New Canadians Spend Twice as Much Time on Mobile than Native Residents

by Istvan Fekete on November 19, 2014

Canada is a very diverse, multicultural country. As of 2011, one in five Canadians were foreign born, the highest proportion of any G8 country. Also, it is estimated that 250,000 new immigrants come to Canada each year, raising the question of their digital acculturation in an era of digital revolution. Yahoo Canada decided to put an end to speculation and conducted a survey among new Canadians – those who have moved to the country within the past five years.

As the “Digital Acculturation” survey reveals, many (47%) of new Canadians find a balance between their cultural identity and the opportunities the country offers – the study looked into how they connect with brands.

When analyzing media habits, the Yahoo Canada survey found that new Canadians are spending twice as much time on their mobile devices than Canadian-born residents. As it turns out, traditional media channels aren’t effective enough at reaching new Canadians. They watch only 1.5 hours of TV per day, which compares to 2.5 hours for native Canadians, and listen only to only one hour of radio. By contrast native Canadians listen 2.1 hours per day.

When it comes to time spent on mobile devices, new Canadians spend 5 hours per day, compared to Canadian-born residents, who spend only 2.6 hours. In addition, new Canadian citizens spend 3.8 hours on a desktop daily, and 47% want to consume media in their native language.

To engage Canadians, brands need to use new media channels such as online media. The latter has significant influence on new Canadians when they prepare to make purchase decisions in key categories: 92% found online resources most useful when researching banking products, 87% for automotive, and 81% for telecom.

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Written by: Istvan Fekete. Follow by: RSS, Twitter, Facebook, or YouTube.

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