{"id":117584,"date":"2012-07-05T20:28:00","date_gmt":"2012-07-06T01:28:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/do-canadians-and-americans-search-differently\/"},"modified":"2024-12-23T00:36:25","modified_gmt":"2024-12-23T05:36:25","slug":"do-canadians-and-americans-search-differently","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/do-canadians-and-americans-search-differently\/","title":{"rendered":"Do Canadians and Americans Search Differently?"},"content":{"rendered":"

DAC\/Kantar Media\u2019s yearly media<\/a> usage study<\/u> looks at buying behavior separately in the U.S. and Canada. The two countries share a border, but do they share the same media usage habits? In many questions, the similarities between American and Canadian respondents were striking. However, there are still some notable differences between U.S. and Canadian shoppers.<\/p>\n

Canadians and Americans named the same top four media sources<\/strong><\/h2>\n

When asked which media source shoppers referenced first and second when looking for business information, both Canadians and Americans chose search engines as their #1 most used media source, followed by company websites, print yellow pages, and Internet yellow pages. When looking at media choices used by heading category (for example Auto Repair or Physicians), Americans and Canadians searched very similarly, although there was a trend of Americans reporting higher usage of search engines.\u00a0 Search engines were also top for Canadians; however, they were slightly more likely to favor print and Internet yellow pages.\u00a0 This is likely because Canadian media usage habits lag the U.S. by\u00a0six months to a year.<\/p>\n

Both Canadians and Americans use mobile to search for local businesses<\/a><\/strong><\/h2>\n

Americans are more likely to use mobile to find local businesses. Our study found that 11% of Americans stated that they use mobile first or second when searching for business information, compared to only 4% of Canadians. Additionally, when asked why respondents search for products on their mobile phones, 14% of Americans said that their mobile device is sometimes their main Internet connection. Still, Canadian mobile phone usage is growing steadily, particularly usage of Smartphones to search for business information. A 2012 Google Insights study<\/a> on mobile habits across the globe showed that 49% of Canadians search for business information on their mobile devices at least once a week, a figure that will likely grow as more and more Canadians adopt Smartphones.<\/p>\n

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