Contenu connexe Similaire à eMarketer Webinar: Demographics in Canada—Age-based Digital Behaviors (20) eMarketer Webinar: Demographics in Canada—Age-based Digital Behaviors2. Agenda
Demographics overview: Patterns and future
outlook.
Digital influences: Psychographic and
economic.
Age-based digital proclivities: Children/teens
(0-19), millennials (18-34), Generation X (35-44),
boomers (45-64), seniors (65+).
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4. Two major and opposing forces are
impacting Canada’s demographics
Canada’s population is aging
2012 median age of 39.9 years* (vs. 37.1 in the US)
• Up from to 36.4 in 1999 and 26.2 in 1971
• Forecasted to reach 44 by 2030
Seniors are fastest-growing demographic
• 14.9% of the population in 2012
• Rising to 18.5% by 2021, and 22.8% by 2031
Why?
• Lowering fertility rates, baby boom aging, increase in
life expectancy
*All data Statistics Canada
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5. Two major and opposing forces are
impacting Canada’s demographics
Immigration of younger people
Highest per capita immigration in the G7
Net immigration of 267,160 in the 12 months ending
July 1, 2012
• Equals 172% of the natural population increase
(births minus deaths) of 129,356 (US = 62%)
Median immigrant age in 2011 was 31.7, significantly
lower than Canada’s median age
New immigration point system favors younger
applicants
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6. All age demographics in Canada are
digitally engaged
2012 internet user penetration: 86.8%; youth 15–24: 99.5%
—International Telecommunications Union, “Measuring the information Society 2013,” Oct. 7, 2013
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8. Digital behavior drivers:
Psychographic and economic
Demographic
Psychographic Economic
Kids/Teens
Discovery
Indirect
Millennials
Value
Gen X
Identity,
authenticity
Family care
Balance
Boomers
Retirement
Wealthy
Seniors
Health and
wellness
Sustaining
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9. Distinct digital patterns exist within
each major age demographic
Children and Teens. Many screens.
Millennials. Social seekers.
Generation X. Ecommerce.
Baby Boomers. Loyalty programs.
Seniors. TV dominates; internet use growing.
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10. Kids and teens: Screens, screens,
screens
Almost three-quarters of homes in Canada with children
younger than 12 had at least one gaming console.
—CBC Media Technology Monitor, April 2013
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11. The role of technology in family
connectedness is undeniable
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12. Television time is lower among children
and teens than among adults
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13. Millennials: Social seekers
“Overall, through our online mediums, we see the
highest number of interactions and engagement
from millennials.”
—Shelagh Stoneham, senior vice president and general manager
of brands at Rogers Communications
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15. Facebook led by far, but millennials’
Twitter use rose 70% in 2012
30% of US millennials
on Twitter - Pew, May ‘13
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16. In 2013, millennials account for 57% of
LinkedIn’s 8 million users in Canada
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17. Millennials lead the pack among
cord-cutters
Canada’s cord-cutters:
• one in four 18-to-24s
• one in five 25-to-34s
• 15% of 35-and-olders
• “Value” main incentive
—comScore/Google, April 2013
Cord-cutting: The act of suspending traditional cable TV
service and instead turning to the internet for streaming
content
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18. Financial struggles are common for
young people in Canada
The Great Recession lingers. Poor entry-level job
market forcing many to accept positions below their
post-secondary qualifications.
Student debt. 2013 research by BMO Financial found
the average student will graduate with CA$26,297 in
debt and take 6.4 years to pay it off.
Delaying marriage. In 2011, almost three-quarters
(73.1%) of Canada’s population ages 25 to 29 had
never been married, according to Statistics Canada
data, compared to 26% in 1981.
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19. Targeting millennials: Rogers
Communications
“Roommate Horror Stories” campaign promoting
unlimited student internet sharing plan
branded content on YouTube depicting housemates “candidly”
interviewing new roommates
media buys in social forums Funny or Die and College Humor
user content (30 influential horror stories)
225,000 downloads in first few weeks (>360K currently)
“What is sometimes overlooked is how access to
information and transparency provided by the
internet has made millennials more marketing savvy
than any other generation.”
–Shelagh Stoneham, senior vice president and general manager
of brands and marketing communications at Rogers Communications
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20. Generation X: Online shoppers
Gen X Mothers: July 2013 eMarketer report
shows mothers in Canada leading the way
as online shoppers
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21. Most of Canada’s internet-using mothers
shopped online in 2012 at least once
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22. Generation X
leads all age
groups in
Canada for
online
purchasing
of family
items like
books, toys,
computers
and movies
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24. Baby Boomers: Loyalty programs
“Boomers have higher mileage accumulation,
are more likely to have frequent flyer status or an
Aeroplan co-branded financial card, and more
likely to redeem at more frequent levels.”
—David Klein, vice president of marketing at Aeroplan
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26. Boomers are marketers’ most lucrative
demographic in Canada
Concentrated wealth
Boomers hold 80% of Canada’s financial wealth,
according to boomerwatch.ca.
Retirement planning is on boomers’ minds
In a 2012 Manulife Bank survey of homeowners in
Canada ages 30 to 59, 82% placed high importance
on sufficient retirement income, ranking behind only
“having good health” (94%) and being “debt-free”
(85%).
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27. Targeting boomers: Manulife
“Real Retirement” campaign promoting financial footing
“in as little as 15 years”
• digital Retirement Hub to be populated over next three years
with videos, essays, case studies
• Integrated media buys in online, print, TV to promote the hub
• 107,943 visits to hub in two-month summer 2013 campaign
• 27% of visitors asked for more info
“The 50- to 59-year-old is a particularly interesting
age group because they’re the ones that are actually
doing a lot of information seeking online, particularly
about preparedness for retirement.”
- Jeronimo De Miguel, vice president of branding and creative
at Manulife Financial
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28. Seniors: TV still dominates, but online
activity is growing quickly
Internet penetration in Canada among people ages 75
and older rose from 5% in 2000 to 27% in 2012
—Statistics Canada
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29. Seniors spend almost twice as much time
with TV than do kids, teens or millennials
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31. Conclusions
• While Canada’s population is aging, digital
adoption is advancing in sync. Boomers and
seniors are showing growing reliance on digital tools.
• Key differences exist between age groups that
go beyond digital adoption. Understand each
group’s psychographic and economic impulses.
• Cross-media campaigns deliver the best
engagement for all ages. But lead with age-based.
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32. Insights and Data on the State of the
Canadian Digital Marketplace
Paul Briggs
You will receive an email
tomorrow with a link to
view the deck and
webinar recording.
©2013 eMarketer Inc.
33. Q&A Session
Canada Demographics:
Age-Based Digital Behaviors
Learn More at www.emarketer.com
Recent eMarketer Research Includes:
• Canada Mobile Payments: Cultivating Fertile
Ground
• Moms in Canada: The Digital Demographic
• Canada Mobile: Advertisers Trail Users' Uptake of
Mobile
• Canada Online Video: Consumers Lead the Way
Paul Briggs
You will receive an email
tomorrow with a link to
view the deck and
webinar recording.
Contact
800-405-0844
sales@emarketer.com
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