Instagram
tops in user satisfaction
Facebook leads in penetration, LinkedIn shows most growth
TORONTO January
6th, 2015 - In
a random sampling of public opinion taken by the Forum Poll™ among 1741
Canadians 18 years of age and older, while Facebook has the most users of the
top social media platforms, it is Instagram which garners the highest customer
satisfaction scores. Among the platforms tested, LinkedIn has grown the most in
popularity over the past two years.
Facebook
is used by close to 6-in-10 Canadian adults (59%) who visit it, on average,
about 9 times a week, or slightly more often than once a day. Three quarters of
users are satisfied with Facebook overall (77%), and about one quarter are
"very satisfied" (27%). Incidence of using Facebook is highest among
the youngest (75%), the wealthier ($80K to $100K - 75%), in Quebec (65%), New
Democrats (63%), Green Party voters (65%) and Bloc Quebecois supporters (78%),
college grads (68%), Francophones (65%) and mothers of kids under 18 (70%). Facebook's
penetration was 6-in-10 (60%) two years ago, in December, 2012, so growth has
not occurred with this platform. Satisfaction with Facebook is essentially
the same now (27%) as it was in 2012 (31%).
LinkedIn
is used by 3-in-10 (30%), and is visited or checked about twice a week on
average. Overall, two thirds are satisfied with LinkedIn (69%), while one fifth
are "very satisfied (20%). LinkedIn use is common to Gen X (45 to 54
- 41%), males (37%), the very wealthiest ($100K to $250K - 46%), in BC (39%),
Liberal voters (36%), the best educated (post grad - 48%) and those with
children under 18 years old (36%). LinkedIn use has grown from one fifth two
years ago (December, 2012 - 21%) to its current level of 3-in-10 (30%).
Satisfaction with LinkedIn has not changed dramatically in 2 years (24% then,
20% now).
Twitter
is used by one quarter of Canadians (25%), who visit about 5 times a week, on
average, or just less than once a day. Overall, 7-in-10 are satisfied with
Twitter (71%), and one quarter are "very satisfied"
(24%). Twitter use is characteristic of the youngest (36%), males (27%),
the wealthiest ($80K or more - 31%), in the prairies (31%), among New Democrats
(29%), college grads (30%) and parents of children (29%). Twitter usage has
stayed essentially stable since 2012 (22% then, 25% now). Twitter satisfaction
is down over the last two years (from 33% to 24% very satisfied).
Just
one eighth use Instagram (16%), although it is used about 6 times a week on
average, or about once a day. Overall, as many as 8-in-10 are satisfied with
this platform (81%), and a full 4-in-10 are "very satisfied" (39%).
Instagram use is especially common to the youngest (32%), females (18%), the
least wealthy and the wealthy (leass than $20K and $80K to $100K - 18% each),
in the prairies (22%), among New Democrats (18%) and Green Party voters (23%),
college grads (18%) and mothers of children under 18 (25%).
"Instagram is something of an
upstart among social media platforms, compared to Facebook, which is like the
grandfather of the family. In this case, age gets no respect, and youth is in
the top spot. However, it is interesting to
note that LinkedIn has seen its penetration levels continue to increase, while
Facebook and Twitter seem to have levelled off in the past two years," said Forum Research President, Dr. Lorne
Bozinoff.
Lorne Bozinoff, Ph.D. is the president and founder of Forum
Research. He can be reached at lbozinoff@forumresearch.com or at (416)
960-9603.
