Social Conversations Alberta
While resources specific to Alberta and Western Canada were not present, we found detailed information regarding the most frequently had social conversations among Canadian women and men ages 18-25. I’ve described the conversations below, focusing on the most frequently discussed material to less discussed topics and have also added statistical information pertinent to this subject. As there was a limited amount of gender specific information for this group, we included gender non-specific information unless there was available information for a specific gender. The top conversations among men and women of this demographic include entertainment and celebrity news, food and drink, home management, beauty and personal care, and technology.
TOP SOCIAL CONVERSATIONS
According to recent social media survey information published by Slideshare, the most frequently discussed topics among young Canadian millennials, aged 18-25, included topics related to entertainment. Entertainment and celebrity news was discussed among this group twice as often as by their older peers with a significant focus on movies and music. The movie types most discussed by young Canadian survey respondents included musicals, dramas, and Bollywood films, with show tunes and Urban Hip Hop making up the majority of music genres discussed.
Young Canadian millennials are also more concerned with health food trends than their older counterparts with healthy grains, fruit, and vegetable preparations taking up significant social media discussion. Cooking is also a feature of many Canadian millennial social network conversations with herbs and spices being discussed by this group 1.7 times more than their other-generational counterparts.
Topics like skin care and body fragrances come in third on the list for young Canadian Slideshare respondents of both genders. Notably, fragrances and perfumes are discussed nearly twice as often by this group than by respondents of different ages, with products by Estee Lauder, Loreal, Dove, and Old Spice taking up significant social media space.
Young Canadian millennials were also shown to discuss cleaning and laundry products twice as often on social media as their older peers. The most frequently discussed products in this category included Febreze, Swiffer, and Cheer.
Another interesting trend is that while news, finance, and politics are lower on the list of conversation topics among Canadians aged 18-25, this group discusses these topics on social media in significantly higher numbers than other demographics. Millennials were twice as likely to discuss topics related to personal finance, jobs, and education. Additionally, a 2017 Environics Research study showed that 25% of Canadian millennials had been actively involved in a social, environmental, or political cause within the last year. Showing this demographic to be highly active in news and politics on a grassroots level.
PEER INFLUENCE AND SOCIAL MEDIA
Young Canadians are 47% more likely to directly influence each other on social media platforms like Facebook, YouTube, and Pinterest than other demographics. Peer influence as well as the concept of elevating peers on social media to celebrity status is so significant with this population that Canadian millennials are not only 3 times more likely to share their own content on social media, but social media shares garner 35% more “clickbacks” among this demographic than others.
Young Canadian millennials also have distinct preferences with respect to the social media outlets they used compared to older and non-Canadian peers. Canada’s CDN Social Media Monitor survey showed respondents were twice as likely to use Twitter than their US counterparts and Pinterest half as often. The social media outlets receiving the most attention from young Canadian women and men include Facebook at over 50% usage, YouTube used by 23% of respondents, and Twitter, Instagram, and Pinterest, used by 12%, 11%, and 8% of respective respondents.
Some gender specific information worth noting is the female driven trend to use social media outlets to discuss and gain insight into buying purchases. Insight West noted that young Canadian women were over twice as likely to use Pinterest and Instagram then their male counterparts while young Canadian men were more likely to use LinkedIn, Twitter, and Google+.
Social media dominates the young millennial culture in Canada with topics like movies, music, food, personal care, finances, and politics taking up the most conversational space. This demographic is also highly influenced by its peers, with social media-based peer influence driving product sales, dietary habits, and financial and budget choices. Not only do more young Canadians tend to follow and discuss peers as they would celebrities on social media, they also communicate and organize more frequently about news, social, and political issues on social media than their older counterparts.