Toronto, ON, Thursday, October 14th, 2021 – Vividata, Canada’s leading media and consumer research firm, today released their latest survey results. In field July 2020 to June 2021, Vividata’s Fall 2021 Survey of the Canadian Consumer (SCC) is the most comprehensive single source cross-media, product, attitudinal and brand research study in Canada.
The Fall 2021 Study provides new coverage on several evolving consumer trends such as: the market for electronic vehicles, trust in news, and consumer opinions on topics like influencer marketing and ethnic food.
“Vividata’s continued enhancements to the SCC help us stay on top of evolving consumer trends, such as the in-store versus online shopping habits of Canadians amidst COVID, restaurant visitation and alcohol consumption,” says Brooke Leland, Managing Partner at Jungle Media. “The level of consumer data available in the SCC is unparalleled. Coupled with their in-depth reporting on the media habits of Canadians, we are able to create comprehensive and impactful marketing plans for our clients.”
A sample of highlights from Vividata’s Fall 2021 Survey of the Canadian Consumer include:
• With travel restrictions easing, 1 out of 4 (or 8.2 million) Canadian adults intend to vacation outside of Canada within the next 12 months, with the United States (preferred by 60% of foreign travel intenders), Europe (29%), and the Caribbean (24%) as the top three intended destinations.
• Compared to those born in Canada, newcomers to Canada (living in Canada for less than 5 years) are more likely to vacation in the US, with nearly 2 out of 5 intending to do so within the next 12 months.
• Couples (with or without kids) and adults aged 35-64 are the most likely to travel outside of Canada within the next 12 months, and they are more likely to vacation in the Caribbean than the average foreign travel intender.
• On average, Canadian adults intend to spend approximately $3,000 on their next foreign trip, and the intended spend increases with age, reaching nearly $3,400 for those aged 65+.
• 21% of all adults agree, “I love sharing my vacation experiences on social media”; this agreement jumps to 34% among those aged 18-34, and 36% among newcomers.
• While 12.4 million Canadian adults agree with the statement “I would like to own an electric vehicle”, just under 1.9 million Canadians plan to buy or lease an electric vehicle (EV) within the next 2 years, with males aged 25-34 more than twice as likely to do so than the average adult. Black (at 1.9 times), Chinese (at 1.6 times) and South Asian adults (at 1.9 times) are also more likely than the average adult to acquire an EV within the next 2 years.
• Residents of Alberta, British Columbia and Ontario are the most likely to acquire an EV in the next 2 years and account for 72% of EV intenders.
• Among those intending to acquire an EV within the next 2 years, their top deciding factors are “cost” (for 33% of intenders), EVs being “better for the environment” (15%), and “fuel cost savings” (14%). Males aged 25-34 are the most likely to identify the “look or style” of an EV and the “prestige or status” that comes with owning one as their top deciding factors.
• For those not in the market for an EV in the next 2 years, “cost” again (at 46%), “driving range” (10%), and “lack of electric vehicle charging infrastructure” (9%) are the top prohibitive factors.
Trust in News:
• 7 out of 10 Canadian adults catch up on the news at least once a day, with those aged 50+ the most likely to do so at 82%, and those aged 18-24 the least likely at 50%.
• While 4 out of 5 Canadian adults have the same or more trust in newspapers in the face of growing "fake news" and "misinformation”, nearly 2 out of 3 have less trust in social media as a news source.
• 42% of Canadians agree, “I worry that fake news is stopping me from seeing what’s really going on”; and 70% agree, “The health of our democracy depends on journalists reporting the facts accurately”.
• After healthcare professionals, news brands (print or digital platforms) remain the most trusted source for information on COVID; continuing to achieve a higher rate of trust than government, television, radio, and other media.
• Nearly 8 out of 10 Canadian adults read/accessed magazine or newspaper brands in an average week via print or digital platforms.
• Just under 21 million adults (67%) read/looked through newspaper content in the past week (print/digital), with 58% accessing digital content via a mobile device (smartphone or tablet).
• Quebec adults, at 29%, are the most likely to access newspaper brand content on a tablet, compared to 19% for total Canada.
• In the past five years, those who access newspaper content on a smartphone has almost doubled; from 19% in Fall 2016 increasing to 36% in Fall 2021.
• 21 million adults (69%) read/accessed magazine brand content in an average month, with food, travel, health/fitness, nature, and entertainment/celebrity magazines remaining the most popular.
• In the past five years, the mobile audience for digital magazine content has risen as well; 21% of adults accessed digital magazine content on a mobile device in Fall 2016, increasing to 31% in Fall 2021.
• 2 out of 5 adults read/accessed community newspaper content in an average week via print or digital platforms, with higher rates of readership occurring in communities with a population under 100,000.
• In an average week, 93% of Canadian adults watch TV/video on any screen or device, spending approximately 20 hours per week on any screen, with 11 hours spent on streaming.
• The proportion of streaming hours to total TV/video viewing hours in a week varies by age. Among adults 18-34, streaming makes up 70% of their average 17 hours of TV/video viewing in a week; while for adults over 50, streaming makes up 43% of their average 23 hours of TV/video viewing in a week.
• 62% of adults watch TV as per a broadcast schedule (down from 66% in Fall 2020), 60% watch through a subscription service (up from 53% in Fall 2020), and 33% catch-up on demand (down from 36% in Fall 2020).
• Compared to two years ago, in an average week more Canadians are binge watching on any screen or device (20% in Fall 2019 | 30% in Fall 2021).
• When it comes to activities Canadians perform simultaneously while watching TV, 47% of adults will browse the internet on a mobile device, 39% phone or send text messages to family or friends, and 36% browse social media. Younger Canadians (those under 35) are the most likely to perform any other activity while simultaneously watching TV.
• 7.7 million Canadian adults (1 out of 4) have increased their use of audio streaming services during COVID.
• YouTube (at 22%) is the top source to stream audio among all adults, followed by Spotify (at 20%). However, Spotify is the top source for audio streaming among adults under 35 at 30% reach, with YouTube a close second at 26%.
• Nearly 7.3 million adults (or 24%) listened to a podcast in the past week, up from 6.7 million in Fall 2020. Adults under 35 (at 34%), newcomers to Canada (at 31%), BIPOC adults (28%), and those with a household income over $150k (29%) report higher rates of listening.
• Among those who listened to a podcast in the past week, news & politics (at 35%), society & culture (31%), and comedy (29%) are the top 3 podcast genres listened to.
• 6.1 million adults now have a paid subscription to an audio streaming service, up from 4.8 million in Fall 2020.
Out of Home:
• Canadian adults travelled approximately 92 km in-town in an average week, with those earning a household income over $150,000 travelling nearly 24 kms more per week (at 116 kms).
• 20 million adults noticed out-of-home advertising in the past week in any format, and 13 million noticed digital out-of-home ads specifically.
• 38% of adults agree that digital out-of-home ads are “a good way to learn about new products and services”, and this rate of agreement increases to 47% among those aged 18 to 24.
• 1 out of 5 newcomers to Canada searched online for a product, brand, and/or service after seeing an out of home advertisement and are 44% more likely to have done so than the general Canadian. And nearly 1 in 10 newcomers purchased a product, brand, and/or service after seeing an out of home advertisement and are 73% more likely to have done so.
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