There are big differences between the way English and French speaking Canadians use social networks, according to a new study released Friday by CEFRIO.
The study, which looked at the difference between the two groups’ use of social media, showed leading social networks such as YouTube and LinkedIn are less popular among French Canadians than they are with their English speaking counterparts.
For example, LinkedIn is almost twice as popular among English speakers in Quebec than French speakers. YouTube is similarly less popular with French speakers, showing a 13 point advantage among English speaking consumers in that province.
Facebook proved popular with both groups, though a higher portion of English speakers reported using the social network then French speakers. Of the social networks the study considered, only Twitter was more popular with French speaking consumers than English speaking ones.
Behaviour on social networks also varied, with French speakers being more likely to interact with other consumers while English speakers engaged in all social activities, including creating and sharing content.
The study concluded that a lack of French language content on the social web may be the reason for the lower penetration rates and suggested social media marketers consider whether French language content could help them reach consumers in Quebec.
