15 / 12 / 20092009 Social Technographics Profile of Canadian Consumers

All things come to those who wait…;)

Here is the 2009 Social Technographics Profile of Canadian Consumers – at last!

Forrester’s Social Technographics® classifies consumers into six overlapping levels of participation

SocioTechnographics_Canada_09

Here are the main results from the survey as presented in Nate Elliott’s post from Forrester’s blog:

  • With 79% of online Canadians connecting with social content in some way at least once a month, Canadians are among the most active consumers in any country we survey.
  • Well over half of online Canadians connect with social networks.

  • As in other countries, young Canadians use social technology more than older Canadians, but Gen X Canadians are still very active, with 85% using some form of social technology at least monthly.


  • Based on this level of activity, Canadian companies like the Vancity credit union, TELUS Mobility, and Molson have leveraged social applications from Facebook to YouTube to blogs to connect with consumers. Not to mention the NHL, which has great success with fan tweetups; it isn’t a Canadian organization but it might as well be given the enthusiastic response from Canadian tweeters.

    Nate also offers an interesting example of how knowing your constituencies help you better ‘connect’ with them, using the political realm as an interesting application domain:

    One of my favorite examples of social media marketing in Canada comes from the political realm. NDP leader Jack Layton recognized that his followers were among the most socially engaged in Canada, as you’ll see below. So he used Facebook, Twitter, and YouTube to energize NDP voters before the 2008 federal election — and that helped the party gain 31% more seats in Ottawa than they’d had in the previous government.

    soiotechnographics_canadians_politicalorientation_09
    Source: Canada Finance, Media and Marketing Survey, Q3 2009, Forrester Research.

    If you wish, you can also profile your customers “to determine what kind of relationship you want to build with them, based on what they are ready for”, instead of approaching “social Computing as a list of technologies to be deployed as needed — a blog here, a community there — to achieve a marketing goal.” (NB: The code to embed the tool on your website is provided).

    SocialTechnologyProfileTool

    merci @andrebelanger qui a tweeté cette étude et m’a permis de me mettre à jour avec des données canadiennes 🙂

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