Saskatchewan Social Media Usage

6 Saskatchewan Social Media Statistics Marketers Should Know

As part of our commitment to share knowledge with the industry, Insightrix Research conducted the Saskatchewan Media Usage Study with residents about their digital diet – including social media habits, consumer behaviours and device ownership.

The research was conducted with more than 1,500 Saskatchewan residents (December 2017), using SaskWatch Research®, our proprietary online panel. Comprehensive results from this syndicated study are available in the 2018 Saskatchewan Social Media Report.

The 2018 Saskatchewan Social Media Report answers questions like…

What social media platform is most popular with specific Saskatchewan demographic groups?

What do Saskatchewan social media users expect from the brands they follow online?

As we did for the 2017 version of this syndicated series, we are delivering to you (for free!) highlights from the 2018 report in the 2018 Saskatchewan Social Media eBook.

Each report continues to provide trended data and actionable insights that help brands with an interest in the Saskatchewan marketplace to make better-informed decisions with their paid, earned and owned media strategy.

Even more, we have put together a list of “6 important statistics Saskatchewan marketers need to know in 2018″.

So, if you are a marketer, or if you are in an integrated role that requires you to think like a marketer, statistics like these validate the need for the development of a targeted digital strategy for business.

#1 SOCIAL MEDIA USE CONTINUES TO INCREASE IN SASKATCHEWAN

The number of active social media users in Saskatchewan continues to upturn. Since 2016 – the number of social media users have increased from 87% to 90% (2017)*.

*The 2018 Saskatchewan Social Media Habits Report

Saskatchewan Social Media Usage, Insightrix Research, Saskatchewan Market Research

4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn, etc.? Base: 2016, All respondents, n = 1,500; 2017, All respondents, n = 1,500.

Leading social networks like Facebook have become powerful communication tools to connect with family or friends – or with brands of interest.

Visual platforms – like Instagram, Pinterest and YouTube – continue to lead the growth of social networks in Saskatchewan and give businesses an opportunity to target specific audiences – an important takeaway for marketers looking to capitalize on this traffic.

As social media networks continue to gain traction in the province, it reinforces the need to consider investing in paid social media strategies by allocating larger dollar amounts to your digital media marketing budget.

#2 SASKATCHEWAN MILLENNIALS CONTINUE TO LEAD

As a society, we are very well at the peak of the “darn those millennials” internet movement.

Between millennials ending cereal, diamond rings, handshakes and the Toyota Scion (yes, it’s a thing) … they also continue to be preoccupied with their newfangled technology.

Since 2017*, millennials continue to lead in the use of social media as nearly ALL Saskatchewan residents between the ages of 18 to 31 (98%) are the most avid users of social media.

It must be all that avocado toast they are searching for…

*The 2018 Saskatchewan Social Media Habits Report

4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn, etc.? Base: 2016, All respondents, n = 1,500; 2017, All respondents, n = 1,500.

Though millennials continue to lead in the use of social media networking sites – generationally – there has been an increase of Baby Boomers (7% increase since 2016) and Matures 68+ (7% increase since 2016) using social networking.

Saskatchewan Social Media Usage, Insightrix Research, Saskatchewan market research

Statistics like these convey that your audiences are out there and they are engaging online. If marketers wish to engage these age demographics on the media channels they prefer, the need to get creative is important to break through the noise of other competitor strategies.

#3 FACEBOOK CONTINUES TO DOMINATE BUT INSTAGRAM HAS SEEN LARGEST GROWTH

As has been the case since Insightrix began surveying the use of social media in Saskatchewan, Facebook has remained the most popular platform. While Facebook continues to dominate (or saturate, depending how you look at it…), visual networks like YouTube, Instagram and Pinterest have grown in use (and quite significantly!) in Saskatchewan.

Saskatchewan social media usage, Insightrix Research, Saskatchewan market research

*Data available for comparison for limited questions from OnTopic© April, 2015. Base: 2015, All social media users, n=669.  
6a. Which of these social networking sites… Do you use most often? Base: All social media users, 2017 n=1,353; 2016 n=1,303.

Instagram, specifically, has seen the most growth– almost doubling in use since 2015 (18% in 2015 compared to 34% in 2017). The visual platform is undoubtedly a powerhouse for marketers as they continue to find direct ways to communicate organic and paid media to help accomplish various digital marketing goals.

This is important, as organizations now have more multi-channel marketing options to reach their audience and ways that feel natural to them.

#4 FACEBOOK ISN’T TOP OF MIND FOR TEENS

Among Saskatchewan teens who are connected, Facebook isn’t their first choice when logging online.

In fact, Saskatchewan teenagers (14 to 17 years old) who use social networking sites say they use Snapchat more often than popular platforms like Facebook and Instagram.

6a. Which of these social networking sites… Do you use most often? Base: All social media users, 2017 n=1353; 2016 n = 1,303.

Of course teens are using Snapchat. The real question is… are more women using certain social networks than men? Find out using our freebie version of the 2018 Saskatchewan Social Media Report – Download Your Copy!

#5 MORE SASK. RESIDENTS ARE FOLLOWING BRANDS IN 2017 THAN IN 2016

Saskatchewan residents are continuing to find value in following specific brands and businesses on social media.

In fact, 37% of Saskatchewan social media users say they follow branded media channels.

Saskatchewan Social Media Usage, Insightrix Research, Saskatchewan market research

But why do residents follow brands to begin with? What do these users want?

What is even more interesting is finding out how many teens follow brands on social media. Download the free eBook to receive these statistics and more – for FREE!

#6 THE LOCAL BRAND ADVANTAGE

In Saskatchewan, of those who follow brands online, 6 in 10 say they follow local brands – SIMPLY – because they are local.

Great. That’s great – but what does this suggest?

It suggests that brands with a home-field advantage sometimes have a stronger position because of their locality, their ability to provide services and goods residents use and the familiarity that it brings.

Saskatchewan Social Media Usage, Insightrix Research, Saskatchewan market research

37. What made you start following the Saskatchewan brands that you follow on social media? Select all that apply. Base: All social media users following any particular business and brand, n=496.

LEARN IN DEPTH ABOUT THE PERCEPTIONS OF SASKATCHEWAN SOCIAL MEDIA USERS

The full version of the report – The 2018 Saskatchewan Social Media Report© – offers direct insights and relevant data that should help you understand Saskatchewan social media behaviours without having to wade into the numbers.

Learn in depth about the perceptions of Saskatchewan social media users and how these affect their lives offline – like concerns around security and privacy and the impact on our real-world social lives, how negative user experiences can affect how users respond and how far some businesses will go to invest in social media marketing.

New to this report is a chapter dedicated to how residents engage specifically with Saskatchewan businesses online and what they expect from the brands that advertise to them.