Abstract
One million Canadians became new Internet users in 2006, moving the online population to 21 million. With two-thirds of Canadian households already online, and with 87% of them connected by broadband, the country has the world' s ninth-largest Internet population- and no online marketer should ignore that.
The Canada Online Overview report analyzes the trends driving Internet demographic and commercial growth in the northern half of North America.
At one time, Canadian Internet development was, well...a little frozen. But no longer.
Canadians are going online in record numbers. Eight out of ten Canadian Internet users visit social networking sites. Nearly two-thirds read blogs. Two-thirds consider themselves online "experts," and another 43% "fairly skilled."
In 2006, spending on online advertising in Canada topped C$1 billion ($894 million), an increase of 80% from the previous year.
Key questions the "Canadian Online Overview" report answers:
- What forces are driving the growth of Canadian online ad spending?
- What do Canadian Internet users do online?
- Are Canadians shopping online- and buying, too?
- Do Canadians bank online? s
- Do they blog?
- What other digital channels are growing in Canada?
- And many others...
eMarketer Reports- On-Target and Up-to-Date
The Canada Online Overview report aggregates the latest data from international marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions- right now.
Table of Contents
Executive Summary
- Internet Users and Penetration in North America, by Country, 2005-2011 (millions and % of population)
Canada' s Economy
Internet Access
- Comparative Estimates: Internet Users in Canada, 2005 & 2006 (millions)
- Top 15 Countries Worldwide, Ranked by Internet Users, January 2006 & January 2007 (thousands of unique visitors and % change)
- Internet Users and Penetration in North America, by Country, 2005-2011 (millions and % of population)
- Broadband Penetration
- Broadband vs. Dial-Up Internet Households and Penetration in Canada, 2005-2011 (millions and % of total households)
- Top 10 Countries Worldwide, Ranked by Broadband Lines, Q1 2007 (millions)
- Broadband Households and Penetration in Canada, by Access Technology, 2005-2011 (millions and % of total households)
- Leading Broadband Access Providers in Canada, 2005 & 2006 (millions and % increase vs. prior year)
Internet Usage
- Weekly Time Spent Online by Adult Internet Users in Canada, by Age, October 2006 (hours)
- Online Activities of Internet Users in Canada, Q3 2006 (% of respondents)
- Adults in Canada Who Use* Online Banking, 2005 & 2006 (% of respondents)
- Social Networking, Multimedia and Blog Users in Canada, April 2007 (thousands of unique visitors and % reach)
- Internet Users in Canada Who Visit Blog Sites, by Age, April 30-May 5, 2007 (% of respondents)
- Demographic Profile of Blog Visitors in Canada, March 2007 (% of respondents in each group)
- Internet Users in Canada Who Have Recently Visited a Blog, March 2007 (% of respondents)
- Reliability* of Information on Blogs about Technology according to Internet Users in Canada, March 2007 (% of respondents)
- Internet Users in Canada Who Visit Social Networking Sites, by Age, April 30-May 5, 2007 (% of respondents)
- E-Commerce
- B2C E-Commerce: Canada, 2005-2009
- E-Commerce* in Canada, by Sector, 2003-2006 (millions of C$)
- Average Annual Amount Spent Online* by Online Buyers in Canada Ages 18+, 2005-2009 (% increase** vs. prior year)
- B2C E-Commerce Spending and Purchases by Online Buyers in Canada, Domestic vs. Foreign, 2005 (millions and % of total)
- Select Online Comparison Shopping Activities* of Online Buyers in Canada, 2006 & 2007 (% of respondents)
- Select Categories of Online Purchases Made* by Online Buyers in Canada, 2006 & 2007 (% of respondents)
- Consumers in Canada Whose Offline Shopping in Select Retail Categories Is Influenced by the Internet, April 2006 (% of respondents)
- Select Social Networking Activites of Online Buyers vs. Internet Users* in Canada, April 2007 (% of respondents in each group)
- Leading Barriers to Online Shopping according to Offline Buyers in Canada, April 2006 (% of respondents)
Other Digital Channels
- Digital TV (DTV) Households in Canada, 2004-2007 (% of respondents)
- Digital TV (DTV) Subscribers in Canada Who Are Aware of High-Definition TV (HDTV), 2005 & 2007 (% of respondents)
- Digital Cable/Telephone and Video-on-Demand (VOD) Subscriber Households in Canada, 2002-2011 (millions and % of digital cable/telephone subscribers)
- Average Annual and Total Annual Household Video-on-Demand (VOD) Spending by Subscriber Households in Canada, 2002-2011
Internet Demographics
- Adults in Canada with Internet Access, by Age, 2001 & 2006 (% of respondents in each group)
- Attitudes of Adult Consumers in Canada toward the Internet, January 2007 (% of respondents)
- Adult Internet Users in Canada, by Internet Skill Level, January 2007 (% of respondents)
Online Advertising
- Online Advertising Revenues in Canada, 2002-2006 (millions of C$ and % increase/decrease vs. prior year)
- Advertising Spending in Canada, by Media, 2005-2010 (millions and as a % increase vs. prior year)
- Online Advertising Revenues in French Canada, 2005 & 2006 (millions of C$ and % of total online ad revenues)
- Online Advertising Revenues in Canada, by Industry, 2006 (% of total)
- Online Advertising Trends
- Online Advertising Revenues in Canada, by Segment, 2005 & 2006 (millions of C$ and % increase vs. prior year)
- Change in Advertising and Marketing Spending according to Marketing Professionals in Canada, 2007 (% of respondents)
- Marketing Budget Revisions according to Senior Marketing Executives in Canada, by Category, Q3 2006 (% of respondents)
- Attitudes of Tweens in English-Speaking Canada toward Advertising in Select Media, September 2006 (% of respondents)
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