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Mario ToneguzziA report by Canadian’s Internet Business says social media in Canada has reached a point of saturation.

The Social Media Use in Canada, 2017, report found that “virtually all Canadians who are online use at least one social media network (91 per cent), primarily Facebook (76 per cent). The majority (60 per cent) access social media using their smartphone or tablet, while 35 per cent use a computer or laptop; 63 per cent follow companies, brands or product pages.”

The report highlighted the types of pages Canadians follow on social media:

  • Companies, brands or products 63 per cent;
  • News media organizations and people 55 per cent;
  • Entertainment media, groups or celebrities 50 per cent;
  • Non-profit organizations or leaders 48 per cent;
  • Lifestyle, fashion or fitness media or personalities 44 per cent;
  • Governments or government departments 35 per cent;
  • Political parties or politicians 30 per cent;
  • Gamers 20 per cent.

The most popular social media platforms in Canada are:

  • Facebook 76 per cent;
  • LinkedIn 48 per cent;
  • Google+ 42 per cent;
  • Instagram 34 per cent;
  • Twitter 34 per cent;
  • Pinterest 33 per cent;
  • YouTube channel owner 28 per cent;
  • YouTube 28 per cent;
  • Snapchat 21 per cent.

The report also cited a Social Media Examiner survey where respondents identified the following benefits of social media:

  1. Increased exposure
  2. Increased traffic
  3. Developed loyal fans
  4. Provided marketplace insight
  5. Generated leads
  6. Increased thought leadership
  7. Grew business partnerships
  8. Improved sales

Respected business writer Mario Toneguzzi is a veteran Calgary-based journalist who worked for 35 years for the Calgary Herald in various capacities, including 12 years as a senior business writer.


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