#StartWithThem: Defining what makes Twitter’s Canadian audience unique

In a global study we conducted across 23 markets, we investigated why people turn to Twitter and what makes their experience unique and special on our platform.

Twitter is what’s happening

Twitter continues to be where Canadians turn to find out and discuss what’s happening, in real-time, whether they’re interested in #onpoli, the #emmys, the latest #applevent, or #leafsnation. In fact, half of Canadian users say when something isn’t discussed on Twitter, they question how important it really is.

News spreads fast

To keep up to date with the latest and greatest, users visit Twitter frequently, with half visiting multiple times each day. The vast majority of Canadians on Twitter  say they see news on Twitter first, before TV (89%), and users consider Twitter to be a trustworthy source of information (62%). They also appreciate seeing diverse perspectives on the platform, so they have a more holistic view on the topics and events they care about.

#discovery

Twitter users are explorers, who say they learn new and valuable things on the platform (77%), and things they hadn’t seen before (61%). They’re more open minded, more likely to want to discover new things, and are more likely to be the first to try new stuff.

Twitter users are leaders, who are also more likely to try and buy new products (+20% and +30% vs. Facebook users)

#passion & #influence

Canadians on Twitter are more passionate about the topics they care about and being informed is something they feel is important. They over index on influence across a wide range of areas of interest and across all product categories we measured, from tech (+53%) to fashion (+44%).

For Canadians on Twitter, sharing is caring. They’re more likely to give their opinion about the things they’re interested in and are more likely to advise their friends and family about a purchase (+39% vs. the online population).

#brandlove

Brands are the top type of account Canadians follow on Twitter, ahead of their friends & family, celebrities, experts, and politicians. Twitter isn’t a place where brands are just tolerated, they’re encouraged to be present and actively engaging and tweeting.

Over half of Canadian users publish their opinions on Twitter and 72% look for opinions on products, services, or brands on the platform. Not only do users share what they think with others, over half also have conversations directly with brands. This is consistent with a lot of the research we’ve done in the past that shows that having more of a presence on Twitter makes brands seem more responsive, open, and caring.

For Canadians, Twitter is the best place to see what’s happening, discover, share, and engage with brands. Conversations with and about brands are happening on Twitter, so it’s the ideal place to have a voice, be a part of conversation, launch new stuff, share information, and connect on shared passions.