comScore: 2012 Canada Digital Future in Focus

BY: 

Dave Forde
March 6, 2012

comScore released their “2012 Canada Digital Future in Focus” which looks at demographics, social media, online video, digital advertising, mobile and search here in Canada.  Some of the highlights of the report include:

  • Canada continues to lead the world in online engagement, with visitors spending an average 45 hours per month online, representing a fertile ground for digital marketers and advertisers.
  • While Facebook is nearing a point of visitor saturation in Canada, other social networks’ visitor bases are posting strong growth, including Twitter, LinkedIn and Tumblr. Engagement on many social sites is trending upward, with Facebook driving the large majority of the increase in total minutes and page views for the overall category.
  • Online video is becoming an increasingly popular channel, with total videos viewed up 58 percent. YouTube continues to dominate the marketplace, representing nearly 1 in every 2 videos viewed in Canada.
  • Display advertising is evolving to be more social, not only with the rise of “socially-published ads” (i.e. those published on social networking sites), but also the increase of “socially-enabled” ads running across the web that direct click-throughs to the brand’s Facebook fan page.
  • Smartphone penetration has reached 45 percent in Canada, with daily mobile content usage growing more than 50 percent in several key content categories.

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Dave Forde


Dave “The Connector” Forde has been involved in the marketing, public relations and technology industry across Canada for over 20 years in various sales and marketing roles, he launched The Connected One network of business sites which connects buyers to the right sellers. Profectio and PR In Canada covers news about the marketing and public relations industry each day helping professionals advance their career and businesses. He also serves as an advisor to a number of businesses across the country. Find Dave on LinkedIn and Twitter.


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