Owing to the most basic human desire, communication, social media are gaining more and more in popularity, both among the general population who simply enjoy the facilitated interaction, and business professionals who see it as a successful marketing and recruiting tool. Social media comes in many forms, from photo-sharing platforms to social gaming or chat apps, but especially social networks. In 2018, there were approximately 25.3 million social network users in Canada, a figure that is projected to grow to 27.1 million in 2023.
Messaging apps, with provide a more private type of interaction as compared to platforms such as Facebook and Twitter, have also gained prevalence in Canada. According to a 2019 survey, 59 percent of Canadian respondents stated that they have sent private messages through social media in the past month, while 34 percent of Canadian online users had posted status updates online. Facebook Messenger was the most widely-used mobile messenger service in Canada with an 81 percent user reach, followed by WhatsApp at 42 percent. Social networks remain popular in the country. A 2019 survey among Canadian adults showed that 66 percent of respondents used YouTube regularly, while 43 percent stated the same for Instagram.
The rise of digital marketing has also altered consumer shopping habits, especially those of young adults. In a 2018 survey, 16 percent of responding Millennials in Canada made big purchases influenced by ads seen on Instagram. With 24.6 percent of Canadian Instagram users aged between 18 and 24 years, video marketing to younger consumers is likely to be more successful than to their older peers, and with video on the rise, the social networking landscape could be set to change dramatically as more brands and content creators turn to social media to interact with their target audience.
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In the following 7 chapters, you will quickly find the 54 most important statistics relating to "Social networking in Canada".