What Canadians are buying, browsing and believing:

Vividata releases 2017 Q3 results with insights into cross-media and consumer behaviours of Canadians

 

Toronto, ON, Thursday, January, 25th,  2018 – Vividata, (vividata.ca) Canada’s authoritative source for insights into cross-media and consumer behaviour, today released their latest results, which surveyed 43,325 Canadians (aged 12+) from October 2016 through to September 2017. Vividata continues to deliver industry leading tracking and reporting of the most current insights on Canadian media behaviour.

The Q3 release is a single source database, collecting cross-platform media metrics as well as comprehensive consumer behavior, including psychographics, product, brand and retail usage.

“The single source survey from Vividata is the only cross-media research in Canada to gather data on a national, regional and local basis, including 45 distinct markets,” shared Vividata’s recently appointed Vividata President and CEO, Pat Pellegrini.  “Moving forward, Vividata and our research partners will continue to enhance our measurement capabilities to meet the needs of current and new members in the dynamic media and consumer landscape.”

The 2017 Vividata study reveals some interesting insights:

Travel

  • Forty per cent of Canadian adults used one of the 18 travel web sites included in the 2017 Q3 release. Expedia, Tripadvisor and Air Canada Vacations drew the largest number of visitors, with each site offering a unique user profile.
  • Vividata tracked holiday visits to 28 foreign locations, and grouped travellers into various segments.
  • Travel behaviour tended to coalesce around two statements – those who prefer to take holidays “off the beaten path” or those who “try to go somewhere different on holiday every time.” An infographic that provides a peek into Vividata’s Travel insights is available here.

 

Personal Finance

  • While Canadians agree that they have taken steps to ensure sufficient income for retirement, there are significant differences between financial institutions in terms of customer’s attitudes and beliefs.
  •  Nearly 40 per cent of Millennials agree that they “feel overwhelmed” by financial burdens, while a third of Baby Boomers agree that they seldom make a financial move without consulting an expert.

 

Mobile Readers

  • Adult Canadians who access news brands via mobile devices earn incomes 10 per cent higher than average. They also travel more often, and spend more on their trips. And perhaps most interesting, 72 per cent shop online.

 

Affluent Canadians

  • Vividata is uniquely positioned to profile the affluent consumer. High income ($150,000+) adults (12 per cent of the population) are twice as likely to be planning to buy a new car this year. Within this group 53 per cent report their last vehicle purchased was worth over $40,000 (index 186). This group is also accessing news brand content digitally: 56 per cent read a digital newspaper daily.

 

Media Highlights

  • Newspapers and magazines continue to play an important part in Canadian lives, reaching nine of 10 adults per week across a number of platforms.
  • Seventy six per cent of adults read a newspaper in the past week. Vividata notes a subtle shift from print to digital overall, while print editions are dramatically more popular on weekends. As expected, many Millennials are discovering newspaper content through social media (63 per cent).
  • Reach of magazine brands is consistent over the past 12 months at 76 per cent, and one third of those readers are using a mobile device. Business magazines in French and English have the strongest digital following.
  • Of the 8 million+ Millennials in Canada, 41 per cent are using a smartphone to read magazines. Social media is the conduit that leads 59 per cent of Millennials to magazine content.
  • Nearly 13 million Canadians (40 per cent) accessed Netflix in the past month, while 54 per cent accessed YouTube.
  • Canadians drive an average of 136 km per week, this is even higher among high income earners.

 

“The strength of Vividata is rooted in the data quality and recency, coupled with broad industry involvement and engagement,” added Phillip Crawley, Vividata Vice Chair and Chief Executive Officer and Publisher, The Globe and Mail Inc.


The Evolution of Vividata Continues Under New President and CEO, Pat Pellegrini

Pat Pellegrini recently assumed the role of President and CEO of Vividata in December, 2017, with a specific mandate to evolve the business and the firm’s measurement of passive digital.

“Under Pat’s new leadership focus, Vividata will advance the firm’s world class research mission while expanding the mandate to grow the scope of passive digital measurement,” said Kirby Miller, Vividata Chair and Senior Vice-President and General Manager at House & Home Media.  “Pat’s experience with research and insights in both Canada and North America brings tremendous strength to Vividata.  The Vividata Team and Board are fully engaged to get plans rolling in short order.”

Next Data Release

The next data release from Vividata will be in April 2018.

About Vividata:

Vividata is Canada’s authoritative source for insights on multi-media and consumer behaviour. It is the leading provider of cross platform audience measurement for publishers. The single source, syndicated study uses a probability-based sample of over 40,000 Canadians with results released quarterly. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers. To learn more, please visit www.vividata.ca

 

For more information:

Kirby Miller, Vividata Chair
Senior Vice-President and General Manager House & Home Media
416-723-3923

Vividata Announces Appointment of Pat Pellegrini as Incoming President and Chief Executive Officer

Pellegrini brings 20+ years of consumer research and audience measurement experience to advance Vividata research leadership with an immediate focus to grow passive digital measurement scope.

 

Toronto, ON, November 9, 2017 – Vividata, www.vividata.ca Canada’s authoritative source for insights on multi-media and consumer behavior, and the leading provider of cross platform audience measurement for publishers, today announced the appointment of Pat Pellegrini to the position of President and CEO.

An established business executive with a Ph.D. in Geography and Quantitative Research Methods, Pellegrini’s experience spans diverse consumer and audience measurement research roles in Canada and the United States.  A recognized and admired leader with a strong global network, Pellegrini will transition to his assignment in early December, working closely with the existing Vividata team and outgoing President and CEO, Sara Hill.

“Under Pat’s leadership, Vividata will deliver and advance our world class research mission, while expanding our mandate to grow our scope of passive digital measurement,” said Kirby Miller, Vividata Chair and Senior Vice-President and General Manager at House & Home Media.

“Joining Vividata presents the ideal opportunity to combine my commitment to methodological excellence with my passion for the validation and application of passive measurement technology to the increasingly dynamic media landscape,” said Pellegrini.  “I’m looking forward to returning to Canada to contribute to the many enhancements that the team at Vividata has already implemented.  I pride myself as a collaborative, research- and product-minded leader who gets things done.  A key focus will be to help Vividata deliver industry-accepted passive digital measurement and comprehensive cross platform measurement.”

Pellegrini was most recently President and Chief Research Officer for Simmons Research (formerly part of Consumer Insights, Experian), following his time with GfK North America as Executive Vice President, Media & Entertainment/Digital Market Intelligence.  His most recent leadership role in Canada was Vice President, Content & Product Management for The Weather Network/MétéoMédia at Pelmorex Media.  Before joining Pelmorex, he held an international research leadership position with comScore.

Pellegrini is a frequent participant, author and speaker at prominent international conferences including the Publisher & Data Research Forum (PDRF), AMEC, ESOMAR, Advertising Research Foundation’s (ARF) Re:Think & Audience Measurement events, ASI TV & Radio, I-COM Global Summit, TMRE, eMetrics, and the Media Insights & Engagement event, amongst others.

“Pat brings an exceptional record of papers, presentations and awards to his credits, leading to international recognition as an expert in digital and traditional media research, audience measurement and consumer research,” added Phillip Crawley, Vice Chair of Vividata and Publisher and CEO, The Globe and Mail. “Pat is well equipped to lead Vividata to the next level. He will be an inspirational leader with widespread respect in our data-hungry industry.”

Pellegrini’s appointment completes the transition objectives related to the amalgamation of PMB Print Management Bureau and NADBank, led by industry veteran and current Vividata CEO and President Sara Hill.  Over the past three years, under Hill’s leadership, and working closely with the Vividata Board, Members and Research Partners, the team created industry leading research methodologies.  The Vividata Board thanks Sara Hill for her leadership and positioning the organization for future success.

About Vividata:

Vividata is Canada’s authoritative source for insights on multi-media and consumer behaviour. It is the leading provider of cross platform audience measurement for publishers. The syndicated research uses a probability-based sample of over 40,000 individuals collected over 52 weeks, with results released quarterly. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers. To learn more, please visit www.vividata.ca

 

For more information:

Kirby Miller, Vividata Chair
Senior Vice-President and General Manager House & Home Media
416-723-3923