Web Usage in Quebec: Some Stats Per City and Region

Who can access Internet and how fast?

In 2013, the Institut de la Statistique du Québec (ISQ) published the results of the household access to the Internet. 8 in 10 households would have an Internet access in Quebec, and 9 out of 10 of them would be connected to a high speed Internet. It is surprising to note that:

  • Laval and Abitibi-Témiscamingue (!) would be more connected to a high speed Internet than Montreal itself;
  • Gaspésie still gets a good score for its high speed access while the region is the less connected region.
Administrative regions Household connection rate High speed connection rate
Capitale Nationale 84,50% 94,40%
Laval 84,30% 96,10%
Montérégie 84% 94,20%
Montréal 83,60% 96%
Entire Quebec 81,60% 94,40%
Lanaudière 81% 93,70%
Laurentides 80,60% 93,10%
Outaouais 80,30% 95,30%
Abitibi-Témiscamingue 79% 96,70%
Côte-Nord/Nord-du-Québec 79% 94,60%
Mauricie 78,30% 93,40%
Centre-du-Québec 77,80% 91,50%
Chaudière-Appalaches 77,60% 91,20%
Estrie 76,40% 92,10%
Saguenay–Lac-Saint-Jean 76,30% 93,50%
Bas-Saint-Laurent 74,40% 92,30%
Gaspésie–Îles-de-la-Madeleine 70,70% 94,50%

This information is crucial when you estimate the data from the trafic of a website. It enables you to:

  • know the existing geographical reality when you evaluate the sources of traffic per city;
  • select the right A/B testing tools and avoid Optimizely for Quebec countryside (that wouldn’t be able to load the tested website);
  • identify the cities for whom the website should be lighter in a near future;
  • how to target geographically the online advertising.

Some geographical exceptions for Facebook and Linkedin usage

If you compare the Facebook and Linkedin usage done by Quebecers, you realize that Linkedin is generally not very popular, even in larger cities that might need to meet more business partners, candidates or recruiters. Some remarks:

  • Lévis would have a Linkedin penetration rate higher than Montreal’s rate, even if the city is way smaller;
  • Saguenay would not be that enthusiastic about social networks, neither Facebook or Linkedin;
  • Rimouski would be clearly focused on Facebook to the detriment of Linkedin.
City Facebook account FB penetration rate Linkedin account Lin penetration rate Population
Montréal 1 700 000 97% 901 172 52% 1 744 323
Québec 490 000 91% 116 160 22% 537 859
Gatineau 150 000 54% _ _ 276 338
Sherbrooke 130 000 80% 27 275 17% 162 638
Trois-Rivières 100 000 74% 24 995 19% 134 561
Terrebonne 82 000 74% _ _ 111 175
Drummondville 69 000 93% 14 018 19% 74 303
Saint-Jérôme 63 000 86% _ _ 72 868
Saint-Jean-Sur-Richelieu 61 000 64% _ _ 94 663
Saguenay 60 000 41% 19 206 13% 145 990
Repentigny 57 000 68% _ _ 83 751
Lévis 55 000 38% 93 728 66% 142 887
Boucherville 38 000 92% 9 568 23% 41 490
Rimouski 37 000 76% 6 003 12% 48 859

We only regret that Facebook is now rounding its users stats to the nearest hundred and Linkedin isn’t providing stats apart from Montreal and Quebec city.

Adwords costs are not related to the size of a population

The data collected in April 2015 by Social Engine People are based on an average of 200 keywords of the main industries from 300 cities in North America. Here are the average costs per click for the selected cities in Quebec:

City Cost per click (April 2015) Population
Montréal $6.08 1 744 323
Saint-Jean-sur-Richelieu $3.87 94 663
Saguenay $3.07 145 990
Granby $2.52 66 122
Sherbrooke $2.47 162 638
Trois-Rivières $1.85 134 561
Drummondville $1.52 74 303

The first remark we could draw is that the size of a population doesn’t impact the cost of the keyword. We can take the example of Saint-Jean-sur-Richelieu whose population is much smaller than Saguenay but for whom the cost per click is way higher.
It is also interesting to know than Montreal is ranked 41st of the Canadian cities for its cost per clic, far behind Toronto and its $15.19 per click. Phew!

Sources:

Internet stats in Quebec (in French):
http://www.stat.gouv.qc.ca/docs-hmi/statistiques/science-technologie-innovation/utilisation-internet/menages-individus/index.html

Linkedin and Facebook stats per city in Quebec, by Colloquium (in French):
http://fr.slideshare.net/proximacentauri/statistiques-linkedin-et-facebook-villes-du-qubec-par-colloquium

Canada Statistics:
http://www5.statcan.gc.ca/subject-sujet/result-resultat?pid=2256&id=2258&lang=fra&type=CST&pageNum=1&more=0