Newcomers to Canada watch less TV, but have high engagement with streaming, radio and newspapers.
That’s according to Vividata, which looked through its latest SCC data to paint a portrait of Canada’s increasingly diverse population.
Of the 6.1 million Canadians who were born in another country, 1.1 million say they arrived in the last five years. More than half of those identify as an ethnicity other than white (15%), with those identifying as South Asian topping the list at 30%, followed by Black (16%), Central/South American (12%), Filipino (11%) and Arab or West Asian (6%).
The average age of adult newcomers who have been in Canada for three years or less is 31 years of age. They tend live in households that earn at least $8000 a year less than that same segment did in 2015, when adjusted for inflation. While average Canadian household earnings have also not kept pace with inflation since 2015, the national average income is well above the newcomer average by roughly $28,000 a year.
Even with lower average household incomes, newcomers tend to have over $120,000 in savings and investments – an increase from the $39,000 (adjusted for inflation) that was reported in 2015. That’s also only slightly behind the overall Canadian average, which is $142,000.
Two in three newcomers have a university degree and up to 89% have completed some form of post-secondary education. They are also more likely than the average Canadian to be looking to buy a new home, furniture and large household appliances.
Looking at the media habits of newcomers, Vividata found that they watch three hours less TV content weekly than the average Canadian, but are more likely to watch TV only by streaming – 85%, compared to 66% for the average Canadian.
The social media preferences of newcomers are consistent with the average Canadian adult except for WhatsApp, which those not born in Canada are 33% more likely to use to stay in touch with family and friends, both in the country and overseas.
Looking at other media platforms, radio and audio has a high reach at 87%, with daily print and digital newspapers at 75%, likely due to the number of in-language stations and outlets in Canada. Magazines reach 66% of newcomers, with community newspapers reaching 55% and podcasts 40%.
Newcomers are more likely than average Canadians and more established immigrants to act after seeing an ad, regardless of media. However, ads in social media, magazines and newspapers rank the highest. Cultural resonance increases the impact of advertising, with 63% of those in Canada for five to 10 years and 57% of those here less than five years saying they are more likely to remember brands that have ads with people of their own culture. They also notice and pay attention to brands sponsoring cultural events – 73% of those in Canada for five to 10 years and 51% of those here five years or less.
