Newcomers to Canada spend the majority of their time on social media, with the majority using six or more social or video platforms weekly and 52% relying on them to make a purchasing decision, according to a new report from TikTok.

The report aims to better understand the newcomer audience and the role social media plays in navigating their new home. It also tries to determine how marketers may best showcase their offerings on TikTok. It is based on two surveys done from June to September of last year with 600 people who arrived in Canada within the previous 18 months. The surveyed population ranges in age from 18 to 54 and is spread across the country, including Ontario, Quebec, British Columbia, Alberta, Manitoba, Saskatchewan and the Atlantic regions.

The survey also found that 81% consume social media or online video content, while 72% say they spend their time watching movies or TV shows. About 62% listen to music or podcasts, while 34% read books or eBooks and news articles or blogs (each).

Social and video platforms are key for newcomers to adapt and create a community in Canada, as well as to discover brands. During the first three months, they use those platforms to understand local customs and etiquette (42%), find a sense of community (41%), and connect with others from their home country (36%). And after the first three months, they turn to them to build their professional network (22%) and make new friends among local Canadians (19%).

Clear and easy ads allow the respondents to discover products without feeling overwhelmed. For them, the factors that most influence brand appeal are whether it offers value for money, puts its customers first, and offers promotions and deals specifically for newcomers to Canada. Once brands demonstrate their value early on, newcomers are likely to commit for the long term. However, international students and newcomers within the last six months are the most flexible and open to switching brands.