social platforms are continuing to invest in those and other accessibility features, but there’s still a long way to go. A 2022 Business Disability Forum survey of disabled consumers found that 42% of respondents couldn’t complete an online purchase because of inaccessible websites or apps. Short-form video is here to stay. And though what qualifies as “short” varies, easily- digestible video content remains a priority for social platforms. Marketers: Now is the time to embrace short-form video and experiment with length and new platform features, especially as social commerce gains even more traction in 2023. The death of third-party cookies is imminent. Until then, marketers need to spend 2023 overhauling their performance metrics. Expect widespread shifts to gathering first- party data and using contextual marketing. Understanding who your audience is, where they are active online, and how they interact with your brand across the web is going to be an important part of strategy building in 2023 and beyond. Short-Form Video’s Heyday Goodbye Third-Party Cookies Accessibility Visibility Want to make the most of rising marketing trends? Download our 2023 Marketing Trends guide. PARTNER CONTENT
CANADA
17 38.62 38.04 36.23 33.10 MILLION MILLION MILLION MILLION 81.8% 98.5% 93.8% 85.7% URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS. CANADA OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES ESSENTIAL DIGITAL HEADLINES NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
18 +0.9% +4.7% +1.5% [N/A] +327 THOUSAND +1.7 MILLION +529 THOUSAND [BASE REVISIONS] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR FULL DETAILS. CANADA CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME DIGITAL GROWTH NOTE: MAJOR REVISIONS TO SOURCE DATA MEAN THAT GROWTH FIGURES FOR SOCIAL MEDIA ARE CURRENTLY UNAVAILABLE; PLEASE READ THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS JAN 2023
Meltwater Insights The people, topics, and trends driving conversation in Canada Spotlight on Digital Culture Biggest Viral Food Trend Butter Boards Meltwater, 2022 Top Influencer Campaign Platform Instagram Klear, 2021 Top Metaverse Fashion Keyword “Community” Meltwater, 2022 Top 2023 Marketing Trend TikTok for Business Meltwater, 2022 Discover how to unlock insights relevant to your organization with Meltwater. PARTNER CONTENT
WE ARE SOCIAL CANADA INCLUSIVITY > TOXICITY Hiking inflation. High interest rates. Looming recession. The headlines closing out 2022 provoke uncertainty and fear. People will seek comfort to fight this, and research affirms that virtual worlds can fulfil unmet emotional and social needs. Whether it’s designer digital clothing, fantasy football amplified by Roblox or explorations of how digital personas could help our grieving loved ones, avatar communication can effectively compensate for a lack of social resources in real life. Brands can look to web3 and gaming tactics to fulfill the needs - and wants - consumers can’t satisfy offline. GAMING EXPERIENCES AS SUPPORT SYSTEMS As people moved from couches to stadiums this year, data suggesting Gen Z have diminished interest in sport seemed at odds with social feeds. Turns out marketing isn’t keeping up with athletes. With Canadians like Andre Degrasse inspiring Black youth and Olympian Madeline Price advocating mental health, athletes are using their voices on social to promote their values and interests beyond performance, driving cultural moments as a result. Brands can take inspiration from athletes who are leading with heart and values and bringing those both into the stadium and social. SOCIAL IS SETTING THE STAGE FOR VALUES-DRIVEN DIALOGUE LEADING WITH PURPOSE FIND OUT MORE ON wearesocial.com/ca > Polarizing offline events like the Freedom Convoy, provincial elections and tightening French language laws drove opinions to the edges in 2022. Similarly, emerging scepticism for those who don’t take a strong stance and operate in the middle ground is pushing behaviours and attitudes to the fringes. Meanwhile, people are also coming together under collective identities like #altblackgirl, those who want to retire early or girlies, gays, non-binaries, & baddies in web3. Creating and merging safe online spaces will require looking at intimacy and governance differently on social. SPORT DRIVES CULTURE PARTNER CONTENT
POPULATION ESSENTIALS
22 81.8% 4.3 99.0% 99.0% 99.0% 38.62 50.3% 49.7% +0.9% 40.5 MILLION +327 THOUSAND URBAN POPULATION POPULATION DENSITY (PEOPLE PER KM2 ) OVERALL LITERACY (ADULTS AGED 15+) FEMALE LITERACY (ADULTS AGED 15+) MALE LITERACY (ADULTS AGED 15+) TOTAL POPULATION FEMALE POPULATION MALE POPULATION YEAR-ON-YEAR CHANGE IN TOTAL POPULATION MEDIAN AGE OF THE POPULATION SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA; KEPIOS ANALYSIS. CANADA DEMOGRAPHICS AND OTHER KEY INDICATORS POPULATION ESSENTIALS JAN 2023
23 34.9 M 35.2 M 35.6 M 35.9 M 36.3 M 36.8 M 37.3 M 37.8 M 38.0 M 38.3 M 38.6 M +1.1% +0.9% +1.0% +1.2% +1.3% +1.4% +1.3% +0.7% +0.7% +0.9% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES; KEPIOS ANALYSIS. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: SOURCE CHANGES AND BASE REVISIONS. FIGURES MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CANADA TOTAL POPULATION AND YEAR-ON-YEAR CHANGE POPULATION OVER TIME JAN 2023 DATAREPORTAL
24 14.0% 13.6% 12.5% 13.6% 19.3% 38.62 4.9% 8.4% 5.4% 8.3% MILLION 65+ 55-64 45-54 35-44 25-34 18-24 13-17 5-12 0-4 POPULATION AGED 25-34 POPULATION AGED 35-44 POPULATION AGED 45-54 POPULATION AGED 55-64 POPULATION AGED 65+ TOTAL POPULATION POPULATION AGED 0-4 POPULATION AGED 5-12 POPULATION AGED 13-17 POPULATION AGED 18-24 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES. CANADA SHARE OF THE TOTAL POPULATION BY AGE GROUP POPULATION BY AGE JAN 2023
25 36.4% 30.2% 29.8% 23.1% 6.6% -3.7% (-140 BPS) +11.0% (+300 BPS) +10.0% (+270 BPS) +11.6% (+240 BPS) +40.4% (+190 BPS) 93.8% 93.2% 4.4% 73.2% 49.5% -0.7% (-70 BPS) -0.4% (-40 BPS) -6.4% (-30 BPS) -7.1% (-560 BPS) -1.6% (-80 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GAMES CONSOLE SMART WATCH OR SMART WRISTBAND TV STREAMING DEVICE SMART HOME DEVICE VIRTUAL REALITY DEVICE ANY KIND OF MOBILE PHONE SMART PHONE FEATURE PHONE LAPTOP OR DESKTOP COMPUTER TABLET DEVICE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE DEVICE OWNERSHIP JAN 2023
26 1H 43M 1H 09M 0H 56M 1H 11M +24.1% (+20 MINS) +6.2% (+4 MINS) +36.6% (+15 MINS) +26.8% (+15 MINS) 6H 35M 3H 42M 2H 05M 1H 49M -2.7% (-11 MINS) +9.4% (+19 MINS) +10.6% (+12 MINS) +49.3% (+36 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT LISTENING TO MUSIC STREAMING SERVICES TIME SPENT LISTENING TO BROADCAST RADIO TIME SPENT LISTENING TO PODCASTS TIME SPENT USING A GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT USING THE INTERNET TIME SPENT WATCHING TELEVISION (BROADCAST AND STREAMING) TIME SPENT USING SOCIAL MEDIA TIME SPENT READING PRESS MEDIA (ONLINE AND PHYSICAL PRINT) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES BOTH ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. CANADA THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES DAILY TIME SPENT WITH MEDIA JAN 2023
INTERNET
28 36.23 93.8% +1.5% 6H 35M 86.0% MILLION YOY: +0.6% (+58 BPS) +529 THOUSAND -2.7% (-11 MINS) -0.6% (-50 BPS) TOTAL INTERNET USERS INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF INTERNET USERS AVERAGE DAILY TIME SPENT USING THE INTERNET BY EACH INTERNET USER PERCENTAGE OF USERS ACCESSING THE INTERNET VIA MOBILE PHONES SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA FROM GWI (Q3 2022). SEE GWI.COM FOR MORE DETAILS. PERCENTAGE CHANGE FIGURES SHOW RELATIVE YEAR-ON-YEAR CHANGE. “BPS” FIGURES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE YEAR-ON-YEAR CHANGE. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR DETAILS. CANADA ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE OVERVIEW OF INTERNET USE JAN 2023
29 29.9 M 30.7 M 32.0 M 32.7 M 33.7 M 34.8 M 36.0 M 34.9 M 35.3 M 35.7 M 36.2 M +2.6% +4.2% +2.3% +2.8% +3.4% +3.4% -3.1% +1.2% +1.2% +1.5% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH AFTER 2020 MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CANADA INTERNET USERS OVER TIME NUMBER OF INTERNET USERS AND YEAR-ON-YEAR CHANGE JAN 2023 DATAREPORTAL
30 35.84 36.90 37.13 MILLION MILLION MILLION 92.8% 95.5% 96.2% vs. POPULATION vs. POPULATION vs. POPULATION INTERNET USERS: ITU INTERNET USERS: CIA WORLD FACTBOOK INTERNET USERS: INTERNETWORLDSTATS SOURCES: AS STATED ABOVE EACH ICON. NOTES: WHERE SOURCES PUBLISH INTERNET ADOPTION AS A PERCENTAGE (I.E. PENETRATION), VALUES SHOWN HERE COMPARE THE LATEST PUBLISHED ADOPTION RATES IN EACH COUNTRY WITH THE LATEST FIGURES FOR POPULATION TO DERIVE ABSOLUTE USER NUMBERS. WHERE SOURCES PUBLISH ABSOLUTE USER NUMBERS, VALUES SHOWN HERE COMPARE THESE ABSOLUTE USER FIGURES WITH THE LATEST FIGURES FOR POPULATION TO DERIVE VALUES FOR “vs. POPULATION”. COMPARABILITY: POTENTIAL MISMATCHES. INTERNET USER FIGURES QUOTED ELSEWHERE IN THIS REPORT USE DATA FROM MULTIPLE SOURCES, INCLUDING SOURCES NOT FEATURED ON THIS SLIDE. CANADA INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES INTERNET USER PERSPECTIVES JAN 2023
31 93.8% 100.0% 99.2% 99.0% 0.5% USES THE INTERNET HAS ACCESS TO ELECTRICITY HAS ACCESS TO BASIC DRINKING WATER HAS ACCESS TO BASIC SANITATION EARNS LESS THAN USD $3.65 PER DAY SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNITED NATIONS. CANADA ACCESS TO THE INTERNET IN THE CONTEXT OF ACCESS TO OTHER LIFE ESSENTIALS, AS A PERCENTAGE OF TOTAL POPULATION INTERNET ACCESS IN PERSPECTIVE JAN 2023
32 6H 35M 3H 04M 3H 31M 46.6% DAILY TIME SPENT USING THE INTERNET ACROSS ALL DEVICES TIME SPENT USING THE INTERNET ON MOBILE PHONES TIME SPENT USING THE INTERNET ON COMPUTERS AND TABLETS MOBILE’S SHARE OF TOTAL DAILY INTERNET TIME SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA AMOUNT OF TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY DAILY TIME SPENT USING THE INTERNET JAN 2023
33 69.2% 61.7% 61.1% 57.3% 55.2% 53.5% 48.3% 48.2% 47.6% 44.5% 42.0% 41.8% 39.2% 29.7% 28.8% FINDING INFORMATION RESEARCHING HOW TO DO THINGS STAYING IN TOUCH WITH FRIENDS AND FAMILY KEEPING UP-TO-DATE WITH NEWS AND EVENTS WATCHING VIDEOS, TV SHOWS, OR MOVIES RESEARCHING PRODUCTS AND BRANDS FILLING UP SPARE TIME AND GENERAL BROWSING ACCESSING AND LISTENING TO MUSIC FINDING NEW IDEAS OR INSPIRATION MANAGING FINANCES AND SAVINGS RESEARCHING PLACES, VACATIONS, AND TRAVEL RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS EDUCATION AND STUDY-RELATED PURPOSES GAMING ORGANISING YOUR DAY-TO-DAY LIFE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET MAIN REASONS FOR USING THE INTERNET JAN 2023
34 73.9% 34.5% 37.3% 24.3% 22.1% -5.6% (-440 BPS) +6.5% (+210 BPS) +6.0% (+210 BPS) +4.7% (+110 BPS) +0.5% (+10 BPS) 86.0% 81.6% 85.0% 4.4% 41.0% -0.6% (-50 BPS) -3.2% (-270 BPS) -0.5% (-40 BPS) +10.0% (+40 BPS) -3.3% (-140 BPS) MOBILE PHONE (ANY) LAPTOP OR DESKTOP (ANY) SMART PHONE FEATURE PHONE TABLET DEVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL LAPTOP OR DESKTOP WORK LAPTOP OR DESKTOP CONNECTED TELEVISION SMART HOME DEVICE GAMES CONSOLE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILE PHONE (ANY)” INCLUDES USERS WHO ACCESS VIA A SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER. PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET DEVICES USED TO ACCESS THE INTERNET JAN 2023
35 82.68 +13.5% 136.87 +40.4% MBPS MBPS MEDIAN DOWNLOAD SPEED OF CELLULAR MOBILE INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN CELLULAR MOBILE INTERNET CONNECTION SPEED MEDIAN DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN FIXED INTERNET CONNECTION SPEED SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS IN MEGABITS PER SECOND (MBPS) IN NOVEMBER 2022. COMPARABILITY: THE VALUES FOR INTERNET CONNECTION SPEEDS THAT WE FEATURED IN PREVIOUS REPORTS REFLECTED MEAN CONNECTION SPEEDS, WHEREAS WE NOW FEATURE MEDIAN CONNECTION SPEEDS, WHICH OFFER A MORE REPRESENTATIVE INDICATION OF THE CONNECTION SPEEDS THAT “TYPICAL” USERS CAN EXPECT. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE WITH THE VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CANADA MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) OF MOBILE AND FIXED INTERNET CONNECTIONS INTERNET CONNECTION SPEEDS JAN 2023
36 40.63% 55.20% 4.12% 0.04% +9.3% (+345 BPS) -3.3% (-191 BPS) -27.2% (-154 BPS) -20.0% (-1 BP) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE MOBILE PHONES LAPTOP AND DESKTOP COMPUTERS TABLET DEVICES OTHER DEVICES SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE SHARE OF WEB TRAFFIC BY DEVICE JAN 2023
37 8.6% 9.1% 18.7% 19.2% 26.0% 29.6% 29.4% 39.4% 38.5% 37.2% 40.6% +6.3% +105% +2.7% +35.6% +13.6% -0.6% +33.9% -2.3% -3.3% +9.3% NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). CANADA PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES MOBILE’S SHARE OF WEB TRAFFIC JAN 2023 DATAREPORTAL
38 2.92% 1.06% 0.45% 0.96% +0.3% (+1 BP) +32.5% (+26 BPS) +36.4% (+12 BPS) -39.6% (-63 BPS) 50.83% 31.80% 7.51% 4.47% -5.7% (-308 BPS) +10.0% (+290 BPS) +6.7% (+47 BPS) -1.1% (-5 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SAMSUNG INTERNET OPERA ANDROID OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE CHROME SAFARI MICROSOFT EDGE FIREFOX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND OF DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE SHARE OF WEB TRAFFIC BY BROWSER JAN 2023
39 11 GOOGLE.CA 119 M 21.9 M 17M 18S 3.9 12 INSTAGRAM.COM 108 M 37.8 M 16M 07S 2.2 13 FANDOM.COM 103 M 28.9 M 11M 51S 3.2 14 SPANKBANG.COM 96.7 M 21.6 M 12M 52S 7.7 15 XNXX.COM 68.4 M 20.7 M 11M 17S 7.3 16 XHAMSTER.COM 65.7 M 18.5 M 14M 59S 7.2 17 WEATHER.COM 65.0 M 26.0 M 7M 55S 1.5 18 LIVE.COM 58.2 M 13.2 M 10M 50S 3.6 19 CBC.CA 56.2 M 13.9 M 17M 57S 1.4 20 BING.COM 55.2 M 16.9 M 15M 26S 3.1 01 GOOGLE.COM 2.08 B 171 M 23M 18S 3.7 02 YOUTUBE.COM 1.87 B 130 M 37M 22S 6.0 03 REDDIT.COM 291 M 58.5 M 19M 09S 3.2 04 PORNHUB.COM 291 M 58.1 M 10M 29S 7.0 05 FACEBOOK.COM 265 M 53.7 M 24M 51S 2.8 06 WIKIPEDIA.ORG 194 M 52.1 M 11M 45S 2.2 07 TWITTER.COM 190 M 52.5 M 22M 33S 1.8 08 XVIDEOS.COM 167 M 39.5 M 12M 07S 7.4 09 AMAZON.CA 139 M 44.1 M 13M 02S 6.0 10 YAHOO.COM 122 M 23.5 M 20M 19S 3.6 # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022. NOTE: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA SEMRUSH’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022 TOP WEBSITES: SEMRUSH RANKING JAN 2023
40 11 LIVE.COM 119 M 10.5 M 6M 40S 9.0 12 REDDIT.COM 115 M 12.6 M 9M 49S 7.3 13 NETFLIX.COM 105 M 7.51 M 9M 57S 4.2 14 PORNHUB.COM 93.0 M 11.3 M 10M 02S 9.7 15 XVIDEOS.COM 87.3 M 11.2 M 12M 12S 10.2 16 BWANET.CA 87.1 M 7.06 M 8M 20S 7.3 17 OFFICE.COM 74.6 M 5.07 M 4M 00S 2.3 18 XNXX.COM 65.2 M 8.51 M 15M 35S 11.8 19 LINKEDIN.COM 59.4 M 9.71 M 1M 38S 2.5 10 CBC.CA 57.3 M 12.0 M 6M 52S 7.2 01 GOOGLE.COM 2.22 B 55.1 M 11M 40S 9.0 02 YOUTUBE.COM 967 M 38.8 M 21M 00S 12.6 03 FACEBOOK.COM 500 M 33.5 M 9M 26S 8.7 04 CANADAPOST- POSTESCANADA.CA 293 M 103 M 1M 51S 2.0 05 GOOGLE.CA 183 M 15.5 M 6M 57S 9.9 06 TWITTER.COM 161 M 20.5 M 6M 57S 11.4 07 AMAZON.CA 156 M 26.6 M 10M 13S 10.2 08 WIKIPEDIA.ORG 136 M 22.9 M 3M 45S 3.5 09 YAHOO.COM 129 M 15.5 M 7M 22S 6.1 10 INSTAGRAM.COM 124 M 19.3 M 7M 04S 10.6 # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT SOURCE: SIMILARWEB. RANKING AND VALUES BASED ON TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022. NOTES: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. VALUES FOR “TOTAL VISITS” AND “UNIQUE VISITORS” REPRESENT MONTHLY AVERAGES. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS. CANADA SIMILARWEB’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022 TOP WEBSITES: SIMILARWEB RANKING JAN 2023
41 0.02% 1.35% 0.01% 0.28% -33.3% (-1 BP) -1.5% (-2 BPS) [UNCHANGED] +21.7% (+5 BPS) 90.64% 5.93% 1.67% 0.10% -0.4% (-36 BPS) +8.2% (+45 BPS) -7.7% (-14 BPS) +42.9% (+3 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE BAIDU DUCKDUCKGO NAVER OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GOOGLE BING YAHOO! YANDEX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM SEARCH ENGINES IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE SHARE OF SEARCH ENGINE REFERRALS JAN 2023
42 11 NHL 26 12 COSTCO 25 13 WALMART 24 14 PIZZA PIZZA 22 15 CANADIAN TIRE 21 16 MAP 21 17 GMAIL 21 18 CALCULATOR 18 19 DRIVE 18 20 NBA 17 01 YOU 100 02 WEATHER 84 03 GOOGLE 80 04 NEWS 55 05 FACEBOOK 52 06 YOUTUBE 52 07 AMAZON 40 08 WORDLE 33 09 REDDIT 33 10 TRANSLATE 26 # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. CANADA QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP GOOGLE SEARCHES JAN 2023
43 20.9% 30.8% 18.8% 23.7% +8.3% (+160 BPS) -3.1% (-100 BPS) +6.2% (+110 BPS) +1.7% (+40 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE USE VOICE ASSISTANTS (E.G. SIRI, GOOGLE ASSISTANT) TO FIND INFORMATION EACH WEEK VISIT SOCIAL NETWORKS TO LOOK FOR INFORMATION ABOUT BRANDS AND PRODUCTS USE IMAGE RECOGNITION TOOLS (E.G. GOOGLE LENS, PINTEREST LENS) ON MOBILE EACH MONTH USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH KIND OF ONLINE ACTIVITY ACCESSING ONLINE INFORMATION JAN 2023
44 21.2% 19.3% 18.1% 19.9% 17.1% -2.8% (-60 BPS) +1.6% (+30 BPS) -2.7% (-50 BPS) +2.1% (+40 BPS) +1.2% (+20 BPS) 88.0% 37.5% 32.3% 31.0% 20.0% +4.9% (+410 BPS) -1.6% (-60 BPS) -0.6% (-20 BPS) -1.6% (-50 BPS) [UNCHANGED] EDUCATIONAL VIDEO PRODUCT REVIEW VIDEO SPORTS CLIP OR HIGHLIGHTS VIDEO GAMING VIDEO INFLUENCER VIDEOS AND VLOGS ANY KIND OF VIDEO MUSIC VIDEO COMEDY, MEME, OR VIRAL VIDEO TUTORIAL OR HOW-TO VIDEO VIDEO LIVESTREAM YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK WATCHING ONLINE VIDEO CONTENT JAN 2023
45 90.5% 92.3% 1H 35M 42.8% PERCENTAGE OF INTERNET USERS WHO STREAM TV CONTENT OVER THE INTERNET INTERNET USERS WHO STREAM TV CONTENT vs. INTERNET USERS WHO WATCH ANY KIND OF TV AVERAGE DAILY TIME THAT INTERNET USERS SPEND WATCHING STREAMING TV TIME SPENT WATCHING STREAMING TV AS A PERCENTAGE OF TOTAL TIME SPENT WATCHING TV SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH STREAMING TV CONTENT VIA THE INTERNET JAN 2023
46 37.4% 16.6% 21.1% 12.0% +2.2% (+80 BPS) -0.6% (-10 BPS) -0.9% (-20 BPS) +20.0% (+200 BPS) LISTEN TO MUSIC STREAMING SERVICES LISTEN TO ONLINE RADIO SHOWS OR STATIONS LISTEN TO PODCASTS LISTEN TO AUDIO BOOKS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK LISTENING TO ONLINE AUDIO CONTENT JAN 2023
47 23.1% 12.7% 7.1% 6.7% -6.5% (-160 BPS) +19.8% (+210 BPS) +31.5% (+170 BPS) +76.3% (+290 BPS) 79.5% 53.1% 37.1% 33.7% -0.1% (-10 BPS) +1.5% (+80 BPS) +2.8% (+100 BPS) -5.1% (-180 BPS) TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE DEVICES USED TO PLAY VIDEO GAMES JAN 2023
48 $359.7 $249.6 $209.2 $278.4 MILLION MILLION MILLION MILLION +5.5% (+$19 MILLION) -0.2% (-$400 THOUSAND) +9.1% (+$18 MILLION) +10.5% (+$26 MILLION) 5.12 $2.49 $762.9 $628.6 MILLION BILLION MILLION MILLION +15.2% (+674 THOUSAND) +7.6% (+$175 MILLION) +8.5% (+$60 MILLION) +9.4% (+$54 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE VALUE OF SMART HOME SECURITY DEVICE MARKET VALUE OF SMART HOME ENTERTAINMENT DEVICE MARKET VALUE OF SMART HOME COMFORT & LIGHTING MARKET VALUE OF SMART HOME ENERGY MANAGEMENT MARKET YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF HOMES WITH SMART HOME DEVICES TOTAL ANNUAL VALUE OF THE SMART HOME DEVICES MARKET VALUE OF SMART HOME APPLIANCES MARKET VALUE OF SMART HOME CONTROL & CONNECTIVITY DEVICE MARKET SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. CANADA VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS) SMART HOME MARKET OVERVIEW JAN 2023
49 $216 $186 $100 $145 -12.5% (-$31.00) -15.0% (-$32.90) -11.9% (-$13.60) -10.6% (-$17.20) 31.7% $487 $616 $245 +13.8% (+385 BPS) -6.6% (-$34.20) -11.2% (-$77.80) -10.7% (-$29.30) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE ARPU: SMART HOME SECURITY DEVICES ARPU: SMART HOME ENTERTAINMENT DEVICES ARPU: SMART HOME COMFORT & LIGHTING ARPU: SMART HOME ENERGY MANAGEMENT YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PENETRATION OF SMART HOME DEVICES ARPU: SPEND ON ALL SMART HOME DEVICES ARPU: SMART HOME APPLIANCES ARPU: SMART HOME CONTROL & CONNECTIVITY DEVICES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR SPEND PER SMART HOME FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. CANADA AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (U.S. DOLLARS) AVERAGE ANNUAL REVENUE PER SMART HOME JAN 2023
50 43.8% 21.0% 13.7% USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR MOBILE APP EACH MONTH USE A MOBILE PAYMENT SERVICE (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH OWN ANY FORM OF CRYPTOCURRENCY (E.G. BITCOIN, ETHER) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN OR USE EACH KIND OF DIGITAL FINANCIAL SERVICE USE OF ONLINE FINANCIAL SERVICES JAN 2023
51 27.1% 36.9% 40.6% 42.0% 60.2% COMFORTABLE WITH APPS TRACKING THEIR REAL-WORLD ACTIVITY (E.G. STEPS, SLEEP) PREFER TO REMAIN ANONYMOUS WHEN USING ONLINE SERVICES WORRY ABOUT HOW COMPANIES MIGHT USE THEIR ONLINE DATA DECLINE COOKIES ON WEBSITES AT LEAST SOME OF THE TIME EXPRESS CONCERN ABOUT WHAT IS REAL vs. WHAT IS FAKE ON THE INTERNET SOURCES: DATA FOR “CONCERNS ABOUT WHAT IS REAL vs WHAT IS FAKE ON THE INTERNET” VIA REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM’S “DIGITAL NEWS REPORT 2021”. FIGURES REPRESENT THE FINDINGS OF A GLOBAL STUDY OF ONLINE NEWS CONSUMERS AGED 18+ (SEE DIGITALNEWSREPORT.ORG FOR MORE DETAILS). DATA FOR ALL OTHER DATA POINTS VIA GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERSPECTIVES AND ACTIVITIES OF ONLINE ADULTS RELATING TO THEIR ONLINE DATA PRIVACY AND SECURITY ONLINE PRIVACY AND SECURITY JAN 2023
SOCIAL MEDIA
! CORRECTIONS IN SOCIAL MEDIA USER NUMBERS Over recent months, the data sources that we use to calculate social media user numbers in each country have made significant revisions to their underlying numbers. As a result, we are currently unable to provide data for the change in social media users over time. Because of these changes, readers should not compare social media user numbers published in this report with similar figures published in previous reports in the Global Digital Reports series, because any such comparisons will deliver inaccurate data and misleading trends. Furthermore, please note that the social media user numbers published in this report may appear to be significantly lower than the figures published in previous reports in this series. However, any such differences are the result of “corrections” in source data published by social media platforms, and our analysis of various data sources confirms that there has been no discernible drop in social media use in any of the countries that we track. As a result, readers should not interpret any negative differences between the numbers published in this report versus previous reports as a decline in social media use, because these differences are due to corrections in source methodologies and data reporting approaches, and do not representachangeinactualusernumbers.Please read our comprehensive notes on data for more details: https://datareportal.com/notes-on-data
54 2H 05M 6.3 51.2% 48.8% 33.10 85.7% 90.8% 91.4% MILLION NUMBER OF SOCIAL MEDIA USERS SOCIAL MEDIA USERS vs. TOTAL POPULATION SOCIAL MEDIA USERS AGE 18+ vs. TOTAL POPULATION AGE 18+ SOCIAL MEDIA USERS vs. TOTAL INTERNET USERS AVERAGE TIME SPENT USING SOCIAL MEDIA EACH DAY AVERAGE NUMBER OF SOCIAL PLATFORMS USED EACH MONTH FEMALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS MALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH; U.N.; U.S. CENSUS BUREAU. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS. CANADA HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) OVERVIEW OF SOCIAL MEDIA USE JAN 2023
55 2.0% 1.4% 8.6% 7.7% 12.5% 11.9% 9.5% 8.8% 7.7% 6.4% 6.8% 5.1% 6.8% 4.8% 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCES: KEPIOS ANALYSIS; META’S ADVERTISING RESOURCES. NOTE: META ONLY PERMITS PEOPLE AGED 13 AND ABOVE TO USE ITS PLATFORMS, SO WHILE THERE MAY BE USERS BELOW THE AGE OF 13, THEY DO NOT FEATURE IN THE AVAILABLE DATA. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: IMPORTANT BASE DATA REVISIONS AND SOURCE REPORTING CHANGES. VALUES ARE NOT COMPARABLE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CANADA SHARE OF COMBINED, DEDUPLICATED POTENTIAL ADVERTISING REACH ACROSS FACEBOOK, INSTAGRAM, AND MESSENGER, BY AGE AND GENDER DEMOGRAPHIC PROFILE OF META’S AD AUDIENCE JAN 2023 DATAREPORTAL
56 54.1% 39.4% 30.4% 26.0% 25.0% 23.7% 20.1% 19.3% 18.3% 18.0% 17.5% 16.5% 15.9% 15.2% 15.0% KEEPING IN TOUCH WITH FRIENDS AND FAMILY FILLING SPARE TIME READING NEWS STORIES FINDING CONTENT (E.G. VIDEOS) SEEING WHAT’S BEING TALKED ABOUT FINDING INSPIRATION FOR THINGS TO DO AND BUY POSTING ABOUT YOUR LIFE FINDING LIKE-MINDED COMMUNITIES FINDING PRODUCTS TO PURCHASE AVOIDING MISSING OUT (FOMO) SHARING AND DISCUSSING OPINIONS SEEING CONTENT FROM BRANDS WATCHING LIVE STREAMS WATCHING OR FOLLOWING SPORTS WORK-RELATED NETWORKING OR RESEARCH SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH. CANADA PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS MAIN REASONS FOR USING SOCIAL MEDIA JAN 2023
57 73.4% 60.9% 57.0% 41.1% 39.5% 38.3% 36.6% 33.5% 32.3% 29.9% 28.0% 16.6% 16.0% 11.3% 7.2% FACEBOOK FB MESSENGER INSTAGRAM TIKTOK TWITTER WHATSAPP IMESSAGE PINTEREST LINKEDIN SNAPCHAT REDDIT SKYPE DISCORD TELEGRAM TUMBLR SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. COMPARABILITY: A VERSION OF THIS CHART THAT APPEARED IN OUR PREVIOUS REPORTS WAS BASED ON A PREVIOUS QUESTION IN GWI’S SURVEY THAT INCLUDED YOUTUBE AS AN ANSWER OPTION. GWI’S CURRENT SURVEY FEATURES A REVISED VERSION OF THIS QUESTION THAT DOES NOT INCLUDE YOUTUBE AS AN ANSWER OPTION, WHILE OTHER CHANGES TO THE QUESTION’S WORDING MAY MEAN THAT THE VALUES AND RANK ORDER SHOWN HERE ARE NOT DIRECTLY COMPARABLE WITH THOSE SHOWN ON A SIMILAR CHART IN PREVIOUS REPORTS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH PLATFORM EACH MONTH MOST USED SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023
58 23.3% 14.9% 10.4% 7.5% 7.1% 5.0% 4.9% 3.3% 3.3% 3.2% FACEBOOK INSTAGRAM TIKTOK FB MESSENGER WHATSAPP TWITTER IMESSAGE REDDIT SNAPCHAT PINTEREST SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. CANADA PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM FAVOURITE SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023
59 17H 42M 15H 42M 25H 54M 9H 30M 7H 36M PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH +3.5% (+36 MINS) +0.6% (+6 MINS) +14.6% (+3H 18M) +1.1% (+6 MINS) -3.8% (-18 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YOUTUBE FACEBOOK TIKTOK INSTAGRAM WHATSAPP SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. PLATFORMS ARE SHOWN IN RANK ORDER (LEFT TO RIGHT) BASED ON TOTAL, CUMULATIVE TIME SPENT ACROSS ALL USERS. CANADA AVERAGE TIME PER MONTH THAT USERS SPEND USING EACH PLATFORM’S ANDROID APP TIME SPENT USING SOCIAL MEDIA APPS JAN 2023
60 9.9% 7.0% 8.3% 8.2% +7.6% (+70 BPS) +18.6% (+110 BPS) +18.6% (+130 BPS) +12.3% (+90 BPS) 60.4% 30.8% 18.1% 14.0% +4.0% (+230 BPS) -3.1% (-100 BPS) -4.2% (-80 BPS) -2.1% (-30 BPS) MESSAGING AND LIVE CHAT SERVICES MICRO-BLOGS (E.G. TWITTER) VLOGS (BLOGS IN A VIDEO FORMAT) ONLINE PINBOARDS (E.G. PINTEREST) ANY KIND OF SOCIAL MEDIA PLATFORM SOCIAL NETWORKS QUESTION & ANSWER SITES (E.G. QUORA) FORUMS AND MESSAGE BOARDS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES FOR “ANY KIND OF SOCIAL MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST). CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS USE OF SOCIAL MEDIA FOR BRAND RESEARCH JAN 2023
61 53.6% 26.1% 25.7% 24.1% 23.9% 22.4% 21.0% 20.5% 18.7% 18.4% 16.0% 15.9% 15.0% 14.6% 14.3% FRIENDS, FAMILY, AND PEOPLE YOU KNOW ACTORS, COMEDIANS, OR OTHER PERFORMERS BANDS, SINGERS, OR MUSICIANS TV SHOWS OR CHANNELS ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS RESTAURANTS, CHEFS, OR FOODIES BRANDS YOU PURCHASE INFLUENCERS OR OTHER EXPERTS SPORTS PEOPLE AND TEAMS BRANDS YOU’RE CONSIDERING PURCHASING CONTACTS RELEVANT TO WORK EVENTS YOU’RE ATTENDING JOURNALISTS OR NEWS COMPANIES WILDLIFE ORGANISATIONS OR ANIMALS FITNESS EXPERTS OR ORGANISATIONS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED JAN 2023
62 3.01% 0.91% 0.60% 0.04% 0.27% -15.4% (-55 BPS) +9.6% (+8 BPS) -31.8% (-28 BPS) -42.9% (-3 BPS) -41.3% (-19 BPS) 53.01% 14.13% 11.41% 14.33% 2.29% -0.9% (-48 BPS) -6.9% (-105 BPS) +56.7% (+413 BPS) -7.5% (-117 BPS) -16.7% (-46 BPS) FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE REDDIT TUMBLR LINKEDIN VKONTAKTE OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: SHARE DOES NOT INCLUDE TRAFFIC FROM MESSENGER PLATFORMS. DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT SHARE OF AVAILABLE PLATFORMS ONLY. FIGURES REPRESENT THE SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED ON EACH PLATFORM AS A PERCENTAGE OF TOTAL WEB TRAFFIC ARRIVING FROM THE AVAILABLE SELECTION OF SOCIAL PLATFORMS IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED IN SOCIAL MEDIA PLATFORMS (ANY DEVICE) WEB TRAFFIC REFERRALS FROM SOCIAL MEDIA JAN 2023
SOCIAL MEDIA PLATFORMS
64 57.0% 61.7% 53.9% 46.1% 20.65 53.5% -1.7% -1.2% MILLION -350 THOUSAND -250 THOUSAND 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN REPORTED FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK FACEBOOK: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
65 0.96 25.23% 31.32% 40.41% 3.04% AVERAGE NUMBER OF PAGE POSTS PER DAY PHOTO POSTS’ SHARE OF TOTAL PAGE POSTS VIDEO POSTS’ SHARE OF TOTAL PAGE POSTS LINK POSTS’ SHARE OF TOTAL PAGE POSTS STATUS POSTS’ SHARE OF TOTAL PAGE POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES SHARE OF FACEBOOK PAGE POSTS BY POST TYPE JAN 2023
66 0.07% 0.10% 0.11% 0.03% 0.03% AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: ALL POST TYPES AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: PHOTO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: VIDEO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: LINK POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: STATUS POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS FACEBOOK POST ENGAGEMENT BENCHMARKS JAN 2023
67 28.50 90.8% 50.5% 49.5% MILLION 33.10 85.7% 91.4% -0.6% MILLION -200 THOUSAND POTENTIAL REACH OF ADS ON YOUTUBE YOUTUBE AD REACH vs. TOTAL POPULATION YOUTUBE AD REACH vs. TOTAL INTERNET USERS YEAR-ON-YEAR CHANGE IN REPORTED YOUTUBE AD REACH YOUTUBE’S ADVERTISING REACH: USERS AGED 18+ YOUTUBE’S AD REACH AGE 18+ vs. TOTAL POPULATION AGE 18+ FEMALE YOUTUBE AD REACH AGE 18+ vs. TOTAL YOUTUBE AD REACH AGE 18+ MALE YOUTUBE AD REACH AGE 18+ vs. TOTAL YOUTUBE AD REACH AGE 18+ SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE YOUTUBE: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
68 01 SONGS 100 02 MUSIC 88 03 ASMR 43 04 NEWS 42 05 ROBLOX 34 06 MINECRAFT 34 07 TIKTOK 30 08 MOVIES 30 09 COCOMELON 22 10 FORTNITE 21 11 YOUTUBE 20 12 KARAOKE 15 13 POKEMON 15 14 MARIO 14 15 MRBEAST 14 16 UKRAINE 14 17 DREAM 13 18 DHAR MANN 13 19 SONIC 12 20 MUSIQUE 12 # SEARCH QUERY INDEX # SEARCH QUERY INDEX SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. CANADA QUERIES WITH THE GREATEST VOLUME OF YOUTUBE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP YOUTUBE SEARCHES JAN 2023
69 43.9% 47.5% 55.9% 44.1% 15.90 41.2% -3.6% -8.6% MILLION -600 THOUSAND -1.5 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN REPORTED INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
70 29.7% 34.2% 52.8% 47.2% 10.75 27.8% +15.1% -3.9% MILLION +1.4 MILLION -436 THOUSAND 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN REPORTED TIKTOK AD REACH SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. CANADA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TIKTOK: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
71 58.0% 66.9% 47.4% 52.6% 21.00 54.4% 0% +10.5% MILLION [UNCHANGED] +2.0 MILLION 90 LINKEDIN AD REACH vs. TOTAL INTERNET USERS LINKEDIN AD REACH vs. POPULATION AGED 18+ FEMALE LINKEDIN AD REACH vs. TOTAL LINKEDIN AD REACH MALE LINKEDIN AD REACH vs. TOTAL LINKEDIN AD REACH TOTAL POTENTIAL REACH OF ADS ON LINKEDIN LINKEDIN AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED LINKEDIN AD REACH YEAR-ON-YEAR CHANGE IN REPORTED LINKEDIN AD REACH SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN LINKEDIN: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
72 30.4% 32.9% 53.2% 46.6% 11.00 28.5% +2.8% +6.8% MILLION +300 THOUSAND +700 THOUSAND 90 SNAPCHAT AD REACH vs. TOTAL INTERNET USERS SNAPCHAT AD REACH vs. POPULATION AGED 13+ FEMALE SNAPCHAT AD REACH vs. TOTAL SNAPCHAT AD REACH* MALE SNAPCHAT AD REACH vs. TOTAL SNAPCHAT AD REACH* TOTAL POTENTIAL REACH OF ADS ON SNAPCHAT SNAPCHAT AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED SNAPCHAT AD REACH YEAR-ON-YEAR CHANGE IN REPORTED SNAPCHAT AD REACH SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. (*) GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO TOTAL. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON SNAPCHAT SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
73 28.7% 31.1% 35.9% 64.1% 10.40 26.9% +6.1% +31.6% MILLION +600 THOUSAND +2.5 MILLION 90 TWITTER AD REACH vs. TOTAL INTERNET USERS TWITTER AD REACH vs. POPULATION AGED 13+ FEMALE TWITTER AD REACH vs. TOTAL TWITTER AD REACH MALE TWITTER AD REACH vs. TOTAL TWITTER AD REACH TOTAL POTENTIAL REACH OF ADS ON TWITTER TWITTER AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED TWITTER AD REACH YEAR-ON-YEAR CHANGE IN REPORTED TWITTER AD REACH SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER TWITTER: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
74 23.3% 25.2% 77.7% 14.6% 8.44 21.9% -12.9% -8.9% MILLION -1.3 MILLION -825 THOUSAND 90 PINTEREST AD REACH vs. TOTAL INTERNET USERS PINTEREST AD REACH vs. POPULATION AGED 13+ FEMALE PINTEREST AD REACH vs. TOTAL PINTEREST AD REACH MALE PINTEREST AD REACH vs. TOTAL PINTEREST AD REACH TOTAL POTENTIAL REACH OF ADS ON PINTEREST PINTEREST AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED PINTEREST AD REACH YEAR-ON-YEAR CHANGE IN REPORTED PINTEREST AD REACH SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ALSO AVAILABLE FOR “UNSPECIFIED”, .SO VALUES FOR “FEMALE” AND “MALE” MAY NOT SUM TO 100%. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON PINTEREST PINTEREST: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
MOBILE
76 38.04 98.5% +4.7% 99.7% MILLION +1.7 MILLION NUMBER OF CELLULAR MOBILE CONNECTIONS (EXCLUDING IOT) NUMBER OF CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF CELLULAR MOBILE CONNECTIONS SHARE OF CELLULAR MOBILE CONNECTIONS THAT ARE BROADBAND (3G, 4G, 5G) SOURCE: GSMA INTELLIGENCE. NOTES: TOTAL CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. FIGURES MAY SIGNIFICANTLY EXCEED FIGURES FOR POPULATION DUE TO MULTIPLE CONNECTIONS AND CONNECTED DEVICES PER PERSON. COMPARABILITY: BASE CHANGES. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS REPORTS FEATURED CELLULAR CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS. CANADA USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS MOBILE CONNECTIVITY JAN 2023
77 35.9 M 36.4 M 35.3 M 35.7 M 36.3 M 36.8 M 36.9 M 37.3 M 38.0 M +1.2% -2.9% +0.9% +1.9% +1.4% +0.2% +1.1% +2.0% JAN APR JUL OCT JAN APR JUL OCT JAN 2021 2021 2021 2021 2022 2022 2022 2022 2023 SOURCE: GSMA INTELLIGENCE. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: BASE REVISIONS. NUMBERS MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CANADA NUMBER OF CELLULAR MOBILE CONNECTIONS AND YEAR-ON-YEAR CHANGE CELLULAR MOBILE CONNECTIONS OVER TIME JAN 2023 DATAREPORTAL
78 $82.90 1.95% $5.94 0.15% PRICE OF THE CHEAPEST SMARTPHONE HANDSET (IN USD) PRICE OF THE CHEAPEST SMARTPHONE HANDSET vs. AVERAGE INCOME AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA (IN USD) AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA vs. AVERAGE INCOME SOURCES: HANDSET PRICES: ALLIANCE FOR AFFORDABLE INTERNET; ACCESS THE FULL DATASET AT A4AI.ORG. MOBILE DATA PRICES: CABLE.CO.UK; WORLD BANK. COMPARABILITY: VALUE FOR HANDSET PRICES vs. MONTHLY INCOME AS PUBLISHED BY A4AI, AND MAY USE A DIFFERENT VALUE FOR AVERAGE MONTHLY INCOME COMPARED WITH THE DATA USED TO CALCULATE THE PRICE OF 1GB OF MOBILE DATA vs. MONTHLY INCOME. AS A RESULT, VALUES MAY NOT CORRELATE ACROSS DATA POINTS. CANADA THE COST OF BUYING A SMARTPHONE HANDSET AND 1GB OF CELLULAR MOBILE DATA, AND COMPARISONS WITH AVERAGE MONTHLY INCOME AFFORDABILITY OF MOBILE INTERNET ACCESS JAN 2023
79 40.92% 58.47% 0.55% 0% 0.06% -8.5% (-380 BPS) +6.9% (+376 BPS) +3.8% (+2 BPS) [N/A] +50.0% (+2 BPS) SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM ANDROID DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM APPLE IOS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM SAMSUNG OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM KAI OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM OTHER OS DEVICES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO MOBILE BROWSERS IN NOVEMBER 2022. FIGURES FOR SAMSUNG OS REFER ONLY TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM IN NOVEMBER 2022 SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS JAN 2023
80 4H 38M 1.05 +2.8% $2.68 -3.1% +6.1% (+16 MINS) BILLION +29 MILLION BILLION -$86 MILLION AVERAGE TIME THAT EACH USER SPENDS USING A SMARTPHONE EACH DAY TOTAL NUMBER OF MOBILE APP DOWNLOADS YEAR-ON-YEAR CHANGE IN THE TOTAL NUMBER OF MOBILE APP DOWNLOADS ANNUAL CONSUMER SPEND ON MOBILE APPS AND IN-APP PURCHASES (USD) YEAR-ON-YEAR CHANGE IN CONSUMER SPEND ON APPS AND IN-APP PURCHASES SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. CANADA HEADLINES FOR MOBILE APP DOWNLOADS AND CONSUMER SPEND (IN U.S. DOLLARS) BETWEEN JANUARY AND DECEMBER 2022 MOBILE APP MARKET OVERVIEW JAN 2023
81 01 FACEBOOK META 02 FACEBOOK MESSENGER META 03 INSTAGRAM META 04 WHATSAPP META 05 AMAZON AMAZON 06 SPOTIFY SPOTIFY 07 TIKTOK BYTEDANCE 08 NETFLIX NETFLIX 09 WEATHER NETWORK PELMOREX 10 SNAPCHAT SNAP 01 ROBLOX ROBLOX 02 SUBWAY SURFERS SYBO 03 POKÉMON GO NIANTIC 04 CANDY CRUSH SAGA ACTIVISION BLIZZARD 05 CLASH ROYALE TENCENT 06 WORDSCAPES APPLOVIN 07 CLASH OF CLANS TENCENT 08 WORDLE BY GOLDFINCH STUDIOS APPLOVIN 09 WOODOKU TRIPLEDOT 10 PARKING JAM 3D TAKE TWO INTERACTIVE # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN JANUARY AND DECEMBER 2022, EXCLUDING PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). CANADA MOBILE APPS AND GAMES RANKED BY AVERAGE MONTHLY ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: MONTHLY ACTIVE USERS JAN 2023
82 01 ARRIVECAN CANADA BORDER SERVICES AGENCY 02 TIKTOK BYTEDANCE 03 MICROSOFT TEAMS MICROSOFT 04 WHATSAPP META 05 BEREAL BEREAL 06 DISNEY+ DISNEY 07 INSTAGRAM META 08 FACEBOOK MESSENGER META 09 FACEBOOK META 10 SPOTIFY SPOTIFY 01 SUBWAY SURFERS SYBO 02 WORDLE BY GOLDFINCH STUDIOS APPLOVIN 03 ROBLOX ROBLOX 04 STUMBLE GUYS KITKA GAMES 05 FILL THE FRIDGE TAKE TWO INTERACTIVE 06 FISHDOM: DEEP DIVE PLAYRIX 07 WOODOKU TRIPLEDOT 08 WORDSCAPES APPLOVIN 09 PARKING JAM 3D TAKE TWO INTERACTIVE 10 COLORING MATCH UNITY TECHNOLOGIES # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. CANADA RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: DOWNLOADS JAN 2023
83 01 DISNEY+ DISNEY 02 TINDER MATCH GROUP 03 TIKTOK BYTEDANCE 04 YOUTUBE GOOGLE 05 GOOGLE ONE GOOGLE 06 BUMBLE APP BUMBLE 07 CRAVE BEC INC 08 AUDIBLE AMAZON 09 DUOLINGO: LEARN LANGUAGES DUOLINGO 10 DAZN DAZN GROUP 01 CANDY CRUSH SAGA ACTIVISION BLIZZARD 02 ROBLOX ROBLOX 03 COIN MASTER MOON ACTIVE 04 POKÉMON GO NIANTIC 05 CLASH OF CLANS TENCENT 06 HOMESCAPES PLAYRIX 07 BINGO BLITZ PLAYTIKA 08 EVONY TOP GAMES 09 GENSHIN IMPACT MIHOYO 10 ROYAL MATCH DREAM GAMES # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. CANADA RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: CONSUMER SPEND JAN 2023
ECOMMERCE
85 99.5% 99.8% 83.4% 82.1% 96.3% 96.1% [N/A] [N/A] 98.0% 98.1% 69.2% 71.0% 62.6% 64.1% 73.9% 77.2% 98.1% 70.1% 63.4% 75.5% 99.6% 82.7% 96.2% [N/A] FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE MADE A DIGITAL PAYMENT (PAST YEAR) MADE A PURCHASE USING A MOBILE PHONE OR THE INTERNET (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO SEND MONEY (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO PAY BILLS (PAST YEAR) FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE ACCOUNT WITH A FINANCIAL INSTITUTION CREDIT CARD OWNERSHIP DEBIT CARD OWNERSHIP MOBILE MONEY ACCOUNT (E.G. MPESA, GCASH) SOURCE: WORLD BANK. NOTES: SOME FIGURES HAVE NOT BEEN UPDATED IN THE PAST YEAR, SO MAY BE LESS REPRESENTATIVE OF CURRENT BEHAVIOURS. PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY. CANADA PERCENTAGE OF THE TOTAL POPULATION AGED 15+ THAT OWNS OR USES EACH PRODUCT OR SERVICE FINANCIAL INCLUSION FACTORS JAN 2023
86 51.1% 17.8% 12.5% 17.3% 7.4% [UNCHANGED] +12.7% (+200 BPS) +5.0% (+60 BPS) +0.6% (+10 BPS) +80.5% (+330 BPS) PURCHASED A PRODUCT OR SERVICE ONLINE ORDERED GROCERIES VIA AN ONLINE STORE BOUGHT A SECOND-HAND ITEM VIA AN ONLINE STORE USED AN ONLINE PRICE COMPARISON SERVICE USED A BUY NOW, PAY LATER SERVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK WEEKLY ONLINE SHOPPING ACTIVITIES JAN 2023
87 59.8% 44.3% 38.2% 37.2% 34.1% 30.9% 29.2% 19.5% 16.9% 16.9% 15.3% 11.0% 11.0% 10.2% 9.1% FREE DELIVERY COUPONS AND DISCOUNTS EASY RETURNS POLICY LOYALTY POINTS REVIEWS FROM OTHER CUSTOMERS FAST, EASY ONLINE CHECKOUT NEXT-DAY DELIVERY “GUEST” CHECK-OUT PRODUCT OR COMPANY IS ECO-FRIENDLY “LIKES” OR GOOD COMMENTS ON SOCIAL INTEREST-FREE PAYMENTS EXCLUSIVE CONTENT OR SERVICES LIVE-CHAT BOX “CLICK AND COLLECT” ENTRY INTO COMPETITIONS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE ONLINE PURCHASE DRIVERS JAN 2023
88 28.80 $57.92 $2,011 33.8% MILLION BILLION +4.4% (+1.2 MILLION) -0.2% (-$90 MILLION) -4.4% (-$92.00) +2.4% (+80 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF PEOPLE PURCHASING CONSUMER GOODS VIA THE INTERNET ESTIMATED TOTAL ANNUAL SPEND ON ONLINE CONSUMER GOODS PURCHASES (USD, 2022) AVERAGE ANNUAL REVENUE PER CONSUMER GOODS ECOMMERCE USER (USD, 2022) SHARE OF 2022 CONSUMER GOODS ECOMMERCE SPEND ATTRIBUTABLE TO PURCHASES MADE VIA MOBILE PHONES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA HEADLINES FOR THE ADOPTION AND USE OF CONSUMER GOODS ECOMMERCE (B2C ONLY) OVERVIEW OF CONSUMER GOODS ECOMMERCE JAN 2023
89 $6.42 $1.41 $1.27 $2.57 BILLION BILLION BILLION BILLION +5.4% (+$330 MILLION) +27.4% (+$303 MILLION) +9.6% (+$111 MILLION) -4.5% (-$120 MILLION) $15.05 $10.89 $13.00 $7.32 BILLION BILLION BILLION BILLION +7.3% (+$1.0 BILLION) -12.5% (-$1.6 BILLION) +1.2% (+$160 MILLION) -4.7% (-$357 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL & HOUSEHOLD CARE FOOD BEVERAGES PHYSICAL MEDIA YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FASHION ELECTRONICS TOYS, HOBBY, DIY FURNITURE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. THE “PERSONAL & HOUSEHOLD CARE” CATEGORY INCLUDES BEAUTY AND CONSUMER HEALTHCARE. THE “PHYSICAL MEDIA” CATEGORY DOES NOT INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA ESTIMATED ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (B2C ONLY, U.S. DOLLARS, FULL-YEAR 2022) ECOMMERCE: CONSUMER GOODS CATEGORIES JAN 2023
90 11 APPLE 18 12 BEST BUY 16 13 POKEMON 15 14 XBOX 13 15 EBAY 12 16 WALMART CANADA 12 17 GOOGLE 12 18 LAPTOP 11 19 BOOKS 11 20 NINTENDO 11 01 AMAZON 100 02 WALMART 76 03 SHOES 73 04 CANADIAN TIRE 50 05 NIKE 47 06 COSTCO 45 07 IKEA 30 08 HOME DEPOT 27 09 LEGO 20 10 AMAZON CANADA 19 # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY SOURCE: GOOGLE TRENDS, BASED ON SHOPPING SEARCHES CONDUCTED ON GOOGLE SEARCH BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY LANGUAGE ANOMALIES OR SPELLING ERRORS IN QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN THEIR SEARCH ACTIVITIES. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. CANADA SHOPPING QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP GOOGLE SHOPPING SEARCHES JAN 2023
91 22% 63% 7% 1% 7% SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DIGITAL AND MOBILE WALLETS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DEBIT AND CREDIT CARDS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO BANK TRANSFERS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO CASH-ON-DELIVERY SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO OTHER PAYMENT METHODS SOURCE: PPRO. NOTE: FIGURES REPRESENT SHARE OF THE TOTAL NUMBER OF B2C ECOMMERCE TRANSACTIONS IN 2021. CANADA PERCENTAGE OF ALL B2C ECOMMERCE TRANSACTIONS IN 2021 COMPLETED USING EACH TYPE OF PAYMENT METHOD PAYMENT METHODS USED FOR ECOMMERCE JAN 2023
92 $5.45 $4.05 $1.66 $172.3 BILLION BILLION BILLION MILLION +43.1% (+$1.6 BILLION) +46.6% (+$1.3 BILLION) +22.8% (+$308 MILLION) +30.3% (+$40 MILLION) $8.66 $365.1 $1.68 $186.0 BILLION MILLION BILLION MILLION +55.6% (+$3.1 BILLION) +45.7% (+$114 MILLION) +3.3% (+$53 MILLION) +34.2% (+$47 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FLIGHTS TRAINS CAR RENTALS LONG-DISTANCE BUSES SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS, FERRIES, TAXIS, RIDE-SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA ANNUAL ONLINE SPEND ON TRAVEL AND TOURISM SERVICES (U.S. DOLLARS, FULL-YEAR 2022) ONLINE TRAVEL AND TOURISM JAN 2023
93 10.8% 10.9% 5.8% 4.9% 7.5% +8.0% (+80 BPS) +17.2% (+160 BPS) +45.0% (+180 BPS) +44.1% (+150 BPS) +2.7% (+20 BPS) 36.9% 29.3% 10.5% 10.2% 10.0% +1.1% (+40 BPS) +1.7% (+50 BPS) +19.3% (+170 BPS) +25.9% (+210 BPS) +12.4% (+110 BPS) MOVIE OR TV DOWNLOAD MUSIC DOWNLOAD NEWS SERVICE SUBSCRIPTION TO AN ONLINE MAGAZINE DIGITAL BOOKS AND E-BOOKS MOVIE OR TV STREAMING SERVICE MUSIC STREAMING SERVICE MOBILE APP MOBILE GAME MOBILE APP IN- APP PURCHASES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH KIND OF DIGITAL CONTENT EACH MONTH TYPES OF DIGITAL CONTENT PURCHASED JAN 2023
94 $6.08 $3.16 $2.23 $384.2 $303.4 BILLION BILLION BILLION MILLION MILLION +10.7% (+$589 MILLION) +12.9% (+$362 MILLION) +11.4% (+$229 MILLION) -1.9% (-$7.3 MILLION) +1.9% (+$5.7 MILLION) TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA FULL-YEAR 2022 SPEND ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS (IN U.S. DOLLARS) DIGITAL MEDIA SPEND JAN 2023
95 16.52 +8.7% $6.28 +14.8% $380 MILLION +1.3 MILLION BILLION +$810 MILLION +5.6% (+$20.20) NUMBER OF PEOPLE ORDERING FOOD DELIVERY VIA ONLINE PLATFORMS YEAR-ON-YEAR CHANGE IN THE NUMBER OF ONLINE FOOD DELIVERY USERS TOTAL ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF ONLINE FOOD DELIVERY ORDERS AVERAGE ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES ORDERS OF PREPARED FOOD THAT ARE MADE VIA ONLINE SERVICES. INCLUDES ONLINE ORDERS THAT ARE COLLECTED AT A RESTAURANT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. ONLY INCLUDES ORDERS MADE VIA ONLINE SERVICES. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA HEADLINES FOR THE ADOPTION AND USE OF ONLINE MEAL AND TAKEAWAY DELIVERY SERVICES ONLINE MEAL DELIVERY OVERVIEW JAN 2023
96 17.27 -2.5% $1.60 +9.8% $92.35 MILLION -436 THOUSAND BILLION +$142 MILLION +12.5% (+$10.29) NUMBER OF PEOPLE USING E-HEALTH DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF E-HEALTH USERS TOTAL ANNUAL VALUE OF THE E-HEALTH MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE E-HEALTH MARKET AVERAGE ANNUAL SPEND ON E-HEALTH PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES E-HEALTH DEVICES AND APPS, OVER-THE-COUNTER PHARMACEUTICALS SOLD VIA THE INTERNET, AND ONLINE DOCTOR CONSULTATIONS. DOES NOT INCLUDE DIGITAL FITNESS DEVICES AND SERVICES, SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR; APPS FOR TRACKING SLEEP OR TRACKING HEALTH; MOOD IMPROVEMENT APPS; OR APPS TO MANAGE ADDICTION, DEPRESSION, EATING DISORDERS, OR SCHIZOPHRENIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. CANADA HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED HEALTHCARE DEVICES AND SERVICES E-HEALTH OVERVIEW JAN 2023
97 12.58 +2.8% $907.3 +1.4% $72.12 MILLION +337 THOUSAND MILLION +$12 MILLION -1.4% (-$1.00) NUMBER OF PEOPLE USING DIGITAL FITNESS & WELL- BEING DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF DIGITAL FITNESS & WELL-BEING USERS TOTAL ANNUAL VALUE OF THE DIGITAL FITNESS & WELL- BEING MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL FITNESS & WELL-BEING MARKET AVERAGE ANNUAL SPEND ON DIGITAL FITNESS & WELL- BEING PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT TRACK ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING APPS, PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. CANADA HEADLINES FOR THE ADOPTION AND USE OF DIGITAL FITNESS & WELL-BEING DEVICES AND SERVICES DIGITAL FITNESS & WELL-BEING OVERVIEW JAN 2023
98 29.34 +4.6% $119.8 +18.1% $4,082 MILLION +1.3 MILLION BILLION +$18 BILLION +13.0% (+$469) NUMBER OF PEOPLE MAKING DIGITAL PAYMENTS YEAR-ON-YEAR CHANGE IN THE NUMBER OF PEOPLE MAKING DIGITAL PAYMENTS TOTAL ANNUAL VALUE OF DIGITAL PAYMENT TRANSACTIONS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF DIGITAL PAYMENT TRANSACTIONS AVERAGE ANNUAL VALUE OF DIGITAL PAYMENTS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C DIGITAL COMMERCE, AND B2C DIGITAL REMITTANCES. VALUES DO NOT INCLUDE B2B TRANSACTIONS. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR FOR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED PAYMENT SERVICES BY END CONSUMERS OVERVIEW OF CONSUMER DIGITAL PAYMENTS JAN 2023
DIGITAL MARKETING
100 35.1% 33.7% 28.2% 27.8% 26.6% 25.0% 23.7% 20.8% 19.7% 19.2% 18.4% 17.8% 16.4% 15.9% 14.5% SEARCH ENGINES WORD-OF-MOUTH RECOMMENDATIONS FROM FRIENDS OR FAMILY ONLINE RETAIL WEBSITES ADS ON TV IN-STORE DISPLAYS OR PROMOTIONS ADS ON SOCIAL MEDIA BRAND OR PRODUCT WEBSITES ADS ON WEBSITES CONSUMER REVIEW SITES PRODUCT SAMPLES OR TRIALS TV SHOWS OR FILMS RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA COMPANY EMAILS, LETTERS, OR MAILSHOTS ADS IN MOBILE OR TABLET APPS PRODUCT COMPARISON WEBSITES SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM SOURCES OF BRAND DISCOVERY JAN 2023
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  • 3. GWI STATISTA GSMA INTELLIGENCE SEMRUSH DATA.AI PPRO OOKLA SKAI LOCOWISE SIMILARWEB PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE
  • 4. CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE
  • 5. ! IMPORTANT NOTES ON COMPARING DATA The findings published in this report use the latest data available at the time of production. This may include revised figures for historical data points that were not available when we produced previous reports in the Global Digital Reports series. From time to time, we may also change the data sources that we use to inform specific data points, and we may also change how we calculate certain values. Similarly, our data partners may change the ways in which they source, calculate, or report the data that they share with us. As a result, findings published in this report may not correlate with findings published in our previous reports, especially where suchfindingsrepresentchangeovertime(e.g.annual growth). Where we report figures for change over time, such figures will use the latest available data, so we recommend using the values published in this report, rather than trying to recalculate such values using data from previous reports. Wherever we’re aware of the potential for historical mismatches, we’ve included a note on comparability in the footnotes of each relevant slide. Please read these advisories carefully to understand how data sourcesorcalculationshavechangedsinceprevious reports, and beware of making any comparisons with historical data. Where we report values for change over time as “[N/A]”, the most recent data do not correlate with the equivalent data point(s) published in our previous reports, so we strongly advise readers not to compare the associated current figures with the equivalents published in previous reports. In particular, the social media platforms featured in this report regularly revise the figures that they report for advertising reach, and this may result in the latest numbers appearing to be lower than the values for the same data points published in previous reports in this series. However, these source data revisions do not necessarily imply any change in the overall active use of these platforms, and should not be interpreted as such. Furthermore, in addition to changes in data sources and calculations, please note that social media user numbers may not represent unique individuals. This is because some individuals may manage multiple social media accounts, and because some social media accounts may represent ‘non-human’ entities (e.g. businesses, animals, music bands, etc.). As a result, the figures we publish for social media users may exceed the figures that we publish for total population or for internet users. This may seem counter-intuitive,butsuchdifferencesdonotrepresent mistakes. For more information, please read our notes on data variance, mismatches, and curiosities: https://datareportal.com/notes-on-data.
  • 7. 7 8.01 8.46 5.16 4.76 BILLION BILLION BILLION BILLION +0.8% +2.2% +1.9% +3.0% +67 MILLION +180 MILLION +98 MILLION +137 MILLION 57.2% 105.6% 64.4% 59.4% TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE URBANISATION TOTAL vs. POPULATION TOTAL vs. POPULATION TOTAL vs. POPULATION SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA ACROSS ALL METRICS, INCLUDING IMPORTANT REVISIONS TO UNDERLYING POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. WHERE YEAR-ON-YEAR CHANGE IS SHOWN AS “[N/A]”, COMPARISONS WITH HISTORICAL DATA WILL PRODUCE INACCURATE RESULTS. PLEASE READ OUR COMPREHENSIVE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW NOTE: SIGNIFICANT REVISIONS TO SOURCE DATA MEAN THAT FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SEE THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS. OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES GLOBAL DIGITAL HEADLINES JAN 2023
  • 8. 8 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 79.4% 75.6% 74.3% 47.4% 72.5% 70.6% 23.1% 27.9% 48.0% 65.9% 86.9% 88.4% 97.4% 93.5% 80.6% 68.4% 74.9% 92.0% 75.3% 64.4% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION INTERNET ADOPTION JAN 2023
  • 9. 9 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.0% 24.0% 18.5% 1.1% 0.9% 2.1% 1.1% 4.0% 3.3% 4.9% 2.6% 2.0% 3.5% 6.8% 0.6% 2.6% 6.7% 4.3% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL INTERNET USERS SHARE OF GLOBAL INTERNET USERS JAN 2023
  • 10. 10 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 62.0% 63.7% 72.0% 32.5% 27.4% 63.6% 41.3% 8.4% 7.4% 13.3% 48.8% 70.5% 76.7% 83.6% 83.3% 71.3% 50.6% 67.5% 73.9% 59.4% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) SOCIAL MEDIA USERS vs. TOTAL POPULATION JAN 2023
  • 11. 11 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.7% 29.4% 16.1% 0.5% 4.3% 0.7% 1.0% 0.4% 1.4% 2.6% 5.0% 2.9% 2.2% 4.0% 7.7% 0.6% 3.0% 6.9% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS SHARE OF GLOBAL SOCIAL MEDIA USERS JAN 2023
  • 12. 12 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 106% 102% 136% 120% 84% 107% 100% 179% 68% 58% 96% 101% 147% 132% 133% 127% 112% 84% 103% 112% SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: BASE CHANGES. GLOBAL OVERVIEW CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION MOBILE CONNECTIVITY JAN 2023
  • 13. ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2023 CLICK HERE TO READ OUR DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL ADOPTION IN EVERY COUNTRY AROUND THE WORLD CLICK HERE TO READ OUR FLAGSHIP DIGITAL 2023 GLOBAL OVERVIEW REPORT, PACKED WITH ALL THE NUMBERS YOU NEED TO MAKE SENSE OF THE CURRENT STATE OF DIGITAL DIG DEEPER INTO THE DATA IN OUR DIGITAL 2023 GLOBAL REPORTS
  • 14. Last year, we emerged from the pandemic into a new online landscape. IRL and URL life were already impossibly entangled, and much was on the horizon: metaverses in which to while away our days, NFTs to deck the walls of digital houses, crypto wallets for paying for goods and services in virtual malls. But this year, what was cracked has now shattered into many segmented realities. An accurate vision of the future is now less like looking through a telescope, more like looking through a kaleidoscope: it’s coming through as several diverse fragments, not one single perspective. In this fragmented space, online factions are carving out their own customs, niches, and territories – their own marginal worlds that have the power to become the mainstream. On a social level, gone are the days of feeds clustered around friends and family – here are the days of For You Pages guided by individual interests. On a cultural level, gone is the universal watercooler chat dictated by shared popular culture – today’s agenda is set by ever-more niche and transient corners of the internet. And on a personal level, identities are more layered and fluid than ever before, more like an ‘avatar du jour’ than a static understanding of self. In the eighth issue of our annual report Think Forward, we unpick the complex and ever-changing web of digital culture and behaviour, and explore the role brands can play in reflecting and shaping it. T H E T R E N D S 1. TEXTURED DISCOVERY PEOPLE WANT SOCIAL TO BE LESS PRECISE AND MORE EXPLORATORY 2.COLLAPSING NARRATIVES STORYTELLING IS NO LONGER LINEAR NOR FOLLOWING ESTABLISHED STRUCTURES 3. MARGIN-CHASERS ON SOCIAL, EXTREME BEHAVIOUR IS SEEN AS MORE AUTHENTIC, GAINING TRACTION AND CUTTING THROUGH 4. NEW COOPERATIVES THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO LESS EGO-DRIVEN COMMUNITIES 5. EXPANDING IDENTITIES VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY MORE FLEXIBLE AND EXPANSIVE WE ARE SOCIAL FRAGMENTED FUTURES THINK FORWARD 2023 FIND OUT MORE IN THINK FORWARD 2023 > PARTNER CONTENT
  • 15. Meltwater Insights Our 2023 Marketing Trends guide provides a glimpse at what the next generation of digital marketing has to offer. Global Overview Thanks in part to Gen-Z’s love of subtitles, closed-captions are now a regular sight in short-form video content across the internet. Social platforms are continuing to invest in those and other accessibility features, but there’s still a long way to go. A 2022 Business Disability Forum survey of disabled consumers found that 42% of respondents couldn’t complete an online purchase because of inaccessible websites or apps. Short-form video is here to stay. And though what qualifies as “short” varies, easily- digestible video content remains a priority for social platforms. Marketers: Now is the time to embrace short-form video and experiment with length and new platform features, especially as social commerce gains even more traction in 2023. The death of third-party cookies is imminent. Until then, marketers need to spend 2023 overhauling their performance metrics. Expect widespread shifts to gathering first- party data and using contextual marketing. Understanding who your audience is, where they are active online, and how they interact with your brand across the web is going to be an important part of strategy building in 2023 and beyond. Short-Form Video’s Heyday Goodbye Third-Party Cookies Accessibility Visibility Want to make the most of rising marketing trends? Download our 2023 Marketing Trends guide. PARTNER CONTENT
  • 17. 17 38.62 38.04 36.23 33.10 MILLION MILLION MILLION MILLION 81.8% 98.5% 93.8% 85.7% URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS. CANADA OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES ESSENTIAL DIGITAL HEADLINES NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 18. 18 +0.9% +4.7% +1.5% [N/A] +327 THOUSAND +1.7 MILLION +529 THOUSAND [BASE REVISIONS] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR FULL DETAILS. CANADA CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME DIGITAL GROWTH NOTE: MAJOR REVISIONS TO SOURCE DATA MEAN THAT GROWTH FIGURES FOR SOCIAL MEDIA ARE CURRENTLY UNAVAILABLE; PLEASE READ THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS JAN 2023
  • 19. Meltwater Insights The people, topics, and trends driving conversation in Canada Spotlight on Digital Culture Biggest Viral Food Trend Butter Boards Meltwater, 2022 Top Influencer Campaign Platform Instagram Klear, 2021 Top Metaverse Fashion Keyword “Community” Meltwater, 2022 Top 2023 Marketing Trend TikTok for Business Meltwater, 2022 Discover how to unlock insights relevant to your organization with Meltwater. PARTNER CONTENT
  • 20. WE ARE SOCIAL CANADA INCLUSIVITY > TOXICITY Hiking inflation. High interest rates. Looming recession. The headlines closing out 2022 provoke uncertainty and fear. People will seek comfort to fight this, and research affirms that virtual worlds can fulfil unmet emotional and social needs. Whether it’s designer digital clothing, fantasy football amplified by Roblox or explorations of how digital personas could help our grieving loved ones, avatar communication can effectively compensate for a lack of social resources in real life. Brands can look to web3 and gaming tactics to fulfill the needs - and wants - consumers can’t satisfy offline. GAMING EXPERIENCES AS SUPPORT SYSTEMS As people moved from couches to stadiums this year, data suggesting Gen Z have diminished interest in sport seemed at odds with social feeds. Turns out marketing isn’t keeping up with athletes. With Canadians like Andre Degrasse inspiring Black youth and Olympian Madeline Price advocating mental health, athletes are using their voices on social to promote their values and interests beyond performance, driving cultural moments as a result. Brands can take inspiration from athletes who are leading with heart and values and bringing those both into the stadium and social. SOCIAL IS SETTING THE STAGE FOR VALUES-DRIVEN DIALOGUE LEADING WITH PURPOSE FIND OUT MORE ON wearesocial.com/ca > Polarizing offline events like the Freedom Convoy, provincial elections and tightening French language laws drove opinions to the edges in 2022. Similarly, emerging scepticism for those who don’t take a strong stance and operate in the middle ground is pushing behaviours and attitudes to the fringes. Meanwhile, people are also coming together under collective identities like #altblackgirl, those who want to retire early or girlies, gays, non-binaries, & baddies in web3. Creating and merging safe online spaces will require looking at intimacy and governance differently on social. SPORT DRIVES CULTURE PARTNER CONTENT
  • 22. 22 81.8% 4.3 99.0% 99.0% 99.0% 38.62 50.3% 49.7% +0.9% 40.5 MILLION +327 THOUSAND URBAN POPULATION POPULATION DENSITY (PEOPLE PER KM2 ) OVERALL LITERACY (ADULTS AGED 15+) FEMALE LITERACY (ADULTS AGED 15+) MALE LITERACY (ADULTS AGED 15+) TOTAL POPULATION FEMALE POPULATION MALE POPULATION YEAR-ON-YEAR CHANGE IN TOTAL POPULATION MEDIAN AGE OF THE POPULATION SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA; KEPIOS ANALYSIS. CANADA DEMOGRAPHICS AND OTHER KEY INDICATORS POPULATION ESSENTIALS JAN 2023
  • 23. 23 34.9 M 35.2 M 35.6 M 35.9 M 36.3 M 36.8 M 37.3 M 37.8 M 38.0 M 38.3 M 38.6 M +1.1% +0.9% +1.0% +1.2% +1.3% +1.4% +1.3% +0.7% +0.7% +0.9% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES; KEPIOS ANALYSIS. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: SOURCE CHANGES AND BASE REVISIONS. FIGURES MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CANADA TOTAL POPULATION AND YEAR-ON-YEAR CHANGE POPULATION OVER TIME JAN 2023 DATAREPORTAL
  • 24. 24 14.0% 13.6% 12.5% 13.6% 19.3% 38.62 4.9% 8.4% 5.4% 8.3% MILLION 65+ 55-64 45-54 35-44 25-34 18-24 13-17 5-12 0-4 POPULATION AGED 25-34 POPULATION AGED 35-44 POPULATION AGED 45-54 POPULATION AGED 55-64 POPULATION AGED 65+ TOTAL POPULATION POPULATION AGED 0-4 POPULATION AGED 5-12 POPULATION AGED 13-17 POPULATION AGED 18-24 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES. CANADA SHARE OF THE TOTAL POPULATION BY AGE GROUP POPULATION BY AGE JAN 2023
  • 25. 25 36.4% 30.2% 29.8% 23.1% 6.6% -3.7% (-140 BPS) +11.0% (+300 BPS) +10.0% (+270 BPS) +11.6% (+240 BPS) +40.4% (+190 BPS) 93.8% 93.2% 4.4% 73.2% 49.5% -0.7% (-70 BPS) -0.4% (-40 BPS) -6.4% (-30 BPS) -7.1% (-560 BPS) -1.6% (-80 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GAMES CONSOLE SMART WATCH OR SMART WRISTBAND TV STREAMING DEVICE SMART HOME DEVICE VIRTUAL REALITY DEVICE ANY KIND OF MOBILE PHONE SMART PHONE FEATURE PHONE LAPTOP OR DESKTOP COMPUTER TABLET DEVICE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE DEVICE OWNERSHIP JAN 2023
  • 26. 26 1H 43M 1H 09M 0H 56M 1H 11M +24.1% (+20 MINS) +6.2% (+4 MINS) +36.6% (+15 MINS) +26.8% (+15 MINS) 6H 35M 3H 42M 2H 05M 1H 49M -2.7% (-11 MINS) +9.4% (+19 MINS) +10.6% (+12 MINS) +49.3% (+36 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT LISTENING TO MUSIC STREAMING SERVICES TIME SPENT LISTENING TO BROADCAST RADIO TIME SPENT LISTENING TO PODCASTS TIME SPENT USING A GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT USING THE INTERNET TIME SPENT WATCHING TELEVISION (BROADCAST AND STREAMING) TIME SPENT USING SOCIAL MEDIA TIME SPENT READING PRESS MEDIA (ONLINE AND PHYSICAL PRINT) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES BOTH ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. CANADA THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES DAILY TIME SPENT WITH MEDIA JAN 2023
  • 28. 28 36.23 93.8% +1.5% 6H 35M 86.0% MILLION YOY: +0.6% (+58 BPS) +529 THOUSAND -2.7% (-11 MINS) -0.6% (-50 BPS) TOTAL INTERNET USERS INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF INTERNET USERS AVERAGE DAILY TIME SPENT USING THE INTERNET BY EACH INTERNET USER PERCENTAGE OF USERS ACCESSING THE INTERNET VIA MOBILE PHONES SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA FROM GWI (Q3 2022). SEE GWI.COM FOR MORE DETAILS. PERCENTAGE CHANGE FIGURES SHOW RELATIVE YEAR-ON-YEAR CHANGE. “BPS” FIGURES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE YEAR-ON-YEAR CHANGE. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR DETAILS. CANADA ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE OVERVIEW OF INTERNET USE JAN 2023
  • 29. 29 29.9 M 30.7 M 32.0 M 32.7 M 33.7 M 34.8 M 36.0 M 34.9 M 35.3 M 35.7 M 36.2 M +2.6% +4.2% +2.3% +2.8% +3.4% +3.4% -3.1% +1.2% +1.2% +1.5% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH AFTER 2020 MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CANADA INTERNET USERS OVER TIME NUMBER OF INTERNET USERS AND YEAR-ON-YEAR CHANGE JAN 2023 DATAREPORTAL
  • 30. 30 35.84 36.90 37.13 MILLION MILLION MILLION 92.8% 95.5% 96.2% vs. POPULATION vs. POPULATION vs. POPULATION INTERNET USERS: ITU INTERNET USERS: CIA WORLD FACTBOOK INTERNET USERS: INTERNETWORLDSTATS SOURCES: AS STATED ABOVE EACH ICON. NOTES: WHERE SOURCES PUBLISH INTERNET ADOPTION AS A PERCENTAGE (I.E. PENETRATION), VALUES SHOWN HERE COMPARE THE LATEST PUBLISHED ADOPTION RATES IN EACH COUNTRY WITH THE LATEST FIGURES FOR POPULATION TO DERIVE ABSOLUTE USER NUMBERS. WHERE SOURCES PUBLISH ABSOLUTE USER NUMBERS, VALUES SHOWN HERE COMPARE THESE ABSOLUTE USER FIGURES WITH THE LATEST FIGURES FOR POPULATION TO DERIVE VALUES FOR “vs. POPULATION”. COMPARABILITY: POTENTIAL MISMATCHES. INTERNET USER FIGURES QUOTED ELSEWHERE IN THIS REPORT USE DATA FROM MULTIPLE SOURCES, INCLUDING SOURCES NOT FEATURED ON THIS SLIDE. CANADA INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES INTERNET USER PERSPECTIVES JAN 2023
  • 31. 31 93.8% 100.0% 99.2% 99.0% 0.5% USES THE INTERNET HAS ACCESS TO ELECTRICITY HAS ACCESS TO BASIC DRINKING WATER HAS ACCESS TO BASIC SANITATION EARNS LESS THAN USD $3.65 PER DAY SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNITED NATIONS. CANADA ACCESS TO THE INTERNET IN THE CONTEXT OF ACCESS TO OTHER LIFE ESSENTIALS, AS A PERCENTAGE OF TOTAL POPULATION INTERNET ACCESS IN PERSPECTIVE JAN 2023
  • 32. 32 6H 35M 3H 04M 3H 31M 46.6% DAILY TIME SPENT USING THE INTERNET ACROSS ALL DEVICES TIME SPENT USING THE INTERNET ON MOBILE PHONES TIME SPENT USING THE INTERNET ON COMPUTERS AND TABLETS MOBILE’S SHARE OF TOTAL DAILY INTERNET TIME SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA AMOUNT OF TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY DAILY TIME SPENT USING THE INTERNET JAN 2023
  • 33. 33 69.2% 61.7% 61.1% 57.3% 55.2% 53.5% 48.3% 48.2% 47.6% 44.5% 42.0% 41.8% 39.2% 29.7% 28.8% FINDING INFORMATION RESEARCHING HOW TO DO THINGS STAYING IN TOUCH WITH FRIENDS AND FAMILY KEEPING UP-TO-DATE WITH NEWS AND EVENTS WATCHING VIDEOS, TV SHOWS, OR MOVIES RESEARCHING PRODUCTS AND BRANDS FILLING UP SPARE TIME AND GENERAL BROWSING ACCESSING AND LISTENING TO MUSIC FINDING NEW IDEAS OR INSPIRATION MANAGING FINANCES AND SAVINGS RESEARCHING PLACES, VACATIONS, AND TRAVEL RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS EDUCATION AND STUDY-RELATED PURPOSES GAMING ORGANISING YOUR DAY-TO-DAY LIFE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET MAIN REASONS FOR USING THE INTERNET JAN 2023
  • 34. 34 73.9% 34.5% 37.3% 24.3% 22.1% -5.6% (-440 BPS) +6.5% (+210 BPS) +6.0% (+210 BPS) +4.7% (+110 BPS) +0.5% (+10 BPS) 86.0% 81.6% 85.0% 4.4% 41.0% -0.6% (-50 BPS) -3.2% (-270 BPS) -0.5% (-40 BPS) +10.0% (+40 BPS) -3.3% (-140 BPS) MOBILE PHONE (ANY) LAPTOP OR DESKTOP (ANY) SMART PHONE FEATURE PHONE TABLET DEVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL LAPTOP OR DESKTOP WORK LAPTOP OR DESKTOP CONNECTED TELEVISION SMART HOME DEVICE GAMES CONSOLE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILE PHONE (ANY)” INCLUDES USERS WHO ACCESS VIA A SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER. PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET DEVICES USED TO ACCESS THE INTERNET JAN 2023
  • 35. 35 82.68 +13.5% 136.87 +40.4% MBPS MBPS MEDIAN DOWNLOAD SPEED OF CELLULAR MOBILE INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN CELLULAR MOBILE INTERNET CONNECTION SPEED MEDIAN DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN FIXED INTERNET CONNECTION SPEED SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS IN MEGABITS PER SECOND (MBPS) IN NOVEMBER 2022. COMPARABILITY: THE VALUES FOR INTERNET CONNECTION SPEEDS THAT WE FEATURED IN PREVIOUS REPORTS REFLECTED MEAN CONNECTION SPEEDS, WHEREAS WE NOW FEATURE MEDIAN CONNECTION SPEEDS, WHICH OFFER A MORE REPRESENTATIVE INDICATION OF THE CONNECTION SPEEDS THAT “TYPICAL” USERS CAN EXPECT. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE WITH THE VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CANADA MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) OF MOBILE AND FIXED INTERNET CONNECTIONS INTERNET CONNECTION SPEEDS JAN 2023
  • 36. 36 40.63% 55.20% 4.12% 0.04% +9.3% (+345 BPS) -3.3% (-191 BPS) -27.2% (-154 BPS) -20.0% (-1 BP) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE MOBILE PHONES LAPTOP AND DESKTOP COMPUTERS TABLET DEVICES OTHER DEVICES SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE SHARE OF WEB TRAFFIC BY DEVICE JAN 2023
  • 37. 37 8.6% 9.1% 18.7% 19.2% 26.0% 29.6% 29.4% 39.4% 38.5% 37.2% 40.6% +6.3% +105% +2.7% +35.6% +13.6% -0.6% +33.9% -2.3% -3.3% +9.3% NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). CANADA PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES MOBILE’S SHARE OF WEB TRAFFIC JAN 2023 DATAREPORTAL
  • 38. 38 2.92% 1.06% 0.45% 0.96% +0.3% (+1 BP) +32.5% (+26 BPS) +36.4% (+12 BPS) -39.6% (-63 BPS) 50.83% 31.80% 7.51% 4.47% -5.7% (-308 BPS) +10.0% (+290 BPS) +6.7% (+47 BPS) -1.1% (-5 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SAMSUNG INTERNET OPERA ANDROID OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE CHROME SAFARI MICROSOFT EDGE FIREFOX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND OF DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE SHARE OF WEB TRAFFIC BY BROWSER JAN 2023
  • 39. 39 11 GOOGLE.CA 119 M 21.9 M 17M 18S 3.9 12 INSTAGRAM.COM 108 M 37.8 M 16M 07S 2.2 13 FANDOM.COM 103 M 28.9 M 11M 51S 3.2 14 SPANKBANG.COM 96.7 M 21.6 M 12M 52S 7.7 15 XNXX.COM 68.4 M 20.7 M 11M 17S 7.3 16 XHAMSTER.COM 65.7 M 18.5 M 14M 59S 7.2 17 WEATHER.COM 65.0 M 26.0 M 7M 55S 1.5 18 LIVE.COM 58.2 M 13.2 M 10M 50S 3.6 19 CBC.CA 56.2 M 13.9 M 17M 57S 1.4 20 BING.COM 55.2 M 16.9 M 15M 26S 3.1 01 GOOGLE.COM 2.08 B 171 M 23M 18S 3.7 02 YOUTUBE.COM 1.87 B 130 M 37M 22S 6.0 03 REDDIT.COM 291 M 58.5 M 19M 09S 3.2 04 PORNHUB.COM 291 M 58.1 M 10M 29S 7.0 05 FACEBOOK.COM 265 M 53.7 M 24M 51S 2.8 06 WIKIPEDIA.ORG 194 M 52.1 M 11M 45S 2.2 07 TWITTER.COM 190 M 52.5 M 22M 33S 1.8 08 XVIDEOS.COM 167 M 39.5 M 12M 07S 7.4 09 AMAZON.CA 139 M 44.1 M 13M 02S 6.0 10 YAHOO.COM 122 M 23.5 M 20M 19S 3.6 # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022. NOTE: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA SEMRUSH’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022 TOP WEBSITES: SEMRUSH RANKING JAN 2023
  • 40. 40 11 LIVE.COM 119 M 10.5 M 6M 40S 9.0 12 REDDIT.COM 115 M 12.6 M 9M 49S 7.3 13 NETFLIX.COM 105 M 7.51 M 9M 57S 4.2 14 PORNHUB.COM 93.0 M 11.3 M 10M 02S 9.7 15 XVIDEOS.COM 87.3 M 11.2 M 12M 12S 10.2 16 BWANET.CA 87.1 M 7.06 M 8M 20S 7.3 17 OFFICE.COM 74.6 M 5.07 M 4M 00S 2.3 18 XNXX.COM 65.2 M 8.51 M 15M 35S 11.8 19 LINKEDIN.COM 59.4 M 9.71 M 1M 38S 2.5 10 CBC.CA 57.3 M 12.0 M 6M 52S 7.2 01 GOOGLE.COM 2.22 B 55.1 M 11M 40S 9.0 02 YOUTUBE.COM 967 M 38.8 M 21M 00S 12.6 03 FACEBOOK.COM 500 M 33.5 M 9M 26S 8.7 04 CANADAPOST- POSTESCANADA.CA 293 M 103 M 1M 51S 2.0 05 GOOGLE.CA 183 M 15.5 M 6M 57S 9.9 06 TWITTER.COM 161 M 20.5 M 6M 57S 11.4 07 AMAZON.CA 156 M 26.6 M 10M 13S 10.2 08 WIKIPEDIA.ORG 136 M 22.9 M 3M 45S 3.5 09 YAHOO.COM 129 M 15.5 M 7M 22S 6.1 10 INSTAGRAM.COM 124 M 19.3 M 7M 04S 10.6 # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT SOURCE: SIMILARWEB. RANKING AND VALUES BASED ON TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022. NOTES: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. VALUES FOR “TOTAL VISITS” AND “UNIQUE VISITORS” REPRESENT MONTHLY AVERAGES. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS. CANADA SIMILARWEB’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022 TOP WEBSITES: SIMILARWEB RANKING JAN 2023
  • 41. 41 0.02% 1.35% 0.01% 0.28% -33.3% (-1 BP) -1.5% (-2 BPS) [UNCHANGED] +21.7% (+5 BPS) 90.64% 5.93% 1.67% 0.10% -0.4% (-36 BPS) +8.2% (+45 BPS) -7.7% (-14 BPS) +42.9% (+3 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE BAIDU DUCKDUCKGO NAVER OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GOOGLE BING YAHOO! YANDEX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM SEARCH ENGINES IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE SHARE OF SEARCH ENGINE REFERRALS JAN 2023
  • 42. 42 11 NHL 26 12 COSTCO 25 13 WALMART 24 14 PIZZA PIZZA 22 15 CANADIAN TIRE 21 16 MAP 21 17 GMAIL 21 18 CALCULATOR 18 19 DRIVE 18 20 NBA 17 01 YOU 100 02 WEATHER 84 03 GOOGLE 80 04 NEWS 55 05 FACEBOOK 52 06 YOUTUBE 52 07 AMAZON 40 08 WORDLE 33 09 REDDIT 33 10 TRANSLATE 26 # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. CANADA QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP GOOGLE SEARCHES JAN 2023
  • 43. 43 20.9% 30.8% 18.8% 23.7% +8.3% (+160 BPS) -3.1% (-100 BPS) +6.2% (+110 BPS) +1.7% (+40 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE USE VOICE ASSISTANTS (E.G. SIRI, GOOGLE ASSISTANT) TO FIND INFORMATION EACH WEEK VISIT SOCIAL NETWORKS TO LOOK FOR INFORMATION ABOUT BRANDS AND PRODUCTS USE IMAGE RECOGNITION TOOLS (E.G. GOOGLE LENS, PINTEREST LENS) ON MOBILE EACH MONTH USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH KIND OF ONLINE ACTIVITY ACCESSING ONLINE INFORMATION JAN 2023
  • 44. 44 21.2% 19.3% 18.1% 19.9% 17.1% -2.8% (-60 BPS) +1.6% (+30 BPS) -2.7% (-50 BPS) +2.1% (+40 BPS) +1.2% (+20 BPS) 88.0% 37.5% 32.3% 31.0% 20.0% +4.9% (+410 BPS) -1.6% (-60 BPS) -0.6% (-20 BPS) -1.6% (-50 BPS) [UNCHANGED] EDUCATIONAL VIDEO PRODUCT REVIEW VIDEO SPORTS CLIP OR HIGHLIGHTS VIDEO GAMING VIDEO INFLUENCER VIDEOS AND VLOGS ANY KIND OF VIDEO MUSIC VIDEO COMEDY, MEME, OR VIRAL VIDEO TUTORIAL OR HOW-TO VIDEO VIDEO LIVESTREAM YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK WATCHING ONLINE VIDEO CONTENT JAN 2023
  • 45. 45 90.5% 92.3% 1H 35M 42.8% PERCENTAGE OF INTERNET USERS WHO STREAM TV CONTENT OVER THE INTERNET INTERNET USERS WHO STREAM TV CONTENT vs. INTERNET USERS WHO WATCH ANY KIND OF TV AVERAGE DAILY TIME THAT INTERNET USERS SPEND WATCHING STREAMING TV TIME SPENT WATCHING STREAMING TV AS A PERCENTAGE OF TOTAL TIME SPENT WATCHING TV SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH STREAMING TV CONTENT VIA THE INTERNET JAN 2023
  • 46. 46 37.4% 16.6% 21.1% 12.0% +2.2% (+80 BPS) -0.6% (-10 BPS) -0.9% (-20 BPS) +20.0% (+200 BPS) LISTEN TO MUSIC STREAMING SERVICES LISTEN TO ONLINE RADIO SHOWS OR STATIONS LISTEN TO PODCASTS LISTEN TO AUDIO BOOKS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK LISTENING TO ONLINE AUDIO CONTENT JAN 2023
  • 47. 47 23.1% 12.7% 7.1% 6.7% -6.5% (-160 BPS) +19.8% (+210 BPS) +31.5% (+170 BPS) +76.3% (+290 BPS) 79.5% 53.1% 37.1% 33.7% -0.1% (-10 BPS) +1.5% (+80 BPS) +2.8% (+100 BPS) -5.1% (-180 BPS) TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE DEVICES USED TO PLAY VIDEO GAMES JAN 2023
  • 48. 48 $359.7 $249.6 $209.2 $278.4 MILLION MILLION MILLION MILLION +5.5% (+$19 MILLION) -0.2% (-$400 THOUSAND) +9.1% (+$18 MILLION) +10.5% (+$26 MILLION) 5.12 $2.49 $762.9 $628.6 MILLION BILLION MILLION MILLION +15.2% (+674 THOUSAND) +7.6% (+$175 MILLION) +8.5% (+$60 MILLION) +9.4% (+$54 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE VALUE OF SMART HOME SECURITY DEVICE MARKET VALUE OF SMART HOME ENTERTAINMENT DEVICE MARKET VALUE OF SMART HOME COMFORT & LIGHTING MARKET VALUE OF SMART HOME ENERGY MANAGEMENT MARKET YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF HOMES WITH SMART HOME DEVICES TOTAL ANNUAL VALUE OF THE SMART HOME DEVICES MARKET VALUE OF SMART HOME APPLIANCES MARKET VALUE OF SMART HOME CONTROL & CONNECTIVITY DEVICE MARKET SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. CANADA VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS) SMART HOME MARKET OVERVIEW JAN 2023
  • 49. 49 $216 $186 $100 $145 -12.5% (-$31.00) -15.0% (-$32.90) -11.9% (-$13.60) -10.6% (-$17.20) 31.7% $487 $616 $245 +13.8% (+385 BPS) -6.6% (-$34.20) -11.2% (-$77.80) -10.7% (-$29.30) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE ARPU: SMART HOME SECURITY DEVICES ARPU: SMART HOME ENTERTAINMENT DEVICES ARPU: SMART HOME COMFORT & LIGHTING ARPU: SMART HOME ENERGY MANAGEMENT YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PENETRATION OF SMART HOME DEVICES ARPU: SPEND ON ALL SMART HOME DEVICES ARPU: SMART HOME APPLIANCES ARPU: SMART HOME CONTROL & CONNECTIVITY DEVICES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR SPEND PER SMART HOME FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. CANADA AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (U.S. DOLLARS) AVERAGE ANNUAL REVENUE PER SMART HOME JAN 2023
  • 50. 50 43.8% 21.0% 13.7% USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR MOBILE APP EACH MONTH USE A MOBILE PAYMENT SERVICE (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH OWN ANY FORM OF CRYPTOCURRENCY (E.G. BITCOIN, ETHER) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN OR USE EACH KIND OF DIGITAL FINANCIAL SERVICE USE OF ONLINE FINANCIAL SERVICES JAN 2023
  • 51. 51 27.1% 36.9% 40.6% 42.0% 60.2% COMFORTABLE WITH APPS TRACKING THEIR REAL-WORLD ACTIVITY (E.G. STEPS, SLEEP) PREFER TO REMAIN ANONYMOUS WHEN USING ONLINE SERVICES WORRY ABOUT HOW COMPANIES MIGHT USE THEIR ONLINE DATA DECLINE COOKIES ON WEBSITES AT LEAST SOME OF THE TIME EXPRESS CONCERN ABOUT WHAT IS REAL vs. WHAT IS FAKE ON THE INTERNET SOURCES: DATA FOR “CONCERNS ABOUT WHAT IS REAL vs WHAT IS FAKE ON THE INTERNET” VIA REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM’S “DIGITAL NEWS REPORT 2021”. FIGURES REPRESENT THE FINDINGS OF A GLOBAL STUDY OF ONLINE NEWS CONSUMERS AGED 18+ (SEE DIGITALNEWSREPORT.ORG FOR MORE DETAILS). DATA FOR ALL OTHER DATA POINTS VIA GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERSPECTIVES AND ACTIVITIES OF ONLINE ADULTS RELATING TO THEIR ONLINE DATA PRIVACY AND SECURITY ONLINE PRIVACY AND SECURITY JAN 2023
  • 53. ! CORRECTIONS IN SOCIAL MEDIA USER NUMBERS Over recent months, the data sources that we use to calculate social media user numbers in each country have made significant revisions to their underlying numbers. As a result, we are currently unable to provide data for the change in social media users over time. Because of these changes, readers should not compare social media user numbers published in this report with similar figures published in previous reports in the Global Digital Reports series, because any such comparisons will deliver inaccurate data and misleading trends. Furthermore, please note that the social media user numbers published in this report may appear to be significantly lower than the figures published in previous reports in this series. However, any such differences are the result of “corrections” in source data published by social media platforms, and our analysis of various data sources confirms that there has been no discernible drop in social media use in any of the countries that we track. As a result, readers should not interpret any negative differences between the numbers published in this report versus previous reports as a decline in social media use, because these differences are due to corrections in source methodologies and data reporting approaches, and do not representachangeinactualusernumbers.Please read our comprehensive notes on data for more details: https://datareportal.com/notes-on-data
  • 54. 54 2H 05M 6.3 51.2% 48.8% 33.10 85.7% 90.8% 91.4% MILLION NUMBER OF SOCIAL MEDIA USERS SOCIAL MEDIA USERS vs. TOTAL POPULATION SOCIAL MEDIA USERS AGE 18+ vs. TOTAL POPULATION AGE 18+ SOCIAL MEDIA USERS vs. TOTAL INTERNET USERS AVERAGE TIME SPENT USING SOCIAL MEDIA EACH DAY AVERAGE NUMBER OF SOCIAL PLATFORMS USED EACH MONTH FEMALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS MALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH; U.N.; U.S. CENSUS BUREAU. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS. CANADA HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) OVERVIEW OF SOCIAL MEDIA USE JAN 2023
  • 55. 55 2.0% 1.4% 8.6% 7.7% 12.5% 11.9% 9.5% 8.8% 7.7% 6.4% 6.8% 5.1% 6.8% 4.8% 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCES: KEPIOS ANALYSIS; META’S ADVERTISING RESOURCES. NOTE: META ONLY PERMITS PEOPLE AGED 13 AND ABOVE TO USE ITS PLATFORMS, SO WHILE THERE MAY BE USERS BELOW THE AGE OF 13, THEY DO NOT FEATURE IN THE AVAILABLE DATA. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: IMPORTANT BASE DATA REVISIONS AND SOURCE REPORTING CHANGES. VALUES ARE NOT COMPARABLE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CANADA SHARE OF COMBINED, DEDUPLICATED POTENTIAL ADVERTISING REACH ACROSS FACEBOOK, INSTAGRAM, AND MESSENGER, BY AGE AND GENDER DEMOGRAPHIC PROFILE OF META’S AD AUDIENCE JAN 2023 DATAREPORTAL
  • 56. 56 54.1% 39.4% 30.4% 26.0% 25.0% 23.7% 20.1% 19.3% 18.3% 18.0% 17.5% 16.5% 15.9% 15.2% 15.0% KEEPING IN TOUCH WITH FRIENDS AND FAMILY FILLING SPARE TIME READING NEWS STORIES FINDING CONTENT (E.G. VIDEOS) SEEING WHAT’S BEING TALKED ABOUT FINDING INSPIRATION FOR THINGS TO DO AND BUY POSTING ABOUT YOUR LIFE FINDING LIKE-MINDED COMMUNITIES FINDING PRODUCTS TO PURCHASE AVOIDING MISSING OUT (FOMO) SHARING AND DISCUSSING OPINIONS SEEING CONTENT FROM BRANDS WATCHING LIVE STREAMS WATCHING OR FOLLOWING SPORTS WORK-RELATED NETWORKING OR RESEARCH SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH. CANADA PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS MAIN REASONS FOR USING SOCIAL MEDIA JAN 2023
  • 57. 57 73.4% 60.9% 57.0% 41.1% 39.5% 38.3% 36.6% 33.5% 32.3% 29.9% 28.0% 16.6% 16.0% 11.3% 7.2% FACEBOOK FB MESSENGER INSTAGRAM TIKTOK TWITTER WHATSAPP IMESSAGE PINTEREST LINKEDIN SNAPCHAT REDDIT SKYPE DISCORD TELEGRAM TUMBLR SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. COMPARABILITY: A VERSION OF THIS CHART THAT APPEARED IN OUR PREVIOUS REPORTS WAS BASED ON A PREVIOUS QUESTION IN GWI’S SURVEY THAT INCLUDED YOUTUBE AS AN ANSWER OPTION. GWI’S CURRENT SURVEY FEATURES A REVISED VERSION OF THIS QUESTION THAT DOES NOT INCLUDE YOUTUBE AS AN ANSWER OPTION, WHILE OTHER CHANGES TO THE QUESTION’S WORDING MAY MEAN THAT THE VALUES AND RANK ORDER SHOWN HERE ARE NOT DIRECTLY COMPARABLE WITH THOSE SHOWN ON A SIMILAR CHART IN PREVIOUS REPORTS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH PLATFORM EACH MONTH MOST USED SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023
  • 58. 58 23.3% 14.9% 10.4% 7.5% 7.1% 5.0% 4.9% 3.3% 3.3% 3.2% FACEBOOK INSTAGRAM TIKTOK FB MESSENGER WHATSAPP TWITTER IMESSAGE REDDIT SNAPCHAT PINTEREST SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. CANADA PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM FAVOURITE SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023
  • 59. 59 17H 42M 15H 42M 25H 54M 9H 30M 7H 36M PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH +3.5% (+36 MINS) +0.6% (+6 MINS) +14.6% (+3H 18M) +1.1% (+6 MINS) -3.8% (-18 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YOUTUBE FACEBOOK TIKTOK INSTAGRAM WHATSAPP SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. PLATFORMS ARE SHOWN IN RANK ORDER (LEFT TO RIGHT) BASED ON TOTAL, CUMULATIVE TIME SPENT ACROSS ALL USERS. CANADA AVERAGE TIME PER MONTH THAT USERS SPEND USING EACH PLATFORM’S ANDROID APP TIME SPENT USING SOCIAL MEDIA APPS JAN 2023
  • 60. 60 9.9% 7.0% 8.3% 8.2% +7.6% (+70 BPS) +18.6% (+110 BPS) +18.6% (+130 BPS) +12.3% (+90 BPS) 60.4% 30.8% 18.1% 14.0% +4.0% (+230 BPS) -3.1% (-100 BPS) -4.2% (-80 BPS) -2.1% (-30 BPS) MESSAGING AND LIVE CHAT SERVICES MICRO-BLOGS (E.G. TWITTER) VLOGS (BLOGS IN A VIDEO FORMAT) ONLINE PINBOARDS (E.G. PINTEREST) ANY KIND OF SOCIAL MEDIA PLATFORM SOCIAL NETWORKS QUESTION & ANSWER SITES (E.G. QUORA) FORUMS AND MESSAGE BOARDS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES FOR “ANY KIND OF SOCIAL MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST). CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS USE OF SOCIAL MEDIA FOR BRAND RESEARCH JAN 2023
  • 61. 61 53.6% 26.1% 25.7% 24.1% 23.9% 22.4% 21.0% 20.5% 18.7% 18.4% 16.0% 15.9% 15.0% 14.6% 14.3% FRIENDS, FAMILY, AND PEOPLE YOU KNOW ACTORS, COMEDIANS, OR OTHER PERFORMERS BANDS, SINGERS, OR MUSICIANS TV SHOWS OR CHANNELS ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS RESTAURANTS, CHEFS, OR FOODIES BRANDS YOU PURCHASE INFLUENCERS OR OTHER EXPERTS SPORTS PEOPLE AND TEAMS BRANDS YOU’RE CONSIDERING PURCHASING CONTACTS RELEVANT TO WORK EVENTS YOU’RE ATTENDING JOURNALISTS OR NEWS COMPANIES WILDLIFE ORGANISATIONS OR ANIMALS FITNESS EXPERTS OR ORGANISATIONS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED JAN 2023
  • 62. 62 3.01% 0.91% 0.60% 0.04% 0.27% -15.4% (-55 BPS) +9.6% (+8 BPS) -31.8% (-28 BPS) -42.9% (-3 BPS) -41.3% (-19 BPS) 53.01% 14.13% 11.41% 14.33% 2.29% -0.9% (-48 BPS) -6.9% (-105 BPS) +56.7% (+413 BPS) -7.5% (-117 BPS) -16.7% (-46 BPS) FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE REDDIT TUMBLR LINKEDIN VKONTAKTE OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: SHARE DOES NOT INCLUDE TRAFFIC FROM MESSENGER PLATFORMS. DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT SHARE OF AVAILABLE PLATFORMS ONLY. FIGURES REPRESENT THE SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED ON EACH PLATFORM AS A PERCENTAGE OF TOTAL WEB TRAFFIC ARRIVING FROM THE AVAILABLE SELECTION OF SOCIAL PLATFORMS IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED IN SOCIAL MEDIA PLATFORMS (ANY DEVICE) WEB TRAFFIC REFERRALS FROM SOCIAL MEDIA JAN 2023
  • 64. 64 57.0% 61.7% 53.9% 46.1% 20.65 53.5% -1.7% -1.2% MILLION -350 THOUSAND -250 THOUSAND 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN REPORTED FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK FACEBOOK: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 65. 65 0.96 25.23% 31.32% 40.41% 3.04% AVERAGE NUMBER OF PAGE POSTS PER DAY PHOTO POSTS’ SHARE OF TOTAL PAGE POSTS VIDEO POSTS’ SHARE OF TOTAL PAGE POSTS LINK POSTS’ SHARE OF TOTAL PAGE POSTS STATUS POSTS’ SHARE OF TOTAL PAGE POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES SHARE OF FACEBOOK PAGE POSTS BY POST TYPE JAN 2023
  • 66. 66 0.07% 0.10% 0.11% 0.03% 0.03% AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: ALL POST TYPES AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: PHOTO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: VIDEO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: LINK POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: STATUS POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS FACEBOOK POST ENGAGEMENT BENCHMARKS JAN 2023
  • 67. 67 28.50 90.8% 50.5% 49.5% MILLION 33.10 85.7% 91.4% -0.6% MILLION -200 THOUSAND POTENTIAL REACH OF ADS ON YOUTUBE YOUTUBE AD REACH vs. TOTAL POPULATION YOUTUBE AD REACH vs. TOTAL INTERNET USERS YEAR-ON-YEAR CHANGE IN REPORTED YOUTUBE AD REACH YOUTUBE’S ADVERTISING REACH: USERS AGED 18+ YOUTUBE’S AD REACH AGE 18+ vs. TOTAL POPULATION AGE 18+ FEMALE YOUTUBE AD REACH AGE 18+ vs. TOTAL YOUTUBE AD REACH AGE 18+ MALE YOUTUBE AD REACH AGE 18+ vs. TOTAL YOUTUBE AD REACH AGE 18+ SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE YOUTUBE: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 68. 68 01 SONGS 100 02 MUSIC 88 03 ASMR 43 04 NEWS 42 05 ROBLOX 34 06 MINECRAFT 34 07 TIKTOK 30 08 MOVIES 30 09 COCOMELON 22 10 FORTNITE 21 11 YOUTUBE 20 12 KARAOKE 15 13 POKEMON 15 14 MARIO 14 15 MRBEAST 14 16 UKRAINE 14 17 DREAM 13 18 DHAR MANN 13 19 SONIC 12 20 MUSIQUE 12 # SEARCH QUERY INDEX # SEARCH QUERY INDEX SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. CANADA QUERIES WITH THE GREATEST VOLUME OF YOUTUBE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP YOUTUBE SEARCHES JAN 2023
  • 69. 69 43.9% 47.5% 55.9% 44.1% 15.90 41.2% -3.6% -8.6% MILLION -600 THOUSAND -1.5 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN REPORTED INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 70. 70 29.7% 34.2% 52.8% 47.2% 10.75 27.8% +15.1% -3.9% MILLION +1.4 MILLION -436 THOUSAND 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN REPORTED TIKTOK AD REACH SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. CANADA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TIKTOK: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 71. 71 58.0% 66.9% 47.4% 52.6% 21.00 54.4% 0% +10.5% MILLION [UNCHANGED] +2.0 MILLION 90 LINKEDIN AD REACH vs. TOTAL INTERNET USERS LINKEDIN AD REACH vs. POPULATION AGED 18+ FEMALE LINKEDIN AD REACH vs. TOTAL LINKEDIN AD REACH MALE LINKEDIN AD REACH vs. TOTAL LINKEDIN AD REACH TOTAL POTENTIAL REACH OF ADS ON LINKEDIN LINKEDIN AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED LINKEDIN AD REACH YEAR-ON-YEAR CHANGE IN REPORTED LINKEDIN AD REACH SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN LINKEDIN: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 72. 72 30.4% 32.9% 53.2% 46.6% 11.00 28.5% +2.8% +6.8% MILLION +300 THOUSAND +700 THOUSAND 90 SNAPCHAT AD REACH vs. TOTAL INTERNET USERS SNAPCHAT AD REACH vs. POPULATION AGED 13+ FEMALE SNAPCHAT AD REACH vs. TOTAL SNAPCHAT AD REACH* MALE SNAPCHAT AD REACH vs. TOTAL SNAPCHAT AD REACH* TOTAL POTENTIAL REACH OF ADS ON SNAPCHAT SNAPCHAT AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED SNAPCHAT AD REACH YEAR-ON-YEAR CHANGE IN REPORTED SNAPCHAT AD REACH SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. (*) GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO TOTAL. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON SNAPCHAT SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 73. 73 28.7% 31.1% 35.9% 64.1% 10.40 26.9% +6.1% +31.6% MILLION +600 THOUSAND +2.5 MILLION 90 TWITTER AD REACH vs. TOTAL INTERNET USERS TWITTER AD REACH vs. POPULATION AGED 13+ FEMALE TWITTER AD REACH vs. TOTAL TWITTER AD REACH MALE TWITTER AD REACH vs. TOTAL TWITTER AD REACH TOTAL POTENTIAL REACH OF ADS ON TWITTER TWITTER AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED TWITTER AD REACH YEAR-ON-YEAR CHANGE IN REPORTED TWITTER AD REACH SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER TWITTER: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 74. 74 23.3% 25.2% 77.7% 14.6% 8.44 21.9% -12.9% -8.9% MILLION -1.3 MILLION -825 THOUSAND 90 PINTEREST AD REACH vs. TOTAL INTERNET USERS PINTEREST AD REACH vs. POPULATION AGED 13+ FEMALE PINTEREST AD REACH vs. TOTAL PINTEREST AD REACH MALE PINTEREST AD REACH vs. TOTAL PINTEREST AD REACH TOTAL POTENTIAL REACH OF ADS ON PINTEREST PINTEREST AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED PINTEREST AD REACH YEAR-ON-YEAR CHANGE IN REPORTED PINTEREST AD REACH SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ALSO AVAILABLE FOR “UNSPECIFIED”, .SO VALUES FOR “FEMALE” AND “MALE” MAY NOT SUM TO 100%. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON PINTEREST PINTEREST: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 76. 76 38.04 98.5% +4.7% 99.7% MILLION +1.7 MILLION NUMBER OF CELLULAR MOBILE CONNECTIONS (EXCLUDING IOT) NUMBER OF CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF CELLULAR MOBILE CONNECTIONS SHARE OF CELLULAR MOBILE CONNECTIONS THAT ARE BROADBAND (3G, 4G, 5G) SOURCE: GSMA INTELLIGENCE. NOTES: TOTAL CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. FIGURES MAY SIGNIFICANTLY EXCEED FIGURES FOR POPULATION DUE TO MULTIPLE CONNECTIONS AND CONNECTED DEVICES PER PERSON. COMPARABILITY: BASE CHANGES. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS REPORTS FEATURED CELLULAR CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS. CANADA USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS MOBILE CONNECTIVITY JAN 2023
  • 77. 77 35.9 M 36.4 M 35.3 M 35.7 M 36.3 M 36.8 M 36.9 M 37.3 M 38.0 M +1.2% -2.9% +0.9% +1.9% +1.4% +0.2% +1.1% +2.0% JAN APR JUL OCT JAN APR JUL OCT JAN 2021 2021 2021 2021 2022 2022 2022 2022 2023 SOURCE: GSMA INTELLIGENCE. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: BASE REVISIONS. NUMBERS MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CANADA NUMBER OF CELLULAR MOBILE CONNECTIONS AND YEAR-ON-YEAR CHANGE CELLULAR MOBILE CONNECTIONS OVER TIME JAN 2023 DATAREPORTAL
  • 78. 78 $82.90 1.95% $5.94 0.15% PRICE OF THE CHEAPEST SMARTPHONE HANDSET (IN USD) PRICE OF THE CHEAPEST SMARTPHONE HANDSET vs. AVERAGE INCOME AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA (IN USD) AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA vs. AVERAGE INCOME SOURCES: HANDSET PRICES: ALLIANCE FOR AFFORDABLE INTERNET; ACCESS THE FULL DATASET AT A4AI.ORG. MOBILE DATA PRICES: CABLE.CO.UK; WORLD BANK. COMPARABILITY: VALUE FOR HANDSET PRICES vs. MONTHLY INCOME AS PUBLISHED BY A4AI, AND MAY USE A DIFFERENT VALUE FOR AVERAGE MONTHLY INCOME COMPARED WITH THE DATA USED TO CALCULATE THE PRICE OF 1GB OF MOBILE DATA vs. MONTHLY INCOME. AS A RESULT, VALUES MAY NOT CORRELATE ACROSS DATA POINTS. CANADA THE COST OF BUYING A SMARTPHONE HANDSET AND 1GB OF CELLULAR MOBILE DATA, AND COMPARISONS WITH AVERAGE MONTHLY INCOME AFFORDABILITY OF MOBILE INTERNET ACCESS JAN 2023
  • 79. 79 40.92% 58.47% 0.55% 0% 0.06% -8.5% (-380 BPS) +6.9% (+376 BPS) +3.8% (+2 BPS) [N/A] +50.0% (+2 BPS) SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM ANDROID DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM APPLE IOS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM SAMSUNG OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM KAI OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM OTHER OS DEVICES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO MOBILE BROWSERS IN NOVEMBER 2022. FIGURES FOR SAMSUNG OS REFER ONLY TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CANADA PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM IN NOVEMBER 2022 SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS JAN 2023
  • 80. 80 4H 38M 1.05 +2.8% $2.68 -3.1% +6.1% (+16 MINS) BILLION +29 MILLION BILLION -$86 MILLION AVERAGE TIME THAT EACH USER SPENDS USING A SMARTPHONE EACH DAY TOTAL NUMBER OF MOBILE APP DOWNLOADS YEAR-ON-YEAR CHANGE IN THE TOTAL NUMBER OF MOBILE APP DOWNLOADS ANNUAL CONSUMER SPEND ON MOBILE APPS AND IN-APP PURCHASES (USD) YEAR-ON-YEAR CHANGE IN CONSUMER SPEND ON APPS AND IN-APP PURCHASES SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. CANADA HEADLINES FOR MOBILE APP DOWNLOADS AND CONSUMER SPEND (IN U.S. DOLLARS) BETWEEN JANUARY AND DECEMBER 2022 MOBILE APP MARKET OVERVIEW JAN 2023
  • 81. 81 01 FACEBOOK META 02 FACEBOOK MESSENGER META 03 INSTAGRAM META 04 WHATSAPP META 05 AMAZON AMAZON 06 SPOTIFY SPOTIFY 07 TIKTOK BYTEDANCE 08 NETFLIX NETFLIX 09 WEATHER NETWORK PELMOREX 10 SNAPCHAT SNAP 01 ROBLOX ROBLOX 02 SUBWAY SURFERS SYBO 03 POKÉMON GO NIANTIC 04 CANDY CRUSH SAGA ACTIVISION BLIZZARD 05 CLASH ROYALE TENCENT 06 WORDSCAPES APPLOVIN 07 CLASH OF CLANS TENCENT 08 WORDLE BY GOLDFINCH STUDIOS APPLOVIN 09 WOODOKU TRIPLEDOT 10 PARKING JAM 3D TAKE TWO INTERACTIVE # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN JANUARY AND DECEMBER 2022, EXCLUDING PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). CANADA MOBILE APPS AND GAMES RANKED BY AVERAGE MONTHLY ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: MONTHLY ACTIVE USERS JAN 2023
  • 82. 82 01 ARRIVECAN CANADA BORDER SERVICES AGENCY 02 TIKTOK BYTEDANCE 03 MICROSOFT TEAMS MICROSOFT 04 WHATSAPP META 05 BEREAL BEREAL 06 DISNEY+ DISNEY 07 INSTAGRAM META 08 FACEBOOK MESSENGER META 09 FACEBOOK META 10 SPOTIFY SPOTIFY 01 SUBWAY SURFERS SYBO 02 WORDLE BY GOLDFINCH STUDIOS APPLOVIN 03 ROBLOX ROBLOX 04 STUMBLE GUYS KITKA GAMES 05 FILL THE FRIDGE TAKE TWO INTERACTIVE 06 FISHDOM: DEEP DIVE PLAYRIX 07 WOODOKU TRIPLEDOT 08 WORDSCAPES APPLOVIN 09 PARKING JAM 3D TAKE TWO INTERACTIVE 10 COLORING MATCH UNITY TECHNOLOGIES # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. CANADA RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: DOWNLOADS JAN 2023
  • 83. 83 01 DISNEY+ DISNEY 02 TINDER MATCH GROUP 03 TIKTOK BYTEDANCE 04 YOUTUBE GOOGLE 05 GOOGLE ONE GOOGLE 06 BUMBLE APP BUMBLE 07 CRAVE BEC INC 08 AUDIBLE AMAZON 09 DUOLINGO: LEARN LANGUAGES DUOLINGO 10 DAZN DAZN GROUP 01 CANDY CRUSH SAGA ACTIVISION BLIZZARD 02 ROBLOX ROBLOX 03 COIN MASTER MOON ACTIVE 04 POKÉMON GO NIANTIC 05 CLASH OF CLANS TENCENT 06 HOMESCAPES PLAYRIX 07 BINGO BLITZ PLAYTIKA 08 EVONY TOP GAMES 09 GENSHIN IMPACT MIHOYO 10 ROYAL MATCH DREAM GAMES # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. CANADA RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: CONSUMER SPEND JAN 2023
  • 85. 85 99.5% 99.8% 83.4% 82.1% 96.3% 96.1% [N/A] [N/A] 98.0% 98.1% 69.2% 71.0% 62.6% 64.1% 73.9% 77.2% 98.1% 70.1% 63.4% 75.5% 99.6% 82.7% 96.2% [N/A] FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE MADE A DIGITAL PAYMENT (PAST YEAR) MADE A PURCHASE USING A MOBILE PHONE OR THE INTERNET (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO SEND MONEY (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO PAY BILLS (PAST YEAR) FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE ACCOUNT WITH A FINANCIAL INSTITUTION CREDIT CARD OWNERSHIP DEBIT CARD OWNERSHIP MOBILE MONEY ACCOUNT (E.G. MPESA, GCASH) SOURCE: WORLD BANK. NOTES: SOME FIGURES HAVE NOT BEEN UPDATED IN THE PAST YEAR, SO MAY BE LESS REPRESENTATIVE OF CURRENT BEHAVIOURS. PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY. CANADA PERCENTAGE OF THE TOTAL POPULATION AGED 15+ THAT OWNS OR USES EACH PRODUCT OR SERVICE FINANCIAL INCLUSION FACTORS JAN 2023
  • 86. 86 51.1% 17.8% 12.5% 17.3% 7.4% [UNCHANGED] +12.7% (+200 BPS) +5.0% (+60 BPS) +0.6% (+10 BPS) +80.5% (+330 BPS) PURCHASED A PRODUCT OR SERVICE ONLINE ORDERED GROCERIES VIA AN ONLINE STORE BOUGHT A SECOND-HAND ITEM VIA AN ONLINE STORE USED AN ONLINE PRICE COMPARISON SERVICE USED A BUY NOW, PAY LATER SERVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK WEEKLY ONLINE SHOPPING ACTIVITIES JAN 2023
  • 87. 87 59.8% 44.3% 38.2% 37.2% 34.1% 30.9% 29.2% 19.5% 16.9% 16.9% 15.3% 11.0% 11.0% 10.2% 9.1% FREE DELIVERY COUPONS AND DISCOUNTS EASY RETURNS POLICY LOYALTY POINTS REVIEWS FROM OTHER CUSTOMERS FAST, EASY ONLINE CHECKOUT NEXT-DAY DELIVERY “GUEST” CHECK-OUT PRODUCT OR COMPANY IS ECO-FRIENDLY “LIKES” OR GOOD COMMENTS ON SOCIAL INTEREST-FREE PAYMENTS EXCLUSIVE CONTENT OR SERVICES LIVE-CHAT BOX “CLICK AND COLLECT” ENTRY INTO COMPETITIONS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE ONLINE PURCHASE DRIVERS JAN 2023
  • 88. 88 28.80 $57.92 $2,011 33.8% MILLION BILLION +4.4% (+1.2 MILLION) -0.2% (-$90 MILLION) -4.4% (-$92.00) +2.4% (+80 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF PEOPLE PURCHASING CONSUMER GOODS VIA THE INTERNET ESTIMATED TOTAL ANNUAL SPEND ON ONLINE CONSUMER GOODS PURCHASES (USD, 2022) AVERAGE ANNUAL REVENUE PER CONSUMER GOODS ECOMMERCE USER (USD, 2022) SHARE OF 2022 CONSUMER GOODS ECOMMERCE SPEND ATTRIBUTABLE TO PURCHASES MADE VIA MOBILE PHONES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA HEADLINES FOR THE ADOPTION AND USE OF CONSUMER GOODS ECOMMERCE (B2C ONLY) OVERVIEW OF CONSUMER GOODS ECOMMERCE JAN 2023
  • 89. 89 $6.42 $1.41 $1.27 $2.57 BILLION BILLION BILLION BILLION +5.4% (+$330 MILLION) +27.4% (+$303 MILLION) +9.6% (+$111 MILLION) -4.5% (-$120 MILLION) $15.05 $10.89 $13.00 $7.32 BILLION BILLION BILLION BILLION +7.3% (+$1.0 BILLION) -12.5% (-$1.6 BILLION) +1.2% (+$160 MILLION) -4.7% (-$357 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL & HOUSEHOLD CARE FOOD BEVERAGES PHYSICAL MEDIA YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FASHION ELECTRONICS TOYS, HOBBY, DIY FURNITURE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. THE “PERSONAL & HOUSEHOLD CARE” CATEGORY INCLUDES BEAUTY AND CONSUMER HEALTHCARE. THE “PHYSICAL MEDIA” CATEGORY DOES NOT INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA ESTIMATED ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (B2C ONLY, U.S. DOLLARS, FULL-YEAR 2022) ECOMMERCE: CONSUMER GOODS CATEGORIES JAN 2023
  • 90. 90 11 APPLE 18 12 BEST BUY 16 13 POKEMON 15 14 XBOX 13 15 EBAY 12 16 WALMART CANADA 12 17 GOOGLE 12 18 LAPTOP 11 19 BOOKS 11 20 NINTENDO 11 01 AMAZON 100 02 WALMART 76 03 SHOES 73 04 CANADIAN TIRE 50 05 NIKE 47 06 COSTCO 45 07 IKEA 30 08 HOME DEPOT 27 09 LEGO 20 10 AMAZON CANADA 19 # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY SOURCE: GOOGLE TRENDS, BASED ON SHOPPING SEARCHES CONDUCTED ON GOOGLE SEARCH BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY LANGUAGE ANOMALIES OR SPELLING ERRORS IN QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN THEIR SEARCH ACTIVITIES. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. CANADA SHOPPING QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP GOOGLE SHOPPING SEARCHES JAN 2023
  • 91. 91 22% 63% 7% 1% 7% SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DIGITAL AND MOBILE WALLETS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DEBIT AND CREDIT CARDS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO BANK TRANSFERS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO CASH-ON-DELIVERY SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO OTHER PAYMENT METHODS SOURCE: PPRO. NOTE: FIGURES REPRESENT SHARE OF THE TOTAL NUMBER OF B2C ECOMMERCE TRANSACTIONS IN 2021. CANADA PERCENTAGE OF ALL B2C ECOMMERCE TRANSACTIONS IN 2021 COMPLETED USING EACH TYPE OF PAYMENT METHOD PAYMENT METHODS USED FOR ECOMMERCE JAN 2023
  • 92. 92 $5.45 $4.05 $1.66 $172.3 BILLION BILLION BILLION MILLION +43.1% (+$1.6 BILLION) +46.6% (+$1.3 BILLION) +22.8% (+$308 MILLION) +30.3% (+$40 MILLION) $8.66 $365.1 $1.68 $186.0 BILLION MILLION BILLION MILLION +55.6% (+$3.1 BILLION) +45.7% (+$114 MILLION) +3.3% (+$53 MILLION) +34.2% (+$47 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FLIGHTS TRAINS CAR RENTALS LONG-DISTANCE BUSES SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS, FERRIES, TAXIS, RIDE-SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA ANNUAL ONLINE SPEND ON TRAVEL AND TOURISM SERVICES (U.S. DOLLARS, FULL-YEAR 2022) ONLINE TRAVEL AND TOURISM JAN 2023
  • 93. 93 10.8% 10.9% 5.8% 4.9% 7.5% +8.0% (+80 BPS) +17.2% (+160 BPS) +45.0% (+180 BPS) +44.1% (+150 BPS) +2.7% (+20 BPS) 36.9% 29.3% 10.5% 10.2% 10.0% +1.1% (+40 BPS) +1.7% (+50 BPS) +19.3% (+170 BPS) +25.9% (+210 BPS) +12.4% (+110 BPS) MOVIE OR TV DOWNLOAD MUSIC DOWNLOAD NEWS SERVICE SUBSCRIPTION TO AN ONLINE MAGAZINE DIGITAL BOOKS AND E-BOOKS MOVIE OR TV STREAMING SERVICE MUSIC STREAMING SERVICE MOBILE APP MOBILE GAME MOBILE APP IN- APP PURCHASES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH KIND OF DIGITAL CONTENT EACH MONTH TYPES OF DIGITAL CONTENT PURCHASED JAN 2023
  • 94. 94 $6.08 $3.16 $2.23 $384.2 $303.4 BILLION BILLION BILLION MILLION MILLION +10.7% (+$589 MILLION) +12.9% (+$362 MILLION) +11.4% (+$229 MILLION) -1.9% (-$7.3 MILLION) +1.9% (+$5.7 MILLION) TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA FULL-YEAR 2022 SPEND ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS (IN U.S. DOLLARS) DIGITAL MEDIA SPEND JAN 2023
  • 95. 95 16.52 +8.7% $6.28 +14.8% $380 MILLION +1.3 MILLION BILLION +$810 MILLION +5.6% (+$20.20) NUMBER OF PEOPLE ORDERING FOOD DELIVERY VIA ONLINE PLATFORMS YEAR-ON-YEAR CHANGE IN THE NUMBER OF ONLINE FOOD DELIVERY USERS TOTAL ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF ONLINE FOOD DELIVERY ORDERS AVERAGE ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES ORDERS OF PREPARED FOOD THAT ARE MADE VIA ONLINE SERVICES. INCLUDES ONLINE ORDERS THAT ARE COLLECTED AT A RESTAURANT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. ONLY INCLUDES ORDERS MADE VIA ONLINE SERVICES. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA HEADLINES FOR THE ADOPTION AND USE OF ONLINE MEAL AND TAKEAWAY DELIVERY SERVICES ONLINE MEAL DELIVERY OVERVIEW JAN 2023
  • 96. 96 17.27 -2.5% $1.60 +9.8% $92.35 MILLION -436 THOUSAND BILLION +$142 MILLION +12.5% (+$10.29) NUMBER OF PEOPLE USING E-HEALTH DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF E-HEALTH USERS TOTAL ANNUAL VALUE OF THE E-HEALTH MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE E-HEALTH MARKET AVERAGE ANNUAL SPEND ON E-HEALTH PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES E-HEALTH DEVICES AND APPS, OVER-THE-COUNTER PHARMACEUTICALS SOLD VIA THE INTERNET, AND ONLINE DOCTOR CONSULTATIONS. DOES NOT INCLUDE DIGITAL FITNESS DEVICES AND SERVICES, SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR; APPS FOR TRACKING SLEEP OR TRACKING HEALTH; MOOD IMPROVEMENT APPS; OR APPS TO MANAGE ADDICTION, DEPRESSION, EATING DISORDERS, OR SCHIZOPHRENIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. CANADA HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED HEALTHCARE DEVICES AND SERVICES E-HEALTH OVERVIEW JAN 2023
  • 97. 97 12.58 +2.8% $907.3 +1.4% $72.12 MILLION +337 THOUSAND MILLION +$12 MILLION -1.4% (-$1.00) NUMBER OF PEOPLE USING DIGITAL FITNESS & WELL- BEING DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF DIGITAL FITNESS & WELL-BEING USERS TOTAL ANNUAL VALUE OF THE DIGITAL FITNESS & WELL- BEING MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL FITNESS & WELL-BEING MARKET AVERAGE ANNUAL SPEND ON DIGITAL FITNESS & WELL- BEING PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT TRACK ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING APPS, PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. CANADA HEADLINES FOR THE ADOPTION AND USE OF DIGITAL FITNESS & WELL-BEING DEVICES AND SERVICES DIGITAL FITNESS & WELL-BEING OVERVIEW JAN 2023
  • 98. 98 29.34 +4.6% $119.8 +18.1% $4,082 MILLION +1.3 MILLION BILLION +$18 BILLION +13.0% (+$469) NUMBER OF PEOPLE MAKING DIGITAL PAYMENTS YEAR-ON-YEAR CHANGE IN THE NUMBER OF PEOPLE MAKING DIGITAL PAYMENTS TOTAL ANNUAL VALUE OF DIGITAL PAYMENT TRANSACTIONS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF DIGITAL PAYMENT TRANSACTIONS AVERAGE ANNUAL VALUE OF DIGITAL PAYMENTS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C DIGITAL COMMERCE, AND B2C DIGITAL REMITTANCES. VALUES DO NOT INCLUDE B2B TRANSACTIONS. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR FOR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CANADA HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED PAYMENT SERVICES BY END CONSUMERS OVERVIEW OF CONSUMER DIGITAL PAYMENTS JAN 2023
  • 100. 100 35.1% 33.7% 28.2% 27.8% 26.6% 25.0% 23.7% 20.8% 19.7% 19.2% 18.4% 17.8% 16.4% 15.9% 14.5% SEARCH ENGINES WORD-OF-MOUTH RECOMMENDATIONS FROM FRIENDS OR FAMILY ONLINE RETAIL WEBSITES ADS ON TV IN-STORE DISPLAYS OR PROMOTIONS ADS ON SOCIAL MEDIA BRAND OR PRODUCT WEBSITES ADS ON WEBSITES CONSUMER REVIEW SITES PRODUCT SAMPLES OR TRIALS TV SHOWS OR FILMS RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA COMPANY EMAILS, LETTERS, OR MAILSHOTS ADS IN MOBILE OR TABLET APPS PRODUCT COMPARISON WEBSITES SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CANADA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM SOURCES OF BRAND DISCOVERY JAN 2023