28 Jun Social Media Usage in Saskatchewan
Recently, Insightrix Research® conducted a quantitative study with Saskatchewan residents about their habits on social media usage.
Measuring social media usage was the main topic of the research, including determining the ways people in Saskatchewan connect and their preference of social media platforms like Facebook, Snapchat, Twitter or Instagram.
This study is the latest installment in our continuing Social Media Habits Syndicated Report series, a series reporting on Saskatchewan social media usage and habits exclusively. We employed the Insightrix SaskWatch Research® to survey a representative sample of more than 800 Saskatchewan residents to see how they navigate their social media landscape.
The report answers questions like:
What social media platform is most popular among specific demographics?
How many Saskatchewan residents are engaging with more than one platform, and if so, which platforms?
As in the 2015 installment of the series, we are delivering to you (for free!) highlights from the Syndicated Report. More than that, we have gathered together a list of 7 compelling statistics for marketers with an eye on Saskatchewan.
Whether you are a marketer, or if you occupy an integrated role that requires you to think like a marketer, these social media usage statistics confirm the importance of developing a targeted social media strategy for business.
#1. More residents were using social media in 2016 than in 2015
In our latest study, we discovered nine out of ten residents (87%) use social networking sites like Facebook, Twitter and LinkedIn. This represents an increase of 4% in the last year.
4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn etc.? Base, 2016, All respondents, n = 1,500.
With more people logging on to social media since last year, this statistic proves the need for businesses to direct at least some portion of their marketing energy to social media efforts, or risk missing out on a trend that seems to be here to stay.
#2. Most Saskatchewan millennials are using social media of some kind
In our study, we found that 99% of pioneer youth between the ages of 18-25 use social media sites like Facebook, Twitter, LinkedIn or Instagram. Compare this to the fact that only 67% of Saskatchewan residents over the age of 68 use social media.
4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn etc.? Base, 2016, All respondents, n = 1,500.
#3. Facebook remains the top social networking platform for Saskatchewan residents
Once again, Facebook has come out on top with Saskatchewan social network users. Over the year, Facebook’s popularity has held steady with 90% of those surveyed reporting they use the platform. YouTube’s popularity has gone up significantly, from 38% to 51% of those surveyed stating they use the networking site. Twitter, on the other hand, continues to get little love from Saskatchewan residents, with usership at 19% of those surveyed.
6a. Which of these social networking sites…Do you use most often? Base: All social media users, n = 1,303.
#4. More Saskatchewan women use Facebook than men do, and more Saskatchewan men are on Twitter than women
It turns out that 93% of Saskatchewan women are on Facebook, compared to 87% of the men we surveyed.
Twitter, though, is more popular among Saskatchewan males than with females. Twenty-four percent (24%) of males surveyed stating they use the platform, compared to 15% of the Saskatchewan women surveyed.
6 a. Which of these social networking sites…Do you use most often? Base: All social media users, n = 1,303.
#5. More teens (14 to 17) prefer to use Snapchat to Facebook
Though Facebook is the most popular social networking platform in the province by total number of users across all demographics, we say a different story when we started breaking down the numbers across age demographics.
We found that among individuals aged 14 to 17, Snapchat is the most popular, with 73% of those in that age range stating they use the platform compared to 63% of those surveyed reporting they use Facebook.
6 a. Which of these social networking sites…Do you use most often? Base: All social media users, n = 1,303.
#6. If you are targeting millennials on social media, time of day makes a big difference
When it comes to targeting millennials on social media, or any age group for that matter, the time of day matters!
In our research, we found that 54% of millennials in Saskatchewan surveyed reported they check their social media accounts as the last thing they do before heading off to bed. Further, 38% of this group report they check their social media while on the job.
8. When do you most commonly look at your social networking sites? Base: All social media users, n = 1,303.
#7. Facebook users like following brands and businesses
Among the Saskatchewan residents we surveyed who use Facebook, we found that 77% follow a brand or business of some kind.
27. Do you follow any particular brand or business on Facebook? Base: All social media users following any particular business and brand, n = 460
Question is – are they following you?
Want to learn more?
