A 2002 study from Ipsos-Reid finds that 79%
of internet users in Canada have opted-in to certain websites to receive
e-mail campaigns. The study also determined that overall, 92% of internet
users in Canada use e-mail on a regular basis and 88% use it on a weekly
Ipsos-Reid surveyed 1,000 Canadian internet users online and conducted
1,000 telephone interviews for the “Email Marketing: What the Future Holds”
report. The online surveys were conducted between 28 December 2001 and
January 2002 and the telephone surveys were conducted between 10 and 23
December 2001. The report notes that, in particular, 54% of internet users
who have opted into e-mail campaigns turn to news and information websites
and 38% opt-in to entertainment sites.
To put the Ipsos numbers into greater perspective, eMarketer’s latest
North America Online Report presents estimates from different firms
regarding internet users in Canada. Though Telecordia Technologies believes
there were 24.5 million users in 2001, eMarketer believes there will be
16 million internet users in Canada in 2002.