“The digital media industry in Canada is evolving in extraordinary
ways, largely driven by today’s multi-platform consumer engaging with
content across a variety of media,” said Bryan Segal, vice president,
comScore Canada. “2012 is poised to be a defining year for digital as
consumers grow their engagement with social, video, mobile and other
emerging media. As Canadian businesses shift more of their ad dollars
and investments online, it is more important than ever to understand the
key trends being seen across platforms to devise effective marketing
strategies and deliver digital ROI.”
comScore found that Canada is still leading the world in online
engagement. Visitors in Canada spend an average 45 hours per month
online, which shows that advertisers and digital marketers have a good
opportunity to reach their target markets.
In social media, Facebook is nearing its visitor saturation but other
social networks still have room for growth. Twitter, LinkedIn, and
Tumblr in Canada are seeing an upward trend. For social media
engagement, Facebook is still leading the usage trend with an increase
in time on site and page views.
Online videos in Canada are also becoming increasingly more popular.
Canadians video views has grown 58 per cent with YouTube leading the
pack hosting 1 out of every 2 videos viewed in Canada.
On the display advertising front, advertising in general is becoming
more social. Utilizing prime locations on social media sites to attract
traffic, or ads that feature a brand’s Facebook page and attract more
click through, social media is leading digital advertising in Canada.
Finally, smartphone penetration has reached 45 per cent with daily
mobile content usage growing upwards of 50 per cent in certain key