The State of Social Media in Canada 2025
Bibliographic record
Abstract
The report provides a snapshot of the social media usage trends amongst online Canadian adults based on an online survey of 1,500 participants. This is an update to the previous surveys by the Social Media Lab (2018[1], 2020[2], and 2022[3]).Canada continues to be one of the most connected countries in the world. An overwhelming majority of online Canadian adults (95%) have an account on at least one social media platform, with 93% visiting at least one of the major platforms monthly. Dominant platforms such as Facebook, YouTube and Instagram are still at the top. [1] Gruzd, Jacobson, Mai, & Dubois. (2018). The State of Social Media in Canada 2017. DOI:10.5683/SP/AL8Z6R[2] Gruzd & Mai. (2020). The State of Social Media in Canada 2020. DOI:10.5683/SP2/XIW8EW[3] Mai & Gruzd (2022). The State of Social Media in Canada 2022. DOI: 10.6084/m9.figshare.21002848
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.008 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.006 | 0.012 |
| Science and technology studies | 0.007 | 0.003 |
| Scholarly communication | 0.011 | 0.004 |
| Open science | 0.002 | 0.002 |
| Research integrity | 0.001 | 0.002 |
| Insufficient payload (model declined to judge) | 0.016 | 0.002 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".