Skip to main content

Online Habits of Americans and Canadians

Americans like football, MySpace, and text messaging. Canadians like hockey, Facebook, and playing the lottery. What do they have in common? Both can't get enough of the Internet.

These are some of the key findings from an Ipsos study that investigated the behaviors, lifestyles and habits of American and Canadian young adults ages 18-34, the emerging market of young consumers.

"Bombarded by changing technology and a barrage of marketing messages, North American young adults are living in a culture unlike anything we've seen before," says Paul Lauzon, Senior Vice President with Ipsos Reid.

But when it comes to the way Americans and Canadians in the 18-34 year-old age group play, communicate, and use media, it is a sure bet there are cultural differences and nuances marketers need to understand to better reach this audience.

When asked about their leisure activity time, Americans and Canadians have a clear affinity for the Internet and television.

Young adults in both countries reported nearly an identical amount of time spent on the Internet each week: Americans reported being actively connected to the Internet an average of 28 hours per week; Canadians reported being connected one hour less over the same time frame.

On a daily average, Americans in the age group watch about an hour more television per day than Canadians. On weekdays, Americans reported watching an average of 5.9 hours per day, Canadians watched 4.8 hours. On weekends, Americans watched an average of 5.5 hours, Canadians watched 4.6 hours.

When comparing the lottery and gambling habits, and interest of American and Canadian young adults, some interesting differences unfold.

Canadians are more apt to play the lottery than Americans. In the past year, 80 percent of Canadians ages 18-34 have played a lottery game. In the United States, only 63 percent of Americans in the same age bracket have played lottery games.

That being the case, Americans are more interested in playing lottery games on the Internet than Canadians. When asked, almost half (46 percent) of Americans within the group said they would be interested in playing lottery games in the Internet. Only less than a third (31 percent) of their Canadian counterparts expressed an interest.

Americans are currently more likely to play games on the Internet for real money -- 28 vs. 20 percent in Canada. Yet American young adults are more likely to perceive online gambling as illegal than those in Canada -- 31 vs. 19 percent.

Popular posts from this blog

How a Digital-First CEO Leads Transformation

Some leaders reject the notion that "wait and see" is the best response to disruptive change. Savvy senior executives are already driving digital business transformation throughout their organization in an effort to gain a bold strategic advantage. According to the latest market study by International Data Corp (IDC), Digital-First CEOs plan to drive at least half of their income from digital business products, services, and experiences by 2027 -- that's ahead of the market average of 39 percent. Driven by their response to the COVID-19 pandemic, these business leaders have changed how they think about the relationship between business and technology, and how they approach the next digital transformation era -- from scaling digital technology to guiding a viable digital business. Digital Business Market Development IDC defines digital business as value creation based on technology, which entails: 1) Automated customer-facing processes and internal operations; 2) Provision

Digital Solutions for Industrial & Manufacturing Firms

Executive leaders of fast-moving consumer goods (FMCG) are seeking guidance on how to apply new business technology in their manufacturing operations. CIOs and CTOs are tasked with gaining insight into the best solutions for digital transformation. ABI Research evaluated the impact politics, regulation, the economy, supply chain, ESG, and technology are having on FMCG, pharma, producers of steel, chemicals, pulp and paper -- as well as the mining and oil & gas sectors. Digital Transformation Market Development "Our assessment found that the FMCG sector is under pressure from all sides," says Michael Larner, industrial & manufacturing research director at ABI Research . Securing raw materials is challenging considering lockdowns in China and limited grain supplies from Ukraine. Supply shocks are raising input costs, and operating costs are rising with higher energy costs coupled with the pressure to pay higher wages and work sustainably. "We all hoped that with th

5G Fixed Wireless Access Revenue to Reach $24B

Available Internet access at an affordable cost is essential for everyone to participate in the Global Networked Economy. The deployment of fifth-generation (5G) wireless communications infrastructure is enabling the introduction of lower-cost broadband services in some markets. Fixed Wireless Access (FWA) allows mobile network operators (MNO) to deliver high-speed Internet connections in areas that have either insufficient or no prior wireline broadband access services. It's also used in urban, suburban, and rural areas where fiber optic communication is considered too expensive to install and maintain. With this new technology, MNOs have the potential to provide broadband capability at similar levels to fiber optic networks. Fixed Wireless Access Market Development Therefore, FWA can be used to supplement existing wired broadband Internet service offerings, provide additional broadband capacity, or act as a backup service for home or business applications. Although FWA is well es