Three out of every five Canadians are now members of social-networking site Facebook, bringing the total number of Canadian members to nearly 12 million, according to the latest wave (pdf) of ongoing research conducted by ZINC Research and Dufferin Research.
Tracking indicates that among online Canadians who subscribe to social networking sites, Facebook consistently accounts for more than 80% of all memberships, the survey found.
While there is a broad cross-section of Canadians who have a Facebook page, members are more likely to be younger (18 to 34 years) and female:
The findings demonstrate that Facebook is the market leader and driving the growth in social networking in Canada, Zinc Research said.
Without spending any money on advertising, “Facebook has established itself as the site for social networking,” said Brian F. Singh, managing director of ZINC Research. “In a matter of just under 3 years, there are now over 11.5 million subscribers. Since last spring, Facebook added over two million subscribers, and has dominated competitors within this market.”
“With almost universal awareness (96% of online Canadians), Facebook has cut into its competitors’ presence,” said Singh. “Corporations should take note as they navigate the reach of this medium with increasingly limited marketing resources.”
About the research: “The Bridge – Canadians & Social Networking Sites” is one of several ongoing syndicated studies conducted in Canada by ZINC Research Inc. and Dufferin Research via their monthly Voyageur Omnibus. It tracks online Canadians’ interest, activity and membership to social networking sites. The survey was conducted between February 18 to 21, via and online poll of 1,200 Canadians (adults, 18 years+). The sample is census representative by region, gender and age. Based on global tracking, approximately 70% of Canadians have access to the internet, and this methodology is considered representative of the Canadian population.