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Noel-LevitzNational Conference“What’s up with Canada, eh?”
Sean WilliamsAssociate Consultant, Noel-LevitzJuly 28, 2011
Flow for the hour
• Setting the stage• Canadian and US comparisons• Compilation of research findings
– Teens– Millennials– Comparison
• Summary
Who is this guy?
• I’m the token Canadian at Noel-Levitz• I’ve been in marketing for almost 20 years• Done the ‘big’ agency thing (i.e. Leo Burnett,
Dentsu, etc.) and worked for companies in marketing/sales roles (i.e. Nikon and Molson)
• Set up ‘marketing consultancy’ business in early 2007
• Past and current work within a variety of industries (i.e. CPG, CE, financial, retails, telco, etc.)
• HE is a big focus within portfolio– Worked for StFX University– Consulted with another HE consulting company for 2
years• Working for Noel-Levitz (WSS) since Oct. ’10
What I’m hoping to achieve this morning
1. Give the Canadian perspective
2. Highlight behaviours of two important demographic segments
3. Offer insights for future recruitment and retention efforts
This is not a review of one study• This is a compilation of information and research
from a variety of sources – it doesn’t always match
• Findings may indeed state the obvious• Thanks to...
– IMI International– Media Badger– Campus Intercept– comScore– eMarketer– CMRC– Ipsos Reid– Many others
Who are we talking about today?
Are Canadians different from Americans?
One thing is for sure, we both love...
Canadian usage just keeps going up
Canadian’s like to converse, share, view
American’s too
Facebook is both our favourite
• Over 16.5 million people are on facebook • US has almost 153 million users• Within the Canadian group, almost 1.4
million (8.3%) are between 14 to 17• 4.1 million in the 18 to 24 age bracket
(25.1%)• In the US, 14-17 year olds make up 9.9%
of total users while 18-24 year olds make up 24.6%
2011 Checkfacebook.com
Biggest group are 18-24 yr olds
We consume a lot of video
• 71% of Canadian Internet users visit YouTube every month– Only 55% of American online users hit the
video site every month• The age group in Canada that uses
YouTube the most is between 18 and 24– They spend an average of 360 minutes viewing
videos every month• It’s not just YouTube• CBC, CTV and Global have all seen growth
in their online content viewing
Canadians like video
2011 comScore
We tweet, but not our youth
• 13.7% of Canadians use Twitter each month as opposed to 11.3% of Americans
• However, tweeting is done by the older demographics (30+)
• From a younger perspective, only 8% of teens tweet
2010 comScore & IMI
And when it comes to 18 to 24 yr olds• Americans averaged 28 hours per week on
the Internet, compared to 27 hours by Canadians
• 81% of Canadians are on Facebook compared to only 57% in the U.S.
• Americans are more into MySpace with 54% having registered
• This is compared to 23% in Canada• Americans send and receive an average of
129.6 text messages per week• Canadian average 78.7 messages per week
Oct. 2009 Ipsos Reid
Lets talk about Canadian Teens
They love their games
Recent online activity and participation
2010/11 IMI ConsumerTrack study (600 –1,400 sample)
They’re willing to share
What social networks they know and use
2010/11 IMI ConsumerTrack study (600 –1,400 sample)
What they use their phones for
2010/11 IMI ConsumerTrack study (600 –1,400 sample)
Lets talk Canadian Millennials (however they’re defined)
Recent online activity
2010/11 IMI ConsumerTrack study (600 –1,400 sample)
They live on social networks
What social networks they know and use
2010/11 IMI ConsumerTrack study (600 –1,400 sample)
Social networks is their news source
Apr. 2011 CMRC
It’s reliable and empowering
• Younger Canadians (33 per cent) are more likely to trust information from social networks than older Canadians
• They use social networks, sharing and collaboration to empower them to make decisions
• This takes them well beyond their peer network to glean information, opinions and knowledge
2010 CMRC and Edelman
They do their research
2010 Edelmen
They’re an actionable bunch
• 81% have joined a brand-sponsored online community with nearly half (46%) having joined more than three
• 41% share positive brand experiences online
• For the brands they love, 64% have recommended their products to friends and family
• 40% have friended/followed that brand on their social network
Oct. 2010 Edelman
They watch a lot of video online
What they use their mobile phones for
2011 Ipsos Reid
What else are they doing?
Q: Which ONE media source carries advertising that you believe to be the most engaging?
Source: BBM Analytics May 2010
52.5
5.3 5.53.5
27.7
2.2
Television Radio Newspaper Magazines Internet Out of home
2010
What media ‘engages’ them
Feb. 2011 CampusIntercept
And now for the ‘student’ perspective
Feb. 2011 CampusIntercept
What do ‘students’ respond to
How do they match up against each other?
Social media usage by age
Q4 2010 ComScore data
Monthly activity with video
How they match up with mobile devices
2010/11 IMI ConsumerTrack study (600 –1,400 sample)
Q. Do you currently own a cell phone?Q. Is your cell phone a smart phone such as a Blackberry
or iPhone?
What’s different in mobile phone usage?
2010/11 IMI ConsumerTrack study (600 –1,400 sample)
Now what?
You probably knew much of this
THEY’RE WIRED
Let me state the obvious
• They’re connected all the time• Social networks are more than just their
social networks• Video, video, video• Mobile devices are an ever increasing life
line– Gaming, browsing, video, social media,
emails... and of yeah, talking• Email isn’t dead, just check their mobile
devices• They still interact with traditional media
(at least the Millennials do)
My last words
• There is learning here that should help guide both recruitment and retention efforts
• Ask yourself the following questions:– Do I need to further understand things in my
market(s) and on my campus?– Am I using the right tools to engage potential
and current students?– How do these tools fit within the broader
marketing and communication strategies?– Do I need help?
• There are best practices to learn from and other tools to help implement