Vividata has released its Digital Consumer Update with the latest insights from its Spring 2024 SCC/Digital database. The update reports that digital properties owned by the world’s top tech firms reach nearly every Canadian adult in an average month. Google touches  up to 96% of Canadian adults (Google); Meta properties reach 87% of Canadian adults and Amazon reaches 75%. Search websites and apps reach at least nine in 10 (97%) of Canadian adults. Social media reaches 89% of adults in an average month, B2B sites reach 86% while entertainment/video streaming sites reach 85%.

Buoyed by users aged 35 to 49, Facebook is still the top social media platform for 83% of all Canadians,  in an average month. Instagram is the second most popular site with 56% of adults, followed by X/Twitter (40%), LinkedIn (38%) and TikTok (38%).

The top social media platforms skew to women, with only X for ages 18 to 49, LinkedIn with those 65-plus, and Reddit with the 65-plus demo skewing towards men. TikTok and Reddit each reach fewer than 30% of Canadian adults, yet they join Facebook to rank in the top three for time spent with a platform.

Looking at the composition of daily visitors to the top social media properties, Pinterest captures an even split between younger and older Canadians, Facebook skews 50-plus, Snapchat and Instagram skew younger. The majority of users fall in the under-35 segment: Snapchat (52%), Instagram (45%), TikTok (43%), LinkedIn (41%), Reddit (39%), X/Twitter (35%), Facebook (33%) and Pinterest (31%).

Among the top streaming sites, YouTube has the highest reach across all demos accessed on personal devices (81%).  The other sites are way behind: Netflix (23%), Disney+ (10%), Amazon Prime (9%), Crave TV (6%), Twitch (4%) and Tubi TV (4%). Apart from older demos on Twitch, top streaming sites and apps all skew towards women.

Only one age group is likely to notice ads in streaming video. At 63%, adults aged 18 to 34 are more likely than average to notice ads in streamed video, particularly on Twitch and Disney+. Those aged 50-plus and 65-plus are less likely to mind ads on any streamed video site.

Audio streaming is popular with an average of 27% of Canadian adults, although Spotify is the overwhelming favourite, reaching almost three in 10 and almost 40% of those under 35. Following far behind are iHeartRadio (8%), YouTube Music (5%), Sirius XM (5%), Audible (4%), SoundCloud (4%), Amazon Music (4%) and Apple Music (3%). Spotify, Amazon Music, and SoundCloud skew toward women listeners, Spotify and SoundCloud skew younger.