French Canada 2023

Customization Is Key for Brands Targeting Quebec

Report by Paul Briggs  | Feb 1, 2023
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Table of Contents
Executive Summary
In Quebec, language has fueled the digital gap.
Smartphone penetration is way up.
Social media adoption lags in Quebec.
Streaming video proliferates in Quebec with the help of homegrown services.
TV is king in Quebec.
Quebecois are the news junkies of Canada.
Ecommerce has finally hit the mainstream in French Canada.
How can advertisers tap the francophone market in Quebec?
Sources
Media Gallery
About This Report
Francophones in Canada’s second-largest province have been slower to adopt digital devices and services compared with the rest of the country. But the latest data reveals the increasingly digital lives of Quebecois in 2023.
Topics
Languages
Population
Canada
Table of Contents
Executive Summary
In Quebec, language has fueled the digital gap.
Smartphone penetration is way up.
Social media adoption lags in Quebec.
Streaming video proliferates in Quebec with the help of homegrown services.
TV is king in Quebec.
Quebecois are the news junkies of Canada.
Ecommerce has finally hit the mainstream in French Canada.
How can advertisers tap the francophone market in Quebec?
Sources
Media Gallery

Executive Summary

Canada’s francophones have historically trailed their anglophone counterparts in digital adoption. In 2023, the gap has closed considerably, but the divide still has a meaningful impact on how marketers should plan media strategies in Quebec.

Key Question: How does digital adoption in Quebec affect the media mix and campaign tactics for marketers?

Select Devices Owned by Adults in Quebec, 2017-2022 (% of respondents)
E-Mail ChartDownload

KEY STAT: Smartphone ownership leapt by 17 percentage points between 2017 and 2022, bringing Quebec more in line with the rest of Canada.

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Table of Contents

  1. Executive Summary
  2. In Quebec, language has fueled the digital gap.
  3. Smartphone penetration is way up.
  4. Social media adoption lags in Quebec.
  1. Streaming video proliferates in Quebec with the help of homegrown services.
  2. TV is king in Quebec.
  3. Quebecois are the news junkies of Canada.
  4. Ecommerce has finally hit the mainstream in French Canada.
  1. How can advertisers tap the francophone market in Quebec?
  2. Sources
  3. Media Gallery

Charts in This Report

Select Devices Owned by Adults in Quebec, 2017-2022 (% of respondents)English-French Bilingualism Rate in Quebec vs. in Canada, 2001, 2011, & 2021 (% of population)
Internet Users in Canada Who Have an Account on Select Social Media Platforms/Instant Messaging Apps, Aug 2022 (% of respondents)Video-Based Entertainment Platforms to Which Adults* in Canada vs. Quebec** Subscribe, Oct 2022 (% of respondents in each group)
Weekly Time Spent on TV by Adults in Canada, by Demographic and Type, Sep-Dec 2022 (hours)English-Speaking vs. French-Speaking Adults in Canada Who Think They Can Trust Most News Most of the Time, by Gender, 2021 & 2022 (% of respondents in each group)
Digital Buyers in Quebec, 2018-2022 (% of respondents)

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Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
In Quebec, language has fueled the digital gap.
Smartphone penetration is way up.
Social media adoption lags in Quebec.
Streaming video proliferates in Quebec with the help of homegrown services.
TV is king in Quebec.
Quebecois are the news junkies of Canada.
Ecommerce has finally hit the mainstream in French Canada.
How can advertisers tap the francophone market in Quebec?
Sources
Media Gallery
About This Report
Francophones in Canada’s second-largest province have been slower to adopt digital devices and services compared with the rest of the country. But the latest data reveals the increasingly digital lives of Quebecois in 2023.
Topics
Languages
Population
Canada
Table of Contents
Executive Summary
In Quebec, language has fueled the digital gap.
Smartphone penetration is way up.
Social media adoption lags in Quebec.
Streaming video proliferates in Quebec with the help of homegrown services.
TV is king in Quebec.
Quebecois are the news junkies of Canada.
Ecommerce has finally hit the mainstream in French Canada.
How can advertisers tap the francophone market in Quebec?
Sources
Media Gallery
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authors

Paul Briggs

Contributors

Angela Kim
Senior Researcher
Debra Aho Williamson
Principal Analyst

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