Give Local Media a Boost and It Will Do the Same for You Committing to local media is now a growing movement and most Quebecers are on board. In fact, 65% of them say they value local media for its coverage of community news. More and more, international advertisers are also taking a stand by …
Taking risks is no longer in Fears of recession, unstable stock and cryptocurrency markets, inflation, increased interest rates. . . economic uncertainties are weighing consumers down. In fact, the question of personal finances is back as households’ number 1 concern. Now more than ever, foresight is key. Among active Quebecers who made changes to their finances in …
CONSUMER TREND The marketing industry is often accused of being disconnected from reality. It is hard to deny the existence of a certain predominant type: 71% of marketing and advertising professionals are Millennials (close to 3 times more than in the general population) and 52% live in the country’s largest cities (versus 36% of the …
Platform royalties: looking to a fair ecosystem? For more than a decade, the digital world has been reshaping our relationship with entertainment and information. And the gap between traditional media and digital media continues to grow. Online media—Canadians’ preferred channel—accounts for an ever-growing portion of advertising investments. Digital has more than its share of investments …
6 MYTHS AND REALITIES ABOUT MAGAZINES MYTH #1 Magazine reach is dropping fast FALSE In Quebec, reach for print magazines has dropped only 8% in the past 2 years, from 62% to 54% (F22). MYTH #2 Magazines now have higher reach in digital than in print FALSE In Canada, reach for digital magazines has remained …
FALL TV Who said TV was going extinct? Just one look at this season’s early viewing stats proves that here in Quebec, the demand for local TV productions is higher than ever! In 2022, TV’s fall programming brings Quebecers together more than ever Source: Numeris, QC fr, September 12 to 15, 2022, 7 p.m. to …
INNOVATIONS AND MARKETING trend The tables have turned on the job market. To attract candidates, recruiters are getting extra creative with: streamlined hiring processes (checkbox CVs, recruitment via QR code); entertaining campaigns (reverse interviews, escape room-style recruitment). And while these initiatives are making headlines, the crux of the battle is elsewhere . . …
Recruitment: the “battle of talents” has been declared! Read More »
Entrepreneurship The current labour shortage is hindering businesses, forcing 44% of Canadian entrepreneurs to turn down contracts. A lesser-known consequence: the labour shortage is also stopping entrepreneurs from going into business in the first place. In Quebec, 33% of aspiring entrepreneurs are finding it challenging to launch their projects. In this context, Quebecers are hesitant …
Generation shift While Canada and Quebec are facing the inevitable aging of their populations, another demographic upset is on the horizon. With the number of Baby Boomers in decline, an era is coming to an end. The generation that has been moulding society for over four decades is passing the torch on to a younger …
a well-established, high-performance offer The number of ads we see each day—an estimated 2,000 to 10,000—is simply mind-boggling! And the exact number keeps growing. Our attention span, on the other hand, is not following suit. Quite the opposite, in fact: with the digital shift, average concentration has dropped by one third. Now more than ever, …
THE FASHION INDUSTRY IS GOING THROUGH AN IDENTITY CRISIS The fashion industry is just starting to recover. But the upswing could be short-lived, as inflation is forcing consumers to rethink and reduce their expenses. And mid-range brands could be the first to suffer. Inversely, the luxury goods and low-cost sectors are slated to come out …
Back-to-school (and work) season is just around the corner Although the seventh wave slowed our return to normal down a bit, Quebecers’ eagerness to return to the office—at least part time—hasn’t wavered. Just this past spring, 68% of Montreal workers were already stepping foot back into their office. And with this return to normal comes …
Analysis of technology-generated reach As third-party cookies are painstakingly retiring—Google has just announced that the removal of cookies has been delayed (for the umpteenth time) to 2024—the digital world is reorganizing. In this context, the entire performance tracking paradigm is evolving. New digital ecosystem standards to be defined Source: WARC, The Marketer’s Toolkit 2022 If …
CONSUMER TREND Everyone knows that Quebec’s economy proved to be resilient during the COVID-19 crisis. And it’s already getting back to its pre-pandemic activities. But even though several indicators are green, the outlook for consumers is getting weaker as a result of the rapidly growing inflation. Inflation is here to stay Sources: Statistics Canada. Table …
The subscription model: yay or nay? Take a second to count all the monthly subscriptions you have going on. Chances are the list is long. And yet, not that long ago, you could probably count your subscriptions on one hand: TV, Internet, mobile phone, and maybe a few newspapers or magazines! Subscriptions are integrated into …
The rush to rural From mid-2020 to mid-2021, some 232,000 Quebecers packed their bags and headed to a different region. And while the phenomenon may have started a few years back, the pandemic definitely accelerated the trend. The past few years were marked by major interregional movements Source: Statistique Québec, Migration interrégionale au Québec en …
The QR code rises from the ashes Who would’ve thought? Once considered more trouble than it was worth, the QR code turned out to be a key piece of technology during the pandemic. Fully integrated into our habits, “scanning” became second nature for Quebecers—from vaccine passports to restaurant orders to logging on to online accounts. …
MEDIA TRENDS Things are changing for Subscription Video on Demand (SVOD) specialists in 2022. A dozen or so years after the initial launch of such platforms, the honeymoon with consumers seems to be coming to an end. And while the number of SVOD offers continues to grow, the platforms are struggling to maintain profitability. …
Business shaken, stirred with moderation The alcoholic drink offering has exploded these past few years. The province was transformed into a true experimental, innovative, and creative lab. And the number of SMEs in the sector has reached new heights, with: – 296 microbreweries on the territory (2x more than in 2015); – 200 varieties of …
Podcasts Up until recently, the podcast was a relatively niche phenomenon; nowadays, it is among the most popular forms of media. The amount of audio-digital content has exploded. There are now approximately 1.5 million active podcasts worldwide, for some 34 million episodes! Explosive growth for podcasts in Quebec Sources: Vividata, fall 2021 and 2020 surveys, French …
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