Advertise in Canada

Canada has an internet penetration of 88.5% so based on their total population of 36,286,378 people 32,120,519 are online, leaving 4,165,859 non-internet users.

Compare this to the North America region which has an internet penetration of 87.9% with a total online population of 313,867,363 for the region as a whole.

 

Advertise in Canada 2017-08-31T22:44:06+00:00

Canada’s internet advertising sector is a $4.6B industry, segmented as follows:

Display Advertising

amounts to $807M (17.5% of the total) and will grow by an annual CAGR of

14.17%

Video Advertising

amounts to $330M (7.2% of the total) and will grow by an annual CAGR of

23.76%

Search Advertising

amounts to $1.9B (41.3% of the total) and will grow by an annual CAGR of

-0.79%

Social Media Advertising

amounts to $640M (13.9% of the total) and will grow by an annual CAGR of

0.58%

58% of the population (21,046,099) are on social media, they spend an average of 1.4 hours per day on social platforms, 47% of them use their mobile devices to access social platforms which makes sense because 81% of the population has a mobile phone.

Classifieds Advertising

amounts to $838.7M (18.2% of the total) and will grow by an annual CAGR of

5.45%

Mobile Advertising

as a standalone segment, including parts of the above segments, is growing fast and will amount to

$2B

Canada’s annual growth:

+2%

internet users

+5%

active social media users

+4%

mobile subscriptions

+5%

active mobile social users

Digital Device Ownership

76%

mobile phone

57%

smart phone

75%

PC

33%

tablet

N/A

TV Streaming Device

12%

Handheld Gaming Console

16%

E-Reader Device

N/A

Wearable Tech Device

Time Spent with Media

3h 55m

Average daily use of the internet (PC/Tablet)

1h 20m

Average daily use of the internet (Mobile)

1h 26m

Average daily use of social media (any device)

2h 27m

Average daily use of television

Frequency of Internet Use

89%

Every day

9%

Once per week

2%

Once per month

1%

Less than once per month

Share of web traffic by device

70%

PC

19%

Mobile

10%

Tablet

0.19%

Other devices

Top Active Social Platforms

47%

Facebook

28%

Facebook Messenger

12%

Skype

13%

Google+

12%

LinkedIn

16%

Twitter

10%

WhatsApp

14%

Instagram

12%

Pinterest

10%

Snapchat

Mobile Activities

37%

Mobile Messengers

29%

Watching videos

24%

Playing games

30%

Banking

34%

Maps

E-Commerce By Device (past 30 days)

60%

Purchased a product or service online

73%

Searched online for a product of service

64%

Visited an online retail store

57%

Made an online purchase via PC

17%

Made an online purchase via Mobile

Canada is one of the countries which has lower total internet advertising growth and higher mobile internet penetration.

These countries tend to have larger economies and have relatively mature internet advertising sectors and large middle classes that have fuelled demand for smartphones and tablets.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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