Stacy Jo Dixon
Research expert covering social media usage worldwide
Social media usage in Canada - statistics & facts
In Canada, social media is more about private conversations than likes and followers. Amongst the population, big name brands such as Facebook, YouTube, and TikTok are the favorites, with the vast majority of people being active on at least one of these social networks. Canadians are happy to utilize social media to stay in touch and up to date, but there is an overall sense of discomfort when it comes to advertisements on their chosen platforms.
One in seven social media users in Canada used online networks daily, whilst 16 percent accessed them several times a week. Additionally, people in Canada spent around two hours per day on social media.
Although there is global buzz around TikTok, the app’s Canadian audience pales in comparison to Facebook’s, reaching only 14 million users in 2023. However, 37 percent of TikTok’s users in the country were Gen Z, the consumers who are to decide the fate of social media in the coming years.
Even though social media platforms are popular among Canadian users, overbearing advertisements could be a turn-off for users in the country, and Canadians have strong opinions on the matter. Overall, 44 percent of Canadians reported to have been annoyed by internet advertising and over one-third were displeased when they received ads based on their search history.
Are Canadians social media introverts?
Canadian users are more keen on private online conversations than presenting their personal lives to the world, as the most common social media activity as of December 2023 was to send private messages, followed by liking posts published by other users. Facebook Messenger is the platform of choice when having private exchanges.One in seven social media users in Canada used online networks daily, whilst 16 percent accessed them several times a week. Additionally, people in Canada spent around two hours per day on social media.
Canada’s most popular social networks
Facebook is by far the most popular social media network in the country, with 77 percent of online users being active on the service. Moreover, YouTube and Instagram also achieve high penetration rates. In 2023, there were around 31 million Facebook users in Canada, and by 2027, it is estimated that this will reach 35 million users. The majority of Facebook users in the country were between the ages of 25 and 35, dismissing the idea that the social network is dominated by those of the Baby boomer generation.Although there is global buzz around TikTok, the app’s Canadian audience pales in comparison to Facebook’s, reaching only 14 million users in 2023. However, 37 percent of TikTok’s users in the country were Gen Z, the consumers who are to decide the fate of social media in the coming years.
Social media marketing comes at a cost
Most social media platforms are still free of charge for the most part, and advertising is still where social networks generate their revenue. Across Canada’s online landscape in 2023, 1.81 billion U.S. dollars were spent on social media banner advertisements on mobile, whist one billion U.S. dollars were invested in social media banner ads for desktop. This expenditure expected to continue rising in the coming years.Even though social media platforms are popular among Canadian users, overbearing advertisements could be a turn-off for users in the country, and Canadians have strong opinions on the matter. Overall, 44 percent of Canadians reported to have been annoyed by internet advertising and over one-third were displeased when they received ads based on their search history.
