Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Social Media in Canada: Likes, Follows Sway Brand Perception


More than six in ten online Canadians (62%) say they have a social networking profile; among them 48% "like" or "follow" at least one brand or company on a social site and 49% say their views of products and brands are influenced by recommendations of those in their social network, according to a survey from Ipsos.

The influence of social network recommendations is strongest among socially networked Canadians age 18-34 (56%) and less so among those age 55+ (40%).

Within social networks, being liked is key: 41% of Canadians with a social networking profile say they are influenced when those in their social network like or follow a brand or product.

Once again, that influence is more prevalent among socially networked Canadians age 18-34 (46%) than among those age 55+ (34%).

Below, other findings from Ipsos's 2011 Canadian Interactive Reid Report.

Social Media Demographics

Younger online Canadians (age 18-34) (86%) are the most likely to have a social networking profile, but other age groups are engaged with social activities, too: 62% of those age 35-54 have a social profile as do 43% of those age 55+.


Facebook Dominant, but Twitter, LinkedIn Gaining Ground

Most (86%) Canadians with a social profile use Facebook, a percentage essentially unchanged since 2009 (85%).

However, over the same period Twitter use has grown exponentially, from almost none (<1%) in 2009, to 10% in 2010, and 19% of socially networked Canadians in 2011. 

Meanwhile, LinkedIn use has doubled, from 6% of socially networked Canadians in 2009, to 14% in 2011.

Top Social Activities

Online Canadians spend time on social sites conducting a range of activities, including catching up with old friends (52%), chatting online (41%), and updating their social status (37%).


Many online Canadians are activity engaged in conversations online: 29% participate in live video conversation and 24% participate in online forum discussions.

Smartphones a Key Tool

Online Canadians use smartphones to perform key activities on social sites, including the following:

  • Respond to message/item posted on social networking site: 16%
  • Send social networking message: 13%
  • Post pictures on social networking site: 10%
  • Post a tweet: 4%

Looking for real, hard data that can help you match social media tools and tactics to your marketing goals? The State of Social Media Marketing, a 240-page original research report from MarketingProfs, gives you the inside scoop on how 5,140 marketing pros are using social media to create winning campaigns, measure ROI, and reach audiences in new and exciting ways.

Frequency of Use Increasing

Though the number of Canadians with a social networking profile has increased only 5 percentage points in the last two years, there's been a dramatic increase in the frequency and momentum of use:

  • 45% of online Canadians now visit a social networking site at least once a week and 30% visit daily, compared with 35% who were visiting weekly, and 19% who were visiting daily a year earlier.
  • 32% of those who have a social profile report using it more than last year, compared with 15% who say they are using it less; 53% say their usage is the same.

Online Canadian women are much more likely to visit a social networking site at least once a day than men (37% compared to 24% of men).

About the data: Findings are based on an online survey of 840 Canadian adults, conducted via the Ipsos Online Panel, fielded in April 2011. 

Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
1 rating(s)

Add a Comment


  • by Sue Henry Thu Jul 28, 2011 via web

    Thanks for the Canadian POV!

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!