Join Insights West's Feedback Community to participate in meaningful research like this!Join


More than half of residents say they dislike Justin Bieber, and more than a quarter dislike Nickelback.

Vancouver, BC – When it comes to rock and pop music, the taste of British Columbians is decidedly eclectic and includes relative newcomers to the scene as well as legendary Canadian acts, a new Insights West poll has found.

The online survey of a representative provincial sample asked British Columbians whether they like or dislike 85 different singers, groups and bands. Bryan Adams was the top performer, with a momentum score of +72 (82% of British Columbians say they like the artist, while 10% say they dislike him).

Sarah McLachlan was second on the list of artists British Columbians like with a momentum score of +65, followed by Barenaked Ladies with +62, Michael Bublé also with +62 and Shania Twain with +61.

Other high-ranked performers include Tom Cochrane (+59), The Guess Who (+57), Neil Young (+56), Bachman Turner Overdrive (+55), Diana Krall (also +55) and Gordon Lightfoot (also +55).

Only four other artists were able to post a momentum score of at least +50: Alanis Morisette (+54), Leonard Cohen (+53), The Tragically Hip (+51) and Joni Mitchell (+50).

British Columbia’s local artists fared reasonably well, including Nelly Furtado (+48), Chilliwack (+46) and Matthew Good (+37).

There was only one artist listed who posted a negative momentum score. About a third of British Columbians (34%) say they like Justin Bieber, but more than half (58%) say they dislike him, earning the artist a momentum score of -24.

At least a quarter of British Columbians say they dislike Celine Dion (28%), Nickelback (27%) and Avril Lavigne (25%).

How BC Listens to Music

There is a major generational divide when British Columbians are asked about their music habits. Two-in-five (42%) have listened to a music streaming service in the past month, including 72% of those aged 18-34. However, two thirds of those aged 55 and over (66%) have never tried one.

Three-in-ten British Columbians (29%) have downloaded a song from the Internet over the past month, including 38% of those aged 35-54. In addition, two thirds (66%) have watched a music video on YouTube or a similar website during this time frame, including 83% of those aged 18-34.

Almost half of British Columbians (48%) say they have not bought an entire music album (either online or at a store) in the past year.

“Younger British Columbians have developed a taste for on-demand music that is not present in their older counterparts,” says Mario Canseco, Vice President, Public Affairs, at Insights West. “Millennials have definitely embraced streaming services and are also relying on YouTube as a personal video jukebox.”

More than one-in-four British Columbians admit that they have vinyl LP records (29%) or cassette tapes (26%) at home that they sometimes listen to. Also, practically four-in-five residents (78%) have music CDs at home that have not been transferred onto a computer or MP3 player.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary.

Most of our surveys are conducted through our Your Insights panel. The Your Insights panel is comprised of 30,000 Canadians who share their opinions on a variety of political, economic, social and other issues while earning the opportunity to get paid and win great prizes. If you’re interested in joining, please register at

About this Release:

Results are based on two online studies, one conducted from August 10 to August 13, 2016, among a representative sample of 824 adults in British Columbia, and another conducted from August 19 to August 23, 2016, among a representative sample of 827 adults in British Columbia. The data has been statistically weighted according to Canadian census figures for age, gender and region. The margin of error—which measures sample variability—is +/- 3.5 percentage points for each sample. Click here to view the detailed tabulations.

For further information, please contact:

Mario Canseco
Vice President, Public Affairs, Insights West


Photograph: Derek Hatfield