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French Canada 2020

Quebec’s Digital Transformation Spurred by Economic Renewal

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About This Report
Francophones in Canada’s second-most-populated province are slower to adopt new technology, but their time with digital media is growing, and it is almost on par with Anglophones in Canada.
Table of Contents

Executive Summary

The digital divide between English and French Canada is closing. Anglophone digital media consumption used to outpace Francophone usage by a wide margin, but most recent figures show it’s almost on par. However, French speakers in Quebec are still slower to adopt aspects of digital like ecommerce and video, something digital marketers must account for when targeting consumers in the province.

What’s behind this digital divide?

It’s about language mostly—and the relative lack of French content on popular digital platforms. But a strong local economy and improving disposable incomes are increasing the spread of digital tools and services throughout Quebec.

How big is the gap now?

Francophone internet reach and usage is almost on par with Anglophones in the country. But usage of online services in Quebec trails across the board.

Why is TV so popular in Quebec?

Quebec’s “star system,” where TV programs feature local celebrities to drive viewership, provides ample original content, most of which is being produced on TV. There is evidence that the entertainment culture is spreading to digital platforms and services.

What does this mean for brands targeting consumers in Quebec?

Digital media avenues have gained significant traction, and some brands are proving the effectiveness of these channels via local media. Ardent support for homegrown media is a focus for many brands and a means to protect against digital forces from abroad, like Facebook and Google.

WHAT’S IN THIS REPORT? This report explores the similarities and differences between Canada’s Francophone and Anglophone populations when it comes to digital media adoption.

KEY STAT: Nearly eight in 10 adult smartphone owners in Quebec accessed the internet via their smartphones on a daily basis in 2019, up from 67% in 2016.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

15charts

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

12expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Quebec’s Economic Renaissance
  3. The Digital Landscape
  4. Prioritizing Local Media
  1. Marketing de Numerique
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Alain Desormiers
Omnicom Media Group
CEO, Quebec
Interviewed February 5, 2020
Alain Giguere
CROP Inc.
President
Interviewed February 10, 2020
Dimitri Gourdin
Groupe V Média
Chief Corporate Strategy Officer
Interviewed February 10, 2020
Patrick Hotte
Association of Canadian Advertisers
Vice President, Quebec
Interviewed January 24, 2020
Ann-Marie Lavoie
Valtech
UX Designer
Interviewed January 28, 2020
Brad Muncs
Symetris
CEO
Interviewed January 23, 2020
Samuel Parent
Titan Interactif
Principal
Interviewed February 6, 2020
Simon Parent
VIA Rail
Senior Manager, Marketing and Optimization
Interviewed February 6, 2020
Jean-François Renaud
Adviso
Co-Founder and Partner
Interviewed January 24, 2020
Marie-Christine Simard
Cossette Media
Vice President, Activations
Interviewed February 6, 2020
Chantale Taillon
The Health Networks
Vice President
Interviewed February 10, 2020
Marie-Violaine Gabriele
Sobeys Inc.
Head of Research Marketing
Interviewed February 4, 2020

authors

Paul Briggs

Contributors

Mark Dolliver
Principal Analyst
Jasmine Enberg
Senior Analyst
Angela Kim
Senior Researcher
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