Comscore: Canada tops in online engagement

Posted by on Mar 7, 2012 in Building Audience, Building Sales

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Take a guess which country is the world leader in online engagement? Chances are Canada wouldn’t have been at the tip of your tongue, but according to new data from Comscore in its 2012 Canada Digital Future in Focus report, Canadian web users spend an average of 45 hours online per month, more than in any other country.

The study also had some other interesting findings:

  • Facebook is “nearing” its saturation point in Canada while there is “still room” for other social networks to grow (Comscore points specifically to Twitter and LinkedIn as the services with the most potential).
  • Online video views in Canada are up 58 percent with YouTube accounting for half of all online video viewing in Canada.
  • Smartphone penetration has reached 45 percent in Canada; daily usage is growing by 50 percent.

In the report, Comscore is understandably upbeat about the direction the digital media industry is moving in Canada. “It’s evolving in extraordinary ways,” Bryan Segal, Comscore’s Canada VP said in a release on the new report. “2012 is poised to be a defining year for digital as consumers grow their engagement with social, video, mobile and other emerging media.”

Written by Brian Blum

Brian Blum covers Canada and Israel for Classified Intelligence Report, and contributes to our special reports and research projects. With the AIM Group since 2004, he previously held the real estate and automotive beats. He is the president of Blum Interactive Media, specializing in writing and multimedia content development for online, print, video and audio. His clients include newspapers, universities and non-profits. He moved to Israel from the San Francisco Bay Area in 1994 and lives in Jerusalem, where he writes a popular blog about “normal” life in the Holy Land, appropriately titled “This Normal Life.”

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