Horizon Media’s latest study reveals what Canada’s surge in immigration means for brands.

Canada’s population is experiencing record growth due to immigration, with one new immigrant arriving every one minute and seven seconds. It’s worth noting that 30% of Canada’s population, as well as three in five newcomers, identify as persons of colour.

Simon Ross, Horizon Media VP of strategy and insights, says the good news for media buyers is that these growing audiences are economically richer than previous waves of immigrants 30, 40 or 50 years ago. “The ones that are coming to Canada now have more money in their back pockets, which is good news, not just for brands but also the Canadian economy overall.”

Findings show distinct shopping habits among immigrants, with 67% saying the Canadian shopping experience is different from their country of origin. Diversity is a key differentiator, and newcomers are often overwhelmed by the amount of choice so it’s important for brands to provide clarity and guidance. In-store shopping is more prevalent among newcomers than with multi/first-generation Canadians, indicating that brands need to take an omnichannel approach to advertising.

The report says multiculturalism and increased diversity from immigration has had a big impact on the shopper experience but there is a knowledge gap for new Canadians due to increased options, choice, and information – or lack thereof. Most groups turn to online sources such as search, social media or online reviews/ratings in order to better navigate the market.

“Newcomers coming to Canada are using search as their key tool so brands need to ensure that they’re optimizing themselves as much as they can within search,” says Ross. “That’s not just paid, that’s organic search as well. Brands need to make sure that with organic search they’re producing content and that their websites are optimized for searches, which are potentially not always going to be in English. I think that’s going to be a major consideration.”

He suggests that marketers could make their brands more accessible by translating some landing pages into different languages or hiring more newcomers that speak different languages in their stores – because it’s obviously not going to be a one size fits all solution.

Almost half of newcomers (45%) actively search for product options while 26% become aware of brands through ads, and 23% become aware through family and friends. Online search fuels brand awareness particularly amongst African (68%), Asian (65%) and Latin American (59%) communities. The categories they’re searching for include travel/tourism (56%), automotive (55%), technology (50%), clothing/fashion (50%), big box retailers (44%), insurance (40%) and education (37%).

When shopping, price is the main factor for all Canadians including 80% of newcomers. Reviews and ratings are also factors for 65% of newcomers, followed by description/photos (58%), and shipping/delivery costs (57%).

TV remains a critical media source for immigrants but their viewing methods vary by cultural group. Cable TV is the preferred method for Europeans (68%), satellite TV is the preference for Middle Eastern immigrants (30%), streaming TV for Latin Americans (63%), and IPTV for South Asians (39%).

New Canadians also prefer streaming audio platforms versus traditional radio and rely heavily on the internet as part of their media consumption habits for surfing the web, social media, and online video.

This study was based on information from Statscan and Vividata SCC Spring 2023 in addition to Horizon’s 15-minute Finger on the Pulse survey of 876 Canadians from April 24 through May 5 this year.