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Vividata’s Fall 2019 Study marks first major release with its new core measurement partner Ipsos Canada

Toronto, ON, Wednesday November 13th, 2019 – Vividata, (vividata.ca) Canada’s leading cross-media and consumer research firm, today released their latest survey results. In field from April – Dec 2018 (9 months) and April – June 2019 (3 months) and surveying 39,803 respondents (aged 14+), Vividata’s Survey of the Canadian Consumer (SCC) is the most comprehensive single source cross-media, product, attitudinal and brand research study in Canada.

Moving into 2019, Vividata refined its measurement objectives to reflect enhanced quality and relevance of audience estimates. This future proof solution leverages investment in passive measurement and a multi-partner measurement strategy. The Fall 2019 Survey of the Canadian Consumer marks the first major study to be released by Vividata with its new core measurement partner, Ipsos Canada.

“The Fall 2019 Survey is a key milestone for Vividata,” says Pat Pellegrini, Ph.D, President and CEO of Vividata. “The new study accounts for the increasing number of mobile-only households and mobile centric consumers, prepares the SCC for a full transition to device agnostic surveys, all while being more efficient with regard to sample management.”

A sample of highlights from the Vividata 2019 Winter Study include:


CONSUMER HIGHLIGHTS


Black Friday Shoppers:

•   1 in 5 (20%) of Canadian adults (aged 18+) participated in Black Friday shopping in the past 12 months.

•   Black Friday shoppers are 87% more likely than the general adult population to agree with the statement: “It is important my household is equipped with the latest technology”.

•   In the past 2 years, on average, Black Friday shoppers spent 14% more on home electronics and entertainment products than the general adult population.


Travel Intenders:

•  10.7 million Canadian adults intend to travel outside Canada in the next 12 months with the US, Europe, and the Caribbean as their top three intended destinations.

•  Those intending to travel outside of Canada plan to spend an average of $3,000 on their next trip.

•  1 out of 4 travel intenders traveled with children in the past 12 months.


MEDIA HIGHLIGHTS


Content Publishers:

• 85% of Canadian adults read/access magazine or news brands weekly via print or digital platforms

• 73% read newspaper brand content weekly, with just under half accessing content via a smartphone.

• 8 out of 10 read a magazine brand in the past month, with food, entertainment, and health magazine brands as the most popular among Canadians.


Streaming:

•  Nearly 9 million Canadian adults watched videos on YouTube in the past week, with 1 in 2 watching videos on a mobile device.

•  12 million agree with the statement: “Online TV streaming services have changed the way I watch television”.

•  3.7 million Canadian adults have listened to a podcast, up from 3.2 million from the previous year.

Advertising:

•  69% of Canadian adults searched online for a product, brand, or service after seeing in ad in any media.

•  37% agree with the statement: “Advertising keeps me up to date about products and services available in the marketplace”.

• 77% noticed an out of home ad in the past week.

 

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. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Vivintel, the newly created custom research arm of Vividata, offers bespoke solutions to deliver ‘a closer look’ at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data.


For more information:

Tosha Kirk
Vice President, Client Services | Vividata
tosha@vividata.ca

New Ethnicity Study Reveals Nearly 1.2 million Chinese Consumers In Canada Account For $61 billion In Consumer Spending

Vivintel’s Study ‘Insights into the Chinese Consumer’ analyzes mindset and behaviors of Chinese Consumers in Canada

4 November 2019 - Toronto, ON – A new study conducted by market research firm Vivintel, the custom research arm of Vividata, reveals that nearly 1.2 million Chinese consumers (aged 18 and over) in Canada account for $61 billion in self-reported consumer spending.

Findings from the study include:

• 1 in 3 Chinese consumers in Canada agree with the statement, ‘I buy luxury brands to feel different from the rest of society’. This is even more so the case with Chinese international students, of which there are nearly 70,000 in Canada, who indicate an even greater affinity to luxury brands than the general Chinese population.

• 40% of Chinese consumers in Canada report that they “prefer to drive a luxury vehicle”. This is most noticeably the case among those in Canada on a temporary work permit; 52% of those on a temporary work permit prefer the same.

• There are roughly 490,000 Chinese consumers in Canada that are not Canadian citizens and were not born in Canada. 53% of this consumer segment report that they pay more attention to advertising in their own ethnic language.

The ‘Ethnicity Study: Insights into the Chinese Consumer’ measures how this expanding consumer group shops, thinks, consumes media, travels and plan their finances. For this study, Vivintel surveyed just over 2,500 respondents (aged 18 and over) residing in Toronto and Vancouver, Canada that identified as being of Chinese origin. The sample consisted not just of those born in Canada or holding a Canadian citizenship, but also surveyed Chinese international students, those on an international co-op or internship, permanent residents, and those residing in Canada on a temporary work permit. The survey excludes Chinese visitors to Canada.

“We often fall into a hole when talking about the Chinese Canadian Consumer,” says Sonny Wong, President & Creative Director of Hamazaki Wong Marketing Group. “We tend to lump the Chinese government and Chinese consumers into the same pile, preventing us from making the rational marketing decisions we make for other consumer segments. A study of this depth and caliber will allow marketers to better understand the Chinese population in Canada and create more relevant marketing strategies and targeted campaigns.”

 

Chris Herlihey, VP, Analytics & Insights, IPG Mediabrands comments: “Historically, there has been a major gap within the industry for research that looks into the ethnic consumer market, specifically around media habits and buying patterns. Chinese consumers are an increasingly significant part of the Canadian population, making a syndicated study like this long overdue. Vividata’s study into Chinese consumers in Canada will provide us with the insights we’ve been missing to effectively target this group.”

 

Pat Pellegrini, Ph.D., President and CEO of Vividata says, “With the growing number of Chinese living, working and studying in Canada, the need to understand this consumer segment is of significant importance to Canadian marketers, particularly with regards to luxury brands. We are excited to be launching this new ethnicity study which will help marketers understand what is driving consumption and enable them to better influence media buying decisions amongst this consumer group.”

This is Vivintel’s first instalment in a series of surveys focused on capturing the consumer habits and mindset of various ethnic groups residing in Canada. Vivintel’s next ethnicity study will focus on the South Asian population in Canada and will launch in 2020.

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. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Vivintel, the custom research arm of Vividata, offers bespoke solutions to deliver ‘a closer look’ at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data.

For more information:

Tosha Kirk
Vice President, Client Services | Vividata
tosha@vividata.ca

Vividata partners with global leaders to launch Canada’s first consumer and media passive panel

Toronto, ON, August 28, 2019 – Pre-eminent consumer and audience insights company Vividata has joined forces with market research tech company RealityMine, market, audience and opinion research specialist Ipsos, and digital data collection expert Delvinia, to launch the first passive panel of its kind in Canada.

The passive panel collects mobile behavioural data from Canadian consumers with their informed consent. Equipped with RealityMine’s leading passive metering technology, RealityMeter, the panel will provide key mobile activity such as search, browsing, app use, ecommerce, and audio/video streaming with real-world location data.

"We’re delighted to have been selected by Vividata as their technology partner for this important new measurement initiative", expressed Chris Havemann, CEO at RealityMine. "Adding RealityMine’s best in class passive behavioural data collection technology will enable Vividata and its partners to develop world class measurement and consumer product capabilities, and meet industry challenges to truly understand the mobile, connected consumer in the Canadian market."


Echoing the need for a comprehensive and accurate portrait of the Canadian consumer, Rob Young, SVP at PHD Canada, said: “Our industry is struggling to measure today’s complex media behaviour. And the costs we must incur to subscribe to layer upon layer of specialized media studies are becoming prohibitive. Passive measurement has the potential to address both challenges.”

The panel will offer detailed media and consumer behaviour. A series of products will leverage data from the panel integrated with Vividata’s Survey of the Canadian Consumer and an expanding portfolio of specialized studies from Vivintel, including cannabis, esports, ethnicity, and others in development.

“This panel compliments our existing high-quality survey research expertise to provide revealed behaviour that only passive measurement can capture in detail,” said Pat Pellegrini, Ph.D., President and CEO of Vividata. “A multi-partner strategy with global leaders in their respective areas allows such a panel to launch and succeed.”

 

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. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Vivintel, the newly created custom research arm of Vividata, offers bespoke solutions to deliver ‘a closer look’ at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data.

About RealityMine:

RealityMine enables many of the world’s largest market research and media organisations to monitor real consumers on multiple devices, across all major platforms, revealing unique insights from real life consumer behaviour. The firm’s RealityMeter can be deployed across Android, iOS and desktop platforms, and is deployed by leading panel owners and research clients across five continents. RealityMine is headquartered in Manchester, England with offices in London, New York and Sydney.

About Ipsos:

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks fourth in the global research industry.  In Canada, Ipsos is one of the leading research firms working with many of the country’s leading companies.

About Delvinia:

Delvinia is a research tech and data collection company that is transforming how data is being collected and used to underpin business decision-making at every level. The company has spawned a successful portfolio of products and services, including AskingCanadians, an online research community of more than one million Canadians and Methodify a research automation platform preferred by market researchers globally.

Vividata’s 2019 Spring Study finds 9 out of 10 Canadians read magazine or news brands weekly, and Canadians are increasingly adopting the convenience of smart devices and ridesharing apps

Toronto, ON, Wednesday May 1st, 2019 – Vividata, (vividata.ca) Canada’s leading cross-media and consumer behaviour research firm, today released their latest findings.  Surveying 43,266 Canadians (aged 14+) from January 2018 through to December 2018, Vividata’s Survey of the Canadian Consumer is the most comprehensive cross-media research study in Canada.

A sample of highlights from the Vividata 2019 Spring Study include:

CONSUMER HIGHLIGHTS

Smart Devices:

• 83% of Canadians have some form of smart device within their home.

• Household ownership of voice activated smart speakers has reached 7.5% of households in Canada, up from 6.8% since the last quarter.

• The top 3 voice commands used by owners of voice activated speakers are to:

i. Obtain weather updates (57%)

ii. Stream music (51%)

iii. Set a timer or alarm (42%)

Rideshare:

• Nearly 2 million Canadians have booked a ride with Uber in the past month, while just over 320,000 have done the same with Lyft.

• Greatest likelihood of using rideshare apps (i.e Uber or Lyft) is among those aged 25-49.

• The top reason for booking a trip with either rideshare service is for ‘going out’ or leisure.

MEDIA HIGHLIGHTS

Content Publishers:

• 74% of Canadian adults read newspaper brand content in the past week, with over half accessing content via a mobile device.

• 8 out of 10 read a magazine brand in the past month, with food, entertainment, and health magazine brands as the most popular among Canadians.

• 6 out of 10 read a community newspaper brand in the past month, with readership even stronger in smaller markets.

Streaming:

• 2 out of 3 Canadians have watched or streamed video online in the past month, with movies and television programs as their top content choices.

• 36% of Canadians have watched content through Netflix in the past week, while 4% have watched content through Crave.

Out of Home:

• Roadside billboards or digital screens are the most noticed out-of-home advertising platform, reaching 65% of Canadian adults each week; followed by ads appearing inside or outside retail stores at 49%.

• 1 out of 4 Canadian adults have noticed an out-of-home ad in an elevator in the past week, and nearly 1 million adults have seen an ad on a digital screen in an elevator where they work.

VIVIDATA'S NEW BOARD MEMBERS

“The Spring 2019 Survey of the Canadian Consumer study continues the transformation of Vividata,” says Pat Pellegrini, Ph.D, President and CEO. “Introducing new survey topics with high relevance to marketers coupled with our expanded range of syndicated studies, from Cannabis to eSports and ethnicity, open Vividata to a broader range of clients. Our Board is paramount in the transformation of Vividata, and we are pleased to welcome two new Directors this year”.

John Souleles is Chief Data officer at Torstar, where he is responsible for developing an advanced data-driven competency and leads a team that maintain data governance, quality, architecture and analytics, delivering business insights that enable Torstar to harness information to create revenue-generating opportunities. John has more than 20 years of data analytics and business intelligence experience in leading Canadian organizations including Bell Canada and Telus.

Jennifer Mader, Digital Marketing Director at House & Home Media, brings experience from both publishing and media agency to her new role as Director. Since 2010 she has been part of the team at House & Home, Canada’s largest independent content publisher in the interior design space. Prior to that Jennifer worked with major national brands at Media Experts, Initiative Media and MEC.

John and Jennifer’s extensive experience in the analytics and digital space will be of great value as Vividata continues to deliver on world class cross-media audience measurement.

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. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Vivintel, the newly created custom research arm of Vividata, offers bespoke solutions to deliver ‘a closer look’ at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data. To learn more, please visit www.vividata.ca

For more information:

Tosha Kirk
Vice President, Client Services | Vividata
tosha@vividata.ca

Comscore Releases New Advanced Segmentation Data for Digital Audiences in Canada (Powered By Vividata)

TORONTO, April 4, 2019 - Comscore, a trusted partner for planning, transacting and evaluating digital media across platforms, today released new data from Plan Metrix® Multi-Platform Powered by Vividata, the psychographic digital segmentation tool. Launched in Canada in December of 2018, Comscore Plan Metrix Multi-Platform combines consumers' desktop and mobile behaviour with detailed information about their lifestyles, interests, attitudes, demographics and behaviors from Vividata's survey data for a unified digital view.

 

"We are excited about the early client participation and industry excitement with Plan Metrix Multi-Platform. This reinforces our beliefs that there has been a gap in Canada for robust, person-centric data sets that are better aligned with how digital media is analyzed and planned today," said Bryan Segal, senior vice president, commercial, Comscore. "We are looking forward to serving the industry and helping our clients deliver against these new data and insights with this innovative partnership."

 

A first for the Canadian marketplace, the new data from Plan Metrix Multi-Platform provides the following benefits to buyers and sellers of media:

• Generate stronger media plans, identify advanced audience segments, and reach consumers across different platforms

• Achieve better ROI by creating segments based on nearly 20,000 attributes

• Demonstrate the value of a platform's audiences and competitive comparisons through a deep understanding of the total media consumption, attitudes and interest of their audience

Media buyers and sellers can combine a wide array of behaviour and lifestyle categories to create richer custom segments in different industries, including retail, travel, automotive, media, real estate, lifestyle, finance and household products. An online lifestyle publisher, for example, can demonstrate how their properties over index for certain attractive target groups such as expectant mothers, food lovers or cosmetics shoppers. Inversely, a media buyer for a baby formula brand can gain insight into expectant mothers' online behaviors to better optimize advertising campaigns.

 

"Plan Metrix Multi-Platform is part of our continued strategic plan to build and partner on new solutions for the marketplace that help media buyers and sellers maximize the power of our rich consumer and media data," said Pat Pellegrini, Ph.D., president and CEO, Vividata.

 

Since its initial launch the solution has been met with enthusiastic responses from industry thought leaders who are engaged with the platform:

"We are thrilled to add Plan Metrix Multi-Platform data to enhance The Globe and Mail's continued investment in audience data science, which is extremely valuable in generating brand engagement," said Greg Doufas, chief digital and technology officer, The Globe and Mail. "This will allow us to deepen our understanding of audiences and to use Plan Metrix Multi-Platform data to showcase our value to advertisers throughout the entire consumer path to purchase."

 

"The Comscore and Vividata partnership will enable agencies to create better targeting and narratives, and more complex campaigns for our clients looking to reach the multi-touchpoint, multi-screen consumer of today," said Fred Auchterlonie, executive vice president, client service, PHD Canada. "We welcome the availability of new tools that enable us to deliver more relevant and timely ads by using third-party, industry standard data to give our clients a complete picture of how to optimize success in reaching their targets."

 

To learn more about how Comscore or insights from Plan Metrix® Multi-Platform Powered by Vividata can help you make business decisions, register for Comscore's webinar or contact Comscore today.

 

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behaviour and make business decisions with confidence. A proven leader in measuring digital and set-top box audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. Learn more about Comscore here.

 

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. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Vivintel, the newly created custom research arm of Vividata, offers bespoke solutions to deliver 'a closer look' at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data.

Vividata’s 2019 Winter Study: Voice-Activated Speaker Ownership to Nearly Double, Streaming Services are Changing How Canadians Consume Media

Toronto, ON, Wednesday January 23, 2019 – Vividata, (vividata.ca) Canada’s leading cross-media and consumer behaviour research firm, today released their latest findings.  Surveying 43,028 Canadians (aged 14+) from October 2017 through to September 2018, Vividata’s Survey of the Canadian Consumer is the most comprehensive cross-media research study in Canada.

A sample of highlights from the Vividata 2019 Winter Study include:


CONSUMER HIGHLIGHTS


Smart Devices:

•  1 million, or 7% of Canadian households currently own a voice-activated smart speaker (such as an Amazon Echo or Google Home). Another 720,000 households intend to purchase a voice activated speaker in the next 12 months.

•  While only 2% of households currently own a smart home controller/hub, another 4% (or 544,000) households intend to purchase one in the next 12 months.

•  5% of households purchased a voice activated speaker or smart home controller/hub in just the past 12 months.


Automotive:

•  12% of Canadian households intend to purchase or lease a vehicle in the next 12 months.

•  23% of Canadian adults are “gearheads” when it comes to their automobile. They are interested in what goes on under the hood, they love driving and are focused on a car's performance.

•  33% are “indifferent” to their vehicle. Not concerned with performance or aesthetic, they feel a car is more of a tool than a personality statement.


MEDIA HIGHLIGHTS


Content Publishers:

•  74% of Canadian adults read newspaper brand content in the past week, with over half accessing content via a mobile device. 1 in 4 newspaper brand readers searched online for a product, brand or service advertised in a newspaper, while 1 in 7 made a purchase.

•  8 out of 10 read a magazine brand in the past month, and 50% of Canadians accessed magazine brand content via a digital device. 1 in 4 magazine brand readers spoke about the product, brand or service advertised in a magazine with others.

•  While platform readership varies by title, for both newspaper and magazine brands at large, print remains the dominant platform for audiences. 42% of newspaper brand audiences are exclusively print readers, while 63% of magazine brand audiences are reading exclusively via print.


Streaming:

•  37% of Canadian adults agree with the statement, “online TV streaming services have changed the way I watch TV”, and nearly 50% of these individuals say that because of TV streaming services, they watch more TV now than they used to.

•  Nearly 1 out of 10 listen to radio/audio content while on public transit, and 52% of these individuals use a free audio streaming service.


Out of Home:

•  77% of Canadian adults have noticed any out-of-home ad in the past week. 58% have noticed digital out-of-home ads specifically.

•  Those earning a $150k+ household income are more likely to notice digital out-of-home ads than the general population.

 

“Through enhanced studies and expanded research partnerships, Vividata delivers the most relevant insights around consumer uptake of new technologies and the evolving media habits of Canadians.” Says Vividata’s President and CEO Pat Pellegrini, Ph.D.

 

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. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Vivintel, the newly created custom research arm of Vividata, offers bespoke solutions to deliver ‘a closer look’ at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data.


For more information:

Tosha Kirk
Vice President, Client Services | Vividata
tosha@vividata.ca

Comscore Announces Canadian Launch of Plan Metrix Multi-Platform Powered by Vividata

New solution connects interests, attitudes and behaviours with total digital media consumption for a more holistic view of consumer behaviour

Toronto, ON, Dec. 5, 2018 – Comscore, a trusted partner for planning, transacting and evaluating digital media across platforms, today announced the launch in Canada of Plan Metrix Multi-Platform Powered by Vividata. This solution combines internet users’ online behaviour with their offline attitudes and interests, allowing marketers to generate stronger multi-platform media plans, identify advanced audience segments, and reach consumers across platforms for greater ROI.

Plan Metrix Multi-Platform Powered by Vividata taps into Comscore’s strategic partnership with Vividata by combining digital audience intelligence from Comscore with Vividata’s comprehensive database of consumer demographics, media usage, lifestyle and attitudinal data, and product usage across more than 150 categories.

“Vividata is thrilled to partner with Comscore, bringing together the powerful Vividata Survey of the Canadian Consumer database to provide comprehensive measurement of digital audiences across content types and digital devices,” said Pat Pellegrini, Ph.D., CEO and president of Vividata. “This is another step forward for Vividata as we add to our partnership roster to grow as the industry’s trusted source of consumer behaviour data.”

Plan Metrix Multi-Platform Powered by Vividata reports attributes of Canadian consumers across a range of categories, including: electronics, phone providers, health and beauty, automotive, travel, financial, real estate, groceries, pets, and retail. This data will be available to subscribing clients through the Comscore user interface, which will allow for segmentation by device, media type, and ad consumption measures.

“Traditional demographics – like age and gender – will always be important, but it is clear the industry is demanding more advanced audience descriptors to more effectively plan campaigns,” said Bryan Segal, senior vice president, commercial, at Comscore. “Our Canadian partnership with Vividata will provide existing and new clients with enhanced consumer segmenting and targeting based on an unduplicated total digital population. We are pleased to offer our clients person-centric insights within robust data sets, which are better aligned with how digital media is analyzed and planned today.”

For more information on Comscore Plan Metrix Multi-Platform Powered by Vividata, please contact Comscore.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behaviour and make business decisions with confidence. A proven leader in measuring digital and set-top box audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. Learn more about Comscore here.

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. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Vivintel, the newly created custom research arm of Vividata, offers bespoke solutions to deliver ‘a closer look’ at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data.

Vividata and Ipsos Canada Partnering on New Cross-Media and Consumer Insights Measurement in Canada

Toronto, ON, November 29, 2018 – Vividata is pleased to announce that its next-generation cross-media audience measurement and consumer study will be built with its new core measurement partner, Ipsos. This important new partnership brings together two leading Canadian research firms to shape the future of media measurement.

Vividata, Canada’s authoritative source for insights on multi-media and consumer behavior, is leading the initiative to evolve their current media and consumer measurement to cross-media measurement through advances in technologies and methodologies. The new initiative promises more powerful cross-media analytics capabilities while retaining deep insights into Canadian consumer behaviour and consumption habits through its widely used Survey of the Canadian Consumer.

Pat Pellegrini, Ph.D., President & CEO of Vividata says, “We are excited to begin this partnership with the team at Ipsos Canada. As a global leader in audience measurement, they are ideal partners on this important measurement journey.  The partnership will ensure that the Canadian media industry, marketers, and researchers gain the insights they need to make decisions that reflect today’s dynamic consumer and audience behaviour. Together with our partners we will ensure that Canada remains at the forefront of consumer research and intelligence.”

Ipsos, an expert in audience measurement, is equally excited about this partnership. Ipsos will leverage the experience it has gained managing readership studies in more than 40 countries including the UK, Australia and Belgium, where it has implemented a number of innovative approaches in recent years.  The ultimate goal is to build an audience measurement program which meets and exceeds the challenges faced in the changing Canadian media market.

Gary Bennewies, President & CEO of Ipsos Canada, says it is critical to introduce a methodology which will be future-proof.  This will allow the program to evolve congruently with the evolution of the Canadian consumer and media market.

“As the media world is changing, so too is the world of research.  Working with Vividata we will create a research approach that is more engaging while providing best-in-class media consumption information for the Canadian market.”

Vividata and Ipsos are looking forward to their partnership to build a dynamic and comprehensive program focused on cross-media and consumer intelligence.  Its use will help Canadian media companies and marketers meet the audience and consumer measurement challenges inherent today and in the future.

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. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Vivintel, the newly created custom research arm of Vividata, offers bespoke solutions to deliver ‘a closer look’ at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data.

About Ipsos:

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks fourth in the global research industry.  In Canada, Ipsos is one of the leading research firms working with many of the country’s leading companies.

Vividata Announces Partnership with Social Media Analytics Provider Shareablee

Toronto, ON, October 12, 2018 – Vividata, a top provider of media market analytics and consumer research spanning more than 500 members in Canada, today announced a partnership with New York-based Shareablee Inc., the global leader in audience-based social media measurement.

The partnership establishes Shareablee’s largest presence to-date in the Canadian market, and empowers Vividata’s network with access to unmatched social metrics, including custom reporting tools and Shareablee’s Monetization Suite’s advertiser-publisher dashboards.

The agreement capitalizes on Canada’s surging social media landscape; overall major social network content and actions each grew around a 15% rate since H1 of 2017, while Instagram alone rose over 25% in per-post average engagement during the same period. With the power of Shareablee’s data, Vividata will be better positioned than ever for their members to seize on the field’s untapped growth potential.

“Joining our social insights with Vividata’s knowledge of Canada’s consumer market research will be an exciting force to watch unfold,” said Shareablee Founder & CEO Tania Yuki. “Canada’s social networks are rapidly moving toward an era of advanced audience intelligence that demands new campaign delivery strategies that we’re excited to provide leadership around in yet another North American market.”

 

“Vividata welcomes the opportunity to partner with Shareablee,” said Vividata’s VP of Client Service, Tosha Kirk. “As two trustworthy sources for market insights, we will be working together to offer Canadian marketers, advertisers and media agencies with unparalleled social media analytics.”

Shareablee will work closely with the Vividata team to support the needs of the Canadian market through their Toronto based representative, Alex Castro.

About Shareablee:

Shareablee is the leader in audience-based social media measurement for media publishers, agencies and brands that want to understand the impact and effectiveness of their cross-platform social media campaigns. Launched in 2013, Shareablee empowers brands by providing data that can help them define and drive success on social media by arming them with metrics and predictive analytics that inform powerful best practices. Shareablee is the leading authority on audience intelligence, competitive benchmarking and actionable insights with clients in 15+ countries.

About Vividata:

Vividata provides essential consumer intelligence to a wide range of companies including media agencies, media companies and advertisers in Canada and around the world. Offering the largest syndicated study in Canada, Vividata is the go-to source for demographics, attitudes, life events, media, purchasing and brand preferences.

Vividata’s Fall 2018 Study delves into what Canadians are planning, how they’re shopping, and how they’re accessing content across all media

Toronto, ON, Wednesday October 17, 2018 – Vividata, (vividata.ca) Canada’s leading cross-media and consumer behaviour research firm, today released their latest findings.  Surveying 43,014 Canadians (aged 14+) from July 2017 through to June 2018, Vividata’s survey of the Canadian consumer is the largest cross-media research study in Canada.

A sample of highlights from the Vividata 2018 Fall Study include:

Finance

  • 32% of Canadians are on the “road to retirement” and have already taken steps to ensure they have enough income for their retirement.
  • Nearly a quarter of Canadians are “earners and savers” who make mindful financial decisions and look for ways to earn supplemental income and save.
  • In contrast, 44% of Canadians are just “getting by”, and they’re not good at managing money, they’re not overly concerned about their finances.

Beauty

  • 58% of Canadian women use hair salons an average of 3 times every 6 months. 24% have used a nail salon in the past 6 months.
  • 29% of Canadian women are “fashionistas”; they are concerned with their appearance, tend to follow fashion trends and maintain an active lifestyle to improve their appearance.
  • 22% of Canadian women are a “work in progress”; they aspire for a higher standard of appearance, including trying to lose weight most of the time.

PHD Canada’s EVP, Director Client Operations, Fred Auchterlonie states, “High quality consumer and media data is paramount to Canadian advertising and media companies. Vividata’s Survey of the Canadian Consumer provides rich insights for a broad range of clients.”

Media Highlights

  • 74% of Canadian adults read newspaper brand content in the past week, with over half accessing content via a mobile device. 1 in 4 newspaper brand readers searched online for a product, brand or service advertised in a newspaper, while just over 1 in 10 made a purchase.
  • 69% of adults in markets with a population under 100,000, read a community newspaper in the past month, and 54% in the past week. 1 in 6 weekly readers visited a retail store or restaurant advertised in a community newspaper.
  • 9 out of 10 Canadians read a magazine brand in the past three months. 1 in 3 magazine readers searched online for a product, brand or service advertised in a magazine, and nearly a quarter of readers used a discount offered in a magazine.
  • 1 in 4 Canadians watched videos in YouTube in the past week, with music videos as their top choice for videos watched.
  • 3 million Canadians have a paid subscription to an audio streaming service.

“As media consumption evolves, so too do our media measurement strategies across all media. This release offers new information on where Canadians consume media, how they consume it and what actions they take as a result.” Says Vividata’s President and CEO Pat Pellegrini, Ph.D.

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 www.vividata.ca

 

For more information:

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

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