Marketing data and analytics company Kantar conducted a survey on behalf of Snap to explore how Canadian newcomers make decisions and the role Snapchat plays in them.

The poll revealed that Snapchat enables newcomers to find brands and influences their purchasing decisions. Forty-four percent are more likely to research, purchase or share a brand after seeing it on Snapchat through a chat with family or friends, while 56% are likely to take some action after seeing a brand on the app anywhere. They are 1.7 times more likely to consider purchase after viewing content on the platform than non-newcomers.

The survey found that diversity in ads is essential for newcomers, with 62% citing it as an influential element in their purchasing decision. More than half (52%) said they would switch to brands with more diversity and representation, and 86% believe that any cultural component in a brand’s advertising will influence their decision. Snapchat users indicated greater consideration of diversity and representation in ads on the app than non-users (53% vs. 27%), according to Kantar.

The study also showed that newcomers use Snapchat not only before they migrate, but after they move. Around 73% began using Snapchat in their home country, and 55% indicate they still use the app at least once a day in Canada. They are more likely than non-newcomers to use the app five or more times each day.

One of the main reasons they continue to use the social network is to keep in touch with family and friends (42%), as well as to receive recommendations from their contacts. In fact, most of them choose their first service provider in Canada (bank, cell phone, Internet or car insurance) based on personal recommendations, according to the report. Around 35% also believe that TV, OOH and online ads have a major part in their decision to choose their initial service provider.

People’s recommendations can also influence their brand preferences. Seventy-four percent say they choose brands based on referrals from friends and family, as well as their reputation in Canada. Another 62% choose brands that are well-known in their home country.

In terms of population, the study discovered that Snapchat reaches 90% of 13 to 24 year olds. Kantar also found that 45% of newcomers in Canada are Gen Z, with 19% being students (vs. 10% of non-newcomers) and 32% being unemployed (vs. 25% of non-newcomers). Forty-eight percent of people who have recently moved to Canada (as of 2018) have done so to study, while 28% have done so for potential employment opportunities.

The survey comprises 1,504 surveys of newcomers between 18 and 55 years of age conducted in February of this year. It follows a similar study by Leger, only for Pinterest.