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The Future of Digital in Canada | Mansfield Inc.

Mansfield Inc.

A Review of Canada’s Digital Future in Focus.

Last week, comScore released their 2015 Canada Digital Future in Focus. The annual report covers usage patterns from the previous year, as well as the future of digital in Canada.

Here are a few highlights that caught my attention.

(1) The desktop is still relevant:

  • Although we always talk about our programs being mobile-first, adaptive, or omni-channel, it’s worth noting that for certain purposes, the desktop is still very relevant.
  • Overall, its usage has flattened, but younger users still account for a large percentage of its overall audience. And here we were, thinking that they sent Snapchats all day long.

(2) Video is growing rapidly on mobile:

  • Mobile video consumption has increased by 36% since January 2014
  • Compared to Americans, Canadians spend 5.1 more hours per month watching online videos.
  • From December 2013 to Dec 2014, 76% more users watch mobile video almost every day.
  • With over 10 million Canadians using Facebook’s on mobile every day (using autoplay in their newsfeeds), it’s safe to say that this trend will continue.

(3) Mobile usage has become extremely diverse:

  • 69% of time spent on social media was done via mobile.
  • Over 7.1 million users access social media via mobile every day (19% growth year over year).
  • Over 80% of digital time on both mobile and smartphones is spent on apps.
  • After retail, sports and banking apps represent two of the most popular app categories.
  • Contrary to popular belief, the tablet is more frequently used while watching TV; as compared to smartphones.

This data is from UM and provides some really powerful insights; especially for those strategizing their approach to social media:​


(4) Canada’s digital population is nearing 30.0 MM:

  • The number of people accessing digital content exclusively on mobile increased by 16%.
  • The total number of digital minutes were split equally between desktop and mobile.
  • 27.9 MM Canadians are reached online from their desktop.
  • 25.1 MM Canadians are reach online via desktop video.
  • 15.8 MM Canadians are reached online via smartphones and tablets.

(5) Display advertising is on the rise:

  • Finance ranked as the top sector for display advertising in 2014, followed by Retail and Automotive.
  • Finance display ads racked up nearly 36 billion impressions in 2014.
  • Social Media sites account for nearly 1 out of every 3 online display ads delivered in Canada.

Looking ahead, Canada’s digital population will continue to grow thanks to maturing (yet, elusive), Generation Z users.

New social channels will continue to explode onto the scene; a special shoutout to the live-video streaming apps, Periscope and Meerkat.

It will also be very interesting to watch (pun intended) the wearables market and determine whether an increased demand can shift digital advertising trends beyond its current exploratory approach.

Photo Cred: Shinya Suzuki

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