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ZINC Research releases Canadian social media segmentation research findings
A proprietary online market survey identifies five key social media segments to help help marketers and executives evolve their Web 2.0 platform strategies more effectively.
April 29, 2010, Calgary AB – ZINC Research has today released a summary of a Canadian social media research study that will help marketers and executives evolve their Web 2.0 platform strategies more effectively. The summary report is based on a presentation, “Social Media by the Numbers,” which was delivered by ZINC Research president Brian F. Singh at an event organized by Third Tuesday Calgary, on April 26th.

Featuring an in-depth demographic profile of social media users in Canada, the presentation is aimed at Canadian marketers looking for insights on who’s using social media and how best to connect and engage with them. It offers a review of user stats and demographics for each of the major social media platforms, such as Facebook (by far the favourite destination), LinkedIn, Twitter, MySpace, and others.

“We’ve all heard the anecdotal evidence,” says Brian Singh, “but what are the facts? Marketers want to know who’s really out there on these platforms and which ones would be best for their particular products and services. That’s the perspective we’ve taken in this presentation.”
The study identifies social media users and organizes them into five distinct behavioural segments:
  • Heavy users (Online/Real time”): 6% of users
  • Casual users (“Samplers & Lurkers”): 29%
  • Business users (“Suits & Strategy”): 5%
  • Socializers (“3Cs - Chat, Chill and Connect”): 14%
  • Friend & family circles (Facebook Friends): 24%
A “made in Canada” user segmentation solution
A major bonus of the presentation is that it draws its data from proprietary surveys of the online Canadian population undertaken by ZINC Research in collaboration with Ottawa-based Dufferin Research. “Most marketers in Canada have to rely on user segments defined south of the border,” Singh explains, “but Canadians using these platforms are different in some important and surprising ways. For marketers, this aspect of the presentation in and of itself should provide practical and actionable insights.”

Free download of research summary now available
To review a top-line summary of the research findings, download the presentation from the ZINC website: Additional details from this and other related studies will be available over the coming weeks.

About ZINC Research
Founded in Calgary in 2006, ZINC provides online and onsite quantitative and qualitative market surveys and analysis for regional and international private and public sector clients throughout North America. Founding president Brian Singh is a market researcher and economist with over 20 years of experience. He has worked as an advisor and project manager in a broad range of industry sectors, including tourism, the environment, engineering, retail, financial services, demography, health and wellness, and information technology.

For more information on ZINC Research, visit: