Whenever new communications channels emerge everyone rushes to use them to reach “the public”. Then, after a while, a few folks remind everyone that “the public” is pretty diverse – especially in Canada. Recognizing this is key to effectively marketing whatever you’re trying to sell.
This is especially true for the Government of Canada which has policies mandating that its marketing efforts reflect the diversity of the Canadian population. So, in the age of social media, how do you ensure your social media marketing efforts are reaching all the Canadians they need to?
Well, having some studies showing where diverse segments of the Canadian population spend their time online would help. But if such studies exist they’re a pretty well kept secret because even the mighty Google could only turn up one 2007 study by the Parliament of Canada with this small reference:
New Canadians tend to use the Internet differently from those who are Canadian-born. They are more likely to use it to communicate with friends and family, particularly those back home. Indeed, in 2007 new Canadians were much more likely to make telephone calls over the Internet or to use instant messaging than were the Canadian-born.
The US is more advanced and may provide some insights in to what Canadian studies would find (or perhaps have found already). A 2010 study by BIGresearch found that:
- Minorities (i.e. Asians, Hispanics and African-Americans) are more likely than Caucasians to be regular Facebook users (55.7 percent of Asians, 54.2 percent of Hispanics and 47.7 percent of African Americans use Facebook, compared to 43 percent of Caucasians).
- Minority groups are more likely to regularly use Twitter. Overall, just 6.5 percent of those surveyed regularly use Twitter, but 11.4 percent of Hispanics and 16 percent of Asians did.
The study also found minority consumers (hey, it’s the US, if the study didn’t focus on consumers it probably wouldn’t have been funded) more likely than Caucasians to regularly research products and buy them online. And, not surprisingly, given these findings, it found that minority groups lead use of mobile technology for accessing the Internet.
So if anyone knows where Canadian brown folks are hanging out online, let me know: I need to talk to them.