Monday, March 4, 2013

comScore releases annual report on the Canadian digital market;The SoDA Report finds most digital marketing budgets to grow at in 2013

The digital measurement and analytics firm comScore today released its annual report on the Canadian digital media market, 2013 Canada Digital Future in Focus – the report can be downloaded on the comScore website.

The report shows what you might expect – that the Canadian market is very similar to the U.S. market when it comes to web usage, video content watching and the like. In fact, Canadians rank second highest engagement across the globe (just behind the U.S.), and first in monthly pages and visits per visitor (just ahead of the U.S.

While in most respects the Canadian market looks similar to the U.S., mobile platform usage is one area where differences show up: Blackberry still at least some penetration of the market remaining. BlackBerry, formerly RIM (as it is shown in the comScore report), still maintains a 20 percent share, while a previously released comScore report showed BlackBerry's share falling below 8 percent in the U.S.

comScore's look at Canada shows that the digital ad market continues to grow at a robust pace – up 17 percent in 2012. Online video also is growing, as you'd expect, with Canadians ranking second worldwide in terms of monthly hours of video viewing and number of videos per viewer.

Again, if you are interested in the comScore findings concerning the Canadian market, you can download the report on the comScore website.

Another report that does not hold many surprises is Volume 1 of The SoDa Report from the Society of Digital Agencies. It finds that most organizations will be growing the digital marketing efforts in the coming year, with 39 percent of respondents saying that they will be increasing their digital marketing budgets without increasing their overall marketing budgets (bad news for print publishers, but great news for the digital side). 16 percent will be increasing their overall budgets, and therefore growing their digital marketing budgets.

Interestingly, 11 percent said they would be decreasing their digital marketing budgets. While I'm sure some find this a small percentage, it seems high to me and must reflect general decreases in budget levels.

You can directly access the report here.