Canadians love surfing the web! According to comScore, Canadians spend more time online than users in any of the countries tracked. Canada has the highest penetration of Internet access too. About 68% of the Canadian population is online, comScore estimated in April 2010, compared to 62% in France and the United Kingdom, 60% in Germany, 59% in the United States, 57% in Japan, and 36% in Italy. Second, online video site users in Canada were also more active in passing videos along to others, and were more likely to have received links to video content. Canadians are significantly ahead of their counterparts in the US and UK by both of these social measures. Both these spell out immense opportunities for the Canadian Marketer! To read more, visit these articles by The Globe and Mail, eMarketer and TechCrunch.

Canadians Love Online Video!

An average Canadian watches 10 hours of video online per month. 88% of all online video users in Canada watch online videos in a month. A whopping 3.1 billion videos are viewed in one month in Canada, with 147 video views per viewer per month! (Source: ComScore Canada Media Metrix)

In tandem with video as one of the fastest growing mediums, YouTube has been growing rapidly as well. It’s the number one entertainment site in Canada, and reaches 68% of the online population. Interestingly, it’s the second largest search engine and the fourth largest website globally! To reach your audience where they spend most of their time, visit YouTube.com/Advertising or reach out to your Account Management team. (Source: ComScore Media Metrix, June 2009)

I just got some information from the new Google Canada newsletter. It is only the second edition but feel free to get in touch with the Google Canada team to receive it.

eMarketer Study on Canada Advertising & the Online Consumer

* The Canadian market is a multifaceted, well-developed, thriving market.
* Greater reach of broadband and data-intensive activities like online video viewing and social networking have broadened ad options for online marketers. Because of this, formats such as search, display and online video are surging.
* Because of rapid economic recovery, the Canadian ad market is expected to grow faster than the much larger US market.
* Marketers planning to increase spending on digital media, while maintaining or decreasing spending on traditional media in 2010.*
* Broadband household penetration in 2010 is around 72%. By 2014, it will near 80%, ranking Canada among top five countries worldwide.
* Use of internet for entertainment: influence of traditional media may be fading as users access the internet and new delivery methods for video content.

*According to the eMarketer study, in 2010, 18.3% of total advertising spend was online advertising. This figure is expected to grow to 20.5% in 2011, and 23.2% in 2012.

comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the introduction of comScore Ad Metrix in Canada, a breakthrough service in digital media campaign planning and buying that provides comprehensive insights into where display ads are viewed online and the demographic composition of the audiences reached. The service captures multiple varieties of display advertising, including static banners, rich media and video ads.

The press release below is available at: http://www.comscore.com/Press_Events/Press_Releases/2009/8/comScore_Introduces_Ad_Metrix_Service_in_Canada

For more information on this report, please communicate with:

Sarah Radwanick
comScore, Inc.
press@comscore.com
1-312-775-6538