{"id":20435,"date":"2022-09-14T09:31:18","date_gmt":"2022-09-14T09:31:18","guid":{"rendered":"https:\/\/socialmedialab.ca\/web\/?p=20435"},"modified":"2025-03-12T15:15:54","modified_gmt":"2025-03-12T15:15:54","slug":"survey-finds-canadians-are-spending-less-time-on-social-media-but-tiktok-is-the-exception","status":"publish","type":"post","link":"https:\/\/socialmedialab.ca\/web\/2022\/09\/14\/survey-finds-canadians-are-spending-less-time-on-social-media-but-tiktok-is-the-exception\/","title":{"rendered":"The State of Social Media in Canada 2022"},"content":{"rendered":"\n
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A Census-balanced Survey About Social Media Adoption and Use in Canada<\/strong><\/p>\n\n\n\n

Survey finds Canadians are spending less time on social media but TikTok is the exception<\/strong><\/p>\n\n\n\n

TORONTO \u2014 Pre-pandemic, Canadians\u2019 love affair with social media shows no signs of slowing. But after living through two years of COVID-19 restrictions, more Canadians are reevaluating the role of social media in their lives.<\/p>\n\n\n\n

According to a new report, \u2018The State of Social Media in Canada 2022<\/a>\u2019, released today by the Social Media Lab<\/a> at Toronto Metropolitan University<\/a>, Canada continues to be one of the most connected countries in the world. An overwhelming majority of online Canadian adults (94%) have an account on at least one social media platform. <\/p>\n\n\n\n

However, our new 2022 survey shows that the COVID-19 pandemic has ushered in some changes in where and how often Canadians are spending their time on social media. Canadians are spending less time on social media now that most pandemic restrictions have been lifted. Facebook has the highest percentage of daily users at 70%, but this percentage dropped from a previous high of 77% daily users in 2020. In comparison with our data from 2020, TikTok is the only platform showing a slight 2% increase in the percentage of daily users. In contrast, Reddit has the largest drop of daily users (-14%). <\/p>\n\n\n\n

\u201cThe survey shows that the COVID-19 pandemic has ushered in some changes in where and how often Canadians are spending their time on social media,<\/em>\u201d said Mai. \u201cTikTok has emerged as the clear winner among the platforms; compared to data we collected in 2020, it had the largest gain (11%) in the number of Canadian adults who reported having an account on the platform in 2022.<\/em>\u201d <\/p>\n<\/div>\n<\/div>\n\n\n\n

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Fewer Canadians reported having an account on popular social media platforms such as Facebook, LinkedIn and Pinterest. Dominant platforms such as Facebook, messaging apps and YouTube are still on top, but newer platforms such as TikTok and more niche platforms such as Reddit and Twitch are gaining ground. LinkedIn\u2019s adoption rate has dropped by 7% since our last survey in 2020, going from 44% to 37%. The adoption rate of Facebook and Pinterest has also declined but not as drastically as LinkedIn\u2019s rate of decline, each dropping by 3% and 4% since 2020 correspondingly. <\/p>\n\n\n\n

\u201cThe report provides a snapshot of the social media usage trends amongst online Canadians<\/em>,\u201d said Gruzd. \u201cThe report includes the most up to date stats about social media adoption and use in Canada broken down by gender, age, income and education.<\/em>\u201d<\/p>\n\n\n\n

The data was collected between May 12\u201331, 2022 and is based on a census-balanced online survey of 1,500 online Canadian adults (18+). <\/p>\n\n\n\n

Highlights<\/strong><\/p>\n\n\n\n