The gender divide 60% Shopping local 56 % Canadians like to shop online from Canadian retailers because they want to support local businesses and the economy (56%); avoid the cost of international shipping, taxes and duties (51%); avoid unfavourable exchange rates (44%); and purchase goods made in Canada (32%). Source: PayPal Social media 30% Canadians interact with companies through website visits. 30% do this at least 2-3 times a week, compared to 16% who have liked or followed companies on Facebook, 7% on Twitter, 5% on Instagram, and 4% on LinkedIn. Source: Insights West Social commerce 26% More than a quarter of Canadian online shoppers have engaged in social commerce (buying directly from an advertisement on a social media platform). 54% would consider it. Millennial behaviour 40% Among millennials (ages 18-34), 40% say that interactions with brands on social media increase their respect for those brands. In Canada, women account for 6 in 10 primary shoppers. For marketers looking to connect with women before they even hit the store, digital is key. Canadian women are more likely to check e-mail compared to men (87% vs. 78%) and to visit social networking sites than men (79% vs. 64%). Source: Nielsen Canada Source: PwC (via http://strategyonline. ca/2016/03/29/howcanadians-decide-what-tobuy-in-2016/) Source: PayPal www.retailcouncil.org/cdnretailer THE MARKETING ISSUE | CANADIAN RETAILER | 1 9http://www.retailcouncil.org/cdnretailer