Table of Contents
Section 1: Key Canadian Statistics
| Population | 3 |
| 2006 Census: Analysis and Implications | 6 |
| CMA Population by Age, Income, Gender, Education | 7 |
| Older Consumers | 9 |
| Youth and Families | 10 |
| Cultural Diversity | 11 |
| High-Income Families | 14 |
| Mother Tongue | 15 |
| Educational Attainment | 16 |
| Median Family Income | 17 |
| Average Weekly Earnings | 18 |
| Labour Force Characteristics | 19 |
| Number of Employees by Industry Group | 20 |
| Consumer Price Index and Major Components | 22 |
| Average Household Expenditures, by Province and Territory | 24 |
| Personal Expenditures on Consumer Goods and Services | 25 |
| Monthly Gross Domestic Product | 27 |
| Manufacturing: Sales, Orders, Inventory | 28 |
| Biotechnology Key Indicators | 29 |
| Housing Starts by Province | 30 |
| Housing Tenure | 30 |
| Travellers to Canada by Country of Origin | 31 |
| Travellers to Canada by United States State of Origin | 32 |
| International Trips to Canada | 33 |
| Trips by Residents of Countries other than United States | 34 |
| One or More Nights Trips by Non-Residents by Province of Entry | 35 |
Section 2: Industries
| Accommodation | |
| At a Glance | 39 |
| SWOT Analysis | 40 |
| Top Companies | 40 |
| Industry Concentration | 41 |
| Key Indicators | 41 |
| Broadcast | |
| Revenues | 42 |
| Top Canadian Distributors and Number of Subscribers | 43 |
| Financial | |
| Purchase and Service Experience at Financial Services Organizations | 44 |
| Opinions about Personal Finance | 49 |
| Food and Beverage | |
| At a Glance | 50 |
| SWOT Analysis | 50 |
| Top Companies | 51 |
| Industry Concentration | 51 |
| Key Indicators | 52 |
| Global Share of Food and Beverage Products | 53 |
| Growth Rate by Region | 55 |
| Food Services | |
| At a Glance | 56 |
| SWOT Analysis | 56 |
| Top Companies | 57 |
| Industry Concentration | 57 |
| Key Indicators | 58 |
| Not-for-Profit | |
| Empathy-Helping Perspective on Consumers’ Responses to Fundraising Appeals | 59 |
| Charitable Donations by Province and Territories | 64 |
| Printing | |
| At a Glance | 65 |
| SWOT Analysis | 65 |
| Top Companies | 65 |
| Industry Concentration | 66 |
| Key Indicators | 66 |
| Retail | |
| At a Glance | 67 |
| SWOT Analysis | 67 |
| Top Companies | 68 |
| Industry Concentration | 68 |
| Key Indicators | 69 |
| Retail Sales by Province and Territory | 69 |
| Retail Trade, by Industry | 70 |
| Retail Commodity Sales, by Retail Sector | 71 |
| Appeal of Innovative Technology in the Retail Sector | 72 |
| Consumer Preferences toward Coupons and Product Information | 74 |
| Purchasing Behaviours on Long Weekends | 76 |
| Grocery Shopping Responsibility in Households | 77 |
| Grocery Stores Considered and Used for Quick Trips | 79 |
| How Consumers Shop for Groceries | 80 |
| Telecommunications | |
| Wireless Phone Subscribers in Canada | 82 |
| Canadian Penetration Rates per Household | 83 |
| Text Messaging Statistics | 84 |
| Transportation and Warehousing | |
| At a Glance | 86 |
| SWOT Analysis | 86 |
| Top Companies | 87 |
| Industry Concentration | 87 |
| Key Indicators | 88 |
| Wholesale Trade | |
| At a Glance | 89 |
| SWOT Analysis | 89 |
| Top Companies | 90 |
| Industry Concentration | 90 |
| Key Indicators | 91 |
Section 3: Channels / Media
| Marketing and Media Expenditures | |
| Media Expenditures | 95 |
| Year over Year % Change and Share of Media | 96 |
| Marketing Expenditures | 97 |
| Net Advertising Volume | 98 |
| Entertainment and Media Outlook – to 2012 Global Outlook | |
| Entertainment and Media Market by Segment | 100 |
| Entertainment and Media Market by Region | 101 |
| Internet Access Market: Wired and Mobile by Region | 102 |
| Film Entertainment Market by Region | 103 |
| TV Subscription and License Fee Market by Region | 104 |
| Theme Parks and Amusement Parks Market by Region | 105 |
| Sports Market by Region | 106 |
| Canadian Outlook | |
| Entertainment and Media Market by Segment | 107 |
| Advertising by Segment | 109 |
| Consumer/End-User Spending by Segment | 110 |
| Newspapers | |
| Readership Statistics | 111 |
| Online Readers | 113 |
| Weekly Reach by Medium | 116 |
| Product/Retail/Lifestyle Survey Findings | 116 |
| Newspaper Readership Audience by Market; Print and Online | 119 |
| Magazines | |
| Circulation and Readership (English and French Titles) | 122 |
| Direct Mail | |
| Consumer and Business Attitudes toward Direct Marketing Media | 127 |
| Consumer and Business Behaviour toward Direct Marketing Media | 130 |
| Communication Preferences | 136 |
| Consumer Barriers | 138 |
| Environmental Concerns of Business | 139 |
| Business Barriers | 140 |
| Television | |
| Weekly Viewing Hours by Age Group | 141 |
| Viewing Share of Canadian and Non-Canadian Services | 142 |
| Viewing by Program Origin and Genre | 143 |
| Radio | |
| Radio and Audio Services Authorized to Broadcast in Canada | 144 |
| Weekly Hours Tuned per Capita by Age Group | 145 |
| Tuning Trends (% of Hours Tuned) | 146 |
| Listening Hours per Corporation | 147 |
| Contact Centres | |
| Reported Call Centre Revenues | 148 |
| Number of Call Centres per 10,000 Business Establishments | 148 |
| Telephone Call Centres per 100,000 Urban Residents | 149 |
| Out-Of-Home (OOH) | |
| Media Market | 150 |
| Top Categories and Advertisers | 150 |
| Consumer Exposure to OOH | 151 |
| Perceived Amount of Time Exposed to Advertising by Medium | 153 |
| Consumer Behaviour after OOH Advertising Exposure | 157 |
| Canadians Registering to Receive Email | 158 |
| Types of Sites Registered | 159 |
| Activities Resulting from Permission Based Email | 160 |
| Deregistering from Email | 160 |
| Canadian B2B Email Metrics Trends | 162 |
| Canadian B2C Email Metrics Trends | 163 |
| Canadian B2C Open Rates vs. U.S. | 163 |
| Click-Through Rates (B2B vs. B2C) | 164 |
| Metrics by Time Sent | 164 |
| Metrics by Seasonality | 165 |
| Internet | |
| Usage by Demographic | 166 |
| Category Visits by Unique Visitor | 166 |
| Usage across Time-Use Categories | 167 |
| % Wireless Internet users | 168 |
| Penetration Levels of Newer Internet Applications | 168 |
| Internet Users’ Use of Other Media | 169 |
| Internet Users and Non-Users Time Spent with Traditional Media | 170 |
| Unique Visitor and Online Reach: Country to Country Comparison | 171 |
| Unique Visitor by Age, Gender, Household Income, Region | 171 |
| Composition of Unique Visitors by Age | 172 |
| Percentage Reach – Conversational Media Category | 173 |
| State of Women Online | 174 |
| Online Video around the World Viewed by Women | 175 |
| Internet Growth | 176 |
| Worldwide Broadband Subscriptions | 176 |
| Internet Users in Canada by Province | 177 |
| Time Spent by Teen and Adult Internet users | 178 |
| Average Monthly Hours Online – Top Countries Worldwide | 179 |
| Time of Access by Adults in Canada | 179 |
| Occasions for Online Activity and Their Context | 180 |
| Online Activity by Day Part | 182 |
| Planning Integrated Communications around Occasions | 183 |
| Canadian Online Advertising Revenue Trends | 184 |
| Canadian Online Advertising Revenue by Vehicle | 185 |
| Canadian Online Advertising Revenue by Advertising Category | 186 |
| Brand Building Online | 188 |
| Driving Direct Response Online | 189 |
| Search and the Role of Online Research | 191 |
| Conversion Activities | 194 |
| E-Commerce Metrics (B2C) | 196 |
| Online Shoppers and Buyers | 198 |
| Online Purchasing by Category | 199 |
| U.S Online Apparel Retailers Canadians Would Like to Buy From | 201 |
| Reasons for Site Selection Online | 203 |
| Method of Payment Online | 204 |
| Consumer Online Shopping Habits | 205 |
| Mobile | |
| Mobile Use Globally | 211 |
| Features Used on Mobile – Global vs. Canada | 212 |
| Mobile Usage by Age Category | 213 |
Section 4: Social Media / Digital Technologies
| Facebook Users in Canada | 217 |
| Favourite Social Media Sites among Internet Users | 217 |
| Digital/Gaming Device Usage | 218 |
| Time Spent with Various Technologies | 219 |
| Social Media Impact (Global Study) | |
| Internet Penetration by Market | 222 |
| Belonging to a Social Network | 223 |
| Weekly Usage of Key International Social Networking Media Sites | 225 |
| Sharing Photos Online | 226 |
| Uploading Videos | 227 |
| Watching Video Clips | 228 |
| Downloading Podcasts | 229 |
| Subscribed to an RSS Feed | 230 |
| Online Social Network (OSN) Privacy | |
| Usage of Online Tools | 232 |
| Usage of Online Social Networks | 233 |
| Information Included on OSNs | 234 |
| OSNs in the Workplace | 235 |
| Employer Policies Related to OSN Use | 236 |
| Risk and Responsibility | 237 |
| Employer Use of OSNs | 239 |
| Role of OSNs in the Workplace | 240 |
Section 5: Branding
| Internal Branding – A Human Resources Perspective | 243 |
| Brand Ranking – Valuation | 245 |
| Changes in Brand Value by Industry | 246 |
| How Canadians and Americans Feel about their Nation as a Brand | 248 |
Section 6: Business Issues
| Competition | |
| Mobility of People and Capital | 255 |
| Geographic Distribution of Canadian Exports | 256 |
| Mergers in Canada Reviewed by the Competition Bureau | 256 |
| Geographic Distribution of Canadian Direct Investments Abroad | 257 |
| Business Expenditure on Research & Development | 258 |
| Advertising | |
| Complaints by Top Three Code Clauses | 259 |
| Complaints by Media | 260 |
| Complaints by Category of Advertising | 261 |
| Extent of Trust by Form of Advertising | 262 |
| Health Claims in Advertising | 263 |
| Loyalty | |
| Belonging to a Loyalty Program | 266 |
| Loyalty Program Benefits by Segments | 267 |
| Average Number of Redemption Events in Past 12 Months | 270 |
| % of Canadians who Retain or Distribute Rewards | 270 |
| Satisfaction with Loyalty Programs by Sector | 271 |
| Privacy | |
| Behaviour Surrounding Requests for Personal Information | 273 |
| Reasons for Refusing to Give Personal Information | 274 |
| Information Provided upon Signing up for a Loyalty Card | 275 |
| Integration of Sales and Marketing | |
| Most Important Marketing Goals | 277 |
| Most Important Sales Goals | 278 |
| Time Marketing and Sales Work Together on Lead Development | 278 |
| Percentage of Pipeline Marketing Expected to Contribute | 279 |
| Percentage of Budget Allocated to Marketing and Sales Functions | 280 |
| Average Length of Sales Cycle | 281 |
| Measurement of Marketing Effectiveness | |
| Satisfaction with Data | 283 |
| Importance and Performance of Measuring by C-suite | 283 |
| Drivers of Marketing Investment Decisions | 284 |
| Client / Agency Relationships | |
| Benchmark Ratings Achieved by Average Agency | 285 |
| Client Views about Agencies | 286 |
| Getting on the Short List | 289 |
| Length of Time with Agency | 289 |
| Media Services | 290 |
| Level of Advertising Budget in Next 3-5 years | 292 |
| How Agencies Pitch New Business | 294 |
| Agency Compensation | 296 |
| Agency Influence/Responsibility for Communication Mix | 297 |
| Corporate Reputation / Ethics | |
| Importance of Reputation | 298 |
| Impact of Good vs. Bad Corporate News | 299 |
| Corporate Reputation Ranking | 301 |
| Corporate Social Responsibility as a Purchase Influencer | 304 |
| Environment | |
| Change in Assessment of Risk by Countries and Regions | 307 |
| Benefits from Environmental Risk Management | 308 |
| Initiatives to Improve Environmental Risk Management | 309 |
| Level of Success in Managing Aspects of Environmental Risk | 311 |
| Indicators Used in Environmental Reporting | 312 |
| Factors Hindering Ability to Manage Environmental Risk | 313 |
| Consideration of Environmental Risk by Business Activity | 314 |
| Canadian Views of Impact of Climate | 315 |
| Canadian Views of Green Products | 316 |
Section 7: Human Resources
| Employment | |
| Canadian Engagement Level and Top Five Drivers | 320 |
| Marketing Recruitment – Where Hires Come From | 321 |
| Students’ Career Pursuits | 324 |
| Factors Influencing Student’s Career Choice | 326 |
| Student Views of Selected Professions | 328 |
| Marketing Retention – Meeting Expectations? | 329 |
| Manager’s Skill in Providing Training | 330 |
| Time Managers Spend Coaching/Mentoring | 331 |
| Young Worker – Level of Employment | 334 |
| Loyalty to Job (Ages 25 – 34) | 335 |
| Factors When Seeking Employment (Ages 19 – 34) | 336 |
| Age Preferences for Boss | 337 |
| Compensation | |
| Marketing Company Salaries by Size | 339 |
| Advertising Agency Salaries by Agency Size (Revenue) | 342 |
Appendix
| Sources - Listing and Contact Information | 349 |
