New Data: Canadians embrace social technology
by Josh Bernoff
Since we published our 2009 Social Technographics Profile update, Canadians have been hounding me. Why did we leave Canada out? Simply because the Canadian data comes from a different survey, which was not completed in time.
Thanks for waiting, Canada.
We just published Nate Elliott's 2009 Social Technographics Profile of Canadian consumers (full text and data available to clients). Here's what we found:
- With 79% of online Canadians connecting with social content in some way at least once a month, Canadians are among the most active consumers in any country we survey.
- Well over half of online Canadians connect with social networks.
- As in other countries, young Canadians use social technology more than older Canadians, but Gen X Canadians are still very active, with 85% using some form of social technology at least monthly.
Based on this level of activity, Canadian companies like the Vancity credit union, TELUS Mobility, and Molson have leveraged social applications from Facebook to YouTube to blogs to connect with consumers. Not to mention the NHL, which has great success with fan tweetups; it isn't a Canadian organization but it might as well be given the enthusiastic response from Canadian tweeters.
As we've seen in other countries with high levels of participation and relatively smaller populations, Canada will continue to be fertile ground for people to connect socially. Already, Canadian social-media agencies like Wunderman's Blast Radius and Currency Marketing are creating impressive applications.
By the way, if you want to see how Canadians stack up with online consumers in other countries, see our Social Technographics Profile Tool.
Note: Nate's own post on this includes some interesting data about Canadians' profiles based on political party.