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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