In August-September 2014, IAB Canada surveyed students about their social media habits.
The survey was initially drafted as a project by Western University student Sarah Kardash, an intern at IAB Canada throughout the summer of 2014. Sarah worked with IAB Canada staff and our Social Media Committee to mould the survey into one that IAB Canada members would find interest in, with questions focusing in on how students view branding on such platforms.
Once launched, the survey was shared with five colleges & universities distributed via their professors and instructors, with further encouragement to share it with their family and friends.
The resulting presentation reflects the responses from 72 participants who fully completed the survey, as well as an additional 64 respondents who completed only part of the survey. The results of these 136 individuals helps to give our Canadian advertising market some context as to what students like and don’t like about social media.
One of the most interesting stats to come out was the admission that 40% of respondents log onto social channels several times per hour, mostly to message friends and share photos. Every single respondent admitted they log into social media at least once or twice per day.
IAB Canada hopes to survey students on these habits annual in order to build out trends.