Media Habits of Millennials in Canada 2018

Five Key Personas to Understand and Target

About This Report
Marketing to millennials is a top priority for many brands, but treating the demographic as a single group misses the opportunity for precise targeting.

Consumers born between 1981 and 1996 make up the millennial generation, a broad age range that encompasses a variety of life stages. On the younger extreme are students entering post-secondary education, whose tastes and preferences are very different than older millennials, who might be homeowners and parents of young children. Effectively targeting within the millennial cohort is paramount, and increases the likelihood that brands will achieve relevance with this lucrative demographic.

  • More than 7.3 million millennials reside in Canada, making them the largest age group since the baby boomers. Brands have long sought relevance with this group to tap into decades of future buying power.
  • Millennials’ media consumption is fragmented across digital sources and devices. Digital media claims most of their time, but traditional media—especially TV—maintains a strong share of their overall time spent with media.
  • Subsegmenting millennials into smaller groups makes sense to ensure effective campaign targeting. Personas that can be applied to this group include homebuyers, young professionals, worker bees, online shoppers and activist voters.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

16expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Millennials and the Media
  2. Five Millennial Personas: Segmenting Within the Demographic
  3. Key Takeaways
  1. eMarketer Interviews
  2. Read Next
  3. Sources
  1. Media Gallery

Interviewed for This Report

Andrew Au
Intercept Group
Interviewed April 13, 2018
Katherine Debicki
KFC Canada
Senior Marketing Manager, Media, Digital and Ecommerce
Interviewed April 27, 2018
Kristin Wozniak
Vice President, Analytics and Insight
Interviewed April 25, 2018
Serena Budhwani
Account Director
Interviewed May 7, 2018
Carolyn Cheng
Royal LePage
Interviewed May 7, 2018
David Coletto
Abacus Data
Interviewed April 12, 2018
James Connell
Roots Canada
Vice President, Ecommerce and Customer Experience
Interviewed May 1, 2018
Michael DiGiovanni
Senior Director, Sales
Interviewed May 7, 2018
Rachael Factor
Communications Director
Interviewed April 18, 2018
Joseph Fung
Founder and CEO
Interviewed May 3, 2018
Katia Houbiguian
Microsoft Canada
Interviewed May 7, 2018
Cristina Jisa
Point2 Homes
Communications Specialist
Interviewed May 3, 2018
Rachel MacQueen
Air Miles
Vice President, Marketing
Interviewed May 4, 2018
Keith Neuman
Environics Institute for Survey Research
Executive Director
Interviewed April 26, 2018
Jenna Watson
DAC Group
Vice President, Digital Media Services
Interviewed May 4, 2018
Lynn Wong
Elections Ontario
Director, Communications and Strategic Services
Interviewed May 9, 2018


Paul Briggs


Caroline Cakebread
Junior Analyst
Sean Creamer
Angela Kim
Senior Researcher