The second edition of the DGTL Study by Leger DGTL is designed to give organizations like yours helpful guidance for building and improving your 2024 digital marketing strategies. This year, we surveyed 3,046 Canadians and 1,033 U.S. residents to explore their online habits, perceptions of new platforms like BeReal and Threads, digital anxiety, and social media usage based on their interests.
KEY FINDINGS OF THIS YEAR’S DGTL STUDY ON DIGITAL MARKETING
Social media has become a normal aspect of modern life. Within these platforms, passionate groups form, attracting all kinds of people and creating online spaces for many different interests and communities.
Different interests impact which platforms attracts which people. For example, 48% of users who like luxury products watch and read content on Instagram, while 68% of gamers prefer to watch content on YouTube.
On the other hand, Facebook (44%) is travel enthusiasts’ favourite place to get travel content on social media, but Instagram is king among travel enthusiasts aged 16-24 (67%) and 25-44 (59%).
In addition to looking for content based on their interests, 21% of Canadians look for job opportunities on social media at least once a week.
Fueled by labor shortages, economic shifts, and evolving employee motivations, the professional side of the online landscape is surging. Recognizing the importance of social networks in job searches, brands should craft robust strategies to enhance their employer brand and attract top industry talent.
However, the digital world brings its own share of stresses. About one-quarter (add the true % here) of Canadians say they are stressed by digital technology, but only 15% of those with online accounts actively limit their social media time.
This suggests reducing online time may not be the best solution. Instead, users seek improved content quality for a more meaningful and less stressful online experience, placing the responsibility on brands to create engaging, informative, or entertaining content.
NEW THIS YEAR: INTERACTIVE DGTL REPORT
This exclusive report lets you filter the data from the 2024 DGTL study by age, gender, region, interests, and more, empowering you to understand your target audience’s preferences and confidently select the best social media platforms for investing your resources.