1. Quebec’s State of the
Online Nation
November 2010

2. Table of contents
1. Who’s online in Quebec?
2. What does media time spent look like in Qc?
3. Is online imperative in Qc?
4. What does our behaviour look like?
5. What about Web 2.0?
6. What about ad spend in Qc?
7. How’s display advertising different?
8. How’s video different in Qc?
9. How’s SEM different?
10. What about video gaming?

3. What’s different in Quebec
• Language
– Predominantly French
• Culture
– Very Latin, as opposed to anglo-saxon
– We like success, but not when it shows – we prefer
supporting the underdog
– More social, and socialist, 5X% unionized...
= Our own star system
– While we also worship North American stars as well....

4. 1. WHO’S ONLINE IN QUEBEC?

5. + 26 %
In 2 years
+16 %
In 1 year
Source: comScore Media Metrix, population canadienne francophone
5 917 000
Quebec Population = 7,886,108
Wikipedia 2010
75%
Are regular users
French Canadians online population
(at home)

6. French A25-54 represent 52% of active
online population, 54 % of page views and
51 % of time spent online
Source: comScore Media Metrix Canada – francophones, novembre 2009 - janvier 2010
Indice
84
100
104
103
94
107
Indice
87
91
102
98
97
118

7. comScore
• Note that:
– French Canada includes ONLY at-home panel
• No at-work
• No beacons either
– Quebec region includes at-home, at-work and
beacon
• But doesn’t specify French or English mother tongue

8. 2. WHAT DOES MEDIA TIME SPENT
LOOK LIKE IN QUEBEC?

9. Share of Weekly Minutes Per Capita
Total Canada 18+
French 18+ Share
TV
RADIO
INTERNET
NEWSPAPER
MAGAZINE
TOTAL
English 18+ Share
2001
38%
35%
11%
11%
5%
100%
2008
34%
28%
25%
9%
4%
100%
2001
36%
34%
14%
11%
5%
100%
2008
37%
28%
22%
10%
4%
100%
NADbank 2008 Total Canada
French Internet share of media
usage growing fast but still shy of
English share.

10. Share of Weekly Minutes Per Capita
French 18+
Women 18+ Share
TV
RADIO
INTERNET
NEWSPAPER
MAGAZINE
TOTAL
Men 18+ Share
2001
38%
38%
8%
10%
5%
100%
2008
35%
28%
24%
10%
3%
100%
2001
38%
32%
14%
11%
5%
100%
2008
39%
27%
19%
10%
4%
100%
NADbank 2001 and 2008, French Canada
In French Canada, Internet’s share of
media time is higher for men than
women.

11. NADbank 2001 and 2008, French Canada
Share of Weekly Minutes Per Capita
French 18+
TV
RADIO
INTERNET
NEWSPAPER
MAGAZINE
TOTAL
25-34 Share
2008
31%
27%
34%
6%
3%
100%
2001
35%
36%
16%
7%
6%
100%
35-54 Share
TV
RADIO
INTERNET
NEWSPAPER
MAGAZINE
TOTAL
55+ Share
2001
35%
39%
12%
9%
5%
100%
2008
46%
26%
9%
14%
5%
100%
2001
42%
30%
3%
14%
10%
100%
2008
34%
32%
21%
9%
4%
100%
18-24 Share
2008
31%
18%
42%
6%
3%
100%
2001
35%
26%
27%
7%
6%
100%
The Internet leads all media among
French 18-24 & 25-34 age groups.

12. 3. IS ONLINE IMPERATIVE IN QUEBEC?

13. Internet Imperative
Dual
TV Imperative
Light/Light
158
79
64
118
The Internet is Imperative!
PMB ’08, French 18+ Base
Consumers who spend $1500+
monthly on credit cards.

14. Dual
TV Imperative
Light/Light
Internet Imperative
209
76
45
85
The Internet is Imperative!
PMB ’08, French 18+ Base
Consumers who carry $250,000+
in life insurance.

15. Internet Imperative
Dual
TV Imperative
Light/Light
151
94
48
125
The Internet is Imperative!
PMB ’08, French 18+ Base
Consumers with a home valued
at $400,000+.

16. Internet Imperative
Dual
TV Imperative
Light/Light
147
107
66
75
The Internet is Imperative!
PMB ’08, French 18+ Base
Consumers who spent $750+ in past
year on Sporting Equipment.

17. Internet Imperative
Dual
TV Imperative
Light/Light
147
116
48
92
The Internet is Imperative!
PMB ’08, French 18+ Base
Consumers who spent $2,500+ on
women’s clothing in the past year.

18. Internet Imperative
Dual
TV Imperative
Light/Light
162
84
75
85
The Internet is Imperative!
PMB ’08, French 18+ Base
Consumers who spend more
than $250 per week on groceries.

19. 4. WHAT DOES OUR BEHAVIOUR LOOK
LIKE?

20. Principal news source (the first) for
Quebecers, Janvier 2009
Quebecers
The main source
Jan.09
Americans
main SOURCES (multiple)
Juil.09
Television 41% 70%
Internet 30% 42%
Dailies 19% 33%
Radio 10% 21%
Source : SOM/Branchez-Vous.com, février 2009

21. Top 30 categories by reach
Source : comScore Media Metrix, Canada total, septembre 2010 (moy.3mois), % de la Reach total Internet
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Ang Fr

22. Top 30 categories by time spent
Source : comScore Media Metrix, Canada total, septembre 2010 (moy.3mois), minutes moyennes par individu par mois
0.0
100.0
200.0
300.0
400.0
500.0
600.0
Ang Fr
9 hours per month!
3 hours per month
6 hours per month

23. Top 30 categories by pages viewed
Source : comScore Media Metrix, Canada total, septembre 2010 (moy.3mois), pages vues moyennes par individu par mois
0.0
100.0
200.0
300.0
400.0
500.0
600.0
700.0
Ang Fr20 pages per day!
8 pages per day

24. Top 30 categories by visits
Source : comScore Media Metrix, Canada total, septembre 2010 (moy.3mois), visites moyennes par individu par mois
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
v / vu Ang v / vu Fr
2x daily!
1x+ weekly!

25. Is language a barrier?
• It is agreed by Quebec agencies that French
ads targeted to French Quebecers on English
editorial environments perform as well as
French ads on French editorial environments.
– Clickthrough is a factor of much more than just
language...
• It remains easier to buy a French audience on
Quebec websites – volume is bigger.

26. What else
• Whitout hard data:
– Concensus among Qc publishers is that Quebecers
participate more in contests & sweepstakes than
do other Canadians or Americans.
• Prizes need not be very high, while participation will be
high

27. 5. WHAT ABOUT WEB 2.0?

28. Are Quebecers using social media?
• Growth is extraordinary for most services
Source : comScore, Canada francophone A2+, octobre 2010, 2009 et 2008
Site Reach
Oct.10 (000)
Reach % Total Pop
Reach %
Reach
Oct.09 (000)
Reach % Reach
Oct.08 (000)
Reach % 2-yr Growth
Facebook 4 900 82.8 % 62.1% 3 727 72.8 % 2 670 56.8 % +84%
YouTube 3 987 67.1% 50.6% 3 325 65.0 % 2 920 62.1 % +37%
Blogger 1 936 32.7% 24.5% 1 841 36.0 % 1 581 33.7 % +23%
Daily Motion 1 183 19.9% 15.0% 1 000 19.5 % 528 11.2 % +1,241%
WordPress 859 14.5% 10.9% 1 054 20.7 % 781 16.6 % +10%
SkyRock Blogues 687 11.6% 8.7% 1 181 23.1 % 1 106 23.5 % -38%
LinkedIn 462 7.8% 5.9% 123 2.5 % 71 1.5 % +5,507%
Flickr 451 7.6% 5.7% 625 12.3 % 544 11.6 % -17%
Twitter 423 7.2% 5.4% 331 6.5 % 11 0.2 % +39,455%
MySpace 347 5.9% 4.5% 587 11.5 % 799 17.0 % -57%
Vimeo 197 3.3% 2.5% 82 1.6 % 46 1.0 % +3,283%
Hi5 107 1.8% 1.3% 177 3.5 % 246 5.2 % -57%
Tumblr.com 75 1.3% 0.95% n/a n/a n/a n/a
Viadeo.com 60 1.0% 0.76% n/a n/a n/a n/a
Foursquare 11 0.2% 0.14% n/a n/a n/a n/a

29. 2 000
2 500
3 000
3 500
4 000
4 500
5 000
5 500
6 000
Nov-2007
Dec-2007
Jan-2008
Feb-2008
Mar-2008
Apr-2008
May-2008
Jun-2008
Jul-2008
Aug-2008
Sep-2008
Oct-2008
Nov-2008
Dec-2008
Jan-2009
Feb-2009
Mar-2009
Apr-2009
May-2009
Jun-2009
Jul-2009
Aug-2009
Sep-2009
Oct-2009
Nov-2009
Dec-2009
Jan-2010
Feb-2010
Mar-2010
Apr-2010
May-2010
Jun-2010
Jul-2010
Aug-2010
Sep-2010
Oct-2010
Nov-2010
Portéeparcatégoriedesites
Blogues Vidéo Réseaux Sociaux Jeux en ligne Photos Courriel Messagerie Instantané
Collaborative Web’s Reach
Web 2.0 Web 1.0
+28% +24% +35% +18% +61% +13% -3%
Source: comScore Inc, Canada Français Nov07- Sept10

30. 0
100
200
300
400
500
600
700
Minutesmoyennesparvisiteur
Blogues Vidéo Réseaux Sociaux Jeux en ligne Photos Courriel Messagerie Instantané
Collaborative web’s time spent
Web 2.0 Web 1.0
-57% -3% +21% -40% -19% -9% -16%
Source: comScore Inc, Canada Français Nov07- Sept10

31. Source: Cefrio, NETendances Vol1-1 2010
Social network use in Quebec (2009-
10)
Visited a social
network
Engaged in a
social network

32. Frequency and participation
Source: Cefrio, NETendances Vol1-1 2010
Intensity of social network visitation
by age in Quebec (2010)
Intensity of participation in social
networks by age in Quebec (2010)

33. What about blogs?
Blog use by Quebec adults (2009-10)
Blog use by Quebec online
population (2009-10)
Read blogs Read blogs
Write or
comment
Write or
comment
Source: Cefrio, NETendances Vol1-1 2010

34. Source: Cefrio, NETendances Vol1-1 2010
Blog use in Quebec by age (2010)
Read blogs Write or comment on blogs

35. Microblog use in Quebec by age (2010)
Source: Cefrio, NETendances Vol1-1 2010

36. Microblog use frequency in Quebec
(2009-10)
Daily At least weekly At least monthly
Source:Cefrio,NETendancesVol1-12010

37. Social networks & brands
Interacting with brands on social
networks (2010)
Read online product
recommendations (2010)
Quebec Adults Quebec AdultsQuebec Online
Population
Quebec Online
Population
Social Media users
Source: Cefrio, NETendances Vol1-1 2010

38. Social networks & brands
Interacting with brands on social
networks by age (2010)
Online recommendation influence on
purchases by age (2010)
Source: Cefrio, NETendances Vol1-1 2010

39. 6. AD SPEND ONLINE & BY MEDIA IN
QUEBEC?

40. IAB Canada: Online Ad Spend 1998-2010
Sources : 1998-2001 : IABC & PwC, 2002-2009 : IABC & Ernst & Young, 2010-2011 : eMarketer CMA, 2012 : PwC eMarketer
352$M 1,82$B
400$M 2,1$B
+15% growth forecast between 2009 and 2010

41. Ad Spend in Canada 2004-10
• Internet represented 3% in 2004 in
Canada
– Back then, Internet was already
ahead of OOH
0 $
1 000 000 $
2 000 000 $
3 000 000 $
4 000 000 $
TV Internet Quot. DM Hebdos Radio P.Jaunes Magazines Affichage Mobile
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
* Sources : TV/RD : 2004-10 CRTC, 2010+projection, Quot.: 2004-09 CNA, 2010+projection, DM : 2004 MediaDigest, 2005-09 CanPost, 2010+projection, Hebdos : 2004-09 MediaDigest, 2011+projection, Internet : 2004-10IABC,
2011+projection, Yellow Pages : 2004 MediaDigest, 2005-09 Teledirect, 2010+projection., Magazines : 2004 Media Digest, 2005-10 MagCanada, 2010+projection, Affichage : 2004 MediaDigest, 2005/09 NMR, 2010+projection, Mobile :
2007-09 eMarketer, 2010+projection
• Internet will account for 15% in 2010, and be
2nd media in importance in Canada.
•Internet ahead of print dailies
•Catching up to television that’s loosing
steam…
10-11%Parts ‘04-’10 10-10% 3-3%3-15% 12-13%25-22% 22-14% 11-9% 5-4%
-23%
+6%
-2%
+477%
+24%
+57%
% growth ‘05-’10
+10%
+26%+27%
0-0.1%
(000)
+1039%

42. Ad Spend in Quebec 2004-10
•Internet also accounted for 4% in Qc in 2004
0 $
100 000 $
200 000 $
300 000 $
400 000 $
500 000 $
600 000 $
700 000 $
800 000 $
TV Quot. Internet Hebdos Radio Magazines Affichage
2004 2005 2006 2007 2008 2009 2010
* Sources : TV/RD : 2004-10 CRTC, Quot.: 2004-09 GuideMédiasIP, Internet : 2004-10 IABC, Magazines : 2004-09 GuideMédiasIP, Affichage : 2004-09 GuideMédiasIP, Hebdos : 2006-10 Hebdos du Québec
•Internet accounts for 16% in 2010 ahead of Radio and
Weeklies / community papers
•Print dailies have the biggest loss (-12pts and -
22% over 5 years)
•TV also lost 9pts share in 5 years
-22%+1%
+22%
+223%
+28% +35%
13 à 12%
% growth ‘05-’10
Parts ’04-’10 8 à 8% 6 à 6%4 à 16%31 à 19%37 à 28%
(000)
+10%
11 à 12%

43. Agency-Publisher relationship
• Quebec agencies do not use RFPs as a rule,
– Unless they absolutely have to.
– Publishers see more RFPs from Toronto agencies
and Montreal ones.
• Montreal agencies react better (ad
opportunity) to Publishers driven concept
proposals than in Toronto (sales offensive).
– I.e. exclusive or limited special ad placement or
packaging.

44. Ad pricing in Quebec
• Quebec publishers, or French websites in
general, command a higher CPM than
Francophone targeting on English inventory,
or English inventory all together:
– French ad inventory can almost be categorised as
niche from the get-go.
– Though, as in English, not all French ad inventory
is necessarily “premium.”

45. Agency Rate Card
• Although a negotiated annual online rate card
can be very common in the US between
publishers and agencies, and it seems to be
more so in English Canada, it is not so in
Quebec to date.
– Pricing tends to remain separate at the advertiser
level, as it is for other media.

46. Exclusivity
• Inventory is scarcer in French / Quebec than in
English markets (depending on targeting of
course).
– Thus, exclusivity deals are always accompanied
with premium pricing (higher CPMs).
– Very much tied to supply and demand.

47. Agency & Publisher creativity
• Being a smaller, niche, market within Canada
with ad budgets moving from Montreal to
Toronto to elsewhere over time, Quebecers
have become used creating original / new /
innovative ways of getting to said budgets.
– Out of the box thinking is practically the norm
– Quebec economy not as strong as Ontario, forcing
resourcefulness to the top of our priorities.

48. The sales rep in Qc
• It is generally perceived that Ontarian online
ad sales reps “take orders” where as
Quebecers have to constantly work harder for
their budget:
– RFPs are common in English Canada, not in Qc
– Negotiated agency rate cards not common in Qc
– French Canada is an afterthought for some
advertisers

49. 7. HOW’S DISPLAY ADVERTISING
DIFFERENT IN QC?

50. Are CTRs different in Qc?
• It would appear not

51. Average CTRs in Qc
• Averages from over 1.3 billion ads served in Quebec in 2010.
• Similar to those of the Fr/Eng news publisher.

52. 8. HOW’S VIDEO DIFFERENT IN QC?

53. Almost half of Quebecers consume
traditionnal media online
• 45% watch television or listen to radio online in 2010.
– 41% growth vs 2009
– Mostly among men under 35, living in urban areas.
– 35% of online men listen to radio online vs 23% of women
– 25% of women watch TV online vs 24% of men
• 2.2 million watch online videos regularly.
– Mostly young adults 18-24 (73% of them) compared to 45-
54 year olds (36% of them)
Cefrio NETendances 2010 Vol1-2

54. Traditional media consumption online
Radio and TV usage online (2009-10)
Online radio and TV usage by age
(2009-10)
Use radio or
TV online
Listen to
radio online
Watch TV
online
Cefrio NETendances 2010 Vol1-2

55. Online video and photo usage
Video viewing by age (2009-10) Video and photos online (2009-10)
Watch online
videos
Publish
online videos
Publish
photos online
Cefrio NETendances 2010 Vol1-2

56. 9. HOW’S SEM DIFFERENT IN QC?

57. Share of search engine visits
Google
75%
Bing
11%
Ask
7%
Yahoo!
6%
MyWebS
earch
1%
Canada
Source: comScore, part des visites en recherche septembre 2010, Canada comScore, part des visites en recherche septembre 2010, Canada français
Google
79%
Bing
10%
Ask
6%
Yahoo!
4%
MyWebS
earch
1%
Canada français

58. 10. HOW’S VIDEO GAMING DIFFERENT
IN QC?

59. In Quebec the M/F split is much tighter
than in the rest of North America
Cefrio NETendances 2010 Vol1-2
Gamers in Qc by gender (2010)
Play Online Play games on
game sites
Play games on
social networks
Play console
games via
Interent

60. Age of players in Quebec
Cefrio NETendances 2010 Vol1-2
• Similar distribution as
rest of North America
• 1.5 million Quebecers
play online in 2010.
– 30% of online
population.
– 46% growth vs
2009.
Gamers in Qc by age (2010)
Play online
Play console LIVE
Play on gaming sites
Play on social networks