Social Canadian Social Media Monitor 2016 Edi5on. Data collected: October 2016

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1 2016 Social.2016 Canadian Social Media Monitor 2016 Edi5on Data collected: October 2016 S T R A T E G I C I N S I G H T S

2 Key Findings Incidence & demographics of social media pla3orm membership More than eight-in-ten (86%) Online Canadians are members of at least one of the ten social media plahorms tested. Demographically, the 14% who are not social media users skew more male, older (55+), less educated, lower income, and less New Canadian. Geographically, this non-social media user cohort skews somewhat higher among Quebec residents. Facebook dominates, as about three-quarters (74%) of Online Canadians have an account nearly double the membership of the second most popular plahorm. The second 5er of social media plahorm membership is occupied by LinkedIn (39%) and Google+ (35%), with almost four-in-ten Online Canadians holding each of these accounts. LinkedIn s membership tends to skew more male, more educated, higher income, and more New Canadian. 2

3 Key Findings Incidence & demographics of social media pla3orm membership The third 5er of social media plahorm membership is occupied by TwiSer (27%), Instagram (24%), and Pinterest (23%), with about a quarter of Online Canadians holding each of these accounts. TwiSer s membership tends to skew younger and more educated. Instagram s membership skews notably younger and more educated. Pinterest s membership skews more female and younger. Less than two-in-ten (15%) Online Canadians have a Snapchat account Snapchat s membership skews notably younger. About one-in-twenty Online Canadians have an account on an online discussion forum/message board like Reddit (6%), a personal blog or website (5%), or Tumblr account (4%). Membership on discussion forums/message boards tends to skew younger and lower income. 3

4 Key Findings Frequency of reading/info-seeking among social media pla3orm members Among social media plazorm members, Facebook members are clearly the most frequent readers and informa5on-seekers. On a daily basis, almost six-in-ten (57%) Facebook members read or seek informa5on on the plazorm, with 27% and 30% reading several or a few \mes per day, respec\vely. Eight-in-ten (83%) Facebook members read at least a few 5mes per week and 92% read at least a few \mes per month. Only 3% of Facebook members never read or seek informa\on on the plazorm. Almost half of discussion forum (47%) and Instagram (46%) members read content on their plahorms on a daily basis, followed by four-in-ten (39%) Snapchat members. At least a few 5mes per week, solid majori5es of Instagram (75%), discussion forum (69%), and Snapchat (62%) members read or seek informa\on on their plazorm. Just over a quarter (28%) of TwiSer users read or seek informa5on on a daily basis, and just over half (53%) do so at least weekly. Notably, nearly two-in-ten Google+ (19%) and Tumblr (19%) members never read or seek informa\on on their respec\ve plazorms. 4

5 Key Findings Frequency of pos<ng among social media pla3orm members Among social media plazorm members, a majority do not post on a daily or weekly basis. Indeed, less than two-in-ten post daily. Moreover, about half of Google+ (51%), Pinterest (51%), LinkedIn (49%), and Tumblr (42%) members never post on their respec\ve plazorms. Snapchat and Facebook members are the most frequent posters, as 17% and 15%, respec5vely, post on their plahorm on a daily basis. Four-in-ten Snapchat (41%) and Facebook (40%) members post at least weekly. Sixin-ten (62% and 63%, respec5vely) do so at least monthly. One-in-ten (12%) discussion forum members post on a daily basis, and 34% do so at least weekly. Although only 9% of Instagram members post on a daily basis, a third (34%) do so at least weekly. Moreover, 62% do so at least monthly a similar level of monthly frequency as Facebook and Snapchat members. Only 8% of TwiSer members post on a daily basis, 25% do so at least weekly, and just under half (49%) do so at least monthly. Notably, a quarter (26%) of TwiSer members never post. 5

6 2016 Incidence of Social Media PlaHorm Membership S T R A T E G I C I N S I G H T S

7 Incidence of Social Media PlaHorm Membership Few do not use social media, but Facebook dominates. Facebook account 74% LinkedIn account Google+ account 35% 39% TwiSer account Instagram account Pinterest account 27% 24% 23% Snapchat account 15% Account on an online discussion forum/ message board (Ex. Reddit) Personal blog or personal website Tumblr account 6% 5% 4% None of the above 14% Which of the following do you have, if any? Click all that apply. N=2401 adult Canadians aged 18 and older. 7

8 Incidence of Social Media PlaHorm Membership Demographics of pla3orm memberships: Gender, age, educa<on Total GENDER AGE EDUCATION Male Female HS or less College/ Tech 74% 68% 79% 84% 75% 66% 70% 77% 75% 39% 42% 35% 46% 42% 32% 21% 33% 51% 35% 36% 33% 38% 33% 33% 35% 34% 36% 27% 29% 25% 38% 33% 16% 22% 22% 33% 24% 19% 29% 50% 22% 8% 19% 21% 29% 23% 11% 35% 33% 21% 18% 21% 26% 23% 15% 13% 18% 39% 10% 2% 16% 13% 17% 6% 7% 4% 11% 4% 3% 3% 3% 8% 5% 6% 5% 8% 6% 3% 3% 4% 8% 4% 4% 3% 8% 2% 1% 3% 2% 5% Univ None of the above 14% 17% 11% 7% 12% 20% 19% 11% 11% Which of the following do you have, if any? Click all that apply. N=2401 8

9 Incidence of Social Media PlaHorm Membership Demographics of pla3orm memberships: Income, birthplace Total HOUSEHOLD INCOME (Pre-Tax 2015) Under $20K $20 to 50K $50 to 80K $80 to 100K $100K+ 2 nd Gen+ Cdn BIRTHPLACE 1 st Gen Cdn New Cdn Last 0-10yrs 74% 68% 78% 78% 72% 76% 74% 77% 79% 39% 28% 29% 34% 42% 53% 36% 43% 56% 35% 31% 30% 36% 31% 39% 33% 42% 37% 27% 29% 24% 25% 28% 35% 26% 35% 31% 24% 19% 23% 23% 28% 29% 23% 33% 35% 23% 24% 21% 20% 27% 25% 24% 28% 18% 15% 18% 17% 14% 17% 17% 16% 21% 13% 6% 12% 5% 6% 5% 6% 5% 8% 3% 5% 5% 4% 7% 4% 7% 5% 7% 3% 4% 6% 5% 2% 4% 3% 3% 4% 2% None of the above 14% 23% 13% 12% 14% 9% 14% 12% 7% Which of the following do you have, if any? Click all that apply. N=2401 9

10 Incidence of Social Media PlaHorm Membership Pla3orm memberships across the provinces Total PROVINCE BC AB SK MN ON QC NB NS PEI NL 74% 74% 71% 71% 75% 74% 73% 73% 81% 80% 80% 39% 43% 49% 34% 35% 42% 28% 45% 35% 37% 30% 35% 38% 38% 35% 25% 36% 29% 37% 36% 35% 38% 27% 31% 26% 31% 21% 28% 22% 33% 38% 30% 43% 24% 27% 29% 26% 27% 26% 17% 23% 29% 35% 28% 23% 21% 25% 32% 32% 23% 19% 38% 29% 28% 32% 15% 14% 22% 18% 16% 15% 12% 27% 17% 17% 20% 6% 8% 4% 8% 3% 7% 2% 6% 6% 6% 7% 5% 6% 4% 4% 5% 7% 4% 3% 7% 5% 4% 4% 5% 2% 5% 6% 5% 1% 4% 4% 2% 6% None of the above 14% 14% 10% 12% 11% 14% 17% 12% 11% 14% 12% Which of the following do you have, if any? Click all that apply. N=

11 2016 Frequency of Reading & Pos5ng among Social Media PlaHorm Members S T R A T E G I C I N S I G H T S

12 Reading/Info-Seeking Frequency of Social Media PlaHorm Members Facebook has most frequent readers, followed by Instagram. Several \mes/day Few \mes/day Few \mes/wk Few \mes/mo. Few \mes/yr Never At Least Daily At Least Weekly At Least Monthly Facebook 27% 30% 26% 10% 5% 3% 57% 83% 92% Linkedin 3% 8% 24% 36% 19% 11% 11% 35% 70% Google+ 6% 15% 22% 17% 21% 19% 21% 43% 60% TwiSer 12% 16% 24% 23% 17% 7% 28% 53% 76% Instagram 21% 25% 29% 9% 10% 6% 46% 75% 84% Pinterest 5% 10% 27% 30% 16% 11% 16% 43% 73% Snapchat 17% 22% 23% 16% 10% 12% 39% 62% 78% Forum 16% 31% 22% 21% 8% 2% 47% 69% 90% Blog 8% 11% 24% 30% 17% 11% 18% 42% 72% Tumblr 6% 19% 18% 15% 25% 19% 24% 42% 57% 0% 20% 40% 60% 80% 100% And, overall, how ocen do you use each of these pladorms to read the posts or comments of others, or to search for informa<on, posts, or other users? Bases = Holders of accounts for each of the social media pladorms listed. See Methodology SecJon for base sizes. 12

13 Pos5ng Frequency of Social Media PlaHorm Members A majority of social media users do not post on a daily or weekly basis. Several \mes/day Few \mes/day Few \mes/wk Few \mes/mo. Few \mes/yr Never At Least Daily At Least Weekly At Least Monthly Facebook 6% 9% 25% 23% 22% 15% 15% 40% 63% Linkedin Google+ 1% 2% 9% 3% 3% 10% 13% 12% 25% 21% 49% 51% 4% 13% 26% 6% 16% 28% TwiSer 4% 4% 17% 23% 25% 26% 8% 25% 49% Instagram 2% 7% 25% 27% 20% 18% 9% 34% 62% Pinterest 1% 4% 9% 16% 19% 51% 5% 13% 30% Snapchat 7% 10% 24% 21% 17% 21% 17% 41% 62% Forum 4% 9% 22% 24% 28% 15% 12% 34% 57% Blog 4% 6% 19% 32% 27% 13% 10% 29% 61% Tumblr 4% 6% 13% 13% 22% 42% 10% 23% 36% 0% 20% 40% 60% 80% 100% And, overall, how ocen do you post your own comments or content on each of these pladorms? Bases = Holders of accounts for each of the social media pladorms listed. See Methodology SecJon for base sizes. 13

14 2016 Methodology S T R A T E G I C I N S I G H T S

15 Methodology Sampling, field window, & sta<s<cal considera<ons Approach & Sampling Online survey conducted among a randomly-selected na\onal sample of N=2,401 adult (18+) Canadian members of one of Canada s largest, most respected research panels. Gender, age, and provincial quotas employed to ensure sufficient, reliable representa\on from these demographic and geographic cohorts. Fielding Window Survey was conducted September 30 October 12, Sta5s5cal Considera5ons As a guideline, a probability sample of this size would carry a margin of error of +2.0, 19 \mes out of 20. Dataset was sta\s\cally weighted according to the most up-to-date Census figures in order to ensure it accurately reflects the actual gender, age, and geographic distribu\on of the popula\on. 15

16 Methodology Unweighted and weighted base sizes among total sample The following tables provide the unweighted and weighted base sizes for the various demographic and geographic sub-segments discussed in the report: Total N=2,401 GENDER AGE EDUCATION Male Female High School or less College/ Tech Unweighted Weighted Univ Total N=2,401 None HOUSEHOLD INCOME (Pre-Tax 2015) Under $20K $20 to 50K $50 to 80K $80 to 100K $100K+ 2 nd Genera\on or later Canadian BIRTHPLACE 1 st Genera\on Canadian New Canadian Born elsewhere, Arrived in last 10 yrs Unweighted Weighted Total N=2,401 PROVINCE BC AB SK MN ON QC NB NS PEI NL Unweighted Weighted

17 Methodology Unweighted and weighted base sizes among social media account users The following tables provide the unweighted and weighted base sizes for those respondents with each of the following social media accounts: Have account with: Facebook LinkedIn Google+ TwiSer Instagram Pinterest Snapchat Unweighted Weighted Have account with: Online discussion forum / message board (Ex. Reddit) Personal blog or personal website Tumblr Unweighted Weighted

18 Methodology Repor<ng conven<ons & considera<ons As this data is based on an online survey, it represents the social media usage and ac5vi5es of Online Canadians. However, internet access and usage in Canada is widespread. According to the Interna\onal Telecommunica\on Union, in 2015, 87% of Canadian households had home internet access via some type of service/device and 89% of Canadians were internet users. According to Sta\s\cs Canada s Canadian Internet Use Survey, in 2012, 83% of Canadians aged 16 or over used the internet for personal use from any loca\on. Also, the dataset has been weighted to accurately reflect the general adult popula\on of Canada. Thus, we expect the incidence of social media plahorm membership among the en5re general adult popula5on to be slightly lower than presented herein. 18

19 2016 S T R A T E G I C I N S I G H T S For addi5onal informa5on, please contact: Craig Worden Execu5ve Vice President CraigWorden@pollara.com Ext