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Internet usage in Canada

Canadian Internet Usage

The current Canadian population is estimated to be 32,440,970 of which 22,000,000 are internet consumers. This is a internet penetration of 67%, which is higher than the US penetration.

Google sites are currently the most popular and used websites in Canada, followed up by Microsoft and Yahoo sites. Facebook seems to be extremely popular in Canada and cover the #4 spot.

eCommerce in Canada

According to the 2005 Canadian Internet Use Survey (CIUS), an estimated 16.8 million adult Canadians, or 68%, used the Internet for personal non-business reasons such as e-mailing, searching for information or making travel arrangements. In addition, an estimated 6.9 million adult Canadians placed over 49 million electronic orders for goods and services valued at $7.9 billion in 2005. These shoppers represented about 41% of Internet users in 2005, or about 28% of all adult Canadians. On average, each online consumer placed 7.2 orders over the Internet during 2005 with a total value of $1,150.

The most common types of electronic orders placed during 2005 were for travel services (reported by 36% of online buyers); books, magazines and online articles (35%); other entertainment products such as concert tickets (25%); and clothing, jewellery and accessories (25%). Computer software (20%), music (16%) and digital video discs (DVDs, 13%) were also popular.

In addition, an estimated 9.2 million adult Canadians, over one half (55%) of Internet users, went online to window shop for goods and services. The most popular items were consumer electronics, such as cameras and VCRs (42%); house wares, such as appliances and furniture (39%); clothing, jewellery and accessories (37%); and travel arrangements (37%).

Canada's top online spenders in 2005 had an average age of 41 years compared to 46 years for all Canadians (over the age of 18). More than half (58%) of these top spenders were men. Also, slightly more than half (51%) had a university education and most (63%) lived in households with incomes greater than $80,000 (compared to a Canadian average of 21% and 30% respectively).

Social Networking in Canada

Teens and young adults are not the only ones using social networks in Canada, according to a TNS Canadian Facts study conducted between April 30 and May 5, 2007.

The study found that not only are over half of Canadian Internet users visiting such sites, but that many social networkers are middle-aged. Over eight in 10 13-to-17-year-olds and nearly three-quarters of 18-to-29-year-olds had visited at least one social networking site.

Six in 10 people in their 30s had visited at least one social networking site, as had 45% of those in their 40s. A third of those 50 and older had been to a social networking Web site. The preponderance of young social networkers is not merely a result of fewer older Internet users, either. Statistics Canada estimates that nearly 68% of Internet users ages 18 and older are online — nearly every demographic segment has a high penetration rate.

About four in 10 online Canadians do not use social networking sites because they say they would rather keep in touch in other ways. That sentiment increases with age, as two-thirds of those 50 and older said they would rather use other methods of communication.

Other reasons given by those avoiding social networks were that users did not feel safe using them, their friends did not use them or that such sites were "stupid" and not worth taking part in.

Internet usage in Europe & The Netherlands

Internet density

The Netherlands relatively has the highest internet density of Europe. 83% of the Dutch population of 16 years and older makes use of the internet (about 13.5 million people). This is 11% higher than Sweden, who is 2nd on the list, with an internet density of 72%. The lowest levels were registered in Bulgaria (19%), Romania (22%) and Greece (25%).

On average the Dutch population is online for 26.3 hours a month and in that time visits an average of 3050 pages. Europe has an average internet density of 37% and is online for 24.3 hours a month. 76% of all Dutch households have a broadband internet connection.

The age group is very wide. 97% of the Dutch population between 16-24 makes use of the internet. Between the age group of 25-43 this is 90%, and even between the age group of 55-74 this still is 55%. In general men make more use of the internet than women.

The current grow of the number of Dutch internet users is mainly caused by the 50+ group. This group went from 52% in 2006 to 59% in 2007.

Consumption of content on the internet

In 2007 the internet was most used to find information through search engines (95%) and sending out emails (86%). A much smaller group left messages on chat rooms and newsgroups (31%), made use of telephone over the internet (30%) and sharing music and/or movies (29%). 2 out of 10 internet users built their own website (19%).

The older users from 65 to 75 years old undertook way less activities on the web than the younger users. The older group merely used the internet to search for information and sending out emails.

Most of the users spend their time reading on the internet with communication coming in second. 4 years ago this situation was reversed. According to researchers this change is being caused by the fact that more offline activities like reading the news and looking up tv- and filmbroadcasting diagrams are being done via the internet now. Also, the rise of video- and social networking sites and the constant grow of instant messaging are responsible for the increasing consumption of content on the internet.

During 2007, 55% of the Dutch population has made a purchase over the internet. This is a lot higher than the European average, which is 30%. iDeal is the most used online purchasing medium (Dutch online banking system that links you directly to your online banking application when you buy online). In Europe most money is being spent online on traveling, electronics, insurances and clothing.

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