“Oceti Sakowin,” the 6 Degrees Toronto hero image
18.10.2018
Since its inception, Canoo has unlocked Canada for over 789,000 newcomers, providing free admission to museums, galleries, festivals, concerts, and other experiences across the country. For this quarterly Canoo Insights Report, we’re looking at Canoo member growth and engagement in summer 2024.
789K+
newcomers have participated
Canoo Memberships Continue to Increase
Since we published our last Canoo Insights Report in September 2024, Canoo membership has continued to increase. The following graph shows overall Canoo member numbers (adults and accompanying children) and monthly member growth from September to December 2024.
Canoo Member Growth September 1 – November 30, 2024
Canoo Member Growth: 2023 vs. 2024 Peak Season
This edition of the Canoo Insights Report focuses on the summer of 2024, which was the peak season for member activity this year. Let’s start by looking at the growth in Canoo membership (adults + accompanying children) in summer 2023 versus summer 2024.
Compared to the same months in 2023, May 2024 saw a 27% increase in sign-ups, June had a 14% increase, and there was a slight decrease of (-)0.2% in July. With the school year approaching and schedules becoming busier at the end of summer, August and September experienced a dip in Canoo sign-ups. The trend suggests that sign-ups among Canoo members typically align with children’s summer vacation periods.
Canoo Member Growth: Summer 2023 vs. Summer 2024
New Canoo Members by Country of Origin: Summer 2023 vs. Summer 2024
For this and the following section of the Canoo Insights Report, we focus on the peak summer months: June, July, and August.
The most common countries of origin among new Canoo members shifted from summer 2023 to summer 2024. India, China, and the Philippines maintained the top three spots during both periods, but the overall composition of the top two countries changed. In summer 2023, India and China made up 38% and 8% of new Canoo memberships, respectively. In summer 2024, India increased to 40% of new Canoo memberships, with China falling to 7% of new memberships.
There were also some significant changes in the lower spots. Bangladesh and Vietnam fell off the 2024 list, replaced by Hong Kong and Algeria. France also moved up three spots.
The following chart captures the top 10 countries of origin for summer 2023 and summer 2024, respectively, and displays how many people from those countries joined Canoo during each period.
Top Countries of Origin of New Canoo Members: Summer 2023 vs. Summer 2024
Hidden Gem Venues
This summer, Canoo highlighted four “hidden gem” venues across the country. These venues offer compelling exhibits and family-friendly activities, without the crowds of more popular attractions. The following charts show admission at these hidden gem venues, as well as how often Canoo members visited with children.
Canoo summer admissions to the Aga Khan peaked in August, and the majority of Canoo members did not bring children with them on their visits. But did you know the museum offers a variety of family programming?
Canoo admissions to the Museum of Vancouver were substantially higher in August than in the other summer months. It’s no wonder late summer is a popular time to visit here — it’s the best time to check out MOV’s Living Exhibition.
The Hangar Flight Museum was a popular choice for families this summer, with 56% of Canoo visitors bringing children. No surprise there! Families and aviation enthusiasts alike can spend the day among the museum’s massive collection of historic aircraft.
If the wacky exterior of this art gallery doesn’t draw you in, its captivating exhibits certainly will. This gallery saw peak summer admissions in August, with July a close second.
More Hidden Gems
Want to explore more lesser-known Canoo venues? Check out the following spots:
- Chinatown Storytelling Centre
- Bata Shoe Museum
- McMichael Canadian Art Collection
- Contemporary Calgary
- Winnipeg Art Gallery – Qaumajuq
If you found this report interesting, be sure to check out our previous editions of the Canoo Insights Report:
- Canoo Insights Report: Ottawa Feature
- Canoo Insights Report: Canoo Across Canada
- Canoo Insights Report: Member Growth and Highlights
As Canoo continues to improve and expand, our quarterly reports strive to offer inspiring stories of Canoo members and highlight the essential collaborations that make these experiences possible.
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