There’s new research on social media use in Canada. Where do you fit in?

Insider Intelligence just published a look at the social media habits of Canadians of all ages. Marketers are gonna love the resulting data. Here’s a quick executive summary.

  • 63.2% of Canadians will use social media at least once a month in 2021. Most of that will happen on smartphones.
  • The demographic group that’s most active are people between 18-24. There’s a 99.0% chance that they will be on some kind of social media in the next month.
  • The second-most active group are those between 25-34 (90.9%), followed by 35-44s (82.9%) and 45-54 (73.5%)
  • Facebook use is declining. Back in 2017, 61% of us were daily Facebook users. That number is now just 37%–which is fine, considering how evil Facebook can be.
  • Marketers take note: 90% of adults say they used Facebook in the last month while only 48% of teens were on the platform.
  • Teens love their Instagram and Snapchat. Check out this table. Note the disparity between teens and adults when it comes to TikTok.

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 40+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

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