|Online Travel Market|
|Social Networking and UGC|
|Total Online Population (000's) in 2012||28,469
|Percentage of Population Online in 2012||83.0%|
There were 28,469,069 internet users in Canada (representing 83% of the population) at mid-year 2012, according to Internet World Stats. (Internet World Stats, December 2012)
Canada's online population hit 26 million in 2011 and will add another 400,000 users in 2012, according to eMarketer. Growth is slowed by the already high penetration rate, which will reach 77% in 2012.
According to comScore's "2012 Canada Digital Future in Focus" report, during Q4 2011, 38% of internet users in the country were located in the province of Ontario, followed by Quebec (24%) and the combined prairie provinces of Alberta, Manitoba and Saskatchewan (18%).
Internet users in Canada, by region, Q4 2011 (% of total):
- Ontario: 38%
- Quebec: 24%
- Prairies: 18%
- British Columbia: 13%
- Atlantic: 7%
Combining comScore's data with eMarketer's estimates reveals that Ontario had approximately 10 million internet users at the end of 2011.
In February 2012, Statistics Canada listed Ontario as the largest province in the country, with nearly 12.9 million residents, so it isn't surprising that it accounts for the largest portion of internet users in the country. In a report from October 2011, the firm found that the region had an internet penetration of 81% in 2010, behind British Columbia (86%) and Alberta (84%), but ahead of Quebec (76%). (eMarketer, April 2012)
The weekly internet usage of online Canadians has moved ahead of the number of hours spent watching television, according to the latest Inter@ctive Reid Report by Ipsos Reid that tracks online Canadians usage of the internet. This is a first since the start of their tracking research.
Overall, online Canadians are now spending more than 18 hours a week online, compared to 16.9 hours watching television. Internet usage is up from 14.9 hours last year. The number of hours watching television also experienced an increase in the last year, rising from 15.8 hours. Other media, such as newspapers, radio and magazines have all remained relatively stable in the last year.
Interestingly, males are spending significantly more time online than females (20 hours compared to 16). Also of interest is the minimal gap between age groups - on average, 18-34 year olds are spending 20 hours a week online, compared to 18 hours for those over the age of 35. (Ipsos, March 2010)
More than 69% of the population is online in Canada in 2009, according to eMarketer. This compares with less than 65% in the US.
Internet users and penetration in Canada, 2008-2013:
- 2008: 22.6 million (68.1% of the population)
- 2009: 23.4 million (69.2%)
- 2010: 24.1 million (70.9%)
- 2011: 24.8 million (71.9%)
- 2012: 25.4 million (74.1%)
- 2013: 25.9 million (74.9%)
A large part of the personal time internet users in Canada spend online is taken up with e-mail and instant messaging (IM). Two-thirds of the Web users polled said they checked their e-mail often during an average day, and 95% checked at least once a day. In addition, over one-third of respondents used IM several times a day. (eMarketer, March 2009)
Canadian Boomers (89%) rival younger Canadians (99%) in their levels of internet access and are slowly beginning to take up new media and devices, according to the Ipsos Canadian Inter@ctive Reid Report.
Boomers are beginning to make up ground in adopting emergent technology, but there is a definite lag behind younger Canadians. The study, which delved into the internet and technology-related behaviours and attitudes of Canadians aged 46 to 65 (those born in 1947 - 1966), found that online Baby Boomers have not yet embraced smartphones (29%) and the constant connectedness they provide to the same degree as that of younger Canadians (49%).
Smartphone ownership among online Boomers has increased 11 percentage points since 2011 (was 18%), and they are now just as likely to own a tablet as younger Canadians (16% vs. 18%)."
Online Baby Boomers are not necessarily replacing familiar traditional technology, but they are certainly starting to supplement it by incorporating new channels and devices into the mix. So while television still rules the roost with 86% of online Boomers turning to TV for video consumption, including shows, movies, sports, news, etc., a surprising four-in-ten (43%) report that they watch video content via a computer on a weekly basis.
This release is based on the findings of an Ipsos Reid syndicated study, The Ipsos Canadian Inter@ctive Reid Report, fielded August 3rd to 9th, 2012 and released in 2012-Issue4. This online survey of 814 Canadian adults was conducted via the Ipsos Online Panel. (Ipsos Canada, November 2012)
Online Canadians have reported a significant decline in the number of weekly emails received, according to the latest Ipsos Interactive Reid Report. The average number of email received in the past week (including spam) has declined by 35% from 198 in late 2008 to 129 today.
Generally, 18-34 year olds do everything more online than their older counterparts. However, this age group now receives the fewest emails each week with an average of 116. Those respondents with high school educations or less also receive significantly fewer emails each week.
One of the reasons that email usage may have declined so dramatically are emerging communications platforms such as Facebook, Twitter, and various Instant Messengers. In fact, Facebook users send an average of 16 messages inside of that platform each week. Those using MSN Messenger or Blackberry Messenger are sending even more messages on a weekly basis.
Interestingly, there are some demographic and gender differences by communications platform. Facebook tends to be used more often by females and those with lower household incomes. Twitter, MSN Messenger and Blackberry Messenger tend to be used more frequently by males. MSN Messenger is used more frequently by those aged 18-34, while Blackberry is used more by males aged 35-54, and those with higher household incomes. (Ipsos, June 2010)
Search Engines and Searches
Experian Hitwise revealed the top search engines in Canada for the 12 weeks ending May 22 2010, by volume of searches.
Top search engines for the industry "All Categories" in Canada, ranked by volume of searches for the 12 weeks ending May 22 2010 by % of visits:
1. www.google.ca: 76.63%
2. www.bing.com: 6.80%
3. ca.search.yahoo.com: 5.03%
4. www.google.com: 4.81%
5. www.ask.com: 3.99%
Top search engines for the industry "Computers and Internet - Search Engines" in Canada, ranked by visits for the week ending May 22 2010:
1. Google Canada: 64.51%
2. Google: 11.57%
3. Bing: 8.64%
4. Yahoo! Canada Search: 3.49%
5. Ask: 3.19%
6. Yahoo! Search: 1.27%
7. msn Video: 0.76%
8. Sympatico Bing Search: 0.52%
9. mywebsearch: 0.47%
10. Google France: 0.41%
(Experian Hitwise, May 2010)
Last Updated on Tuesday, 30 April 2013 10:29