If you want your strategy to work, it is crucial to adapt yourself to your targets and their practice. Internet users are diverse, as are their use of it and their socio demographic characteristics. So whether they live in The Bas-St -Laurent, in Laval or in Gaspesie-Magdalen-Islands, it seems they do not all have the same access to Internet and their use vary.
>> An increasing number of Internet users
Canada has more than 33 million inhabitants and close to 25 million internet users (that is a reserve ratio of 75%). In Quebec, the percentage of internet users increases every year. In 2009, it reached 73%, while in 2008 it was lower with 71%. If the difference with the rest of Canada tends to diminish, the penetration rate of Internet is still weaker in Quebec.
The gap is particularly prominent with Alberta, incumbent of the first place in 2009 with 83, 5% of internet users. Still in 2009, three main urban areas in Quebec stand out as more wired than the rest of the province: Montreal, with 78%, Quebec, 77%, and Gatineau, 70%. A frontier takes shape between east and west and between urban areas and rural areas.
Nevertheless, Quebec takes up a better position than by the past. Indeed in 2005, 67, 9% of Quebecois used internet and in 2000, 44% of households had accessed to it, that is the lowest proportion amongst all Canadian provinces. Although, it was an increase compare to the 33% recorded in 1999.
Quebecois and internet access
>> A mild increase of the user rate
In 2009, Quebecois internet users spent an average of 14 hours each week on Internet. In May 2010, 76, 9% of Quebecois adults used Internet at least once a week. One year ago they were 73, 5%.
A regular use of Internet
By a majority the Quebecois internet user is male (76%), between 18 and 44 years old (89%), living in a big urban area (78% of Montrealers), active or a student, respectively 92% and 93%. Lastly he/she is a member of a household with children with an annual income of $ 80, 000 (92%).
On a regional scale, Montreal, Laval and Monteregie areas have a higher penetration rate than the average in Quebec province (73%) , that is respectively 78% for the first two and 77%. Many areas stand above this average, in particular Lanaudiere and Laurentides 69 % and The Bas-St-Laurent 68%. The race’s last runners are Abitibi-Temiscamingue 61% and Gaspesie-Magdalen-Islands 58%.
Regional disparities
>> A different use according to the age
Moreover Quebecois surf the web differently depending on their geographical origins. Online shopping is very popular in Quebec! In 2010 the total amount of online spending had increased by 30% compared with last year’s same period. Besides, Quebecois do not consider internet as their essential information source before a purchase, contrasting with these past year’s tendency.
Furthermore according to the age group, purpose varies. 35-46 years old use mainly to every day solutions and they generally communicate by email. Amongst 16-24 years old, Internet usage is the most regular, with 92%. This age group gathers fans of online music listening and chatting.The biggest rise is amongst 65 years old and more although this group remains the one which uses Internet less regularly than others (29%).
A different use according to the age
Discrepancies exist amongst internet users in Quebec. In the future these will surely develop with time and according to demographic mutations. Depending on your field how can you manage these disparities in your online actions?
Internet World Statistics: http://www.internetworldstats.com
Cefrio, NETendances, May 2010
Cefrio, NETendances, May 2010
Cefrio, NETendances, May 2010
Centre d’études sur les médias, http://www.cem.ulaval.ca
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