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Canadians Continue to Lead World in Online Use and Video Views

Canada has one of the most Internet-savvy populations in the world! According to The comScore 2009 Digital Year in Review, Canada leads the world in percentage of population online, pages viewed and number of videos watched. Other key findings from the study include:

• The Digital Media Universe in Canada has grown 11% (2.3 million unique visitors) over the past 3 years, bringing the total online population to 24.5 million.
• In Canada, the average visitor goes online 87 times a month to over 100+ content categories — this is nearly twice as many visits as users in Latin America (47 visits), Asia (49), and Middle East and Africa (49), and over 50% more visits than Europe (56).

Internet usage in Canada steadily increased in 2009 and produced an annual overall increase of 2% in total unique visitors, raising the percentage of population online to over 70%. This means that Canada leads all other countries in terms of Internet penetration, including the United States and the United Kingdom.

Canadians also continue to lead in engagement and online usage. On average they spend 42 hours online each month, while visitors in the United States average about 30 hours. Canadians also consume more online content, averaging over 3,700 page views per month, over 1,200 pages more than Americans.

Not surprisingly, Canadian online video usage continued to grow in 2009, with 10% more unique viewers during the average month in Q4 2009 vs. Q4 2008. One major growth story from 2009 was the number of videos watched by Canadians, which amounted to 263 videos per month, a 123% increase. Even more impressive was the 169% increase in total amount of time spent watching videos online in Q4 2009 compared to Q4 2008.

Although 2009 proved to be a tough year affecting all media in Canada, the digital medium continued to grow in absolute visitors as well as at all engagement levels. As the economy moves toward recovery, businesses can be optimistic about opportunities in the digital medium.

If you are interested in advertising on Canada’s top web properties, or would like information on other advertising opportunities in Canada, please call 212-967-1999.