Source: Newad

A survey conducted by Newad in collaboration with TNS Canada reveals that 18-to-34 year-old Canadians definitely surpass the total Canadian adult population in their use of the web, mobiles and social networks. Today, Newad reveals the results of this survey conducted in early January, with a sample of 2943 Canadian adults.

“Some research findings confirm what we already observed among young adults, but others make us realize how rapidly their consumption of digital platforms is increasing. Most interestingly, we also compared these results to that of the total adult population. We are pleased to share these figures concerning an industry that is constantly evolving,” comments Michael Reha, President and CEO of Newad.

Nearly one month a year spent on social networks… But not on Foursquare.
The popularity of social networks is constantly growing. The most recent results indicate that 88% of 18-to-34 year-old Internet users have a Facebook account (19% higher that the total Canadian adult population) and 27% have a Twitter account (80% more than the total Canadian adult population). Even LinkedIn is slightly more popular with this age group (13%) than with all adults (11%). While many predicted the rapid expansion of Foursquare, only 3% of 18-to-34 year-olds have adopted the two-year-old platform. On the other hand, advertisers should note that half of the young adults who have a Twitter account follow at least one brand (47% compared to 37% for the total adult population). Moreover, a quarter (25%) of 18-to-34 year-old social media users microblog daily. And what do they do on Facebook? Main activities include Like-ing (65%) and commenting (65%) on a friend’s status or shared content (photos, videos, articles…). Also, Facebook users that are between 18 and 34 years old are very often fans of brands (56% compared to 43% for all adults). Nike, Coke and Apple are among their favorites. How much time per week do 18-to-34 year-old social media proponents spend on their favorite platforms? 13.8 hours, or the equivalent to one month per year, day and night. That is 29.9 days per year – 8.2% of their life!

Mobility: texts are as popular as conversations.
Young adults are taking center stage on web platforms due to the popularity of smart phones that favour instantaneous expression. 43% of 18-to-34 year-olds own a smart phone (iPhone, Blackberry, etc.), a percentage that is 79% higher than the entire adult population (24%). On a daily basis, 18-to-34 year-olds-now use text messaging (58%) as often as their mobile device’s telephone feature (55%). On average, they send 23 texts a day. 86% of 18-to-34 year-olds own a mobile phone. More interestingly, 21% of 18-to-34 year-olds own a cell phone and a smart phone. Maybe to double their fun? The popularity of free offers is also reflected in the field of mobile applications – 44% of the 18-to-34 year-olds surveyed about their cell phone use say that they downloaded a free application during the week of the study, as opposed to 16% who downloaded an application they had to pay for.

The end of direct TV? PVRs and portable devices growing in popularity.
This survey also reveals that 30% of 18-to-34 year-olds own a PVR (personal video recorder), 20% more than the total adult population. Their frequent use of PVRs is explained by the fact that half of their TV viewing occurs after the shows air – they like watching their shows whenever they want. Also, 18-to-34 year-olds are more likely to own a laptop (75%) than a desktop computer (71%).

Young & Affluent
In addition, Newad’s survey results reveal that a segment of these 18-to-34 year-old Canadians exceed the average time spent on social networks. These Young & Affluent consumers, compared to all 18-to-34 year-old Canadians, live in urban centers, have higher purchasing power, and consume more than average 18-to-34 year-oldsThe results released today by Newad’s research department come from a survey conducted by TNS Canada. It was executed on behalf of Newad from January 3rd through January 11th, 2011, and completed by a sample of Canadian adults in a TNS Canada online panel. “A total of 2,943 adults from all Canadian provinces were interviewed, including 1,434 18-to-34 year-olds.

Survey Methodology
The results released today by Newad’s research department come from a survey conducted by TNS Canada. It was executed on behalf of Newad from January 3rd through January 11th, 2011, and completed by a sample of Canadian adults in a TNS Canada online panel. “A total of 2,943 adults from all Canadian provinces were interviewed, including 1,434 18-to-34 year-olds. The results of this study were weighted according to the latest census data from Statistics Canada,” said Catherine Bourcier, Newad’s Director of Strategic Planning, Market Research & Analysis

Newad Has Invested $2 Million in Research
For over 15 years, Newad has offered strategic solutions to companies and agencies who wish to reach young Canadian adults. Newad polls this specific consumer segment several times a year through various surveys and research. While the interests and concerns of 18-to-34 year-olds are constantly evolving, Newad acts to optimize its clients’ understanding of their consumptions habits. For this reason, Newad has invested over $2 million in research over the past 10 years.

About Newad
Newad reaches the highest concentration of the Young & Affluent in Canada by guiding its millions of consumers to four targeted platforms: Indoor, with 20,000 digital and classic boards in over 2,500 establishments and 36.5 million impressions delivered per week; Experiential Marketing, with the production of 250 promotional events a year; Publishing, with hundreds of digital productions each year as well as the NIGHTLIFE.CA magazine and website reaching 225,000 Montrealers every month; and Web, including the design and production of websites, microsites and mobile applications. Newad’s 350 employees set the trends in our Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton offices. Newad has won numerous awards for its creative, innovative campaigns. www.newad.com

© Newad