- 10% of Canadians are avid Wordle players, never missing the daily word game, while an additional one-in-ten play regularly, but not every day.
- On the other hand, close to half of Canadians have heard of Wordle, but have never played it.
March 30, 2022
Wordle has become a global trend in just a few months since its creation in October 2021, recently purchased for a reported seven-figure sum by the New York Times. Throughout Canada, the level of awareness of Wordle remains substantially higher than the number of Canadians who play it. About three quarters of Canadians are aware of this simple daily word game (73%) while one-in-ten reported playing every day (10%). Another 8% of Canadians are not as dedicated but do play Wordle regularly, and one in ten have played the game once or twice.
Across regions, regular Wordle players are more likely to be in Ontario (23%) and are least likely to be in Quebec (10%). Indeed, Wordle has not made as strong of a debut in the French-speaking province of Quebec, where 55% of residents had not heard of the game prior to taking the survey. Comparatively, the proportion of Canadians unaware of Wordle across the other regions ranges from 19 to 27 percent.
There are also marked differences in those who play Wordle regularly across age groups, where more Canadians in the Gen Z (27%), Millennial (24%) and Gen X (19%) age categories play Wordle compared to those ages 55+ (12%).
Results shown are from a survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted online between March 11 and 14, 2022, with 1,232 Canadians 18 years of age or older from the Logit Group’s Canadian Omnibus. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.
The question included in this press release included the following:
As you may or may not know, Wordle is a simple daily word game played online. Which best describes you?
- I play Wordle every day
- I play Wordle regularly but not every day
- I played Wordle once or twice but not regularly
- I heard of Wordle but haven’t played it
- I’ve never heard of Wordle before today
For more information, contact:
Margaret Brigley, CEO, Narrative Research – 902.222.7066, mbrigley@narrativeresearch.ca
OR
Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
Follow us on Twitter at @EveryNarrative and @LogitGroup
