19 Apr 2012

Corporate Research Associates Launches SocialShadow

HALIFAX: How engaged are Atlantic Canadians in social media? Today, Corporate Research Associates, Inc. launched a new product, SocialShadow, the only comprehensive view of social media habits in Atlantic Canada.

“It is increasingly important for businesses today to understand what implications social media might have on a marketing strategy,” said Don Mills, Chairman and CEO of Corporate Research Associates. “Businesses need to know which social media platforms are being used by consumers, and by which audiences.  Our new report provides a cost effective way for businesses to get that insight.”

CRA’s SocialShadow report provides clear direction for social media strategies by offering detailed information on technology and social media usage among the general public.   SocialShadow includes insight from over 70 questions on a wide variety of social media platforms including Facebook, LinkedIn, Twitter and newer applications such as Pinterest, Google+ and Foursquare.  The report also includes information on general communication habits and the use of apps.

“If you’re marketing a product to young adults, which platform is most important?  Are ads on Facebook reaching the intended audience?  How are trends changing?” asked Mills.  “These are just a few examples of questions that are answered in our SocialShadow report.”

The results are from an independent survey of Atlantic Canadian adults, based on a sample of 1,906 random telephone interviews conducted in February 2012. Overall results are accurate to within plus or minus 2.2 percentage points, 19 times in 20.

“A key consideration for SocialShadow is that it is a telephone survey, rather than an online study.  By design, this approach allows us to truly understand how prevalent social media is in the general population, rather than in online audiences alone,” said Mills.  “This is a key consideration for any business as it contemplates shifting its marketing spend to non-traditional methods, as it is imperative that it understands which groups, are not actively engaged in various social media.”

The SocialShadow report provides a detailed analysis of social media habits and includes a number of different reporting options.  Businesses can also choose a custom reporting option that looks at a specific population group, with their own products in mind.

For more information on SocialShadow or other CRA marketing research services contact:
Don Mills, Chairman and CEO, at 902.493.3820


CRA Corporate Research Associates