Basic Canada-wide demographic and usage stats acquired

[pcwsmith]

items to cover:

• mobile and internet use among Canadians (have used cira.ca data in the past, from the annual Canadian Internet Factbook)
• Canada-wide literacy levels (Denise had tracked some of this down for us back in the day)
• high level demographic breakdowns - gender, education, first language (E, F, others)
• basic Canada.ca usage data - overall traffic, % mobile, etc.
• etc.

What we are looking for here is data points to demonstrate the at a high level the diversity of our audiences, and the impact of GC online

[pcwsmith]

some of these data points have made it into our decks. Here's a few from my Innovation Fair presentation:

• Canada.ca domain: 1.2 million visits daily
• GC search engine: 200,000/day
• 100 top GC tasks: starting points 296 million annual visits

[ericcoops]

Canada-wide literacy levels 2012 Programme for the International Assessment of Adult Competencies

• 27,000 Canadians tested between ages 16 and 65
• Level 1 (functionally illiterate) - 17% of all Canadians, 21% of people aged 45 to 65, 26% of people who weren't in the labour force, 27% of immigrants
• Level 3 (benchmark, minimum needed to function in today's society) - 48% of Canadians scored below this level

The Conference Board of Canada As of 2013, four out of ten Canadian adults have literacy skills too low to be fully competent in most jobs in our modern economy.

ABC Life Literacy Canada (as of 2013)

• 48 per cent of adult Canadians have low literacy skills that fall below high school equivalency and affect their ability to function at work and in their personal lives.
• 17 per cent score at or below the lowest proficiency level, meaning they are able to locate single pieces of information in short texts, for example, the may be unable to read the dosage instructions on a medicine bottle.

[ericcoops]

The power of plain language - Writing for government (answers).pdf

[ericcoops]

Mobile and internet use among Canadians

https://cira.ca/factbook/canadas-internet-factbook-2017

• Nearly 90% of Canadians use the internet. (Source: ITU 2016)
• 71% of Canadians spend at least 3-4 hours on the internet each day
• The use of a mobile device to access the internet has more than doubled since 2013. 2013: 32% | 2017: 67%
• 46% of Canadian households have five or more internet-connected devices.
• 69% of Canadian internet users agree that Canadian organizations should use a .CA domain.
• Canada ranks 25th in the world on the International Telecommunications Union’s ICT Development Index (IDI 2016 Rank), which is based on internationally agreed information and communications technologies indicators including access, use and skills.

[ericcoops]

High level demographic breakdowns - gender, education, first language (E, F, others)

Eric here, let me start off by saying that I sincerely tried to get this data through StatsCan but THEIR WEBSITE IS SO BAD I COULDN'T DO IT. It's actually ridiculous, like they've never heard of user experience before. Just TRY to find a gender breakdown for Canada, I dare you! If you're like me you may end up on this page titled 2016 Census: Population trends in Canada by age and sex but wait, all there is is a video talking about the census that DOESN'T MENTION SEX OR GENDER AT ALL. It is about how Canada's population is aging due to baby boomers, despite the very misleading title. I know StatsCan have fought tooth and nail to be separated from us, but their website sucks and it looks like Canada.ca.

Anyway, here's the dang answer found in one of a hundred places that aren't StatsCan

• Overall in Canada, 97 men for every 100 women
• At younger ages men outnumber women, but the opposite is true for seniors. For ages 85 to 99 there are 54 men for every 100 women https://www.ctvnews.ca/canada/census-women-slightly-outnumber-men-in-canada-1.3395909

Education level was easier to find on StatsCan. For all of Canada...

• 11.5% have no degree
• 23.7% have high school or equivalent
• 10.8% have apprenticeship, trades certificate, diploma
• 22.4% have college, CEGEP or other non-university certificate or diploma
• 3.1% have university certificate or diploma below bachelor level
• 28.5% have university certificate, diploma or degree at bachelor level or above http://www12.statcan.gc.ca/census-recensement/2016/dp-pd/hlt-fst/edu-sco/Table.cfm?Lang=E&T=11&Geo=00&View=2&Age=2

First languages (aka mother tongues) in Canada

• 56.0% English (NL highest)
• 20.6% French (QC highest)
• 21.1% Non-official language (NU highest)
• 1.8% combinations of English, French and non-official languages http://www12.statcan.gc.ca/census-recensement/2016/dp-pd/hlt-fst/lang/Table.cfm?Lang=E&T=11&Geo=00&SP=1&view=2&age=1

[ericcoops]

basic Canada.ca usage data - overall traffic, % mobile, etc. Of the visits in last 12 months across Canada.ca

Overall traffic - https://sc5.omniture.com/x/5_6ioer

• Approx 360M visits
• Consistent pattern of low visits on weekends followed by slight spike on Monday then lower plateau for rest of work week
• Significant drop in traffic from Dec 22 - Jan 3
• Significant spike on April 30 (income tax deadline)
• Jumps in baseline in last 12 months due to sites being migrated to Canada.ca

Device type - https://sc5.omniture.com/x/5_6iodd

• 64.6% Non-mobile (Desktop or laptop)
• 29.5% Mobile phone (mostly Apple iPhone)
• 5.8% Tablet
• 0.1% Media player
• <0.1% for Gaming console, Television, set-top box, eReader

Time spent per visit - https://sc5.omniture.com/x/5_6iogd

• 41.0% less than 1 minute
• 26.5% 1-5 minutes
• 11.3% 5-10 minutes
• 16.0% 10-30 minutes
• 4.3% 30-60 minutes
• 0.9% >60 minutes

Referring domains with bounce rate - https://sc5.omniture.com/x/5_6iogk

• 33.8% Google.ca - 25.85% bounce
• 33.5% Typed/bookmarked - 25.99% bounce
• 7.4% cra-arc.gc.ca - 8.12% bounce
• 6.9% cic.gc.ca - 19.92% bounce
• 4.1% Google.com - 30.73% bounce
• 2.8% Bing.com - 17.75% bounce
• 2.7% clegc-gckey.gc.ca - 13.67% bounce
• 1.6% securekeyconcierge.com - 13.64%
• 1.3% facebook.com - 61.25% bounce

[pcwsmith]

When @ericcoops said he couldnt get stats can's data on gender breakdowns I couldn't help myself... I had to go looking. Managed to find this data table on Stats Can's site:

https://www12.statcan.gc.ca/census-recensement/2016/dp-pd/prof/details/page.cfm?Lang=E&Geo1=PR&Code1=01&Geo2=&Code2=&Data=Count&SearchText=Canada&SearchType=Begins&SearchPR=01&B1=All&TABID=1

Looks like according to the 2016 census, there were:

17,264,200 people who said they were male 17,887,530 people who said they were female