Canada’s Digital Year in Review 2024
February 6, 2025
As 2024 has reached an end, it's time to reflect on how Canadians continue to engage with the digital world. This year’s data highlights key trends in internet usage, social media engagement, mobile connectivity, and e-commerce. These insights provide a clear picture of how technology shapes daily life across the country and where future opportunities lie. Let’s take a closer look at the numbers that defined Canada’s digital landscape in 2024.
Daily Internet Use: Canadians Are Logging Serious Screen Time
On average, Canadians spend 6 hours and 18 minutes per day using the internet across all devices. Mobile phones account for nearly half of this time, with users spending an average of 2 hours and 59 minutes daily on mobile internet. Laptops and desktops aren’t far behind, with users clocking in 3 hours and 19 minutes of daily usage.
Source: GWI
Key Takeaway for B2B Marketing Agencies: With Canadians spending significant time online, it’s crucial for businesses to adopt comprehensive content strategies tailored to digital channels to reach audiences effectively.
Web Browsing Habits: Chrome and Safari Dominate
When it comes to web browsers, Chrome is the clear leader, handling 49.4% of web traffic. Safari follows with 33.5%, while other browsers like Edge (7.3%) and Firefox (4.9%) make up smaller shares. Samsung Internet accounts for 3% of web traffic, and Opera has 1%. (
Source: StatCounter)
Most Canadians prefer to browse on laptops and desktops (54.35%), though mobile phones (42.03%) are increasingly popular for web surfing. Tablets account for only 3.55% of web traffic.
Key Fact: Tablets are declining in popularity as browsing devices, with laptops and mobile phones taking the lead.
Social Media and App Use: Staying Connected and Informed
Social media remains a key part of Canadian digital life, with 31.9 million user identities representing 81.9% of the population. There has been no significant change quarter-on-quarter, but social media user identities have declined by 1.2 million users year-on-year, marking a 3.6% decrease. (Source: We Are Social & Meltwater)
Canadians spend an average of 1 hour and 53 minutes daily on social media, a decline of 11 minutes from the previous year. On average, Canadians use 6.4 social media platforms each month.
Popular types of websites and apps visited include:
- Social networks (94.8%)
- Chat and messaging apps (89.3%)
- Search engines (89.3%)
- Shopping sites (82.4%)
- Email platforms (72.5%)
- Maps and location services (68%)
- Weather apps (62.2%)
- Banking and financial services (45.8%) (Source: GWI)
Key Fact: Despite a slight drop in overall users, social media remains a vital tool for connection, entertainment, and brand engagement.
Looking to leverage these platforms for your business? Learn how our B2B marketing agency can craft a social media content strategy tailored to your goals.
Accessing Online Information
Canadians rely heavily on search engines, with 89.3% of internet users turning to platforms like Google, Bing, and DuckDuckGo each month to find information. Additionally, 32.9% visit social networks to research brands and products. (
Source: GWI)
Emerging digital tools are also gaining traction. For example, 32.5% of Canadians scan QR codes on their mobile devices each month, and 25.5% use online translation tools weekly to convert text into different languages. Voice assistants are becoming part of everyday life, with 19% of users employing tools like Siri or Google Assistant to find information each week. Meanwhile, 19.7% of users engage with image search tools like Google Lens and Pinterest Lens. (Source: GWI)
Key Fact: QR code usage is on the rise, with more Canadians using their phones to scan codes for quick access to information.
Online Privacy and Security: Canadians Are Paying Attention
With growing concerns over data privacy and online security, 59.9% of Canadians express worry about distinguishing real information from fake content on the internet. Additionally, 43.9% are concerned about how companies use their online data. (Source: GWI)
Privacy-conscious behaviors are becoming more common, with 43.3% of Canadians declining cookies on websites at least some of the time. Similarly, 33.6% use ad-blocking tools, and 23.6% employ VPNs to safeguard their online activities.
Key Fact: More Canadians are taking proactive steps to protect their online privacy, reflecting growing awareness of digital security risks.
Why Canadians Go Online
The top reasons for using the internet include:
- Finding information (76.1%)
- Researching how to do things (68%)
- Staying in touch with friends and family (65.3%)
- Keeping up with news and events (59.2%) (Source: GWI)
Canadians also use the internet to watch videos, research products, listen to music, and find new ideas or inspiration.
E-commerce: A Steady Favourite
E-commerce remains strong, with 32% of Canadian businesses receiving online orders this year. (
Source: GWI)
Media Use: Mobile and Social Lead the Way
Canadians overwhelmingly access the internet via mobile phones (95.5%) and laptops or desktops (95.6%). Social media usage remains high at 91.9%, and streaming services are a popular entertainment option. (Source: GWI)
Traditional media is still in the mix, with 87.6% of Canadians watching linear TV and 78.4% listening to broadcast radio. 60.1% of Canadians listen to podcasts, highlighting a growing trend in on-demand audio content. (Source: GWI)
Artificial Intelligence: Gaining Ground
AI is becoming more common in Canadian businesses, with 8% of companies now using it to streamline operations. The most active adopters? The information and cultural industries sector, where nearly 30% are tapping into AI’s potential. (Source: GWI)
Key Fact: AI is expected to play a bigger role in businesses across Canada in the coming years. Interested in harnessing AI for marketing and communication strategies? Contact us for expert guidance.
Key Takeaways:
- Nearly all Canadians are online – 94% of the population uses the internet. (Source: GWI)
- Social media remains popular, with 82% of people actively using platforms. (Source: GWI)
- There are more mobile connections than people, highlighting how connected we are. (Source: GWI)
- E-commerce is steady, with billions in online sales. (Source: GWI)
- AI is growing in Canadian businesses, with more industries exploring its potential. (Source: GWI)
- Canadians are taking privacy seriously, with many using tools like ad blockers and VPNs to protect their data. (Source: GWI)
- Internet speeds keep improving, making the online experience better for everyone. (Source: GWI)
In short, Canada’s digital life is thriving. From browsing and shopping to streaming and staying connected, 2024 showed us just how deeply technology is woven into our everyday lives. Learn more about how our B2B marketing agency can help you navigate Canada’s evolving digital landscape. Here's to an even more connected 2025!
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