SOCIAL MEDIA TRENDS: INCL

IMPACT OF COVID-19
CANADA, AUGUST 2020
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SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 3

Contents
OVERVIEW................................................................................................................................................................................................... 6

What you need to know .......................................................................................................................................................7

EXECUTIVE SUMMARY........................................................................................................................................................................... 8

Top takeaways .....................................................................................................................................................................9

Market overview ..................................................................................................................................................................9
Impact of COVID-19 on social media networks ...................................................................................................................9
Figure 1: Short, medium and longer-term impact of COVID-19 on social media networks, September 2020 ......................................................... 10
Opportunities .....................................................................................................................................................................10
Challenges ........................................................................................................................................................................ 11

THE MARKET.............................................................................................................................................................................................12
Key Takeaways...................................................................................................................................................13
The effects of a potential ban on TikTok in the US ............................................................................................................13
Social media companies tackle misinformation .................................................................................................................13
Consumers rely on social media for a host of reasons......................................................................................................13
South Asian Canadians are a boon for the category .........................................................................................................13
Market Factors ...................................................................................................................................................14
The effects of a potential ban on TikTok in the US ............................................................................................................14
Social media companies tackle misinformation .................................................................................................................14
Consumers will rely on social media for a multitude of reasons.........................................................................................14
South Asian Canadians are a boon for the category .........................................................................................................15
Figure 2: Deepica Instagram post, September 2020................................................................................................................................................ 16

COMPANIES AND BRANDS.................................................................................................................................................................17

Key Takeaways ..................................................................................................................................................18
Social media evolves as a shopping tool ..........................................................................................................................18
Social media brands update their offerings .......................................................................................................................18
Operators offer financial aid to those most affected by COVID-19 ....................................................................................18
Ads could arrive on WhatsApp by the end of the year.......................................................................................................18
Competitive Strategies.......................................................................................................................................19
Social media evolves as a shopping tool ..........................................................................................................................19
Social media brands update their offerings .......................................................................................................................19
Operators in the category offer financial aid to those most affected by COVID-19 ...........................................................20
Ads could arrive on WhatsApp in 2020..............................................................................................................................20

THE CONSUMER......................................................................................................................................................................................21
Key Takeaways ..................................................................................................................................................22
YouTube and Facebook are most frequented ...................................................................................................................22
Most users are engaging with videos ................................................................................................................................22
Consumers more likely to respond to company posts digitally ..........................................................................................22
News and entertainment attract South Asian Canadians to social media..........................................................................22
Most have privacy concerns ..............................................................................................................................................22

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 4

Social Media Usage ...........................................................................................................................................23

YouTube and Facebook are most frequented ...................................................................................................................23
Figure 3: Weekly social media usage, April 2020..................................................................................................................................................... 23
Figure 4: Daily social media usage, April 2020......................................................................................................................................................... 24
Men are attached to YouTube and Twitter..........................................................................................................................24
Figure 5: Daily social media usage, by gender, April 2020....................................................................................................................................... 25
Social media is a young person’s playground ...................................................................................................................26
Figure 6: Daily social media usage, by age, April 2020............................................................................................................................................ 26
Figure 7: Select attitudes towards social media (% any agree), by age, April 2020................................................................................................. 27
South Asian Canadians are frequent social media users ..................................................................................................28
Figure 8: Daily social media usage, South Asian Canadians vs overall, April 2020................................................................................................. 28

Engagement with Social Media Content .........................................................................................................29

Most users are engaging with videos ................................................................................................................................29
Figure 9: Engagement with social media content, April 2020................................................................................................................................... 30
Figure 10: Using the Capital One Venture Travel Reward Credit Card, January 2019............................................................................................. 30
Figure 11: How to Remove a Kitchen Faucet | Plumbing | The Home Depot, August 2020..................................................................................... 31
Engagement disparities by gender ....................................................................................................................................31
Figure 12: Engagement with social media content, by gender, April 2020............................................................................................................... 32
Engagement across most categories stronger among younger cohorts ..........................................................................33
Figure 13: Engagement with social media content, by age, April 2020.................................................................................................................... 33
Figure 14: Starbucks Canada Instagram post, August 2020.................................................................................................................................... 34
Figure 15: Engagement with social media content (select), South Asian Canadians vs overall, April 2020............................................................. 35

Social Media Behaviour.....................................................................................................................................36

Nearly half of 18-34s cite social media as their main source of entertainment .................................................................36
Figure 16: Social media behaviours, by age, April 2020........................................................................................................................................... 36
Figure 17: Getty Facebook post, March 2020.......................................................................................................................................................... 37
Figure 18: Social media behaviours, South Asian Canadians vs overall, April 2020................................................................................................ 38
Company posts drive actions ............................................................................................................................................38
Figure 19: Response to brand posts on social media, April 2020............................................................................................................................. 39
Figure 20: Response to brand posts on social media, by age group, April 2020...................................................................................................... 39
Figure 21: Response to brand posts on social media, South Asian Canadians vs overall, April 2020..................................................................... 40

Video Viewership on Social Media ...................................................................................................................41

Consumers need a laugh ..................................................................................................................................................41
Figure 22: Churchill: 2019 Chill Advert, October 2019.............................................................................................................................................. 41
Figure 23: Videos viewed on social media, April 2020.............................................................................................................................................. 41
Figure 24: Royal Blood Twitter post, September 2020............................................................................................................................................. 42
Figure 25: Pneumatic Addict Instagram post, June 2020......................................................................................................................................... 43
Men are far more likely to watch sports highlights ...........................................................................................................44
Figure 26: Videos viewed on social media, by gender, April 2020............................................................................................................................ 44
Older cohorts more likely to watch friends/family video posts ...........................................................................................44
Attitudes towards Social Media .......................................................................................................................45
Most have privacy concerns ..............................................................................................................................................45
Figure 27: Critical attitudes towards social media, April 2020.................................................................................................................................. 45
Social media can act as a research tool for parents .........................................................................................................46
Figure 28: Nesting Story Instagram post, September 2020...................................................................................................................................... 46
Figure 29: Social media as a research resource (% any agree), parents of children under 18 in the household vs overall, April 2020.................. 47
Close to half agree some platforms have become less popular .......................................................................................47
Figure 30: “Some social media platforms have become less popular because of a lack of activity on them” (% any agree), by age and
gender, April 2020..................................................................................................................................................................................................... 48
Influencers and ads on social media can sway some consumers .....................................................................................48
Figure 31: Grace Atwood Instagram post, November 2019...................................................................................................................................... 48
Figure 32: Social media as a purchase influencer, April 2020.................................................................................................................................. 49

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 5

APPENDIX..................................................................................................................................................................................................50
Data Sources and Abbreviations......................................................................................................................51
Data sources......................................................................................................................................................................51
Abbreviations and terms.....................................................................................................................................................51

RESEARCH METHODOLOGY..............................................................................................................................................................52
Canada Research Methodology........................................................................................................................53
Consumer research............................................................................................................................................................53
Sampling............................................................................................................................................................................53
Statistical Forecasting........................................................................................................................................................55
The Mintel fan chart............................................................................................................................................................56

© Mintel Group Ltd. All rights reserved.

OVERVIEW
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
What you need to know
The COVID-19 outbreak has caused Canadians to increasingly rely
on digital communication channels such as social media networks,
as a result of government imposed limitations on social gatherings
and stay-at-home orders. As Canada tackles the effects of the
virus and prevents its spread, usage should remain stable. Longer
term, we should see the market prosper in-line with population
growth, as well as the increasing prevalence of shopping through
social platforms as operators invest in new shopping tools on their
networks.
The majority of social media users are engaging with video
content on social media, followed by news and content created by
family and/or friends. Consumers are most likely to watch funny
video shorts on social media, which are especially salient in a
time when the COVID-19 pandemic has introduced stress and
uncertainty. Additionally, data is major issue among social media
users with concerns about social media companies tracking their
activity. Consumers are also using social platforms as a research
resource, and influencers on social media can play a role in shaping
consumer purchase behaviours.
© Mintel Group Ltd. All rights reserved.
7
Key issues covered in this Report
• The impact of COVID-19 on social media networks.
• How the social media market will fare post-COVID-19.
• Explores social network usage, engagement with social media
content, response to company posts on social media, types of
videos watched on social media, social media behaviours and
attitudes towards social media.
• Examines the challenges faced by the social media market, the
market factors impacting the category, marketing and advertising
campaigns, as well as innovations and trends.
This Report was written in September 2020. Consumer research
was conducted in April 2020 and reflects consumer attitudes during
the pandemic period.
EXECUTIVE
SUMMARY
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 9

SOCIAL MEDIA IS INGRAINED IN THE DAILY LIVES OF MANY CONSUMERS AND HAS LIKELY TAKEN ON A LARGER
ROLE IN COMMUNICATING WITH OTHERS DURING THE COVID-19 PANDEMIC. CONSUMERS ARE UTILIZING SOCIAL
PLATFORMS AS A RESEARCH RESOURCE AND THERE IS ACKNOWLEDGMENT THAT SOME PLATFORMS ARE DOING
BETTER THAN OTHERS IN TERMS OF USER ACTIVITY. ADDITIONALLY, BRANDS WILL WANT TO PARTNER WITH
POPULAR SOCIAL MEDIA INFLUENCERS IN THEIR RESPECTIVE CATEGORIES TO BROADEN EXPOSURE AND APPEAR
REPUTABLE, AS THEY CAN HAVE AN EFFECT ON PURCHASE DECISIONS MADE BY CONSUMERS. OPERATORS IN THE
CATEGORY WILL ALSO NEED TO ADDRESS DATA PRIVACY AND SECURITY, AS WELL AS RE-THINK THE WAY SOCIAL
MEDIA ADS ARE PRESENTED ON THEIR PLATFORMS TO MINIMIZE ANNOYANCE TO USERS.

Andrew Zmijak, Research Analyst, Consumer Behaviour

Top takeaways
• The short-term impacts of COVID-19 on
the category can be attributed to greater
dependence on digital communication
platforms, including social media, as
consumers socially distance. As Canada
grapples with the effects of the virus
and attempts to contain it, usage should
remain stable, with users most likely to
engage with videos, news and content
created by family and friends. Longer
term, we should see the market prosper
in-line with population growth, as well as
the increasing prevalence of shopping
through social platforms.
• The majority of social media users are
engaging with video content on social
platforms. Video sharing platforms in
particular are driving this behaviour,
with consumers significantly more likely
to engage with videos daily on sites
like YouTube, TikTok and Snapchat.
Consumers are most likely to watch
funny video shorts on social media. As
the spread of COVID-19 has introduced
stress and uncertainty to the world, easy
to view, humorous video content provides
a quick laugh and an escape from
people’s daily lives.
• Consumer sentiment exhibits that social
media acts as a research resource for
users. Most consumers agree that social
media is a great tool to view people’s
opinion on things and that reviews on
social media are helpful in choosing a
product/service. Influencers on social
media can play a role in shaping
consumer purchasing habits through their
trusted reviews, personal stories and
opinions.
Market overview
The COVID-19 outbreak has likely caused
a surge in use of social media platforms,
with features such as live streaming and
messaging more commonly performed.
With many businesses struggling, a drop in
digital advertising revenue has likely been
a consequence, preventing the platforms
from feeling the full benefit of increased
use. Several technology brands and social
networks have taken a strong stance
on addressing the spread of COVID-19
related misinformation by promoting
trusted sources, such as the World Health
Organization and flagging or banning users
that are spreading fake news about the
virus.
Impact of COVID-19 on social
media networks
Summary
Looking at the short-term impact of
COVID-19, the category has been well
positioned as social media usage across
most platforms has grown over the last
couple of years. As the country enters
more advanced stages of reopening, usage
among consumers will remain stable, with
users accessing a variety of content on
social media. In the long term, the market
should perform well thanks to population
growth; dependence on, and engagement
in, digital forms of communication; and
investments in shopping features by
operators in the category as consumers
increasingly shop online.

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
FIGURE 1: SHORT, MEDIUM AND LONGER-TERM IMPACT OF COVID-19 ON SOCIAL MEDIA NETWORKS, SEPTEMBER
2020
Source: Mintel
Opportunities
Brands need to stay relevant with
younger consumers
Young consumers are synonymous with
social media; more likely to visit most
social media platforms on a daily basis
and utilizing it in a multitude of ways. In
particular, this group (74% of 18-34s vs
63% of 35-54s and 52% of over-55s) are
more likely to agree that social media is
a great tool to view people’s opinion on
things. They are also much more likely
to state that reviews on social media are
helpful in choosing a product/service
(71% vs 53% vs 38%). This highlights the
importance of social media among younger
cohorts for researching a brand’s offerings
and discovering others’ beliefs, which can
influence their purchase decisions.
This is reinforced by the fact that younger
cohorts are more likely to agree that social
media influencers can influence what they
buy. For brands wanting to gain the attention
of this group via social media, partnering
with influencers will work well in expanding
exposure and can provide companies with
smaller budgets with an effective way to get
the word out.
Additionally, younger groups (44% of
18-34s vs 33% of 35-54s vs 25% of
over-55s) are more likely to use social
media to learn about brands and products.
Organizations will want to ensure that they
clearly communicate the ethos of their
brand, which could translate to support for
current social and political movements that
young people align themselves with (eg
Extinction Rebellion, Black Lives Matter).
This also corresponds with the Mintel
Trend Driver Rights, which is about feeling
respected, protected and supported as a
consumer. Through empowerment, brands
can resonate with this crowd by enabling
consumers to become stronger and more
confident about the issues that matter to
them, though brands must represent those
interests responsibly.
© Mintel Group Ltd. All rights reserved.
10
Opportunities to reach highly
engaged South Asian Canadians
South Asian Canadians are a key target for
operators in the category, with this group
more likely to be frequent users (see Social
Media Usage) and more inclined to engage
with content on social media. This cohort
is significantly more likely to engage with
videos (82% vs 61% overall) and content
created by influencers (44% vs 24%). Social
media plays an important role in affecting
what this group purchases, as 60% (vs 32%
overall) agree that social media influencers
can influence what they buy.
As South Asians Canadians significantly
skew younger in age (ie 85% are aged 18-
44 compared to 15% over-45), content with
youthful appeal will resonate with this group.
Furthermore, partnerships with popular
South Asian influencers, such as Diva
Dhawan and Deepica Mutyala, will likely
fare well in attracting younger consumers
of South Asian descent. Brands looking to
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
connect with this community will also want
to position their products and services on
platforms with higher usage among the
group, such as YouTube and TikTok, to
garner a more effective response.
Canadians need a laugh
The majority of Canadians (61%) engage
with videos on social platforms, and by a
large margin Canadians (71%) are most
likely to watch funny video shorts on social
media. Short, humorous videos are likely
popular as they are typically uplifting and
easy to watch due to their length and the
laugh they provide, offering an escape
from people’s daily lives. In a time when
COVID-19 has introduced further stress
and uncertainty (eg 49% of consumers
are worried over the risk of exposure to
COVID-19 according to Mintel’s Global
COVID-19 Tracker – Canada, August
28-September 8, 2020), funny video shorts
can be leveraged by organizations of
all types to bring consumers a laugh via
marketing campaigns instead of a hard sell.
Challenges
Attracting older cohorts still a
challenge
As we have seen in prior Mintel studies (per
Mintel’s Social Media Trends – Canada,
May 2018 Report), older consumers are
less likely to visit social media platforms
than their younger counterparts. The one
exception is Facebook, where there is
less of a pronounced disparity in daily
usage among age groups (61% of 18-34s
vs 66% of 35-54s and 58% of over-55s).
With greater universal appeal, Facebook
likely appeals to older users because they
have a large pool of friends and family
using the platform compared to newer and
trendier operators like TikTok. Supporting
this narrative, older consumers (47% of
over-45s vs 42% of 18-44s) are more likely
to engage with content created by friends/
family.
To attract a more mature audience,
social media brands will want to stimulate
engagement among this group by
simplifying the user interface, as well as
offering value in the content they post, such
as images that fit into this cohort’s self-
image (eg proud of a religious or civic group
membership) or links to operators with
tangible benefits (eg health tips, discounts
on insurance).
© Mintel Group Ltd. All rights reserved.
11
The battle for data privacy
Most social media users (65%) are
concerned about social media companies
tracking their activity. Anxieties over data
privacy are nothing new, with large-scale
scandals making front-page news, such
as the Facebook-Cambridge Analytica
data scandal, where approximately 50
million people had their Facebook profiles
harvested so that the British political
consulting and IT service management
company could target them with political
ads.
These actions prompted a serious debate
and negative publicity over the brand’s
failures to police its platform and its
responsibility to both user privacy and
the institution of democracy. However,
the social media behemoth has showed
initiative towards addressing transparency,
launching a new tool in January 2020 which
provides users with a list of information that
businesses share with Facebook about
their interaction with them. Moving forward,
brands in the category will need to highlight
the steps they have taken to provide users
with transparency and data protection.
THE MARKET
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
Key Takeaways
The effects of a potential ban on TikTok in the US
In August 2020, US President Donald Trump threatened to
ban TikTok - a Chinese owned social media platform - amid
concerns over users’ data in the US being collected and shared
by the Chinese government. Users of the platform could look for
alternatives as fears over data privacy cause some to make the
move.
Social media companies tackle misinformation
In March 2020, a number of social media/technology brands -
including Facebook, Twitter, YouTube, LinkedIn, Reddit, Microsoft
and Google - issued a joint statement outlining their intent to
strictly regulate content on COVID-19. The platforms subsequently
introduced measures to promote trustworthy information and
eliminate misinformation. For instance, Facebook introduced a
COVID-19 information centre at the top of everyone’s feed in
March 2020, while YouTube banned videos with information that
contradicts the World Health Organization in April.
© Mintel Group Ltd. All rights reserved.
13
Consumers rely on social media for a host of reasons
Amid the economic uncertainty introduced by the COVID-19
pandemic, consumers are seeking ways to cut costs where they
can. Cross-platform messaging and voice communication services
like WhatsApp - which allow users to send messages, pictures,
videos and voice recordings, as well as voice and video calls for
free - will therefore provide cash-strapped users with an alternative
to making long distance calls through mobile phone networks to
avert such charges. Additionally, with Canadians shopping more
online, reliance on digital mediums including social media have
proved important during the current pandemic and will continue to
be an important resource moving forward.
South Asian Canadians are a boon for the category
While younger consumers are more likely to utilize social media
across nearly all platforms and are often associated with the
category, South Asian Canadians - who naturally skew younger in
age (85% aged 18-44 vs 50% overall) - are a key demographic for
brands to target via respective platforms.
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
Market Factors
The effects of a potential ban on
TikTok in the US
In August 2020, US President Donald
Trump threatened to ban TikTok – a
Chinese owned social media platform –
amid concerns over users’ data in the US
being collected and shared by the Chinese
government. However, on September 20,
2020, Donald Trump expressed approval
of a deal that would allow the brand to
continue operating in the US for the time
being.
While TikTok’s standing with the US
government remains uncertain, users of
the platform could look for alternatives as
fears over data privacy cause some to make
the move. Creators using the app could
migrate towards direct competitors such as
Triller, which have similar functionality and
purpose as TikTok. Triller allows users to
create videos set to music, although editing
options on the app are less robust due to
the use of AI-powered editing software. For
less established creators, Triller may prove
more difficult to leverage as the app has
strong ties to popular musical artists and
celebrities. Nonetheless, Triller presents
opportunities for brands connected to the
entertainment industry. As the application
limits monetization to content creators,
companies looking to capitalize on the
platform should opt for creator partnerships
that feel authentic to the platform’s
entertainment-focused audience.
Moreover, concerns over data privacy are
salient among Canadians, as the majority
of social media users (65%) are concerned
about social media companies tracking
their activity (see Attitudes towards Social
Media). Anxieties over data privacy and
misuse of personal information have likely
grown in recent years due to headline-
making scandals - such as the Facebook-
Cambridge Analytica data scandal, where
approximately 50 million users had their
Facebook profiles infiltrated for politically-
targeted ads - gaining the attention of
users and the general public. Social media
operators will want to swiftly address and
produce a course of action if they are
called out on unethical behaviour and/or
face negative publicity. Brands will need
to display remorse and apologize for their
mistakes, as well as proactively develop
steps to mend their faults to preserve their
reputation in the long term.
Social media companies tackle
misinformation
In March 2020, a number of social media/
technology brands - including Facebook,
Twitter, YouTube, LinkedIn, Reddit, Microsoft
and Google - issued a joint statement
outlining their intent to strictly regulate
content on COVID-19. The platforms
subsequently introduced measures to
both promote trustworthy information and
eliminate misinformation. For instance,
Facebook introduced a COVID-19
information centre at the top of everyone’s
feed in March 2020, while YouTube banned
videos with information that contradicts the
World Health Organization in April.
In June and July 2020, many organizations
in the US began to boycott advertising on
Facebook, including major brands such
as Coca Cola, Hershey and Unilever. The
boycott is part of the #StopHateForProfit
campaign organized by the Anti-Defamation
League and NAACP. The involved
companies claim to be concerned about
content on Facebook, such as posts
that include hate speech and spread
misinformation. Facebook responded by
stating it would label any potentially harmful
posts that it decides to leave up because
of their news value, such as posts from
politicians, though CEO Mark Zuckerberg
defended the platform’s track record on
removing hate speech. Zuckerberg also
made clear that the platform is not set to
make major policy changes, reiterating its
commitment to free speech.
© Mintel Group Ltd. All rights reserved.
14
This decision from marketers comes at a
time when many will already be looking to
limit advertising spend due to the impact
of COVID-19. The boycott enables them to
make a clear political statement about their
disapproval of certain content, aligning with
consumer sentiment without having to invest
in creating a campaign. It also displays how
some user generated content on major
platforms is becoming a problem, with
advertisers increasingly concerned about
the negative impact of appearing alongside
controversial content. Consequently, brands
will increasingly look towards platforms with
more reliable content, such as news and
non-profit organizations, if they do not feel
comfortable with social media networks,
while social media operators will continue to
grapple with the complex conflict between
content moderation and free speech.
Moreover, according to Mintel’s Social
Media – UK, July 2020 Report, the vast
majority of consumers (87%) agree
that social networks should warn users
if a news story is likely to be fake. As
a result, consumers will expect some
content moderation/editorial input on fake
news, with this view likely only fortified
by the pandemic. Moving forward, social
media platforms are likely to be far more
emboldened to play a stronger and more
overt role in addressing misinformation and
other problematic content.
Consumers will rely on social media
for a multitude of reasons
Amid the economic uncertainty introduced
by the COVID-19 pandemic, consumers will
seek ways to cut costs where they can. Not
only is the overall unemployment rate still
nearly double what it was before COVID-19
closures (10.2% in August 2020 vs 5.6% in
February 2020), the very real possibility of a
second wave of the virus will translate into
closures across the board and increased
financial pain for Canadians. Whatever
unfolds, consumers will likely be more
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
cautious about how they spend money,
especially those directly financially affected
(eg small business owners, consumers laid
off). Price-sensitivity in this environment
will become a reality, and consumers
will likely opt for free services, such as
communications via social media.
Cross-platform messaging and voice
communication services like WhatsApp
- which allow users to send messages,
pictures, videos and voice recordings,
as well as voice and video calls for free -
will provide cash-strapped users with an
alternative to making long distance calls
through mobile phone networks, averting
such charges. Although connecting with
others via this medium may be nothing new
for many, some may decide to rely solely on
social media, particularly for long distance
and overseas calls, as a few platforms
allow users to communicate in a variety
of forms (eg direct message, video call).
Consequently, operators in the category
should consider expanding their offerings
to include a wider array of communication
tools to boost their appeal during the current
pandemic and beyond. For example,
Facebook updated WhatsApp video calling
in April 2020 to allow up to eight people to
participate (compared to four previously),
while in May 2020 the company introduced
Messenger Rooms to allow up to 50 people
to talk at the same time. With the notion
of community being important during the
pandemic, social media can be a powerful
tool in building and maintaining connections,
as can be seen in the qualitative research
performed for this study:
“I like to use social media to know about
other friends’ lives and chat with my friends.
I think right now is the time to use the
internet to connect with others because
of Covid-19, and the social distance also
affects me. I don’t want to go to outside. I
use social media to share my life, including
which movie I recently watched or which TV
show I recommend to watch.”
18-24 year old, Ontario male
“I use social media to connect to friends
especially with COVID-19 going on.”
25-34 year old, Ontario male
Moreover, Canadians are using social
media platforms in a multitude of ways,
with most (61%) engaging with video
content on social media, followed by news
and content created by family/friends (see
Social Media Usage). Canadians are also
shopping more online and their reliance on
digital mediums, including social media,
has proved important during the current
COVID-19 pandemic and will continue to be
an important resource moving forward.
Additionally, as operators in the category
have introduced features that enable a
smoother shopping experience through
their apps, users will be more likely to
utilize social platforms to purchase products
they see and like online. In many cases,
native types of advertising found on social
media can eliminate the frustration users
feel towards blatant marketing, providing a
more organic way to present products and
services (eg clothes worn by an influencer).
South Asian Canadians are a boon
for the category
While younger consumers are more likely
to utilize social media across nearly all
platforms and are often associated with
the category, South Asian Canadians -
who naturally skew younger in age (85%
aged 18-44 vs 50% overall) - are a key
demographic for brands to target via these
platforms. South Asian Canadians are more
likely to use most social media platforms
covered in this study (see Social Media
Usage). However, certain platforms standout
among this group in terms of usage, with a
significant share of South Asian Canadians
(74% vs 24% overall) using WhatsApp on
a daily basis, as well as Snapchat (42%
vs 18%). The ad-free platform is planning
to introduce ads in 2020 (see Competitive
Strategies), but this will hopefully not bother
the community, particularly as 60% of South
© Mintel Group Ltd. All rights reserved.
15
Asians (vs 28% overall) said that ads on
social media impact what they buy (see
Attitudes towards Social Media), reflecting
their receptiveness to marketing through this
medium.
Additionally, as South Asian Canadians
are more likely to engage with videos (see
Engagement with Social Media Content),
content targeted at this group - whether
through language-specific programs or
Bollywood clips - will likely invigorate
interest and lure this cohort in the process.
For instance, Hockey Night in Canada offers
broadcasts of NHL games in Punjabi (ie
Hockey Night in Canada Punjabi Edition),
hosted by sports announcers of South
Asian descent. Fitting in with the growing
population of South Asians in Canada -
those with South Asian origins constituted
5.6% of the Canadian population according
to Statistics Canada’s 2016 Census,
compared to 2.4% in 1996 - the broadcast
was also a significant development for
hockey culture and Canadian media more
broadly.
Influencers also clearly motivate this group
to connect with content via social platforms
(44% vs 24% overall). Companies aiming
to connect with South Asian Canadians will
want to place their offerings in high-usage
channels (eg YouTube, TikTok), as well as
partner with content creators catering to this
community (eg Alok Vaid-Menon, Nabela
Noor). The platforms also provide social
media personalities with a prime avenue to
showcase their own products. For example,
US-based beauty blogger Deepica Mutyala
- the founder and CEO of Live Tinted,
a multicultural community about beauty
and culture - promotes her offerings via
Instagram (see below).
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 16

FIGURE 2: DEEPICA INSTAGRAM POST, SEPTEMBER 2020

Source: Instagram – Deepica/Mintel

© Mintel Group Ltd. All rights reserved.

COMPANIES
AND BRANDS
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
Key Takeaways
Social media evolves as a shopping tool
Major players in the category have introduced new shopping
features that present opportunities for social networks to further
their e-commerce role, generating a competitive advantage as
consumers shop more online. For example, in July 2020, Instagram
released its redesigned Shop feature, which allows consumers to
shop from brands and creators on the app with a more streamlined
approach.
Social media brands update their offerings
To keep ahead of the curve and maintain relevance in the social
network market, operators are introducing new features that take
the experience to a new level. In August 2020, Facebook added
paid online events, which enable brands to earn money from online
events on Facebook. In the same month, Instagram introduced
Reels, which allows users to create and share short-form video
content to followers in a new dedicated feed and their Explore page.
© Mintel Group Ltd. All rights reserved.
18
Operators offer financial aid to those most affected by
COVID-19
With many consumers affected financially by COVID-19 as a result
of lost business or being laid-off/dismissed from their jobs, social
media organizations have jumped in to help those in need. Many
of the major platforms and their CEOs have made direct monetary
donations to help tackle the virus and support the people and
businesses most hurt. For example, in April 2020, Twitter CEO Jack
Dorsey announced he was donating US$1 billion to a charitable
fund called Start Small to “fund global COVID-19 relief”. In March
2020, Facebook also announced it would be creating a US$100
million grant program for small businesses impacted by the virus.
Ads could arrive on WhatsApp by the end of the year
WhatsApp is an ad-free platform that may introduce ads by the
end of 2020, targeted using a user’s Facebook data. WhatsApp is
considering adding ads to the platform’s Status feature, which lets
users share messages that are only visible for a short period.
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
Competitive Strategies
Social media evolves as a shopping
tool
Shopping via social media is nothing new.
For instance, in 2017, online commerce
brand Shopify collaborated with Instagram
in the US to offer a shopping feature to
thousands of merchants via the social media
platform. Since March 2018, shopping on
Instagram has also expanded to include
Canada and several other countries.
Instagram’s shopping feature allows the
tagging of products that are available for
sale, letting users purchase them directly
within the app. Notable players in the
category have introduced new shopping
features that present opportunities for
social networks to further their e-commerce
role, generating a competitive advantage
as consumers shop more online (see
below). In July 2020, Instagram released its
redesigned Shop feature in the US, which
allows consumers to shop from brands and
creators on the app. The Instagram Shop
function is a more streamlined way for users
to discover products for sale via the platform
and allows users to filter by category,
checkout directly through the app, and make
a purchase using Facebook Pay. Instagram
also released “Checkout” in August 2020,
which will initially be available for US based
businesses and creators. The feature allows
users to make a purchase without leaving
the Instagram app, simplifying the process
with only two taps to complete the order.
Instagram’s parent company Facebook
made its own move into e-commerce with
Facebook Shops, launched in May 2020.
The e-commerce feature allows businesses
to build online stores on both Facebook and
Instagram. This will be especially valuable
to small businesses who have been
adversely affected by COVID-19 due to
physical store closures or limited foot traffic
if they have re-opened. Visitors to stores on
the platforms will be able to use augmented
reality to virtually try on items, as well as
direct message brands via WhatsApp,
Facebook Messenger or Instagram Direct
to ask questions, get support and track
deliveries. In June 2020, YouTube also
announced a direct response advertising
format, which will make YouTube video ads
easier to shop by adding browsable product
images underneath to drive traffic directly to
a company’s product pages.
These developments have arrived as
consumers shop more online due to
COVID-19 fears and government-imposed
restrictions, with 41% of consumers
saying they are shopping more online
due to COVID-19 and 60% that they are
trying to limit the time they spend in-store
(per Mintel’s Global COVID-19 Tracker –
Canada, August 28-September 8, 2020).
With consumers likely to maintain these
habits for the foreseeable future, this could
be a prime moment for social media brands
to fast-track their e-commerce strategies.
Social media brands update their
offerings
To keep ahead of the curve and maintain
relevance in the social network market,
brands are introducing new features that
take the user experience to a new level. In
August 2020, Facebook added paid online
events, which enable brands to earn money
from online events on Facebook. Page
owners can create an online event, set a
price, promote, collect payment and host the
event, all in one place. According to Mintel’s
eCommerce Behaviors: Gen Z vs Millennials
– US, June 2020 Report, over a third of
US consumers aged 18-43 want brands
to reach out to them online - with virtual
events representing an effective method
during the current COVID-19 pandemic.
As a result, Facebook’s paid online events
are a valuable resource for companies of
various sizes. By consolidating the process
of promoting and hosting events onto the
same platform, the social media giant is in
a unique position to assist businesses in
carrying on during COVID-19.
© Mintel Group Ltd. All rights reserved.
19
In August 2020, Instagram also introduced
Reels, which allows users to create and
share short-form video content to followers
in a new dedicated feed and their Explore
page. More specifically, Reels allows
consumers to record videos up to 15
seconds long and add music, in addition
to an array of filters and effects. The
introduction of Reels comes as the future
of TikTok in the US remains uncertain,
with President Donald Trump threatening
to ban the app due to security concerns
about the Chinese based brand spying
on users and acquiring data (see Market
Factors). Reels acts as direct competition
with TikTok and could see users migrate
to the newly launched platform as it is
owned by Facebook, a US-based company.
Instagram’s new Reels feature could also
steal TikTok users due to users already
having large, established audiences on
Instagram. For brands looking to leverage
the platform as another channel to build a
following, Instagram has updated its Explore
page to create a landing spot for Reels at
the top of the screen that consumers can
vertically scroll through – similar to TikTok’s
“For You Page”.
Furthermore, in July 2020, Snapchat rolled
out its Mini applications, which are apps
made by third-party developers that run
inside Snapchat to stimulate more social
experiences among users. By enabling
users to accomplish everyday tasks, such
as booking movie tickets (via Atom) and
studying cooperatively (through Flashcards),
the social media brand aims to motivate
more regular visits to the platform. With
social distancing mandates still in place,
consumers are relying on digital avenues
including social media to connect with
others and brands. Implementing new
features that amplify user engagement
will help foster more frequent usage and
additional ways to perform tasks and
consumer entertainment.
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
Operators in the category offer
financial aid to those most affected
by COVID-19
With many consumers affected financially
by COVID-19 as a result of lost business
or being laid-off/dismissed from their jobs,
social media organizations have jumped in
to help those in need. Many of the major
platforms and their CEOs have made direct
monetary donations to help tackle the virus
and support the people and businesses
most hurt. For instance, in April 2020,
Twitter CEO Jack Dorsey announced he
was donating US$1 billion to a charitable
fund called Start Small to “fund global
COVID-19 relief”. In March 2020, Facebook
also announced it would be creating a
US$100 million grant program for small
businesses impacted by the virus. These
major donations are not only the right thing
to do; they also convey the message that
social media brands know they have an
obligation to assist people during a time
of crisis, which should boost the public’s
perception of brands. It also aligns with the
Mintel Trend Moral Brands, which alludes to
how consumers don’t necessarily need to
spend time or money being ethical when a
brand can do it on their behalf. Consumers
are looking for organizations, including
mainstream brands, to do the good work for
them, especially when many may be cash-
strapped or short of time to volunteer for
better causes.
Ads could arrive on WhatsApp in
2020
WhatsApp is an ad-free platform that may
introduce ads in 2020, targeted through
users’ Facebook data. WhatsApp is
considering adding ads to the platform’s
Status feature, which lets users share
messages that are only visible for a short
period.
This will likely upset users of the platform,
which is reflected in consumer sentiment as
most (63%) say that ads on social media
are annoying (see Attitudes towards Social
Media), while 66% prefer not to click on ads
they see on social media (per Mintel’s Social
Media Trends – Canada, May 2018 Report).
An organization’s website is still likely the
main source consumers visit to seek out
more information about their offerings,
highlighted by the 43% of consumers who
respond to social media posts from brands
by visiting their website (see Engagement
with Social Media Content). Consequently,
brands should maintain their social media
© Mintel Group Ltd. All rights reserved.
20
presence by updating their pages frequently,
as well as providing comprehensive
breakdowns of offerings if possible.
Moreover, frustration, annoyance and
dismissive actions account for the leading
consumer attitudes towards mobile,
native and video ads (per Mintel’s Digital
Advertising – Canada, August 2018 Report).
For example, 43% of consumers said that
mobile ads frustrate them, while the majority
of consumers agree they try to ignore ads in
social media feeds or news feeds.
With such negative sentiment towards
digital advertising, marketers have a difficult
task gaining the attention of consumers
in a positive manner. However, there are
greater opportunities for reaching younger
consumers due to their receptive and
generally positive attitudes and behaviours
towards digital ads (per aforementioned
Report). Brands will therefore need to
customize messaging to maximize the
probability of garnering attention and
making an impact that leads to sales, with
this cohort likely responding well to ads
placed on social media networks and mobile
devices.
THE CONSUMER
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
Key Takeaways
YouTube and Facebook are most frequented
Many Canadians visit Facebook on a daily basis (62%), with
45% visiting multiple times per day. Not too far behind, 40% of
consumers visit YouTube multiple times a day, with another 21%
doing so a few times per week. Weekly visitation for both sites is
79% and 81% respectively.
Most users are engaging with videos
Well over half (61%) of consumers engage with video content on
social media. Across most platforms consumers are more likely to
engage with videos. By far, most Canadians (71%) watch funny
video shorts on social media. Over half of consumers (55%) also
watch music-related videos on social media and 48% view videos
made by family and/or friends.
Consumers more likely to respond to company posts
digitally
In response to a company’s social media post, some consumers
still connect with a brand in a traditional manner by visiting the
company’s brick and mortar location (12%) or contacting them by
phone (6%). Meanwhile, the largest share of consumers (43%) go
to the brand’s website, followed by users (41%) looking for more
information using a search engine.
© Mintel Group Ltd. All rights reserved.
22
News and entertainment attract South Asian Canadians
to social media
While South Asian Canadians are more likely to engage with
a variety of content, they are much more likely to be drawn by
entertainment and news. For example, they are more likely (45%
vs 21% overall) to say they pick their entertainment based on what
they hear on social media, while 41% (vs 29% overall) say that
social media itself is their main source of entertainment. This cohort
(41% vs 23% overall) is also much more likely to cite that social
media is their main source of news.
Most have privacy concerns
The majority of social media users (65%) are concerned about
social media companies tracking their activity. Privacy anxieties are
nothing new, with large-scale scandals making front-page news
in recent years, such as the Facebook-Cambridge Analytica data
scandal.
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 23

Social Media Usage

YouTube and Facebook are most FIGURE 3: WEEKLY SOCIAL MEDIA USAGE, APRIL 2020
frequented
“How often do you visit the following websites?”
The majority of Canadians visit Facebook
on a daily basis (62%), with 45% visiting
multiple times per day. Not too far behind,
40% of consumers visit YouTube multiple
times a day, with another 21% doing so a
few times per week. Weekly visitation for
both sites is 79% and 81% respectively.
The number of consumers who have visited
YouTube multiple times a day has shot
up from 28% in 2018 (per Mintel’s Social
Media Trends – Canada, May 2018 Report).
This likely stems from factors including
consumers moving away from traditional
video content consumption channels like
cable/satellite TV (see Mintel’s Pay TV
and Bundled Communication – Canada,
October 2019 Report) towards video
streaming. YouTube has become the go-to
source for online videos. The online video
sharing platform captures over two billion
logged-in users each month, and everyday
viewers watch over a billion hours of video,
generating billions of views according to
the company. The brand also offers original Base: 2,000 internet users aged 18+
programming (ie YouTube Originals) and Source: Lightspeed/Mintel
YouTube Live (live streams across several
categories including gaming, music, sports Other players in the category have seen especially salient in current times where
and news), adding to its appeal. a notable jump in weekly usage such as Trump- and Trudeau-related news and
WhatsApp (+13%) and Reddit (+11%). This COVID-19 dominate the headlines.
Trailing YouTube and Facebook, Instagram likely coincides with a preference for free
sees half of Canadians visiting the photo communication channels like WhatsApp, Continuing to look at usage on a weekly
and video sharing service weekly, with 26% where users can text and video call with basis, Twitter, Pinterest and Snapchat
doing so multiple times a day, up noticeably family/friends around the world. This will have seen a slight increase in visitors,
from 17% in 2018 (per aforementioned resonate with consumers who were born while Tumblr and Periscope are basically
report). The popularity of the Instagram outside their country of residence, who unchanged. A relative newcomer to the
app can be partly attributed to its expanded would rather avoid paying long distance Canadian social media scene is TikTok,
compatibility and improved versatility with charges with their mobile or home phone with weekly usage sitting at 21%, which is
mobile phones. The application’s user- provider. This is likely why South Asian noteworthy considering the platform was
friendly nature on smartphones and growing Canadians significantly over-index in their not even tracked in our previous study.
number of users, including brand accounts, usage of the platform (see below). Reddit, The app’s success can be attributed to
has positioned the app for a bright future. meanwhile, has grown in usage among its similarity to Instagram and Snapchat,
Instagram Stories also adds a feature seen consumers as the platform, which describes including the ability to direct message other
on other notable social media platforms, itself as “the front page of the internet,” users, and create, share and “like” videos,
such as Facebook and Snapchat, allowing typically has top trending posts that revolve allowing interaction in an easy-to-use
users to share moments (ie photos and around news and current events, facilitating format.
videos) of their day in a slideshow format. discourse on various subjects. This is

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 24

In terms of daily use, almost two-thirds FIGURE 4: DAILY SOCIAL MEDIA USAGE, APRIL 2020
of consumers (62%) visited Facebook,
followed by YouTube at 54%. As pioneers “How often do you visit the following websites?”
in the social media category, both
platforms are well established and have
been available to consumers for well over
a decade, launched in 2004 and 2005
respectively. Many consumers clearly
cannot go a day without checking on
what others are doing or posting content
themselves on Facebook. An offshoot of
the site and available as a standalone app,
Facebook offers the Messenger service,
allowing users to send messages and
exchange photos, videos, stickers and
audio, files while supporting voice and
video calling. Many consumers also rely
on YouTube as their daily source of news,
entertainment or to find more information
about a product/service or how to DIY. The
addition of YouTube’s Original content,
available through the brand’s premium
service, has also likely lured users. While
only 10% reported having the service (per
Mintel’s Subscription Media – Canada, April
2020 Report), a larger share (16%) were Base: 2,000 internet users aged 18+
planning on signing up. As the popularity of Source: Lightspeed/Mintel
video streaming services continues to grow
– 58% of Canadians subscribe to at least 24% of consumers use WhatsApp daily, among the most likely to have a YouTube
one video streaming service (per Mintel’s likely as a communication medium to Premium subscription (18%), per Mintel’s
Subscription Media – Canada, April 2020 connect with friends and family via video call Subscription Media – Canada, April 2020
Report), this unstoppable trend will see or text. A near identical share of consumers Report. The content available on YouTube
other players enter to take a slice of the pie, (23%) visit Twitter daily, while a smaller obviously attracts this group to the platform,
especially those with significant financial number of consumers are visiting Snapchat but many users find watching video ads
resources. (18%), Pinterest (14%), TikTok (14%), annoying, leading them to subscribe to the
Reddit (13%) and LinkedIn (11%) every day. premium version. Finding creative ways to
Moreover, over a third of consumers push these users beyond the free version,
(36%) visit Instagram daily, which due to Men are attached to YouTube and with content like the YouTube Original series
its abundance of awe-inspiring photos and Twitter and other exclusive content, will likely be
short videos from consumers and brands effective in attracting consumers.
can act as an escape for users from their Men are more likely to visit most social
daily lives, which is particularly salient media networks on a daily basis, with Men are likely more inclined towards Twitter
during the current pandemic. This provides YouTube (63% vs 46% of women) and as it provides them with an outlet to live
brands with an opportunity to leverage the Twitter (30% vs 15%) particularly attracting tweet about sports instead of waiting until
platform to post visually-appealing content this group. Younger men aged 18-44 are the game is over. A wide array of Twitter
that will motivate viewers to learn more also significantly more likely to utilize these pages dedicated to sports talk and highlights
about their offerings, potentially leading to platforms daily (81% and 41% respectively). provide content to engage with. The
sales. Some categories are better suited to This group is also more likely to engage with platform also hosts a variety of alternative
this approach than others, such as travel videos (see Engagement with Social Media news channels (eg Adbusters, Zero Hedge)
and tourism, automotive, and food and Content), with YouTube a prime platform instigating commentary. These non-
drink. Nonetheless, smaller operators in for them to do so. Focusing on how this mainstream news resources are hotbeds
particular will want to expand exposure via service differs from other platforms is key to for conspiracies and opinions, especially
the channel, where smaller budgets need to increasing interest among this target group. during a period when COVID-19 is inciting
be effective in their marketing strategies. For instance, younger men (18-34) are consumers to perform their own research

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 25

on the subject. Men (19% vs 7%) are also FIGURE 5: DAILY SOCIAL MEDIA USAGE, BY GENDER, APRIL 2020
significantly more likely to visit Reddit
daily, with younger men aged 18-34 (36%) “How often do you visit the following websites?”
driving this trend. Reddit is a known source
of alternative news and discussion boards
and, with men in this age group (68% vs
48% overall) more likely to use alternative
media sources (per Mintel’s News Media
– Canada, September 2019 Report), this
increased visitation is not surprising. This
provides opportunities for lesser-known
brands or niche market operators to utilize
the platform to engage an audience open
to alternative products and services, such
as homeopathic supplements or prepper
products (eg air filtration masks, long-term
storable food).

Women, on the other hand, are more likely

to visit Facebook (66% vs 57% of men)
and to a lesser degree Pinterest (16% vs
12%) on a daily basis. Women (50% vs
39%) are also much more likely to engage
with content created by family/friends (see
Engagement with Social Media Content).
The social connections and interactions
found on Facebook will therefore be more
appealing to women, as many likely have
the largest pool of “friends” on the network
compared to less utilized platforms. The
inclination towards Pinterest - which is
driven by younger women aged 18-44
(22%) - is likely due to the platform’s
“boards” falling under categories primarily
associated with women’s interests, including
recipes, fashion, beauty and decorating.
This is supported by the fact that women
are more likely to create most arts and
crafts, ranging from painting (20% vs
14%), home decorating (23% vs 13%) to
sewing crafts (15% vs 5%), per Mintel’s
Arts and Crafts Consumer – Canada,
Base: 2,000 internet users aged 18+
Source: Lightspeed/Mintel
February 2019 Report. Enhancing the user
experience will help to maintain current
visitors as consumers who have not already
joined the site will probably not do so. For
instance, the platform’s discussion section
- which is a collection of pins users have
commented on - could be made into a visual
scavenger hunt. Users could post a topic
such as “What are the most interesting
budget wedding ideas?” and receive visual
recommendations. This could also be a way
for the company to monetize and brands
to leverage the platform for marketing
purposes.
Instagram is a platform where we see near
equal usage among the genders (37%
of men vs 35% of women used the site/
app daily). This is likely due, in part, to the
platform’s visually-appealing nature, with
brands and users posting stunning photos
and short-length videos that straddle a
multitude of categories, generating universal
appeal. Users are also likely to utilize the
app to share details of their daily lives
through Instagram Stories and comment or
share inspiring content.

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 26

Social media is a young person’s FIGURE 6: DAILY SOCIAL MEDIA USAGE, BY AGE, APRIL 2020
playground
“How often do you visit the following websites?”
With the exception of Facebook and
LinkedIn, younger consumers aged 18-
34 are more likely to visit all social media
platforms covered in this study on a daily
basis. In general, there is a notable drop-off
in usage with age, especially among the
over-55s. The two most significant drop-offs
are seen with YouTube (81% of 18-34s vs
54% of 35-54s and 28% of over-55s) and
Instagram (67% vs 32% and 9%).

A haven for the “selfies” often associated

with young adults, Instagram is a visually-
appealing platform where a picture is worth
a thousand words. It is a place where
users, especially younger generations, can
express themselves through fashion or
the things they like, and where brands can
showcase their offerings in the best light.
The platform is also mobile-ready, versatile
(ie available on iOS and Android mobile
devices) and user-friendly (ie take photos
within the app), contributing to its popularity
with younger cohorts who are more likely
to utilize smartphones for a variety of
activities, such as listening to audio (83% of
18-44s vs 42% of over-45s) and watching
TV shows/movies (59% vs 15%), per
Mintel’s Smartphones – Canada, May 2019
Report. The photo-heavy platform is also
an ideal spot for influencers to post visually-
appealing photos and showcase their brand
partnerships. This is important as younger
consumers (50% vs 30% vs 15%) are more
likely to agree that social media influencers
can influence what they buy, and that ads
on social media impact what they buy
(43% of 18-34s vs 28% of 35-54s vs 11%
of over-55s). For brands wanting to reach
this cohort via social media, partnering with
influencers will widen exposure and provide
companies with smaller budgets with an
effective way to get the word out. Consumer
sentiment from the qualitative research
performed for this report supports this:
“I think social media advertising is more
accessible to small companies. A TV ad is
very expensive for example.”
35-44 year old, Quebec male
Base: 2,000 internet users aged 18+
Source: Lightspeed/Mintel
Younger women (47% aged 18-44 and
57% 18-24 vs 32% overall) are also more
likely to state that they follow people on
social media they don’t personally know
(see Databook). This likely alludes to
social media influencers, who affect this
group’s buying habits and perceptions. It is
therefore critically important for brands to
partner influencers in areas that will gain the
attention of this cohort.
Brand partnerships with influencers can be
observed across several categories, but
celebrity beauty influencers are the most
likely to attract younger women, such as
Kendall Jenner’s partnership with Proactiv
and Chiara Ferragni (aka The Blonde
Salad) joining forces with Lancôme for
makeup master classes. There are also
niche influencers that generate a significant
following in certain communities like Rachel
Ibbison – a mother and lifestyle coach with
a modest following - who promotes a clean
lifestyle and recently partnered with Tom’s
of Maine, a manufacturer of toiletries using
only natural ingredients. For brands of any
size, partnerships with influencers will help
drive traffic to their website or social media
pages, turning the influencer’s audience
into customers. The key is for brands
and influencers to collaborate based on a
shared area of interest; the best influencers
are those who create content related to a
company’s niche.
The type of content published on YouTube
likely explains pronounced usage of the
platform among younger cohorts. According
to YouTube’s owner Google, the top four
content categories watched by YouTube
users from a 2016 survey were comedy,
music, entertainment/pop culture and “how
to”. Given that young adults are most likely
to perform the majority of DIY projects (see
Mintel’s DIY – Canada, December 2015
Report) and more likely to engage with
videos (see Engagement with Social Media
Content), YouTube is a haven for this age
group.

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 27

We also see a significant decline in usage of

certain social media sites among consumers FIGURE 7: SELECT ATTITUDES TOWARDS SOCIAL MEDIA (% ANY AGREE), BY
aged over-35. For example, 43% of 18-34s AGE, APRIL 2020
visit Snapchat daily (vs 10% of 35-54s and
1% of over-55s), while 31% use TikTok “How much do you agree or disagree with the following statements about social
daily (vs 9% and 1%). The two social media networks?”
media sites are similar in format and are
geared towards younger audiences, with
their micro-entertainment content and short
videos making them fun, quick and trendy.
They are also relatively new and have not
accumulated mass appeal like Facebook.
This is also likely why there is a large
discrepancy in the age of Reddit users (27%
of 18-34s vs 10% of 35-54s vs 2% of over-
55s), with the platform featuring trending
topics and posts on its front page that
typically relate to a younger demographic
(eg video games, college/university, anime).
Reddit is also a site for communities of
like-minded individuals who chat and share
opinions, aligning with the fact that younger
cohorts are more likely to agree that social
media is a great tool to view people’s
opinions (74% vs 63% vs 52%) .

Daily visitation to both Facebook (61%

of 18-34s vs 66% of 35-54s and 58% of
over-55s) and LinkedIn (15% vs 15% and
4%) are less impacted by age. Differences
in daily and weekly visitation of LinkedIn
instead correlate strongly with working
status. With the over-55s much more likely
to be nearing retirement or already retired, it
is unsurprising that they are much less likely
to visit the platform. Facebook, meanwhile,
is the grandfather of social media and so
well established that it has much broader
appeal. However, 35-54s are most likely
to be daily users of the platform, driven by
women in this age group – at 73% vs 60%
of men the same age. Many of these users
were in their 20s when Facebook launched
and in university/college at the time, with the
platform initially used as a way for Harvard
students to connect with each other.
Nonetheless, early adopters have likely not
left the platform and those who joined the
network later have become accustomed to
frequenting the site daily to keep up with
others or post content themselves.
On the other hand, younger consumers
(60% of 18-34s vs 42% of 35-54s vs 27% of
over-55s) may have abandoned Facebook
Base: 1,962 internet users aged 18+ who use certain social media sites
Source: Lightspeed/Mintel
as they are more likely to agree that some
social media platforms have become less
popular because of a lack of activity (see
below). Those who grew up with Facebook
or had accounts for a long time may have
moved onto other more trendy social media
or don’t bother using it anymore, with some
likely deleting their profile.
The over-55s, who are less likely to
use social media in general, have likely
ceased using Facebook due to concerns
over privacy or simply didn’t use it in the
first place. They may have also been
discouraged from the platform due to
political posts from users and/or insensitive
material. While younger cohorts are more
inclined to cite concerns over privacy,
the over-55s are concerned about social
media brands tracking their activity, at
69% of the age group vs 65% overall
(see Databook). Addressing data privacy
concerns is therefore essential for operators
in the category. However, for social
media brands trying to attract a mature
audience, engagement can be increased
by simplifying the user interface, as well as
offering value in the content posted, such as
images that fit into this demographic’s self-
image (eg proud of a religious or civic group
membership) or links to operators with
tangible benefits (eg health tips, discounts
on insurance).
Sentiment among younger consumers
towards the category also suggests why
their usage is higher on certain platforms.
For example, they are much more likely
to state that reviews on social media are
helpful in choosing a product/service (71%
of 18-34s vs 53% of 35-54s vs 38% of over-
55s), while 66% (vs 49% vs 36%) believe
it’s helpful to visit brands’ social media
sites to research offerings. This points to
the importance of social media among
younger cohorts for researching products
and services, and seeing others’ beliefs and
attitudes, corresponding with their inclination
towards platforms like Reddit and Twitter
where discussion flourishes.

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 28

South Asian Canadians are frequent FIGURE 8: DAILY SOCIAL MEDIA USAGE, SOUTH ASIAN CANADIANS VS
social media users OVERALL, APRIL 2020

With the exception of Facebook and “How often do you visit the following websites?”
Periscope, South Asian Canadians are more
likely to visit social media sites daily. The
vast majority of this group visit YouTube
daily (91% vs 54% overall), reflecting that
South Asians skew younger in age (85%
are 18-44 vs 50% overall) and male (60%
vs 40% female) - demographics that lean
heavily towards social media usage. This
cohort is also much more likely to engage
with videos (82% vs 61% overall) and
content created by influencers (44% vs
24%) (see Engagement with Social Media
Content). Platforms like YouTube will thus
attract this group as it is a premier source
for video sharing content and influencers.
South Asian Canadian influencers like
the comedian and social commentator
JusReign (aka Jasmeet Singh) have made
a major splash on the platform, with 974k
subscribers (as of October 7, 2020) and
over 168 million views.
Base: 2,000 internet users aged 18+
Additionally, 91% of South Asians in Source: Lightspeed/Mintel
Canada subscribe to a paid media service
(eg music, video, gaming, audiobooks), ad-free platform is planning to introduce compared to 41% overall (see Databook).
compared to 71% of Canadians on average ads in 2020 (see Competitive Strategies), This cohort is also more likely to visit
(per Mintel’s Subscription Media – Canada, although we will likely see some pushback Twitter (35% vs 23%), LinkedIn (25% vs
April 2020 Report). This group are evidently from users. 11%), Pinterest (24% vs 14%), Reddit
avid users of paid subscription services like (23% vs 13%), and Tumblr (8% vs 4%)
Spotify and Netflix and are key targets for Furthermore, South Asian Canadians daily, although not to same extent as the
operators such as YouTube, with the brand (68% vs 36%) are much more likely to use aforementioned platforms. This is likely due
offering a premium service for those wanting Instagram daily, a prime platform for users to usage of sites like LinkedIn and Pinterest
to avoid ads and access on-demand videos, from this group to engage with photos and exhibiting a greater balance among different
original programming and music streaming. videos posted by influencers and brands, age groups so they are not as popular
Although South Asian Canadians are more which the demographic is also more likely with youthful South Asians. It could also
likely to skew lower in household income to engage with (see Engagement with reflect a lack of content that interests the
(see below), many will be open to signing Social Media Content). They are also more demographic and/or fewer contacts on
up for a premium service but will need a likely to use Snapchat (42% vs 18%) and these platforms. Reddit, meanwhile, likely
trigger to do so. Operators in this arena TikTok (39% vs 14%). The short-video lures this group as the site markets itself
may thus want to consider offering popular sharing platforms attract this group due as “a network of communities based on
content from the Indian sub-continent on to their overwhelming usage among 18- people’s interests”, enabling users to chat
their services. 34s, correlating with this cohort’s youthful and share opinions, corresponding with
demographics. It also acts as a place where South Asians (77% vs 63% overall) being
A disproportionately large share of South sharing content is easy and quick, aligning more likely to agree that social media is a
Asian Canadians (74%) use WhatsApp on with the 61% of South Asian Canadians great tool to view people’s opinions (see
a daily basis compared to 24% overall. The who like to share things on social media, Databook).

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
Engagement with Social Media
Content
Most users are engaging with videos
Some 61% of consumers engage with video
content on social media, exhibiting the
impact of videos on gaining users’ attention
and stimulating interaction. Some social
media platforms started as photo-sharing
channels, expanding later to include video
sharing capabilities. For example, the
Instagram app was launched in 2010 with
a primary focus on featuring photographs,
specifically those taken by mobile phones.
Other platforms like TikTok and SnapChat
allow users to upload short self-made
videos, with the ability to add filters, such
as text or animal faces, which further
encourage users to engage with video
posts they find entertaining. Brands have an
opportunity to utilize social video content to
catch the attention of users, especially when
introduced on platforms that were photo/
text-only. Video ads can be an effective way
for users to stop scrolling through a social
media feed and engage with content, and
can also act as a format for brand story-
telling and displaying products or services
in action. Leveraging features within social
platforms such as Instagram Stories or
Facebook Live is one way of doing this.
Live video streams are a unique way to
connect with consumers, with Facebook
Live allowing users to provide real-time live
reactions, encouraging hosts and viewers to
interact. Platforms not typically associated
with video content, such as Pinterest or
Reddit, should consider expanding their
features to promote enhanced engagement
and maintain and attract new users using
video content. For example, Pinterest
introduced Pinterest Video Pins in 2019,
a creative tool for brands, businesses and
creators to thrive, in what represents a good
start in this direction. The feature enables
users to post videos directly on Pinterest,
while the video tab on profile pages allows
businesses to features their clips in a single
place.
Half of social media users are engaging with
news content on social media platforms.
The way consumers access the news has
been evolving for some time, with traditional
mediums (ie television, newspapers)
losing their appeal, especially among
younger audiences. This is highlighted
by the fact that only 44% of 18-44s (vs
60% of over-45s) use cable TV as a news
source, while 25% (vs 47%) cite regional/
local newspapers as a source of news
they consume (see Mintel’s News Media –
Canada, September 2019 Report). Younger
consumers are also significantly less likely
to subscribe to cable/satellite - at 49% of
18-44s vs 66% of over-45s, per Mintel’s Pay
TV and Bundled Communication – Canada,
October 2019 Report - which means they
will likely access news online or through a
brand-specific app on their smartphones (eg
CBC, BBC). This trend will likely continue
to accelerate over the coming years as
traditional news avenues become less and
less relevant and as younger consumers
become accustomed to digital news
sources, including social media.
This transformation in habits allows users
to spread information very quickly when
engaging with each other. However,
© Mintel Group Ltd. All rights reserved.
29
it also means that consumers can get
stuck in echo-chambers, where a person
only encounters information or opinions
that mirror and reinforce their own (see
Competitive Strategies). Consequently,
consumers may become more sceptical
of the news since almost anyone has
the ability to create and curate their own,
contributing to disinformation. Top social
media platforms such as Facebook have
attempted to address these concerns,
especially during the COVID-19 pandemic
as rumours and conspiracies have spread
like wildfire. The social media giant
announced in April 2020 that it would start
showing messages in newsfeeds to people
who have liked, reacted or commented
on misinformation about COVID-19
that has since removed. The messages
will connect users to COVID-19 myths
debunked by the World Health Organization,
including those removed from the platform
for leading to imminent physical harm,
according to Guy Rosen, Facebook’s
Vice President of Integrity. Additionally,
celebrities are protesting inaction from
social platforms against tackling violent and
hateful content. In September 2020, Kim
Kardashian West, Katy Perry, Leonardo
DiCaprio and other celebrities took part in
a 24-hour Instagram freeze to protest the
brand’s failure to address hostile content
and election misinformation. The power
of spreading a message through highly
influential celebrities should motivate social
media brands to take offensive and harmful
content more seriously.
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 30

Moreover, 44% of consumers engage with FIGURE 9: ENGAGEMENT WITH SOCIAL MEDIA CONTENT, APRIL 2020
content created by friends/family, which can
range from humorous video clips and posted “Which of the following types of content do you engage with on social media?”
photos to personal stories and reviews.
One of the key functions of social media is
to connect people so it is unsurprising that
engagement with content created by friends/
family is performed by close to half of users.
Nearly a quarter of consumers (24%) also
engage with content created by influencers,
which are well-known individuals who
influence public opinion. Influencers have
gained in popularity since the creation of
social media, with many reaching millions
of viewers and acquiring similar volumes of
subscribers. It is common for influencers to
partner with brands to boost awareness of
products/services offered by these brands,
as the audiences of popular social media
celebrities can reach into the millions.

A high ranking influencer, such as Casey

Neistat, typically attracts millions of views
on his YouTube channel and has over 12
million subscribers (as of August 2020).
With so many eyes on these videos, Base: 1,962 internet users aged 18+ who use certain social media sites
brands want to partner with influencers Source: Lightspeed/Mintel
like Neistat to gain exposure to a large
audience. For example, top tier companies FIGURE 10: USING THE CAPITAL ONE VENTURE TRAVEL REWARD CREDIT
like Nike and Samsung have sought CARD, JANUARY 2019
collaborations to catch the attention of
not only a sizeable group of consumers,
but a specific demographic: Millennials,
who account for a significant share of his
audience. It is also common for brands
to partner with influencers that share the
same ethos or work in the same category.
For example, Crystal Cruises partnered
with Kiersten Rich of The Blonde Abroad
- a travel influencer who experiences the
cruise line’s ocean, river and yacht offerings
via her social media channels. Through
influencers, companies have the ability to
reach consumers in a more authentic way,
with native ads created through storytelling.
This is exemplified by The Blonde Abroad’s
partnership with the Capital One Venture
Travel Reward credit card, with the blogger
touting the advantages of using the card on
her various trips (see below). Source: YouTube – The Blonde Abroad/Mintel

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
The importance of collaborating with
influencers is critical for brands moving
forward as consumers pushback against
traditional forms of digital advertising, with
48% wanting to get rid of video ads on
websites as soon as possible, while 43%
cite mobile ads as frustrating (per Mintel’s
Digital Advertising – Canada, August 2018
Report).
Along similar lines, 22% of consumers
engage with content created by brands
themselves. Interactive content that includes
features like games - with prizes, quizzes
and opportunities to test out products
virtually - will likely work well in attracting
consumers to a brand’s social media pages.
Visually stunning presentations of new
product offers can also help, stimulating
users to comment on or share such content.
A further 40% of consumers engage with
how-to tutorials/tips. This type of content
commonly appears in video format and can
be found on larger social media platforms,
such as YouTube and Facebook. DIY
videos are abundant on YouTube, with the
platform synonymous with tutorials on a
vast array of topics. This has given brands
an opportunity to provide customers and
consumers in general with the ability to
work on things themselves, from small
jobs to large projects. Step-by-step advice
and guidance on what items are required
help viewers do-it themselves with the
assistance of an expert. Brands can shine in
this area, leveraging social media platforms
like YouTube to become a go-to source
for DIYers and help sell their products. For
example, Home Depot’s YouTube channel
presents a wide array of DIY videos, ranging
from installing exterior shutters, making
a modern planter and removing a kitchen
faucet, as can be seen below.
Engagement with DIY content also aligns
with the Mintel Trend Survival Skills, which
describes how cost cutting has developed
into a desire for self-reliance and a need to
learn lost skills, with consumers taking pride
in doing something themselves. During a
time of economic and political pain, and
future uncertainty due to COVID-19, some
consumers are going to take things further
and prepare themselves for a disaster-level
event (eg civil unrest, natural disaster), food
shortages or living off the grid.
FIGURE 11: HOW TO REMOVE A KITCHEN FAUCET | PLUMBING | THE HOME
DEPOT, AUGUST 2020
Source: YouTube – The Home Depot/Mintel
Almost a third of consumers (32%) engage
with game-related content on social media.
This includes video games, traditional
games (eg board games) and kids games
(eg matching game). Video games are
likely the main driver of engagement as the
industry has grown in recent years, enabling
enthusiasts to watch other gamers online
and interact with the gaming community.
According to Mintel’s Esports and Gaming
– Canada, March 2020 Report, 20% of
consumers have watched online streams or
competitions of other people playing video
games. This has likely been amplified since
the beginning of the COVID-19 pandemic
as consumers spend more time at home
and look for ways to entertain themselves.
This interest also correlates with the Mintel
Trend Going Live, which describes how live
streaming apps and platforms facilitate the
consumer desire to do, see and experience
more. Leveraging live streaming services
provides innovative ways for brands and
marketers to not only communicate offerings
and messaging, but create a place for
consumers to interact and engage. Other
operators have emerged in this arena, such
as YouTube’s offshoot YouTube Gaming,
where users can connect with other gamers
with a broad mix of games, videos and live
streams.
A further 27% of consumers engage with
coupons/promotions/deals on social media.
© Mintel Group Ltd. All rights reserved.
31
These discounts come in many forms, such
as clicking on links or conveying a sense
of urgency through video or photo ads.
Contests with prizes can be a gimmicky
approach to attracting consumers, but are
another way to expose a brand’s products
and services to social media users willing to
enter.
Some 19% of consumers engage with
podcasts on social media. YouTube is a
major source of podcasts and music, a
place where users can upload audio content
and comment on and share their favourite
tunes.
Lastly, 18% of consumers engage with
quizzes on social media, which are likely
taken with a grain of salt (eg humorous
quizzes – What’s your secret nationality?)
and shared with others on platforms like
Facebook. These quizzes can provide
brands with an opportunity to link to their
offerings and allow consumers to learn more
about who they are and what they do.
Engagement disparities by gender
Some differences appear with the type of
content consumers engage in based on
their gender. For instance, men are more
likely to engage with videos on social media
(at 67% vs 56% of women), though the
split occurs with older consumers (ie 66%
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 32

of men aged 35-54 and 56% of men 55+ FIGURE 12: ENGAGEMENT WITH SOCIAL MEDIA CONTENT, BY GENDER, APRIL
vs 54% and 43% of women respectively). 2020
While men are more likely to use most
social media platforms, they are also more “Which of the following types of content do you engage with on social media?”
attracted to short movies (37% vs 29%) and
sports highlights (45% vs 15%), with the
latter significantly drawing this group as they
react to game results (see Video Viewership
on Social Media).

As observed in Mintel’s Content

Consumption: TV and Movies – Canada,
August 2018 Report, men are significantly
more likely to cite sports as the main
reason they sign up for pay TV (at 31%
vs 7% of women). Sports are clearly a
major draw for men, and social media
operators that already offer video content
have an opportunity to sign broadcast
license agreements for live sporting events,
especially as consumers move away from
watching traditional channels (ie cable/
satellite). Live sports can also provide
brands with an opportunity to expand their
offerings to distinguish themselves from
other social media platforms. For instance,
in 2018-19, Facebook broadcasted MLB
regular season games on its video service
with real-time fan interaction.
Men are also more likely to engage with
games on social media (35% vs 29%), with
younger men most inclined (57% of men
18-34 vs 34% of women the same age).
This is not surprising as younger men are
also more likely to watch online streams
or competitions of gaming activities (43%
of men 18-44 vs 20% overall, per Mintel’s
Esports and Gaming – Canada, March 2020
Report).
Men are also more likely to engage with
podcasts (at 22% vs 16% of women),
with 26% of men listening to podcasts
about sports, per Mintel’s Sports Media
Consumers – Canada, February 2020
Report. They are likely participating in
online discussions (eg Twitter, online
forums) surrounding sports, but this type of
behaviour exhibits a high level of interest
in sports, since these consumers make an
effort to hear, talk and think about these
leagues throughout the day, with many fans
getting additional sports content from talk
radio, podcasts and online discussions.
For brands and influencers in particular,
Base: 1,962 internet users aged 18+ who use certain social media sites
Source: Lightspeed/Mintel
leveraging podcasts on social channels
to boost exposure should be considered
moving forward. For users subscribing to a
brand/influencer or “liking” them, operators
can send them a notification on the day the
podcast is to go live and include a series
of shareable media, such as images, links,
prewritten tweets and status updates, as
well as encouraging users to share this
content with others.
Women, on the other hand, are more likely
to engage with social media content created
by family/friends (50% vs 39% of men),
driven by women aged over-35 (53% vs
39% of men the same age). Social media
is generally a medium for consumers to
connect with others, but women particularly
utilize such platforms to keep in touch with
family/friends and engage with content
they have posted, such as photos, short
videos or links to articles. Women are also
more likely to reach out to family/friends
across several categories. For example,
women (39% vs 27%) are more likely to
use recommendations from family/friends
when deciding to buy home electronics from
a retailer (per Mintel’s Home Electronics –
Canada, January 2017 Report), and when
choosing a repair facility for auto service
(34% vs 29% of men, per Mintel’s Auto
Service, Maintenance and Repair – Canada,
June 2016 Report). Social media therefore
acts as an outlet for women to ask others
their opinions, especially as they are more
likely to utilize Facebook (see Social Media
Usage), where they have a wide range of
contacts that can help them (eg asking a
friend that is an expert on a given topic) .
Women are also more inclined to engage
with how-to tutorials/tips (43% vs 38%), with
younger women (58% aged 18-34) driving
this trend. Makeup tutorials and how-to
guides by popular beauty influencers are
just one way younger women are engaging
with content in this area, with influencers
like Bethany Mota pulling in hundreds
of thousands of views on their YouTube
videos. Women are also significantly more
likely to visit Pinterest and beauty retailers
to learn more about beauty, according to
Mintel’s Beauty Influencers – US, February
2020 Report. A similar trend can be seen

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 33

in the Canadian market, where women FIGURE 13: ENGAGEMENT WITH SOCIAL MEDIA CONTENT, BY AGE, APRIL 2020
are more likely to visit Pinterest in general
(see Social Media Usage), likely because “Which of the following types of content do you engage with on social media?”
the platform’s “boards” are predominantly
categories of women’s interests, including
recipes, fashion, beauty and decorating. It
is therefore important for brands in these
categories to leverage advertising on the
site to engage women, with the site claiming
that “People use Pinterest early in their
shopping process, when they’re open to
new possibilities”. The platform - which
allows users to save images of products
and ideas to virtual pinboards - utilizes
proprietary algorithms and “human curation”
to shorten the distance between shopper
inspiration and purchase. The social media
brand can also narrow product pins that link
directly to a retailer’s website based on a
user’s personal tastes and interests.

Finally, 21% of women are more likely to

engage with quizzes (vs 15% of men),
with agreement again higher among
younger women (29% aged 18-34). A fun
distraction, quizzes can also often lead to
comparison of results with friends/family
and engagement with brands, offering an in-
road for companies looking to create a fun
activity while gaining the attention of users.
Engagement across most categories
stronger among younger cohorts
With the exception of news and content
created by family/friends, younger
consumers aged 18-34 are more likely
to engage with social media across
all categories covered in this study. In
particular, they are significantly more likely
to cite engagement with video content (74%
vs 60% of 35-54s and 49% of over-55s)
and games (47% vs 29% and 21%). Not
only are younger consumers more likely to
subscribe to video streaming services (72%
of 18-44s vs 44% of over-45s per Mintel’s
Subscription Media – Canada, April 2020
Report), they are also more likely to display
bias towards gaming, with 50% having
played video games with or against others
online compared to 21% of over-45s (per
Mintel’s Esports and Gaming – Canada,
March 2020 Report). These figures support
the inclination for video content and game
engagement among younger cohorts, with
the group also likely to share game tips and
reviews, with 74% (vs 63% and 52%) stating
Base: 1,962 internet users aged 18+ who use certain social media sites
Source: Lightspeed/Mintel
that social media is a great tool to view
people’s opinions (see Attitudes towards
Social Media). Social media brands will thus
want engagement on their platforms and
access to specific communities (eg gaming)
to flourish. For example, YouTube has a
dedicated channel called “Gaming”, which
features live gaming and had accumulated
over 86 million subscribers as of September
2020.
Additionally, 48% of 18-34s engage with
how-to tutorials/tips, compared to 38% of
35-54s and 35% of over-55s. A popular
source for DIYers, social media and
YouTube in particular provide a plethora of
content in this area. Younger groups aged
18-44 are more likely to conduct the majority
of DIY projects in home improvement and
maintenance (see Mintel’s DIY – Canada,
December 2015 Report), with social media
acting as a go-to source for those looking to
learn a new skill and/or trying to save costs
by doing work themselves. Many brands
in this market and other categories have
leveraged social media for this purpose (eg
Home Depot), highlighting that companies
catering to younger audiences have an
opportunity to establish themselves as a
premier voice in their sector via social media
content that assists, guides and teaches
users about products and services.
Engagement in content created by
influencers differs notably by age, cited
by 42% of 18-34s compared to 22% of
35-54s and 8% of the over-55s. Women
aged 18-34 (48%) are particular driving
this trend, though the power of influencers
is critical in attracting younger groups in
general, with 50% of 18-34s (vs 30% of
35-54s and 15% of over-55s) agreeing that
social media influencers can influence what
they buy (see Databook). Likely engaged
with age and gender-centric brands and
content, women aged 18-34 are a key
audience for lifestyle and beauty brands.
While brand partnerships with celebrities
and social media influencers are common
(eg Kendall Jenner’s collaboration with

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
Proactiv), companies should be cautious
about who they collaborate with. For
instance, brands should be vigilant about
partnering entertainment influencers in lieu
of traditional beauty influencers. Although
cross-category partnerships can be
successful and expand follower numbers,
they can also appear disingenuous if the
values of the brand and influencer do not
match, and/or the influencer has previously
expressed something that could discredit
the validity of the ad. Brands essentially
need their marketing efforts to resonate
with their target audience and using a
spokesperson can help or harm depending
on whether it is executed properly.
Younger consumers are also more likely to
engage with social media content created
by brands (at 31% of 18-34s vs 22% of
35-54s and 12% of over-55s). However,
consumers are unlikely to engage with a
brand that only occasionally post content
on their social platforms and do not
stimulate conversation. Timely content (ie
current events) that consistently sparks
interaction between users and brand is key
to improving engagement and will likely lead
to more sales. Visually-impressive photos
are also a way of gaining attention, as are
popular seasonal offerings from brands. For
instance, Starbucks’s Canadian Instagram
page, which attracts 416k followers as
of September 2, 2020, frequently posts
colourful and appetizing images of its food
and drink offerings while supporting events
like Montreal Pride and movements like
Black Lives Matter. Seasonal drinks such
as Starbucks’s Pumpkin Spice Latte and
Pumpkin Cream Cold Brew are promoted on
the brand’s Instagram page with a sense of
nostalgia.
Younger cohorts are also much more
likely to engage with podcasts on social
media (28% vs 18% and 12%). Podcasts
cover a wide variety of areas, from political
commentary to music and self-help guides.
Younger consumers are already more
likely to subscribe to paid music streaming
services (60% of 18-44s vs 45% overall), as
well as audiobook streaming services like
Audible (8% vs 2% per Mintel’s Subscription
Media – Canada, April 2020 Report), so it
FIGURE 14: STARBUCKS CANADA INSTAGRAM POST, AUGUST 2020
Source: Instagram – StarbucksCanada/Mintel
shouldn’t be surprising that they want to
engage with others who have listened to the
same content. Social media platforms can
provide an outlet for such conversations,
with commentary and discussion of topics
typical among listeners. Sponsored content
can also work in this arena, exposing users
to brands looking to gain the attention of a
younger consumer base.
Interacting with family and friends
is a major draw for Canadians over-
35
The one area older consumers are slightly
more likely to engage with is content created
by friends/family (at 46% of the over-55s
and 47% of 35-54s compared to only 41%
of 18-34s). More likely to visit platforms like
Facebook (see Social Media Usage) than
other social media sites, the over-35s utilize
more established brands to connect with
others, likely attributed to their familiarity
with the platform and the large pool of users
already using it. Organizations catering to
older cohorts (eg the baby boomer-oriented
Everything Zoomer) will particularly want to
leverage Facebook, luring those looking for
like-minded individuals and topics relative to
© Mintel Group Ltd. All rights reserved.
34
their generation. Facebook Stories can also
be utilized to keep this community engaged
and more likely to frequent the brand’s
platform.
Certain content will trigger
engagement among South Asian
Canadians
South Asian Canadians are much more
likely to engage with certain types of content
on social media, including videos (82%
vs 61% overall) and content created by
influencers (44% vs 24%). Influencers can
help shape purchase decisions made by this
group, as 60% of South Asian Canadians
are more likely to state that social media
influencers can influence what they buy (vs
32% overall). As South Asians in Canada
heavily skew younger in age (85% are aged
18-44 while 15% are over-45), content with
youthful appeal will resonate with this group.
Furthermore, partnerships with popular
South Asian influencers, such as Mishti
Rahman - a fashion and lifestyle blogger
based in Australia - will likely fare well in
attracting younger consumers of South
Asian descent.
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 35

South Asian Canadians (33% vs 22%) FIGURE 15: ENGAGEMENT WITH SOCIAL MEDIA CONTENT (SELECT), SOUTH
are also much more likely to engage with ASIAN CANADIANS VS OVERALL, APRIL 2020
content created by brands. Ads on social
media can naturally lead consumers to learn “Which of the following types of content do you engage with on social media?”
more about a product or service, influencing
their purchase decision, with 60% of South
Asians (vs 28% overall) agreeing that ads
on social media impact what they buy (see
Attitudes towards Social Media). This group
is also more likely to use social media to
learn about brands and products, at 47%
vs 34% overall, (see Databook). Evidently a
medium that exhibits power over the group’s
buying habits, social media will be an
effective tool in swaying these consumers
towards a brand. Companies wanting to
reach the South Asian community should
ensure they leverage social media platforms
where usage is higher, such as TikTok,
Snapchat and Instagram (see Social Media
Usage), combining video content from
brands and influencers that resonate with
the community, which leans significantly
towards a younger cohort. For example,
influencers such as Raj Thandhi and her
blog Pink Chai Living will particularly appeal Base: 1,962 internet users aged 18+ who use certain social media sites
to South Asian women given her topics of Source: Lightspeed/Mintel
discussion.

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SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 36

Social Media Behaviour

Nearly half of 18-34s cite social FIGURE 16: SOCIAL MEDIA BEHAVIOURS, BY AGE, APRIL 2020
media as their main source of
entertainment “Which of the following statements about social media do you agree with?”

Younger consumers are more likely to

display behaviours on social media that
revolve around entertainment. In fact, 18-
34s are more likely to cite social media as
their main source of entertainment (at 46%
vs 29% of 35-54s and 12% of the over-55s),
with this preference especially apparent
among very young adults aged 18-24
(53%). Along similar lines, 18-34s (35%) are
more inclined to pick entertainment based
on what they hear on social media. Whether
watching a funny video on YouTube or
TikTok, or listening to a song someone has
shared, content on social media attracts a
younger consumer who has grown up with
the medium and signs into certain platforms
daily (see Social Media Usage). Influential
personalities on social media can hook
followers to see what they are up to daily via
vlog posts or uploaded photos on sites like
Instagram. Consumers can also be guided Base: 1,962 internet users aged 18+ who use certain social media sites
by influencers to entertainment content Source: Lightspeed/Mintel
they like, expressed through reviews or an
informal mention. Social media users can (14%), which includes video streaming cable TV, compared to 54% of 35-54s and
also choose entertainment by what friends content (per Mintel’s Subscription Media 61% of the over-55s; while 64% used social
and/or family express via their Facebook – Canada, April 2020 Report). Content is media for news, compared to 42% of 35-54s
posts or Twitter tweets. Whatever the king and this group will be attracted and and 28% of over-55s (per Mintel’s News
platform used, younger users are exposed motivated to engage in forms like videos, Media – Canada, September 2019 Report).
to a variety of opinions that can shape their games and content created by influencers This bias among younger consumers
consumption habits. This can inevitably spur (see Engagement with Social Media indicates a clear shift taking place in how
trending topics or content that gains steam Content). news is consumed, which will likely continue
by a chain reaction of shares. going forward. The only TV news source
Younger cohorts more likely to that skews younger is comedy news shows
Moving forward, as younger consumers utilize social media as their key (13% of 18-34s vs 9% overall) such as The
clearly utilize social platforms habitually, news source… Daily Show and This Hour Has 22 Minutes.
brands in the category will want to expand The shift from traditional news sources to
their content offerings to include original Social media is the main source of news for social media is not necessarily the result of
programming and licensing agreements 36% of 18-34s, compared to 23% of 35-54s, a failing news industry but a broader market
with production studios, with such platforms 10% of over-55s and 23% overall. This is trend. For instance, only 46% of 18-34s
increasingly becoming the go-to for unsurprising given that younger consumers have cable/satellite TV in their homes,
entertainment among younger audiences. - specifically 18-34s - are less likely to use compared to 57% overall (per Mintel’s
Younger cohorts 18-34 are already more traditional sources of news. For example, Content Consumption: TV and Movies –
likely to subscribe to YouTube Premium 42% of 18-34s accessed news through Canada, August 2018 Report).

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SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 37

...but they are also using it for fun FIGURE 17: GETTY FACEBOOK POST, MARCH 2020
and to learn more about brands and
products

38% of 18-34s visit brands’ social media

sites for fun, compared to 30% of 35-54s
and 21% of over-55s. This could be to
consume entertainment (eg play games,
view videos) or to engage with a brand or
other users. Organizations with a social
media presence should therefore stimulate
interaction by making their sites “fun”,
producing content that resonates with
consumers. For example, in March 2020,
the Getty Museum issued a challenge
amid the ongoing COVID-19 pandemic,
providing followers at-home experiences
via social media. Under the Twitter hashtag
#BetweenArtAndQuarantine, Instagram,
Twitter and Facebook users were
challenged to recreate famous artworks with
themselves and household items, as can
be seen via the Facebook post below. The
museum encouraged users to explore its
searchable online collections for inspiration
and share their pieces on social media.
Such experiential social media can help
build brand awareness, encouraging users
to attend facility/events when restrictions
are eased or lead to a product/service
purchase.

Moreover, younger groups (44% vs 33% Source: Facebook – Getty/Mintel

vs 25%) are more likely to use social
media to learn about brands and products.
Companies will want to ensure that they
clearly communicate the ethos of their
brand, which could mean supporting current
movements (eg Extinction Rebellion, Black
Lives Matter), in addition to providing
concise details on their offerings, with
links to their online properties. Actions that
brands take to show support for social/
political movements correspond with the
Mintel Trend Driver Rights, which is about
consumers feeling respected, protected
and supported. Through empowerment,
brands want to enable consumers to
become stronger and more confident about
the issues that matter to them, though they
must represent those interests responsibly
to resonate with this crowd.
News and entertainment draw
South Asian Canadians
South Asian Canadians are much more
likely to display social media behaviours
that imply entertainment and news attract
them to the platforms. For example, this
group is more likely to say they pick their
entertainment based on what they hear
on social media, at 45% vs 21% overall.
Aligning with this sentiment, 77% believe
that social media is a great tool to view
people’s opinion on things, compared to
63% overall (see Databook). As they are
more likely to engage with content created
by influencers and brands (see Engagement
with Social Media Content), social media
is a key driver shaping their entertainment
consumption habits.
For other South Asian Canadians (41%
vs 29%), social media itself is their main
source of entertainment. As they are more
likely to engage with videos, content aimed
at this cohort should focus on this medium
- whether language-specific programs or
Bollywood clips – to spur interest and attract
eyes. Brands looking to connect with South
Asian Canadians will thus want to position
their offerings in appropriate channels (eg
YouTube, TikTok) and via content creators
(eg Crazy 4 Bollywood) and/or partner with
influencers (eg Diva Dhawan) of similar
descent.

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 38

South Asian Canadians (41% vs 23%) are FIGURE 18: SOCIAL MEDIA BEHAVIOURS, SOUTH ASIAN CANADIANS VS
also much more likely to cite social media OVERALL, APRIL 2020
as their main source of news. As this group
is more inclined to use social media to “Which of the following statements about social media do you agree with?”
get others’ opinion, news is likely another
area where they seek out information.
News posts from media organizations
and subsequent discussions surrounding
articles will gain the attention of this cohort,
and offer a route for brands to reach this
audience via targeted ads.

Company posts drive actions

Whatever channels consumers decide to

respond to company posts on social media,
they are designed for users to take action
through their incitement to interact with
brands. While some consumers will still
connect with brands in a traditional way by
going to the company’s brick and mortar
location (12%) or contacting them by phone
(6%) in response to a social media post, the
largest share of consumers (43%) go to the
brand’s website. As previously mentioned,
consumers will visit an organization’s Base: 1,962 internet users aged 18+ who use certain social media sites
website as it typically provides more Source: Lightspeed/Mintel
information on their products and services
compared to social media pages. Brands
may want to expand information about their
offerings on social media, although most
platforms, especially Snapchat, WhatsApp
and TikTok, are not designed to detail
information as effectively as websites.
Rather the focus for brands on social media
should be engaging users with content and
providing plenty of ways of contacting them,
whether via social media itself or the phone,
email or in-person. For example, 12% of
respondents contacted a company by email
in response to videos, images or posts,
including ads that brands posted on social
media.

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 39

41% of consumers, meanwhile, looked for FIGURE 19: RESPONSE TO BRAND POSTS ON SOCIAL MEDIA, APRIL 2020
more information using a search engine in
response to company posts on social media. “Which of the following have you done in response to videos, images, or posts
These consumers likely see a product or (including ads) that a brand has posted on social media in the past six months?”
service on social media and then Google to
search for more information, linking them
to the company’s website and/or reviews.
A minority of users (12%) also remain on a
brand’s social page and communicate with
them through this avenue after a company
post, with 26% of consumers saying they
like to communicate with brands through
social media. This parallels with the Mintel
Trend, Talking Shop, where real-time
messaging apps and channels offer brands
a direct and speedy way to offer customer
service and interact with consumers on a
conversational level. Brands clearly want
to provide visitors with as many ways of
getting in touch as possible on their social
channels, in addition to direct purchasing
channels.

Unsurprisingly, age plays a factor in how

consumers respond to social media posts
by brands. Younger consumers aged 18- Base: 1,962 internet users aged 18+ who use certain social media sites
34 are more likely to respond to company Source: Lightspeed/Mintel
posts than older groups across the board,
likely stemming from their greater usage FIGURE 20: RESPONSE TO BRAND POSTS ON SOCIAL MEDIA, BY AGE GROUP,
of social media (see Social Media Usage). APRIL 2020
However, the data also shows the group is
not only using digital contact methods but “Which of the following have you done in response to videos, images, or posts
conventional routes, such as phone, email (including ads) that a brand has posted on social media in the past six months?”
and visiting stores. Even companies that
cater to a young audience should therefore
offer a diverse range of options for users
to get in contact. Younger consumers are
significantly more likely to prefer to visit a
brand’s social media page than their website
(42% of 18-34s vs 22% of 35-54s and
12% of over-55s), and much more likely to
communicate with brands via social media
(40% vs 25% vs 11%) (see Databook).
Brands will thus want to leverage social
media platforms that resonate with this
cohort, such as Instagram (see Social
Media Usage).

Base: 1,962 internet users aged 18+ who use certain social media sites
Source: Lightspeed/Mintel

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 40

Consumers aged 35-54, who are not FIGURE 21: RESPONSE TO BRAND POSTS ON SOCIAL MEDIA, SOUTH ASIAN
exactly young but not seniors either, are CANADIANS VS OVERALL, APRIL 2020
less likely to respond to brand posts than
younger cohorts but fall in line with the “Which of the following have you done in response to videos, images, or posts
overall average. The over-55s, who are (including ads) that a brand has posted on social media in the past six months?”
generally less likely to use social media (see
Social Media Usage), are less compelled
to respond to company posts, but if they
do they are most likely to visit a brand’s
website (32%) or look for more information
using a search engine (29%). Organizations
targeting an older audience should therefore
make it clear how to access their respective
website via their social media pages,
whether through links with bolded font or
differentiated text telling users to “Click here
to visit our website”.

South Asian Canadians respond

well to brand posts

In response to company posts on social

media, most South Asian Canadians have
visited a brand’s website (54% vs 43%
overall). It is safe to say that in the vast
majority of cases consumers seek out
a brand’s website to learn more about
their offerings and specific details (eg
the MSRP of a certain model of vehicle).
Social media pages can provide a starting
point to understanding an organization,
while acting as a source of contact with
the brand. This is why South Asians are
significantly more likely to have contacted
a company through one of their social
media channels, at 26% vs 12% overall.
In an age where almost everyone is using
social media to some degree, establishing
social media accounts on major platforms,
such as Facebook and Twitter, should be
essential for brands, particularly when
trying to capture the attention of high
usage groups like South Asians (see
Social Media Usage). Whether through
live agents/sales representatives or
Base: 1,962 internet users aged 18+ who use certain social media sites
Source: Lightspeed/Mintel
customer support, consumers will expect
this option as a way of contacting operators
to assist them or solve their inquiry.
Some 16% of South Asian Canadians (vs 6%)
opted to connect with a company by phone
after seeing them post content on social
media. This traditional form of contact with a
company may be more efficient for consumers
looking for detailed information not available
on a company’s social pages or website.
Some may also feel more comfortable
talking to someone over the phone instead
of online. Brands will thus want to maintain
this avenue of contact while providing other
ways of getting in touch. Moreover, South
Asian Canadians (22% vs 12%) are also more
likely to respond to brand posts by visiting the
company’s physical location. This tendency
to respond to social media posts in various
manners reinforces the importance of utilizing
social media to get the attention of South
Asian Canadians, something brands cannot
ignore. Whether through leveraging brand
partnerships (eg South Asian influencers)
or creating inspiring videos (eg overcoming
stereotypes), companies should post content
that resonates with this group in a unique way.

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 41

Video Viewership on Social Media

Consumers need a laugh FIGURE 22: CHURCHILL: 2019 CHILL ADVERT, OCTOBER 2019

Most Canadians (71%) watch funny video

shorts on social media. Largely unaffected
by demographic differences in terms of
viewership, the universal appeal of short
humorous videos is quite clear. These
videos are likely popular as they are
typically uplifting and easy to watch due to
their short length and the quick laugh they
provide, offering an escape from people’s
daily lives. Given that consumers are most
likely to engage with video content on
social media (see Engagement with Social
Media Content), short funny videos also fit
well into these platforms, tying in with the
short-attention span of users. In a period
when COVID-19 has introduced further
stress and uncertainty to consumers (eg
49% are worried over the risk of exposure
to COVID-19 per Mintel’s Global COVID-19 Source: YouTube – Churchill/Mintel
Tracker – Canada, August 28-September
8, 2020 Report), funny video shorts can be FIGURE 23: VIDEOS VIEWED ON SOCIAL MEDIA, APRIL 2020
leveraged by organizations of all types to
bring consumers a laugh instead of a hard “What types of videos do you watch on social media sites?”
sell. It can also help brands rethink their
old image and take on a newer, fresher
approach, as exemplified by Churchill
Insurance, which revamped its mascot and
messaging in 2019 to reflect a more modern
brand image.

Base: 1,202 internet users aged 18+ who watch videos on social media
Source: Lightspeed/Mintel

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SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
Women are attracted to music-
related videos and short funny clips
Women are more likely to watch funny video
shorts (at 74% vs 69% of men). Over half of
consumers (55%) also watch music-related
videos on social media, with women (61%
vs 51% of men) and younger women in
particular (65% aged 18-44) more likely to
view music-related videos. As previously
mentioned, the top four content categories
watched by YouTube users include music,
with millions of music-related videos
available on the platform. As these videos
are mostly free, they provide an easy and
accessible way for anyone to watch and
listen to music on the site, whether through
their smartphone, tablet, laptop or Smart
TV. Younger women specifically are likely
watching music videos of their favourite
bands/artists on platforms like YouTube.
Consumers are willing to pay for video
content with their eyeballs; that is, they will
put up with viewing ads for free content. At
the same time, some consumers are willing
to upgrade to superior sound and video
quality and access to exclusive content.
This provides brands like YouTube with an
opportunity to tout their YouTube Music
Premium service, which forms part of
YouTube Premium, offering access to the
full breadth of the platform without any ads
interfering with the listening experience.
Marketing new releases from popular bands
and artists will attract consumers to the
platform, many of whom will be encouraged
to upgrade to the premium service where
ads do not interrupt their favourite tunes.
While digital advertising is a given for
brands in the category, operators will also
want to use traditional advertising avenues,
such as print and billboards, as highlighted
by the YouTube Music billboard installed in
London, UK featuring Royal Blood.
43% of consumers are watching how-to/
DIY videos on social media, with younger
women aged 18-34 (52%) more likely to
do so. From makeup tutorials to arts and
crafts (see Social Media Usage), young
women will utilize social media videos to
learn how to do things themselves across
FIGURE 24: ROYAL BLOOD TWITTER POST, SEPTEMBER 2020
Source: Twitter – royalblooduk/Mintel
several categories that resonate with them.
This provides opportunities for brands to
leverage influencer partnerships in these
categories to market their offerings to
the group. The “how to” category again
falls under one of the top four watched
categories according to YouTube,
displaying how videos are particularly
essential in educating viewers how to do
things themselves. They are especially
important for brands selling products that
are commonly installed by customers
themselves or synonymous with DIY
TV shows (eg home renovations), and
such brands should utilize social media
to guide customers on how to DIY using
their offerings. Brands will also want to
ensure they provide the support needed
(eg professional help in-person) if DIYers
get stuck in the process or have questions,
providing clear channels of contact in the
social media platforms used. This can also
provide opportunities to cross sell other
products or services if customers decide
they would rather have a professional finish
the job.
Another 41% are watching videos of product
reviews and 28% are viewing product
videos from brands. Younger cohorts aged
18-44 are more likely to watch these types
of videos (46% vs 34% of over-45s, and
31% vs 24%, respectively), aligning with
© Mintel Group Ltd. All rights reserved.
42
their inclination towards learning more about
how products operate and how to complete
tasks themselves. Younger consumers aged
18-34 are also much more likely to say that
social media influencers can influence what
they buy (eg via reviews), while they are
more likely to agree that social media is a
great tool to view people’s opinion on things
(see Social Media Usage). Common across
many different types of categories, product
reviews help consumers become better
informed about a product/service and can
influence their purchase decision. This can
also be seen in the qualitative research for
this study:
“Yes, I think that social media is a great
place for honest reviews by ordinary
people.”
18-24 year old, British Columbia female
“I do check out social media reviews to
broaden my scope on other people’s
general views. If I read enough of them, you
can get a great consensus of whether it’s
worth spending any money on.”
55-64 year old, British Columbia female
Consequently, brands will want to position
positive reviews and customer testimonials
on their social pages.
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 43

Brands can also collaborate with influencers FIGURE 25: PNEUMATIC ADDICT INSTAGRAM POST, JUNE 2020
in the DIY arena, highlighting the benefits
of using their products and services. While
videos can expose viewers to a company’s
offerings, users may have to watch a full
video, whereas photo-posts instantly deliver
the messaging. For example, DIY blogger/
vlogger Elisha Albretsen (aka Pneumatic
Addict) shares detailed DIY tutorials on
furniture building, refinishing and home
décor, partnering with RIDGID Power Tools,
as seen through a post on her Instagram
page.

A third are watching short movies

on social media

43% are watching television clips on social

media, while 29% watch full-length shows
and 20% view webisodes. Unsurprisingly,
viewership of these types of videos
skew younger (46% of 18-44s vs 39%
of over-45s, 36% vs 20%, and 27% vs
11% respectively). Younger women aged
18-44 are more likely to watch television
clips, reflecting that they are less likely
to subscribe to cable/satellite TV, at 50%
vs 57% overall (per Mintel’s Pay TV and
Bundled Communication – Canada, October
2019 Report), using free platforms to view
highlights from such content instead. The
common denominator here is video-based
entertainment, corresponding to the fact
that younger consumers are more likely to
consume digital video through platforms,
including free streaming services like
YouTube or Vimeo (62% of 18-44s vs 40%
of over-45s) and on-demand streaming
services (59% vs 43%).
Consequently, operators in the category will
want to enhance the viewing experience
for users to motivate them to upgrade to a
premium service if they have not already
done so. With more consumers likely to
watch video content on social media in the
near future, brands in the arena will want
to invest in high quality programming (ie
original content) and/or boost picture quality
to support 4K and other higher quality video
standards.
One of the challenges for social media
brands offering premium services and
original programming (ie YouTube Premium)
will be competing against dedicated video
streaming services, such as Netflix and
Source: Instagram – Pneumatic Addict/Mintel
Crave. While video streaming content
may not be the primary reason many
subscribe to a premium service, brands that
successfully introduce an attractive roster
of programs (eg Amazon Prime Video) will
give consumers more reason to join. This
is supported by the fact that Amazon Prime
Video is the second most watched video
streaming service among Canadians behind
Netflix (per Mintel’s Subscription Media –
Canada, April 2020 Report). The streaming
service was added as a perk for joining
the e-commerce giant’s premium service
Amazon Prime, but has attracted a large
following by providing quality content.
A third of consumers are viewing short
movies on social media. Men (37% vs
29% of women) and younger consumers
18-44 (40% vs 25% of over-45s) are more
likely to cite short movies, although men
aged 35-54 (42%) are significantly more
likely to consume such content compared
to women (23%). Men (60% vs 55%) are
also more likely to subscribe to video
streaming services, with those aged 35-
54 (68%) particularly likely to do so (per
Mintel’s Subscription Media – Canada,
April 2020 Report). This may explain the
inclination towards short movies on social
media among this group, as men aged
35-54 are also more likely to engage with
video content (66% vs 54%) than women of
the same age range (see Databook). This
cohort may see social media as a place to
view a range of video content, with shorter
movies appealing to them given their bias
towards video streaming, which contains a
vast array of full-length films.
As attention spans are short when browsing
through social media feeds and watching
video content, keeping such content to
snackable duration should help maintain
viewership throughout the whole video. The
shift to shorter-length video consumption
is reinforced by operators like Quibi, which
was launched in April 2020 as a mobile
video platform that focuses on short-
length entertainment. The new operator
will offer series and films told in multiple
short chapters, ranging from scripted series
and movies to reality TV. This presents
an opportunity for social media brands of
scale to branch out and introduce original
programming that stars popular influencers
on their respective platforms, but in short
mini-series format.

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 44

Men are far more likely to watch FIGURE 26: VIDEOS VIEWED ON SOCIAL MEDIA, BY GENDER, APRIL 2020
sports highlights
“What types of videos do you watch on social media sites?”
A third of social media users (31%) watch
sports highlights on social media, with men
(45%) significantly more likely to watch than
women (15%). As can be seen in Mintel’s
Content Consumption: TV and Movies –
Canada, August 2018 Report, men are also
much more likely to cite sports as the main
reason they sign up for pay TV (at 31% vs
7% of women). Sports are clearly a major
draw for men, and live sports streaming
provides a flexible way for them to watch
this entertainment. Flexibility with where
consumers watch live sports (ie on a mobile
device) is important, but viewers are likely to
want to watch paid-for video entertainment
on larger high-resolution screens as well as
mobile devices.

However, many consumers have “cut the

cord” and no longer have, or never had,
cable/satellite pay TV where sports are
typically watched. In fact, 27% of consumers
were planning to cut their pay TV services
(cable/satellite) completely, per Mintel’s
Pay TV and Streaming Services – Canada,
September 2017 Report. Since then, a
sizeable share of consumers have likely
already “cut the cord”, with consumers
overall less likely to do so given their
reliance on other mediums, such as social
media and video streaming services.
Social media thus provides an outlet for
sports fans to get the latest dose of sports
highlights, with 21% of those who follow one
or more sports leagues watching highlight
clips on social media (per Mintel’s Sports
Media Consumers – Canada, December
2019 Report). Younger sports fans are
significantly more likely to get their highlight
content from online channels (eg YouTube)
or social media feeds (eg Twitter) than a
traditional highlights show on pay TV. This
corresponds with younger cohorts seeking
more on-demand content where they can
control what they want, when they want –
with 68% of 18-44s having streaming TV/
movie subscriptions at home vs 45% of
over-45s. Social media highlights are also
particularly appealing given that it is unlikely
a consumer would be interested in all the
sports coverage contained in an hour-long
TV show episode.
Base: 1,202 internet users aged 18+ who watch videos on social media
Source: Lightspeed/Mintel
Social media operators like YouTube will
therefore want to offer consumers the best
viewing experience via high-quality picture
quality through their premium service,
perhaps by investing in 4K and HDR
features.
Older cohorts more likely to watch
friends/family video posts
Nearly half of consumers (48%) watch
videos on social media made by family/
friends, with older consumers (52% of over-
45s vs 45% of 18-44s) and women over-45
(60%) over-indexing. This aligns with these
demographics being generally more likely to
engage with content created by family and
friends (see Engagement with Social Media
Content). Platforms like Facebook resonate
with older consumers to a higher degree
than others (see Social Media Usage) as
they have a large established group of
contacts on the platform compared to other
social media sites. Adding to this, platforms
that are easy to use, and that address
privacy concerns and the customizability
of the content viewers receive, work well
in gaining and maintaining users from this
group. For instance, Twitter allows users
to screen out unwanted content so they
only have to read updates relevant to them.
Privacy settings also allow users to prevent
any unwanted accounts from interacting
with them, with the brand adding two-factor
authorization to help prevent hackers,
which is an area of concern among older
consumers (see Social Media Usage).
Older individuals typically share less selfies
than younger groups and instead use social
media to share content relating to their
interests or videos/pics of their family (eg
kids, grandchildren). As a result, they will
likely interact with posts that resonate with
them and reach out to brands that align with
their personal interests. For social media
operators, cultivating an online presence
with articles and news catering to their
interests will work well in maintaining their
presence on a platform.

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 45

Attitudes towards Social Media

Most have privacy concerns FIGURE 27: CRITICAL ATTITUDES TOWARDS SOCIAL MEDIA, APRIL 2020

The majority of social media users “How much do you agree or disagree with the following statements about social
(65%) are concerned about social media media networks?”
companies tracking their activity. Privacy
anxieties are nothing new, with large-scale
scandals making front-page news. For
instance, in March 2018, it was revealed
by a whistle-blower that approximately 50
million people had their Facebook profiles
harvested so that the British political
consulting and IT service management
company Cambridge Analytica could target
them with political ads, raising serious
questions about the social media giant’s
approach to data protection and disclosure.
Facebook’s actions stimulated a debate
over the brand’s failure to police its platform
and responsibility to both user privacy
and the institution of democracy. Negative
publicity followed the announcement,
with many consumers and organizations
questioning the company about their
actions, especially as Facebook previously
promised users it would not share their
personal information with advertisers. The
company has showed initiative towards
addressing transparency, launching a new Base: 1,962 internet users aged 18+ who use certain social media sites
tool in January 2020 showing users a list Source: Lightspeed/Mintel
of information that businesses share with
Facebook about their interaction with them. Brands operating in the category will need digital landscape, such as native ads, will
The tracking feature displays information to briskly address and implement action if likely work well in being less bothersome
collected by Facebook about users’ activity they are called out on scandalous behaviour and perhaps even catch the attention of
off the app over a period of 180 days. and/or face negative publicity. Operators users in a positive way. Consumer opinion
We also see concerns over security and will need to display remorse and apologize from the qualitative research completed
personal information through the qualitative for their mistakes, as well as proactively for this study shows that Canadians
research conducted for this study: develop steps to repair their faults to prefer shorter ads and dislike repetition,
preserve their reputation in the long term. suggesting that brands should stick to short
“I am concerned of the chance of my social impactful marketing, in addition to splitting
media account being hacked. I think that social 63% of consumers think that social media them up into several connected ads (ie a
media platforms should have extra protection in ads are annoying, with younger users more continuous story):
place to protect the information of users.” likely to concur (72% of 18-34s). As frequent
35-44 year old, Atlantic Provinces female users of social media (see Social Media “I like some of the ads that I see on social
Usage); younger consumers are exposed to media, but I hate it when you have long
“I always get a little worried about how my a large number of ads through the platforms. ads. For example, there are ads 5 minutes
personal data is stored as many companies Most platforms ads are unavoidable and long. I also don’t like ads that display a
experience security breaches. I guess just have become part and parcel of using social person giving an interview talking about the
showing that they keep data as secure as media. YouTube Premium allows users to company or product. An ad must be short.”
possible will help.” avoid ads, but other sites and apps simply 35-44 year old, Quebec male
35-44 year old, Quebec female do not. Less intrusive ads that blend into the

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020
“I don’t dislike social media ads but I hate
when they are repetitive. Like if I’m watching
something on YouTube and an ad comes on
its fine but I prefer seeing different ads that
are also appropriate for whatever video you
are watching.”
25-34 year old, Prairie Provinces female
“I normally skip ads because I don’t want to
spend time watching ads. However, if the ad
attracts me in the first 5-10 seconds, I will
watch the ad thoroughly instead.”
45-54 year old, Ontario female
“I think social media ads should be short like
TV where each second is very expensive so
they are shorter.”
35-44 year old, Quebec male
On the flipside, some consumers are willing
to deal with ads if the cost of service is
reduced, as seen in similar categories such
as video streaming. For example, 54% of
consumers agree they would be willing
to view ads if it made video streaming
subscription costs significantly cheaper (per
Mintel’s Subscription Media – Canada, April
2020 Report). Worries about costs can be
observed in consumer sentiment and 61%
say they would not be willing to spend more
than $10/month for a video subscription
service. Social media operators that employ
premium services could therefore introduce
tiered offerings for those who are price-
sensitive but want to avoid all the ads
encountered by standard users.
Social media can act as a research
tool for parents
Most consumers (63%) agree that social
media is a great tool to view people’s
opinion on things. As a technology, social
media has enabled consumers from all
walks of life and locations to connect with
each other and understand different belief
systems and opinions. This also parallels
with the Mintel Trend Driver Technology,
which expands on finding solutions through
technology in the physical and digital worlds.
The advancement of social media and its
corresponding features has influenced
change in a multitude of categories,
including travel and tourism (eg virtual tours,
reviews), food and drink including dining out
(eg bookings, reviews), and healthcare (eg
FIGURE 28: NESTING STORY INSTAGRAM POST, SEPTEMBER 2020
Source: Instagram – nestingstory/Mintel
virtual doctor appointment). This has likely
accelerated as consumers are spending
more time online and on social media
amid the COVID-19 pandemic, relying on
these platforms to get them through difficult
times by connecting with others (ie friends/
family). For example, 41% of Canadians
reported they have placed a higher priority
on staying in touch with family and friends
since the COVID-19 outbreak; the highest
figure among tracked personal priorities
(per Mintel’s Global COVID-19 Tracker –
Canada, August 28-September 8, 2020).
Additionally, 41% of consumers cited
shopping more online due to COVID-19.
Parents of children under 18 in the
household (71%) are more likely to agree
that social media is a great tool to view
people’s opinion on things. Parents will likely
utilize social media to see other people’s
thoughts on children’s products/services or
perhaps items for themselves. Paralleling
with this attitude, over half of consumers
(55%) agree that reviews on social media
are helpful in choosing a product/service,
with parents (65%) again more likely to
agree.
Furthermore, 41% of consumers say they
like to share things on social media, with
© Mintel Group Ltd. All rights reserved.
46
parents of children under 18 (54%) more
likely to do so. This is rather unsurprising
given that parents of under 18s skew
younger in age (ie 67% are aged 18-44
compared to 50% overall) and younger
cohorts are significantly more likely to use
social media and engage on such platforms.
Features that help users engage will
resonate with this social-savvy group, such
as Collaborative Stories in Facebook, which
allows multiple content creators to post in
a single Facebook Story. Influencers on
social media can also play a role in shaping
consumer purchasing habits through their
trusted reviews, personal stories and
opinions.
For instance, Canadian-based bloggers and
social media personalities, such as Joanna
Venditti of Nesting Story, provide parenting
tips and communicate the struggles of
parenting, as well as stories of interior
design, lifestyle and wellness. Parents
with young children will likely respond well
to social media platforms and brands that
captivate their user-base through thoughtful
design and potent content that relates to
their everyday lives. It also provides an
opportunity for partnerships with lesser
known brands, providing them with
exposure to their targeted audience.
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 47

Parents are also likely using social platforms
to access others’ opinions on news stories,
with 28% of parents (vs 23% overall) stating
that social media is their main source of
news (see Databook). Whether through
comment boards or the eyes of the author,
this group will engage with content from
sources that resonate with them.
FIGURE 29: SOCIAL MEDIA AS A RESEARCH RESOURCE (% ANY AGREE),
PARENTS OF CHILDREN UNDER 18 IN THE HOUSEHOLD VS OVERALL, APRIL
2020
“How much do you agree or disagree with the following statements about social
media networks?”

51% of social media users believe it’s

helpful to visit brands’ social media sites
to research their offerings, with parents of
under 18s (60%) more likely to hold this
sentiment. Attracting users to a brand’s
social media pages generally requires
a few key aspects. There is the social
factor, which is connecting with consumers
to maintain healthy relationships and
trust among one’s audience. Engaging
consumers through interesting and
interactive content helps in this regard, as
does providing multiple ways of connecting
with them. For instance, brands can
live chat with visitors and address any
questions or doubts they have about their
offerings. Secondly, there is the marketing
aspect, where organizations want to create
awareness and build brand loyalty through
various advertising channels. A good user
experience will also pay off, such as by Base: 1,962 internet users aged 18+ who use certain social media sites
ensuring an uninterrupted user experience Source: Lightspeed/Mintel
with smooth transition to a brand’s website
(eg links attached on social media posts) Social Media Trends – Canada, May 2018 Where we see a distinction in those who
to finalize a purchase. Contests can also Report), with the exception of Pinterest and hold this view is among men aged 35-54 (at
help generate interaction and interest in Tumblr, where usage has remained the 50% vs 35% of women aged 35-54). Having
learning more about a brand. For example, same or marginally declined. used social media for a longer period of time
T-shirt brand Qwertee asked visitors to like than very young users, men aged 35-54
their Facebook page and enter their email Men are more likely to agree that some may have moved on from well-established
addresses for a chance to win 30 uniquely social media platforms have become platforms like Facebook due in inactivity
designed t-shirts. The company’s goal less popular because of a lack of activity – with 60% of men aged 35-54 using the
was to reach 100,000 likes within a certain on them, at 49% vs 38% of women (see site daily, compared to 73% of women in
timeframe, but numbers soared to 240,000. Databook). Younger consumers are also the same age range and 62% overall (see
more likely to concur with this sentiment, at Databook). At the same time, other long-
Close to half agree some platforms 60% of 18-34s vs 42% of 35-54s and 27% standing platforms attract this cohort more
have become less popular of over-55s. As key users of social media in than their counterparts, including YouTube
general (see Social Media Usage), younger (64% vs 44%) and Twitter (31% vs 15%),
44% of consumers agree that some social cohorts have a better gauge of what is aligning with their inclination towards
media platforms have become less popular trending (eg TikTok) and the sites that engaging with videos (66% vs 54%) on
because of a lack of activity on them. While are dormant based on the usage of their social media (see Databook). However, this
this is subjective, there are indications friends and family. This greater awareness group is more likely to visit “newer popular”
that some platforms are losing ground. also derives from their exposure to popular platforms like Reddit (15% vs 6%) to
For example, all the platforms covered in culture and what is “hot”, in addition to discuss a range of topics (eg news) on one
this report have seen a rise in daily usage knowledge of the platforms celebrities and of its many forums.
compared to the previous study (per Mintel’s social media influencers are utilizing.

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 48

Influencers and ads on social media FIGURE 30: “SOME SOCIAL MEDIA PLATFORMS HAVE BECOME LESS POPULAR
can sway some consumers BECAUSE OF A LACK OF ACTIVITY ON THEM” (% ANY AGREE), BY AGE AND
GENDER, APRIL 2020
A third of consumers (32%) agree that
social media influencers can influence what “How much do you agree or disagree with the following statements about social
they buy. The power of influencers cannot media networks?”
be underestimated, especially among
certain groups like younger consumers,
parents of under 18s and South Asian
Canadians. For these groups, certain
influencers can relate to them through
the experiences they have or the type of
lifestyle they lead. Parents can relate to
other parents, LGBTQ+ consumers can
relate to each other, and so on. Consumers
may also perceive influencers with large
social media followings as credible and
endorsements from these individuals as
trustworthy. The importance of brands
partnering with influencers will therefore
continue to grow as usage of social media
marches upwards. However, authenticity
is key and the influencer should match the
values of the brand it partners. Adding to
this, followers of a social media personality
see them using the products they are
promoting in everyday life. For example, Base: 1,962 internet users aged 18+ who use certain social media sites
Grace Atwood – a lifestyle influencer who Source: Lightspeed/Mintel
has openly expressed her love for Dunkin
Donuts - displayed pictures of herself FIGURE 31: GRACE ATWOOD INSTAGRAM POST, NOVEMBER 2019
enjoying items from the coffee company on
social media without sponsorship from the
brand. She would often mention the coffee
brand in her blog and on Instagram, and
took things to the next level by posting outfit
pictures while holding a Dunkin Donuts
coffee with the caption “Unfortunately not
a @dunkin ad”. Showing dedication to the
brand and her organic love of its offerings
on a frequent basis, the company partnered
with the influencer in late 2019; with Atwood
expressing her love for the brand via
Instagram posts.

Source: Instagram – Grace Atwood/Mintel

© Mintel Group Ltd. All rights reserved.

SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 49

Authenticity needs to be considered for FIGURE 32: SOCIAL MEDIA AS A PURCHASE INFLUENCER, APRIL 2020
companies to discover an organic match for
their brand that will not appear superficial. “How much do you agree or disagree with the following statements about social
This also aligns with the Mintel Trend media networks?”
Influentials, which describes how consumers
pay as much, if not more, attention to what
their peers say than marketers, leading
online influencers to partner with brands.

Additionally, 28% of consumers state that

ads on social media impact what they
buy. While many find social media ads
annoying, some users will likely click on
ads that resonate with their interests or
are for something they would like to know
more about. Native ads, in particular, will
work well in widening the scope of users
that react positively to the ads they see.
These types of ads match the look, feel and
function of the media format in which they
appear. They are often found in social media
feeds, and do a good job of blending into
the background while also being noticeable
to the viewer, creating a less intrusive form
of marketing that can lead users to connect
with the brand.
Base: 1,962 internet users aged 18+ who use certain social media sites
Source: Lightspeed/Mintel

© Mintel Group Ltd. All rights reserved.

APPENDIX
SOCIAL MEDIA TRENDS: INCL IMPACT OF COVID-19 - CANADA - AUGUST 2020 51

Data Sources and Abbreviations

Data sources Abbreviations and terms

Consumer survey data Abbreviations

For the purposes of this Report, Mintel commissioned exclusive The following is a list of abbreviations used in this Report.
consumer research through Lightspeed to explore social network
usage in the Canadian market, including engagement with content, # Twitter hashtag
response to company posts, types of videos watched on social
AI Artificial Intelligence
media, social media behaviours, and attitudes towards social media.
Mintel was responsible for the survey design, data analysis and
Horizontal display resolution of approximately 4,000
reporting. Fieldwork was conducted in April 2020 among a sample 4K
pixels
of 2,000 adults aged 18+ with access to the internet.
BBC British Broadcasting Corporation
Mintel selects survey respondents by gender, age, household
income and region so that they are proportionally representative of CBC Canadian Broadcasting Corporation
the Canadian adult population using the internet. Please note that
Mintel surveys are conducted online and in English and French. DIY Do It Yourself

HDR High Dynamic Range

Consumer qualitative research
MLB Major League Baseball
In addition to quantitative consumer research, Mintel also conducted
an online discussion group among a demographically mixed group MSRP Manufacturer Suggested Retail Price
of adults aged 18+. This discussion group was asynchronous (ie
not run in real time), functioning like a blog or bulletin board, with National Association for the Advancement of Colored
NAACP
questions remaining posted for a predetermined period of time. People
This method allows participants to respond reflectively, at their
leisure, or to log off to think about any issues raised and return later US United States
to respond. Participants were recruited from Lightspeed’s online
USD United States Dollar
consumer panel with responses collected in April 2020. Relevant
quotes are included verbatim, and as such, include typos and other WHO World Health Organization
grammatical errors as they originally appeared.

© Mintel Group Ltd. All rights reserved.

RESEARCH
METHODOLOGY
CANADA RESEARCH METHODOLOGY 53

Canada Research Methodology

Mintel is an independent market analysis Starting in July 2017, Mintel’s consumer Age by
% N
company that prides itself on supplying research has been conducted using a gender
objective information on a whole range of device agnostic platform for online surveys Min Max
markets and marketing issues. (ie respondents can now take surveys from Male, 18-24 6.62% 130 132
a smartphone in addition to a computer or
Male, 25-34 8.98% 178 180
There are six main sources of research that tablet). This methodology change may result
are used in the compilation of Mintel reports: in data differences from previous years; any Male, 35-44 10.11% 200 202
trending should be done with caution. Male, 45-54 6.96% 137 139
• Consumer research
Male, 55-64 6.42% 127 129
Sampling
• Social media research Male, 65+ 10.05% 199 201
Online Surveys
• Desk research Female,
6.21% 122 124
Lightspeed 18-24
• Trade research Female,
7.72% 152 154
Founded in 1996, Lightspeed's double 25-34
• Statistical forecasting opt-in U.S. online consumer panel contains Female,
7.61% 150 152
approximately 1.27 million U.S. consumers. 35-44
Mintel reports are written and managed by Lightspeed recruits its panelists through Female,
6.91% 136 138
45-54
analysts with experience in the relevant many different sources including web
Female,
markets. advertising, permission-based databases 9.98% 198 200
55-64
and partner-recruited panels.
Consumer research Female, 65+ 12.45% 247 249
Note: Lightspeed GMI was re-branded as Gender
Exclusive and original quantitative Lightspeed in September 2016. other than
0 24
consumer research is commissioned male/female,
any age
for almost all Mintel reports. In addition, Mintel sets quotas on age and gender,
qualitative research is also undertaken for region, and household income. Specific
a large proportion of reports in the form of quotas for a sample of 2,000 adults aged Total 100% 2,000
online discussion groups. Mintel invests a 18+ are shown below.
considerable sum each year in consumer Region % N
research, and the purchaser of a Mintel Please note: these quotas are only Ontario 37.7% 754
report benefits, as the price of an individual representative of a standard General Quebec 24.6% 492
report is less than the cost of the original Population survey sample of 2,000 internet
research alone. The research brings an users aged 18+. Sample size, targets, and British Columbia 11.9% 229
up-to-date and unique insight into topical quotas may vary per report. Please see the Alberta 11.6% 233
issues of importance. Report Appendix for further details. Saskatchewan 3.0% 60
Manitoba 3.9% 78
Consumer research is conducted among a Mintel uses soft interlocked quotas on age Atlantic Provinces
nationally representative sample of internet and gender to be inclusive of non-binary (New Brunswick,
users in Canada and is carried out by respondents while still ensuring the sample Newfoundland/
7.2% 144
Lightspeed. The results are only available in remains representative of teh overall Labrador, Nova
Mintel reports. Note that Mintel’s exclusive population. Scotia, Prince
research is conducted online in both English Edward Island)
and French.
Total* 100% 2,000
*Mintel does not include rural regions such as the Yukon or
the Northwest Territories (including Nunavut) in its research.
Thus the consumer research data does not reflect opinions
and behaviours of the population living in those areas.

© Mintel Group Ltd. All rights reserved.

CANADA RESEARCH METHODOLOGY
Household income % N
Less than $25,000 14.0 281
$25,000 - $49,999 20.8 416
$50,000 - $69,999 15.0 300
$70,000 - $99,999 17.8 356
$100,000 and over 32.4 647
Total 100 2,000
Secondary Data Analysis
In addition to exclusively commissioned
surveys, Mintel gathers syndicated data
from other respected consumer research
firms. This allows Mintel analysts to
form objective and cohesive analyses of
consumer attitudes and behaviours.
Qualitative Research
Recollective
Recollective provides Mintel with online
qualitative research software. This allows
the creation of Internet-based, 'virtual'
venues where participants recruited from
Mintel's online surveys gather and engage
in interactive, text-based discussions led by
Mintel moderators.
Further Analysis
Mintel employs numerous quantitative data
analysis techniques to enhance the value
of our consumer research. The techniques
used vary form one report to another. Below
describes some of the more commonly used
techniques.
Repertoire Analysis
This is used to create consumer groups
based on reported behaviour or attitudes.
Consumer responses of the same value
(or list of values) across a list of survey
items are tallied into a single variable.
The repertoire variable summarises the
number of occurrences in which the value
or values appear among a list of survey
items. For example, a repertoire of brand
purchasing might produce groups of those
that purchase 1-2 brands, 3-4 brands and 5
or more brands. Each subgroup should be
large enough (ie N=75+) to analyse.
Cluster Analysis
This technique assigns a set of individual
people in to groups called clusters on the
basis of one or more question responses,
so that respondents within the same cluster
are in some sense closer or more similar to
one another than to respondents that were
grouped into a different cluster.
Correspondence Analysis
This is a statistical visualisation method for
picturing the associations between rows
(image, attitudes) and columns (brands,
products, segments, etc.) of a two-way
contingency table. It allows us to display
brand images (and/or consumer attitudes
towards brands) related to each brand
covered in this survey in a joint space that
is easy to understand. The significance of
the relationship between a brand and its
associated image is measured using the
Chi-square test. If two brands have similar
response patterns regarding their perceived
images, they are assigned similar scores
on underlying dimensions and will then
be displayed close to each other in the
perceptual map.
CHAID analysis
CHAID (Chi-squared Automatic Interaction
Detection), a type of decision tree analysis,
is used to highlight key target groups in a
sample by identifying which sub-groups
are more likely to show a particular
characteristic. This analysis subdivides the
sample into a series of subgroups that share
similar characteristics towards a specific
response variable and allows us to identify
which combinations have the highest
response rates for the target variable. It is
commonly used to understand and visualise
the relationship between a variable of
interest such as “interest in trying a new
product” and other characteristics of the
sample, such as demographic composition.
Key Driver Analysis
Key driver analysis can be a useful tool in
helping to prioritise focus between different
factors which may impact key performance
indicators (eg satisfaction, likelihood to
switch providers, likelihood to recommend
a brand, etc). Using correlations analysis
or regression analysis we can get an
© Mintel Group Ltd. All rights reserved.
54
understanding of which factors or attributes
of a market have the strongest association
or “link” with a positive performance on
key performance indicators (KPIs). Hence,
we are able to identify which factors or
attributes are relatively more critical in a
market category compared to others and
ensures that often limited resources can be
allocated to focusing on the main market
drivers.
TURF Analysis
TURF (Total Unduplicated Reach &
Frequency) analysis identifies the mix
of features, attributes, or messages that
will attract the largest number of unique
respondents. It is typically used when the
number of features or attributes must be
or should be limited, but the goal is still to
reach the widest possible audience. By
identifying the Total Unduplicated Reach,
it is possible to maximize the number
of people who find one or more of their
preferred features or attributes in the
product line. The resulting output from
TURF is additive, with each additional
feature increasing total reach. The chart
is read from left to right, with each arrow
indicating the incremental change in total
reach when adding a new feature. The final
bar represents the maximum reach of the
total population when all shown features are
offered.
Social Media Research
To complement its exclusive consumer
research, Mintel tracks and analyses social
media data for inclusion in selected reports.
Using Infegy’s Atlas software, Mintel ‘listens
in’ on online conversations across a range
of social platforms including Facebook,
Twitter, consumer forums and the wider
web.
Atlas provides rich consumer insight via
the analysis of commentary posted publicly
on the internet. The system performs
comprehensive and broad collection of
data from millions of internet sources,
working to ensure a faithful and extensive
sampling of feedback from the widest
range of individuals. The dataset contains
commentary posted in real time, as well as
a substantial archive dating back through
2007.
CANADA RESEARCH METHODOLOGY
Trade research
Informal
Trade research is undertaken for all reports.
This involves contacting relevant players
in the trade, not only to gain information
concerning their own operations, but also
to obtain explanations and views of the
strategic issues pertinent to the market
being researched. Such is Mintel’s concern
with accuracy that draft copies of reports
are sent to industry representatives,
to get their feedback and avoid any
misrepresentation of the market. These
comments are incorporated into reports
prior to final publication.
Formal
Internally, Mintel’s analysts undertake
extensive trade interviews with selected
key experts in the field for the majority of
reports. The purpose of these interviews
is to assess key issues in the market
place in order to ensure that any research
undertaken takes these into account.
In addition, using experienced external
researchers, trade research is undertaken
for some reports. This takes the form of
full trade interview questionnaires and
direct quotes are included in the report and
analysed by experts in the field. This gives a
valuable insight into a range of trade views
of topical issues.
Desk research
Mintel has an internal team of market
analysts who monitor: government statistics,
consumer and trade association statistics,
manufacturer sponsored reports, annual
company reports and accounts, directories,
press articles from around the world and
online databases. The latter are extracted
from hundreds of publications and websites,
both Canada and overseas. All information
is cross-referenced for immediate access.
Data from other published sources are the
latest available at the time of writing the
report.
This information is supplemented by
an extensive library of Mintel’s reports
produced since 1972 globally and added
to each year by the 500+ reports which are
produced annually.
In addition to in-house sources, researchers
also occasionally use outside libraries such
as Statistics Canada and the Canadian
Grocer. Other information is also gathered
from store and exhibition visits across
Canada, as well as using other databases
within the Mintel Group, such as the Global
New Product Database (GNPD), which
monitors FMCG sales promotions.
All analysts have access to Mintel’s Market
Size and Macroeconomic Databases –
a database containing many areas of
consumer spending and retail sales as well
as macroeconomic and demographic factors
which impinge on consumer spending
patterns..
The database is used in conjunction with
an SPSS forecasting program which uses
weighted historical correlations of market
© Mintel Group Ltd. All rights reserved.
55
dynamics, with independent variables, to
produce future spending scenarios.
Statistical Forecasting
Statistical modelling
For the majority of reports, Mintel produces
five-year forecasts based on an advanced
statistical technique known as ‘multivariate
time series auto-regression’ using the
statistical software package SPSS.
Historical market size data feeding into each
forecast are collated in Mintel’s own market
size database and supplemented by macro-
and socio-economic data sourced from
organisations such as Statistics Canada,
The Bank of Canada, The Conference
Board of Canada and the Economist
Intelligence Unit.
Within the forecasting process, the model
searches for, and analyses relationships
between, actual market sizes and a
selection of key economic and demographic
factors (independent variables) in order to
identify those predictors having the most
influence on the market.
Factors used in a forecast are stated in
the relevant report section alongside an
CANADA RESEARCH METHODOLOGY
interpretation of their role in explaining the
development in demand for the product or
market in question.
Qualitative insight
At Mintel we understand that historic data is
limited in its capacity to act as the only force
behind the future state of markets. Thus,
rich qualitative insights from industry experts
regarding past and future events that may
impact the market play a crucial role in our
post statistical modeling evaluation process.
As a result, the Mintel forecast allows for
additional factors or market conditions
outside of the capacity of the data analysis
to impact the market forecast model, using
a rigorous statistical process complemented
by in-depth market knowledge and
expertise.  based on the meteorologists’ current
The Mintel fan chart
Forecasts of future economic outcomes
are always subject to uncertainty. In order
to raise awareness amongst our clients
and to illustrate this uncertainty, Mintel has
introduced a new way of displaying market
size forecasts in the form of a fan-chart.
Next to historical market sizes and a current
year estimate, the fan chart illustrates the
probability of various outcomes for the
market value/volume over the next five
years.
At a 95% confidence interval, we are saying
that 95 out of 100 times the forecast will
fall within these outer limits, which we call
the best and worst case forecasts. These,
based on the statistically driven forecast,
are the highest (best case) and lowest
(worst case) market sizes the market is
expected to achieve.
Over the next five years, the widening
bands successively show the developments
that occur within 95%, 90%, 70% and 50%
probability intervals. Statistical processes
© Mintel Group Ltd. All rights reserved.
56
predict the central forecast to fall within the
darker shaded area which illustrates 50%
probability, i.e. a 5 in 10 chance.
A general conclusion: Based on our current
knowledge of given historic market size data
as well as projections for key macro- and
socio-economic measures that were used to
create the forecast, we can assume that in
95% of the time the actual market size will
fall within the purple shaded fan. In 5% of all
cases this model might not be correct due
to random errors and the actual market size
will fall out of these boundaries.
Weather analogy
To illustrate uncertainty in forecasting in
an everyday example, let us assume the
following weather forecast was produced
knowledge of the previous weather condition
during the last few days, atmospheric
observations, incoming weather fronts etc.
Now, how accurate is this forecast and how
certain can we be that the temperature on
Saturday will indeed be 15°C?
To state that the temperature in central
London on Saturday will rise to exactly 15°C
is possible but one can’t be 100% certain
about that fact.
To say the temperature on Saturday will
be between 13°C and 17°C is a broader
statement and much more probable.
In general, we can say that based on the
existing statistical model, one can be 95%
certain that the temperature on Saturday
will be between 13°C and 17°C, and
respectively 50% certain it will be between
about 14.5°C and 15.5°C. Again, only in
5% of all cases this model might not be
correct due to random errors and the actual
temperature on Saturday will fall out of
these boundaries and thus will be below
13°C or above 17°C.
(To learn more about uncertainty in weather
forecasts visit: http://research.metoffice.gov.
uk/research/nwp/ensemble/uncertainty.html)
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