With a country that is more diverse than ever before, understanding how ethnicity impacts technology use and media consumption is a key component to any media plan. According to the 2016 Census, over one-fifth (21.9%) of Canada's total population were foreign-born and this number has been steadily increasing since the 1950s. This continued growth in ethnocultural diversity in Canada combined with increasing consumer fragmentation poses an ongoing challenge for brands as they struggle to personalize communication and stand out from competitors.
MTM’s Newcomer survey, with a sample of over 4,000, includes Canadian citizens, permanent residents, international students, temporary foreign workers, refugee claimants, and other non-permanent residents, and provides much needed data on the media behaviours and leisure and settlement activities of people who have arrived in Canada in the past 5 years.
Here are highlights from their Spring 2021 survey.
Newcomers speak many languages at home, but English is among the most popular
Close to 1 in 10 are subscribing to a foreign language SVOD service such as Hotstar, iQiyi and Shahid
Newcomers are 3 times as likely as Canadian-born respondents to use WhatsApp
Only 1 in 8 newcomers have a landline telephone
The iPhone is by far the most popular brand of cell phone for newcomers
Canadian-born cell phone owners are 20% less likely to own an iPhone