Digital agency Leger DGTL recently unveiled its latest study that highlights North Americans’ digital preferences for 2026, which found that users are unconsciously seeking informative, connecting, or thought-provoking content. They’re tired of just scrolling the page, even if it remains a habit.
Leger DGTL said TikTok saw the highest usage increase at 23 per cent of Canadians who use it at least once a day — compared to 20 per cent in 2025. They also said the reasons for use have changed.
“‘Passing time’ has decreased overall from 40 per cent to 35 per cent, while usage for ‘learning new things’ has increased, notably among 16-24 year olds, going from 23 per cent to 28 per cent this year,” said the company.
The report also found that 16-24-year-old Instagram users use the platform actively, with 34 per cent using it to send DMs, 34 per cent to interact with content, and 20 per cent to get inspired and use the Explore page.
“YouTube has the most varied usage,” said Leger DGTL , noting that 36 per cent of Canadians use it to learn new things. Another 35 per cent listen to music, and 22 per cent search for information.
The company also highlighted that influencers “need to stay authentic and spontaneous, all while serving a purpose, an idea or a message.” And that messaging can be funny, touching or engaging, “but cannot compromise on clarity.”
The 2026 DGTL Study is divided into five chapters to help clients with their decision-making: Platform usage, Influencers and Content Creators, Brands, Formats and Tone, and Artificial Intelligence. The report is based on an online survey of 4,561 respondents with people 16 years and older: 3,561 from Canada and 1,000 from the U.S. The data was collected between May 22 and June 5, 2025.
