Young Adult Conversations on Social (AB)

Part
01
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Part
01

Social Conversations Alberta

INTRODUCTION
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.
OTHER CONVERSATIONS
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+.
CONCLUSION
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.

Part
02
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Part
02

Popular pop culture icons/trends Alberta

While a direct answer was not available to tell us the most popular pop culture icons/trends among 18- to 25-year-olds in Alberta in 2017, due to the specificity of the group being looked at, however, I was able to find some interesting trends and interests surrounding this group.

METHODOLOGY

I first searched for data specifically identifying the most popular pop culture icons/trends among 18- to 25-year-olds in Alberta in 2017. Next, I looked through academic research, online statistics databases, news stories, online articles and I searched for pre-compiled lists on this topic. I also searched for the most popular trends in specific areas for this demographic, such as pop culture icons, movie/music/sports icons, digital trends and social media use and entertainment consumption. However, after a thorough search through all these avenues, I can conclude that data does not exist pertaining to the specific demographic in question.

For this reason, I have triangulated these findings, by expanding my search to Western Canada and Canada. I have also looked for data on better-studied age groups such as millennials, and generation Z (the 18-25 category straddles these two generations). Due to the limited data available in some cases, I also expanded my search to locate sources from 2016 as well as 2017. I was able to find some useful information this way, as well as extra information on aspects such as values and beliefs, however, it was not enough to completely answer your question. For example, there was very little data about specific people (icons/celebrities) are currently popular with this age group. In addition, no data has been collected on the use of digital platforms of this group. I believe that the parameters are too specific, and the data has yet to be collected.

USEFUL FINDINGS

I found that, in general, Canadians enjoy American made television programs and American pop music. "Purely 'made-in-Canada' pop culture products are usually government-subsidized and mostly unpopular." Canadian millennials are listening to more music. In fact, 96% of them admit they enjoy this. They are more likely than any other generation to go to a live music event. I searched exhaustively for musicians who are popular with the demographic in question, however, as discussed above this information does not exist online.

Research shows that Canadian millennials have a certain set of values that are specific to their generation. They are aiming for a good balance between work and their personal life. With work, they value financial security, wealth generation, and flexibility. In addition to this, we know that they are disconnected from politics and current events, and most are consuming their news from social media. Although many young Canadians are politically disengaged, of those aged 18-25 who would vote, they are mainly voting for the Liberal party.

We also know that Canadian millennials are more at risk of a mental health disorder. In fact, half of working millennials claim to have experienced depression.

In general, soccer is becoming very popular in Canada. Particularly, Christine Sinclair has been identified as a current soccer star who is popular and inspirational to the younger generation.

Currently, tattoos are a very popular trend with Canadian millennials. They're described as being obsessed with them.

In terms of TV consumption, Canadian millennials are preferring to use monthly subscription services like Netflix.

Canadian millennials are less likely to drink and drive than the previous generation. The reason for this trend is mainly pushed by social media. Because this generation is very active on all forms of social media, they have anxiety about looking good for photos that may get uploaded, and this has had a positive impact on drink-driving.

CONCLUSION

To sum up, Canadian millennials are generally disengaged with politics and aren't interested in the news. When they do watch the news though, it is through social media. When it comes to TV, they are interested in monthly TV subscriptions like Netflix. In terms of stars they look up to, soccer player Christine Sinclair has been identified as an inspirational figure to the young generation in Canada.
Sources
Sources