Gen Z is expanding the social media menu in Canada; How ads are changing to better reflect society

In 2020, social media usage in Canada reached new heights across all the platforms we track, as people relied more on the medium to connect with loved ones and find new information on the health crisis. March 22, 2021 [Gen Z is expanding the social media menu in Canada; How ads are changing to better reflect society](/ODY3LVNMRy05MDEAAAF7-QMh_j4X8qQAdWC3QjYoZ1miAdnC-P_zReDlqJvtYaL2lWvfv8qyahZcMliuhpdWCJRPD7Q=) In 2020, social media usage in Canada reached new heights across all the platforms we track, as people relied more on the medium to connect with loved ones and find new information on the health crisis. This growing base of users adds fuel to social media advertising, which will account for the majority of display ad investment this year. Tools for commerce have also advanced in the past 12 months, making social media a key discovery channel for retailers and allowing buyers to advance through the purchase funnel more readily. Almost two-thirds (63.2%) of Canada’s population will use social media at least once per month in 2021. Most of that consumption will be on smartphones, and increasingly on platforms made for mobile like Instagram and Snapchat. Social networks will reach almost full penetration among adult Gen Zers this year, or 99.0% of users ages 18 to 24. The next-highest penetration rate will be among the 25-to-34 age bracket, younger millennials, at 90.9%. /ODY3LVNMRy05MDEAAAF7-QMh_j4X8qQAdWC3QjYoZ1miAdnC-P_zReDlqJvtYaL2lWvfv8qyahZcMliuhpdWCJRPD7Q= [Read the full article.](/ODY3LVNMRy05MDEAAAF7-QMh_j4X8qQAdWC3QjYoZ1miAdnC-P_zReDlqJvtYaL2lWvfv8qyahZcMliuhpdWCJRPD7Q=) [Free Overview Guide: Master the Basics of Google Analytics 4 (GA4) for Web]() Have you tried Google Analytics 4 yet? Before you get started, check out Adswerve’s new guide covering 10 features and updates you’ll be excited about. Plus, get tips from Adswerve experts so you’re ready to start using GA4 the right way, right away. [Download the GA4 Guide Here]() [Podcast: Around the World with ... Representation in Advertising—How ads are changing to better reflect society]() On today's episode, we discuss representation in advertising: What does it mean to ban the concept of "normal," how are some advertisers pivoting toward realism, and how are demographic groups being portrayed in ads? Tune in to listen to the discussion as eMarketer senior analyst Bill Fisher hosts senior analyst Jasmine Enberg, research director Matteo Ceurvels, and senior researcher at Insider Intelligence Man-Chung Cheung. ["Behind the Numbers" is made possible by Neustar. Listen in.]() [chart-image]() [[Analyst Webinar] Are TikTok & Instagram Viable Channels for Commerce?]() As ecommerce adoption spiked, social platforms like TikTok doubled down by expanding shopping and buying capabilities. Learn what social commerce channels are here to stay and how to adapt your marketing strategy. Join this eMarketer Analyst Webinar, made possible by Inmar Intelligence. [Register Now]() [Spotlight on Women Leaders with Dickies](/ODY3LVNMRy05MDEAAAF7-QMh_j4X8qQAdWC3QjYoZ1miAdnC-P_zReDlqJvtYaL2lWvfv8qyahZcMliuhpdWCJRPD7Q=) As Dickies nears its 100th birthday, Kathy Hines, vice president of global marketing, speaks about the importance of taking a deep introspective look at your brand. She discusses how Dickies went to market with its “dignity in work” campaign and honest, authentic global messaging with a localized approach. As a business leader, Kathy also offers advice to women as we continue celebrating Women’s History Month with Industry Voices. [Watch now.](/ODY3LVNMRy05MDEAAAF7-QMh_j4X8qQAdWC3QjYoZ1miAdnC-P_zReDlqJvtYaL2lWvfv8qyahZcMliuhpdWCJRPD7Q=) /ODY3LVNMRy05MDEAAAF7-QMh_j4X8qQAdWC3QjYoZ1miAdnC-P_zReDlqJvtYaL2lWvfv8qyahZcMliuhpdWCJRPD7Q= /ODY3LVNMRy05MDEAAAF7-QMh_j4X8qQAdWC3QjYoZ1miAdnC-P_zReDlqJvtYaL2lWvfv8qyahZcMliuhpdWCJRPD7Q= [Just 48% of US women think they’re compensated fairly at work](=/ODY3LVNMRy05MDEAAAF7-QMh_j4X8qQAdWC3QjYoZ1miAdnC-P_zReDlqJvtYaL2lWvfv8qyahZcMliuhpdWCJRPD7Q=) Only 48% of US women think they’re being paid fairly at work, according to a CivicScience survey for International Women’s Day. [Read the article.](=/ODY3LVNMRy05MDEAAAF7-QMh_j4X8qQAdWC3QjYoZ1miAdnC-P_zReDlqJvtYaL2lWvfv8qyahZcMliuhpdWCJRPD7Q=) [chart-image](=/ODY3LVNMRy05MDEAAAF7-QMh_j4X8qQAdWC3QjYoZ1miAdnC-P_zReDlqJvtYaL2lWvfv8qyahZcMliuhpdWCJRPD7Q=) ©2021 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence Inc. 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