Google, Facebook, YouTube and Amazon are still the most popular digital platforms in their respective categories, according to the latest update from Vividata.

The winter update to Vividata’s SCC digital database found that, in an average month, 96% of Canadian adults are reached by Google-owned products, 90% by Meta and 74% by Amazon. In addition, search (96%), entertainment (91%) and social media (91%) sites and apps reach at least nine in 10 adults in an average month. Shopping sites reach 89%, finance and banking reach 85% and lifestyle sites reach 84% of Canadian adults.

Facebook is far and away the top social media platform for Canadian adults (86%), followed by Instagram (55%),Twitter (44%), LinkedIn (43%), Pinterest (37%), Reddit (36%), TikTok (24%) and Snapchat (6%). Adults aged 35 to 49, however, are most likely to visit Twitter, LinkedIn or Reddit.

Women visit social media platforms more than men, particularly Instagram, Pinterest and TikTok. For example, in the 35 to 49 demo, 88% of women and 82% of men visit Facebook in an average month. Instagram brings in 65% of 35- to 49-year-old women and 53% of men in the same age group; Pinterest brings in 45% of women and 29% of men. Perhaps predictably, Snapchat and TikTok users are younger than those visiting more established platforms like Facebook and Twitter.

YouTube (87%) comes out on top as the most visited streaming video platform, reaching more than three-times as many Canadian adults as Netflix (27%). Third and fourth are Amazon Prime (16%) and Disney+ (9%). Across platforms, women are again more likely to visit top streaming video sites than men. Canadians under 35 are also up to 30% more likely than average Canadian adults to notice ads in streamed video in an average day, depending on the platform.

When it comes to audio streaming, Spotify is the most popular platform in Canada, reaching one in four adults overall and one in three of those under 35. Apple Music attracts 11% of adults overall, followed by iHeartRadio with 8% and YouTube Music with 5%.

Amazon (70%) reaches more than two-times as many Canadians online than other mass retailers such as Walmart (34%) and Canadian Tire (32%). Men are more likely to visit the Apple, Microsoft and Canadian Tire online stores, while up to 75% of visitors to Etsy, The Bay or IKEA website are women.