Vividata releases Spring 2018 results with insights into cross-media and consumer behaviours of Canadians

Toronto, ON, Thursday April 19, 2018 – Vividata, ( Canada’s authoritative source for cross-media insights and consumer behaviour, today released their latest findings.  Surveying 42,604 Canadians (aged 12+) from January 2017 through to December 2017, Vividata’s survey of the Canadian consumer is the largest cross-media research study in Canada.

The Spring 2018 release is a single source database of over 60,000 variables, 3,000 brands, unduplicated cross-media metrics and currency print and digital audience measurement.  New media metrics include public transit usage, commute times, advertising recall and effectiveness.

Vividata’s progress towards enhanced capabilities using passive digital measurement across devices was unanimously praised by the Board.” said Phillip Crawley, Vividata Vice Chair and Chief Executive Officer and Publisher, The Globe and Mail, Inc. “Consistent with Vividata’s new mandate, we will bring together active and passive measurement to offer world class media and consumer research to a diverse membership base.”

A sample of highlights from the Vividata 2018 Spring Study includes:

Online Shopping

  • 70% of Canadian adults shop online, spending roughly $229 per month.
  • Of of the 15 major retail websites included in the Spring 2018 release,, and drew the largest number of shoppers.
  • For 1 in 3 adults, shopping online makes their life easier.



  • In terms of wearable tech, 2 million adults own a smartwatch and 1.2 million own a AR/VR headset. For both items, the greatest ownership is among millennials.
  • For 28% of Canadian adults, it’s important that their household is equipped with the latest technology, while 69% chose to wait until technology becomes cheaper before considering a purchase.



  • 3 in 4 Canadians access the internet on a mobile device daily.
  • 65% access social media daily, spending an average of 2 hours a day.
  • And given the amount of time Canadians spend online, 70% are concerned about data protection and privacy on the internet.


Media Highlights

  • 75% of Canadian adults read newspaper brand content in the past week, with half accessing content via a mobile device.
  • While Canadians mainly access newspaper brands for the news, information on health, and arts and entertainment follow closely behind.
  • 72% of adults in markets with a population under 100,000, read a community newspaper in the past month, and 58% in the past week.
  • 9 out of 10 Canadians read a magazine brand in the past three months. 1 in 4 magazine readers searched online for a product, brand or service advertised in a magazine, while just over 1 in 10 made a purchase.
  • Among magazine readers, food, entertainment/celebrity, and health/fitness are the most read magazine types.
  • Just over 21 million adults (72%) watched videos on YouTube in the past month, with music videos, how-to/DIY, and comedy as the top three types of videos viewed.
  • 8 million adults streamed radio/audio content on their smartphone, and a third of them listened to a podcast.


Vividata’s Chair Kirby Miller, Senior Vice-President and General Manager, House & Home Media, said, “We are excited about the 2018 Spring Study release, with the most granular cross-media insights and deeper consumer behavior than ever before, including an expansive list of 38 new segments, built from a new and comprehensive suite of 170 psychographic and attitudinal statements.”

“Vividata continues to enhance our consumer and media insights, measuring deeper psychographic and attitudinal data elements as a core component.” continues Pat Pellegrini, Ph.D., Vividata’s President and CEO. “Psychographics are powerful differentiators of brand and media preference for consumers and, coupled with the planned expanded measurement of growing consumer sectors, these will provide unparallelled marketing intelligence”.

“Passive digital measurement linked to unique consumer and media insights is essential to understand the consumer journey,” said Stephanie Binette, Chief Marketing Officer at L’Oreal Canada.  Madame Binette is the most recent addition to the dynamic 24-member tripartite Vividata Board. “The integration of new social, e-commerce and shopper data to the Vividata consumer and media measurement is a key part of the Vividata strategic vision.”

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, marketers and media agencies.  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

For more information:

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