French Canada 2023

Customization Is Key for Brands Targeting Quebec

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?

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

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Paul Briggs


Angela Kim
Senior Researcher
Debra Aho Williamson
Principal Analyst

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