With a country that is more diverse than ever before, understanding how ethnicity impacts technology use and media consumption is a key component of any media plan. According to the 2021 Census, almost one-quarter (23%) 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 Newcomers survey overview
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.
MTM Newcomers 2024 survey highlights
- Job Search: Among newcomers who have searched for employment in the past 6 months, job sites like Monster and Indeed are one of the primary ways for newcomers to find employment.
- TV Ownership: Newcomers are less likely to have a TV set in the home than Canadian-born respondents (72% vs 93%). Despite this, nearly all newcomers (97%) connect that TV to the internet.
- YouTube Usage: Newcomers are more likely to consume content on YouTube than Canadian-born individuals (86% vs 72%) and are twice as likely to have YouTube Premium (15% vs 8%).
- Online Ad Behaviours: Two-fifths of newcomers (40%) have clicked on an online ad in the past month, and nearly half of those (48%) made a purchase after clicking.
About MTM
The Media Technology Monitor (MTM©) is Canada’s premier research product in the area of technology ownership and use. Based on 12,000 telephone interviews annually (including a cellphone-only sample), the MTM has spoken with over 200,000 Canadians (equally split between Anglophones and Francophones) over the past decade, making it the most accurate and comprehensive media technology tracking survey of its kind.
