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Content Marketing INSIGHTS

Gain valuable content marketing insights into communications and content consumption trends that will help you define your content strategy.

The Power of Content Marketing

Today’s consumers are more informed and demanding than ever, researching buying decisions, and expecting brands to provide informative, educational and entertaining content. They are also accessing content across multiple platforms, and their attention is increasingly fragmented. To interact meaningfully with consumers, brands need to take these content marketing insights into account.

90% of B2C communications professionals use content marketing, and 60% of them plan to increase their content marketing budget.

72% of B2C communications professionals are producing more content than they did one year ago.

Brand awareness is the top organizational goal for B2C content marketing (cited by 79% of B2C communications professionals).

The top 3 challenges for B2C communications professionals using content marketing are the lack of time, producing the kind of content that engages, and the lack of budget.

(Source: Content Marketing Institute, 2014 B2C Content Marketing study)

How to reach today’s consumers?


Traditional television reaches 98% of Canadians over the course of an average week. On average, Canadians spend 27.4 hours per week viewing television (CRTC reports, 2014).

Online video reaches 70% of all Canadians each month (comScore, 2014).

Canada is a world leader in online video consumption, with a monthly average of 24.7 hours (2nd worldwide, compared to a worldwide monthly average of 14.9 hours) and 409 videos per viewer (1st worldwide, compared to a worldwide monthly average of 184 videos) (comScore, 2014).

Video viewing on desktop has increased by nearly 35% in the past 2 years (comScore, 2014).


Radio reaches 90% of Canadians over the course of an average week. On average, Canadians spend 19 hours per week listening to radio (CRTC reports, 2014).

Radio is often the last medium a listener is exposed to before entering a store to make purchase (CMDC, 2014/2015 Media Digest).


About 1 in 5 Canadians buys a daily newspaper each day, one of the highest ratio in the world.

More than 3 in 4 Canadians read newspaper content each week. 58% of readers do so strictly in print, 10% strictly online, and 32% both in print and online.

More than 1 in 3 readers now read newspaper content online. 49% of online readers do so strictly via computer, 20% strictly via mobile, and 31% through both digital platforms (NADbank, 2013).

Community newspapers

Community newspapers offer exclusive reach of just over one-third of the Canadian population (PMB, Fall 2013).

61% of Canadians read a community newspaper (weekday or weekend). The majority of community newspaper readers are homeowners (NADbank, 2012).


72% of Canadians have read a printed magazine in the past month, and 13% of readers have accessed an online edition in the past month (PMB, Spring 2014).


84% of Canadians own a desktop or laptop, 56% a smartphone, and 31% a tablet (IAB, Canadian Media Usage Trends, 2013).

27.8 million Canadians are reached online via desktop, and 15.5 million via mobile (smartphones and tablets) (comScore, 2014).

Canada ranks 3rd in the world for hours spent online, with Canadians spending 34.6 hours per month consuming digital media. 49% of all time spent online is now through mobile devices (smartphones and tablets) (comScore, 2014).

74% of Canadians search online, and compare products and services, before committing to a purchase (CIRA, 2014 Factbook).

30.8% of Canadian smartphone subscribers use their smartphone while watching TV (comScore, 2014 Canada Digital Future In Focus).

35.5% of Canadian smartphone subscribers who own a tablet use their tablet while watching TV (comScore, 2014 Canada Digital Future In Focus).


More than 24 million Canadians visit a social property each month (comScore, 2013).

More than 6 million smartphone users are accessing a social property daily (comScore, 2014).