Menu Toggle

Capturing Canadian sentiments, media habits and purchasing behaviour: Vividata’s Fall 2021 Survey of the Canadian Consumer

Toronto, ON, Thursday, October 14th, 2021Vividata, 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:

 

CONSUMER HIGHLIGHTS

 

Travel:

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.

 

Electric Vehicles:

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.

 

MEDIA HIGHLIGHTS

 

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.

 

Publications:

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.

 

TV Viewing:

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.

 

Audio Streaming/Podcasts:

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.

 

Ready to discover the new database for yourself?

To learn more or to schedule a demo, get in touch: info@vividata.ca.

From mobile gaming to online betting and searching for a new or used car, Vividata’s latest SCC Metrica Fusion Database continues to shed light on Canadian consumer behaviour during COVID-19

Toronto, ON, Monday, October 4th, 2021– Vividata, Canada’s leading media and consumer research firm, has released their Summer 2021 SCC Metrica Fusion Database. Merging Vividata’s Survey of the Canadian Consumer (SCC) with Metrica's passive measurement of digital consumers, the new fusion database captures consumer behaviour both online and off, informing researchers, marketers, and strategists alike with a more complete view of Canadian consumers.

 

Introducing New Weekly Metrics!

For the first time, users of the SCC Metrica Fusion Database will be able to analyse weekly visitation to approximately 3,700 top websites and apps frequented by Canadians over the age of 18. These digital weekly metrics can be compared to the SCC's existing weekly audience estimates for all other major media (e.g. TV, radio, newspapers, magazines, out of home).

 

Sample highlights from Vividata’s Summer 2021 SCC Metrica Fusion Database include:

 

Automotive

Overall, visits to automotive websites and apps saw a modest 4% increase from Winter 2021, with unique visits in an average month topping out at 14,761,000 Canadians 18+. But, of those that did visit, they did so more frequently. A projected 1,923,000 Canadians 18+ visited an automotive website or app 10 or more times in an average month for Summer 2021, a 44% increase over Winter 2021.

Men 35 to 49 spent the most time browsing automotive websites and apps at nearly 30 mins/month, nearly 2 times longer than the national average, while BIPOC men under 35 were the most likely to visit 10 or more times in an average month, at 2.1 times the Canadian average.

Over 3 in 5 Canadians 18+ who reported that they intend to buy a hybrid or electric vehicle in the next 12 months were 41% more likely than the average Canadian to visit an automotive website or app in an average week, and were also more likely to visit more frequently.

Autotrader.ca, cargurus.ca/.com, and kijijiautos.ca remained popular among Canadians interested in the used car market, with autotrader.ca leading the way. Although the site did reach an estimated 1,673,000 unique visitors in an average month or 669,000 in an average week, traffic did drop from Winter 2021 by just over 15%. Kijijiautos.ca on the other hand, claimed a projected 83,000 new unique monthly visitors over Winter 2021, jumping up to 449,000 in an average month, or 149,000 unique visitors in an average week.

Using the new weekly metric from the SCC Metrica Fusion database for Summer 2021 to look at the websites of major car brands Canadians 18+ visited, ford.ca topped the list with 229,000 unique visits in an average week, followed by toyota.ca at 176,000, hyundaicanada.com at 161,000 and honda.ca at 152,000 unique visits in an average week.

 

Lottery, Gambling and Betting

Lottery, gambling and betting websites and apps saw a 6% increase in traffic from Winter to Summer 2021, with over 1 in 3 or 11,131,000 Canadians 18+ visiting in an average month. However, both the frequency and duration of visits increased substantially more. The average time spent on lottery, gambling and betting websites in an average month jumped nearly two-thirds to 94 mins, while those visiting 10 or more times in an average month increased from a projected 2,788,000 in Winter 2021, to 3,458,000 in Summer 2021.

Of frequent visitors to online lottery, gambling and betting properties, men between the ages 35 and 49 were the most likely to visit 10 or more times than the average Canadian 18+ (30% more likely), while women aged 50 and older spent the most time on lottery, gambling and betting websites and apps, averaging 336 mins or over 5.5 hours in an average month.

With casinos in Ontario opening again early this past June, OLG web and app properties saw an 8% decrease in visitation, from nearly 2,995,000 unique visitors in an average month in Winter 2021 to 2,750,000 in Summer 2021. Of those that visited an OLG website (olg.ca or playolg.ca), over 1 in 2 visited at least 5 or more times in an average month, and nearly 1 in 3 of those were women aged 50 or older. For app users on the other hand – who appear to be more frequent users compared to web visitors as well – over 2 in 3 visited at least 5 or more times in an average month, with men under the age of 35 being 52% more likely than the average Canadian 18+ to do so.

Among privately run sports betting sites, bet365.com saw the largest jump in visitors, going from a projected 1,673,000 unique visitors in an average month in Winter 2021, to 2,041,000 (845,000 weekly) by the Summer – a 22% increase. Also, 1 in 7 bet365.com users that visited at least 5 times in an average month are 68% more likely to be men 35 to 49, with 2 in 3 living in Ontario.

 

Mobile and Online Gaming

A projected 2 in 3 Canadians 18+, or 20,427,000 turned to mobile and online gaming websites or apps for entertainment in Summer 2021, nearly a 15% increase from the Winter 2021 SCC Metrica Fusion. Even bigger jumps were seen in more frequent visitors, with 2 in 5 Canadians visiting 10 or more times in an average month (up 28%), and over 1 in 4 visiting 20 or more times (up 36%).

Men under 25 years of age were 39% more likely than the average Canadian to visit 20 or more times in an average month and spent the most time on gaming properties at over 16 hours in an average month (1.2x the national average).  Men between 35 to 49 spent the second most time at over 15.5 hours in an average month, followed closely by women 50 or older who spent over 14.5 hours.

Candy Crush titles were the top mobile gaming apps among Canadians 18+, at 1,101,000 unique visits in an average week, followed by Wordscapes at 720,000, Solitaire at 466,000, Words With Friends 2 at 443,000, and Pokemon Go with 316,000 unique visits in an average week. Women were generally more likely to play the top mobile games with those under 25 three times more likely than the average Canadian to play Pokemon Go. And while men were less likely to play mobile games overall, those aged 35 to 49 were over 2.2x more likely than the average Canadian 18+ to play Words With Friends 2.

Steam remained the top online gaming resource with steamcommunity.com or steampowered.com piquing the interest of 1,829,000 unique Canadian 18+ visitors in an average month, or 898,000 in an average week. Of those weekly visitors, 1 in 3 were men under 35, with those under 25 three times more likely to visit than the national average.

From the perspective of streaming online gaming, Twitch saw a 9% increase to their website (twitch.tv) and app, with 1,590,000 Canadians 18+ tuning in during an average month or 848,000 in an average week. Men under 25 years of age were the most likely to visit a Twitch property at over 2.6 times the average. However, Twitch saw a 64% increase in female visitors under 25, from just 78,000 in Winter 2021 to 128,000 in Summer 2021 – a jump that also accounts for nearly 40% of all new visitors to Twitch properties overall.

 

“Marking the fourth fusion of our renowned Survey of the Canadian Consumer with passively measured digital consumer behaviour, the summer fusion continues with our tradition of enhancements with each release,” says Vividata President & CEO, Pat Pellegrini, PhD. “This release introduces weekly digital audience estimates for about 3700 properties – a first for the Canadian market.  Previous enhancements included expanded app and website coverage, an expanded digital taxonomy, and new digital media metrics.”

 

Benefits of the SCC Metrica Fusion Database

This latest SCC Metrica Fusion Database is the fourth edition from Vividata, allowing subscribers to:

Match online metrics to real world data
From leisure activities to consumer habits, to media usage, and more, subscribers can get a complete look at the lives of Canadians with data that delves into their behaviour, both online and off.

Spark insights with powerful psychographics  
Peek into the mindset of the Canadian consumer with powerful psychographic statements designed to spark insights from topics like finance, health and wellness, society and politics, media use, automotive, and more.

Segment, target, and inform to greater effect
Using a groundbreaking, world-class fusion methodology called the “multi-dimensional isotonic fusion”, users see logical profiles and offline behaviours of visitors to nearly 3,700 reported websites and apps.

Access, cut, and slice with ease
Vividata’s SCC Metrica Fusion Databases are available through Nielsen and Telmar platforms, allowing subscribers to dig into the data on-demand.

 

Ready to discover the new database for yourself?
To learn more or to schedule a demo, get in touch (tosha@vividata.ca).

From TikTok to Spotify to job hunts and searching for a new home online, Vividata’s new SCC Metrica Fusion Database continues to shed light on Canadian consumer behaviour during COVID-19

Toronto, ON, Thursday, July 15th, 2021 – Vividata, Canada’s leading media and consumer research firm, has released their Spring 2021 SCC Metrica Fusion Database. Merging Vividata’s Spring 2021 Survey of the Canadian Consumer (SCC) with Metrica's passive measurement of digital consumers, the new fusion database captures consumer behaviour both online and off, informing researchers, marketers, and strategists alike with a more complete view of Canadian consumers.

 

Sample highlights from Vividata’s Spring 2021 SCC Metrica Fusion Database include:

 

TikTok

3.2 million Canadians accessed tiktok.com or the TikTok app in an average month, with 60% of them being women and 40% men.

Nearly 1 in 5 Canadian women under 35 accessed TikTok, with those 18 to 24 70% more likely than the average Canadian to do so.

Whether using it themselves, or monitoring their family’s online activities, TikTok is popular with parents. Nearly half of those that access TikTok more frequently in a month have children under 18, with those that have children between 12 and 17 being 65% more likely than the average Canadian to use TikTok more frequently.

Compared to the average Canadian, TikTok users are more active online. They spend up to 27 hours/week online (4 hours more than the national average), up to 18 hours/week on mobile (6 hours more than the national average), and up to 11 hours/week on social (3 hours more than the national average).

47% of TikTok users agree with the statement, “I feel the need to check social networking sites every day”, compared to 37% for the average Canadian.

TikTok app users are 2x more likely than the average Canadian to have immigrated to Canada within the last 10 years and are also 2x more likely to identify as South Asian and 60% more likely to identify as East Asian.

 

Spotify

8.7 million Canadians streamed audio via the Spotify website or app – a slight increase from Spring 2020.

As in Spring 2020, women continue to make up the lion’s share of Spotify’s audience at 61%, however, more men did tune-in with a 2-point jump from last year.

More popular with younger adults, over 2 in 5 Canadians under 35 tune-in at least once a month, while those under 25 are 2x more likely than the average Canadian to tune-in more frequently.

Over 2 in 5 (44%) Spotify users agree with the statement, “I primarily listen to music through streaming services”, compared to 36% of all adults 18+.

 

Real Estate

10 million Canadians visited a real estate website or app in an average month, a 27% jump from Spring 2020.

With one of the largest audiences at 3.3 million, realtor.ca saw a 33% increase in visitors from Spring 2020, with other notables like redfin.ca seeing an 85% increase, and zillow.com upping their visitation by 46%.

Immigrants to Canada were more likely than the average Canadian to visit a real estate app or website, with those that arrived within the last 5 years 27% more likely to do so (index 127).

Visitors to real estate websites or apps were more likely than the average Canadian to express their intention to buy real estate in the next 12 months. 70% already own their current home, while 30% rent.

At a higher rate than the average Canadian, 1 in 3 visitors to real estate websites or apps agree with the statement, “I am actively looking for opportunities to earn supplemental income beyond my regular job”, and 2 in 5 agree “I like taking risks”.

 

Career

Over 1 in 5 Canadians (6.5 million) visited career websites like indeed.ca, glassdoor.ca or the Canadian government’s Job Bank website in an average month, a 15% increase over Spring 2020.

With nearly 4 million unique visitors in an average month (13% reach), indeed.ca is the most popular career site among Canadians, followed by glassdoor.ca at nearly 1.2 million (4% reach) and jobbank.gc.ca at nearly 1 million (3% reach).

32% of women under 35 visited a career website compared to just 24% of men under 35, with women 18 to 24 being 63% more likely than the average Canadian to do so.

Visitors to career websites were also more likely than the average Canadian to agree with the statement, “I want to get to the very top in my career” (41% agree, compared to all adults 18+ at 35%), with visitors to workopolis.com the most likely to agree at 49%.

12% of those in the Travel/Tourism/Restaurant industries, and 12% of those in the Engineering/Research/Development industries accessed career websites and apps more frequently in a month, making them 63% more likely than the average Canadian to do so.

 

“This third fusion release captures the complexity of digital behaviour and reports it alongside the offline habits of Canadians,” says Vividata President & CEO, Pat Pellegrini, PhD. “Unprecedented in its strength, our fusion allows marketers and researchers to size and define audiences for over thirty-five hundred digital properties along with the detailed demographics, psychographics, lifestyle and purchasing behaviour of online audiences.”

 

Benefits of the SCC Metrica Fusion Database

This new SCC Metrica Fusion Database is the third edition from Vividata, allowing subscribers to:

Match online metrics to real world data
From leisure activities to consumer habits, to media usage, and more, subscribers can get a complete look at the lives of Canadians with data that delves into their behaviour, both online and off.

Spark insights with powerful psychographics
Peek into the mindset of the Canadian consumer with powerful psychographic statements designed to spark insights from topics like finance, health and wellness, society and politics, media use, automotive, and more.

Segment, target, and inform to greater effect
Using a groundbreaking, world-class fusion methodology called the “multi-dimensional isotonic fusion”, users see logical profiles and offline behaviours of visitors to over 3,000 reported websites and apps.

Access, cut, and slice with ease
Vividata’s new SCC Metrica Fusion Database is available through Nielsen and Telmar platforms, allowing subscribers to dig into the data on-demand.

 

ABOUT

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.

METRICA is Vividata’s passive measurement of digital consumers, capturing the complete picture of digital device usage in Canada. Through device metering technology embedded into the devices of opted-in participants, and intelligent data science, Metrica transforms the digital activities of Canadians into new behavioural insights.

To learn more, please visit www.vividata.ca.

For more information:
Tosha Kirk
Vice President, Client Services | Vividata
tosha@vividata.ca

60+ million Chinese adults want to make Canada their home in the next 2 years. What now?

Toronto, ON, Thursday, June 10th, 2021 — More than 60 million Chinese adults are considering immigration to Canada in the next two years, according to an online research study done in China and Hong Kong by Hamazaki Wong, RIWI, and Vivintel (the custom research arm of Vividata). Most notably, these intended migrants are educated, affluent, and relatively fluent in English.

“The magnitude is staggering,” says Pat Pellegrini, President & CEO of Vividata. “Immigration is needed to grow the economy and these results show Canada is seen as a desirable place to live. With the Canadian Government set to reopen the country to migrants beyond pre-COVID levels, this collaborative research project provides an unprecedented view into the dynamics of immigration to Canada.”

“Vivintel conducted significant studies into the Chinese and South Asian communities in Canada,” Pellegrini adds, “but this new research provides a more complete view and better understanding of how these vibrant communities weave into the fabric of Canada, both culturally and as consumers.”

Highlights of the study include:


Working-age population:

Chinese adults over the age of 35 are the most keen to move to Canada in the next couple of years. 51% of adults considering a move to Canada from Mainland China are aged 46-64; while 45% of those looking to move from Hong Kong are aged 36-55.


More affluent:

Among both Mainland and Hong Kong Chinese, the higher the income the greater the consideration to move. Of adults considering a move to Canada, 37% from Mainland China earn a monthly household income over RMB 16,000, and 43% from Hong Kong earn a monthly household income over HK 50,000.


Highly educated:

1 in 2 Chinese adults considering a move to Canada have completed a Master’s degree or higher, and nearly 3 in 4 have a Bachelor’s degree or higher.


Primary reasons to move vary between Mainland and Hong Kong Chinese:

Adults looking to move from Mainland China identify “best place to start a new life” (17%), “better climate” (17%) and “political stability” (16%) as their primary reasons for wanting to move to Canada. Whereas Hong Kong Chinese identify “public services” e.g. healthcare, public transportation, education, etc., (28%), “safer there” (19%) and “political stability” (16%) as their primary reasons.


Professional reasons to move also vary between Mainland and Hong Kong Chinese:

To “retire” (36%), “start a business” (28%) and “pursue an education” (16%) are the top professional reasons to move to Canada as identified by Mainland Chinese. For Hong Kong Chinese, to “pursue an Education” (22%) is their top professional reason to move, followed by “retire” (21%) and “start a new career” (19%).


Fluency in English:

1 in 3 Chinese adults considering a move to Canada are fluent in English. Only 10% do not know any English at all.


Urban:

Overall, 67% of Chinese adults considering a move to Canada are City dwellers and 19% come from the suburbs.


Families:

Most Chinese adults considering a move to Canada live in households with 4+ people – 66% of those from Mainland China and 57% from Hong Kong.

 

“These numbers and demographics portend important implications for immigration and social policy,” says Sonny Wong, president & creative director, Hamazaki Wong Marketing Group. “There are major implications on housing, employment, education, and what we are seeing now more than ever — an increased rallying call for the security and well-being of minority groups. There are also tremendous opportunities for brands. Increased migration provides a base of new consumers in the brand discovery phase. This highly educated, skilled workforce, predominantly looking to settle in Canada with a family, will be looking to make a number of purchases to start a new life, and brands from every vertical need to start planning for that now.”

This Chinese migration study was conducted between March 26th  to 29th, 2021, with a random sample of Internet users — a total of 1,500 respondents (aged 18 and over) in Mainland China and 1,500 respondents in Hong Kong. The sample does not filter out any Canadians residing in the regions. The study has a confidence level of 97.3%.

This research methodology, piloted with the Chinese migration study, allows for even deeper engagement of respondents and more expansive insights. Given the success of this study and the unique perspective it provides, Hamazaki Wong, RIWI, and Vivintel are exploring the prospect of conducting similar studies into other cultures interested in calling Canada home.

A copy of the research report is available upon request. A webinar will also be scheduled soon to review the research findings in greater detail, and its implications.


ABOUT

HAMAZAKI WONG is a leading full-service allcultural agency that works with a diversity of national clients and brands. With a dedicated research and insights practice, Hamazaki Wong's award-winning and innovative ways have blazed a trail in the marketing arena and in community programs. Strategic, creative, insightful, Hamazaki Wong’s reputation for excellence, along with its thought-leadership, helps our clients stand out from the crowd.

RIWI is a global trend-tracking and prediction technology firm. On a monthly or annual subscription basis, RIWI offers its clients tracking surveys, continuous risk monitoring, predictive analytics and ad effectiveness tests in all countries – without collecting any personally identifiable data.

VIVINTEL, the custom research arm of Vividata (Canada’s authoritative source for insights on multi-media and consumer behaviour), 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 or a copy of the report, please contact:

Rahul Sethi, Director of Insights - rahul@vividata.ca

Capturing Canadian sentiments, media habits and purchasing behaviour amidst a pandemic: Vividata’s Spring 2021 Survey of the Canadian Consumer

Toronto, ON, Wednesday, May 12th, 2021 – Vividata, (vividata.ca) Canada’s leading media and consumer research firm, today released their latest survey results. In field January 2020 to December 2020, Vividata’s Spring 2021 Survey of the Canadian Consumer (SCC) is the most comprehensive single source cross-media, product, attitudinal and brand research study in Canada.

The Spring 2021 Study provides continued coverage on several evolving consumer trends such as: the impact of COVID-19 on media and purchasing behaviour, the activities Canadians plan to pick up again post-pandemic, and the sources Canadians trust most for COVID-19 information.

 

“Vividata’s reporting of what Canadians are looking forward to post-pandemic provides agencies and their clients an excellent view of what consumers are planning, and where they’ll be looking to spend”, says Kevin Kivi, EVP & General Manager at Horizon Media. “Once we are able to look back, having a lens on pre, during and post-pandemic behaviours will be invaluable to understanding the impact COVID has had on Canadian consumers.”

 

A sample of highlights from Vividata’s Spring 2021 Survey of the Canadian Consumer include:

 

COVID IMPACT

Activities Canadians are Looking Forward to Post-Pandemic:

•  At 61%, “seeing family and friends” tops the list for what the average Canadian (aged 18+) is most looking forward to post-pandemic. However, with the greatest likelihood to have children at home, Canadians aged 35 to 49 are most looking forward to “travelling abroad”.

•  Compared to the average Canadian (at 57%), Mothers (at 65%) and Grandmothers (at 72%) are far more likely to look forward to “having physical contact with family and friends” post-pandemic.

•  Adults 18 to 24 are more than twice as likely than the average Canadian to look forward to “dating” and “partying” post-pandemic, and 54% more likely to look forward to “going to the gym”.

•  With an average household income of $51k – nearly $30k less than the average Canadian – 1 in 5 newcomers to Canada (those who have lived in Canada for less than 5 years) are looking forward to “going back to work”. (Index 132)

 

Opinions:

•  2 out of 3 Canadians agree, “I don’t think people are taking COVID-19 seriously enough”; this rate of agreement is highest among those aged 65+ (at 76%), and lowest among those aged 25 to 34 (at 58%).

•  Newcomers to Canada report higher rates of concern regarding mental health due to the pandemic. Compared to 33% for the average Canadian, 43% of newcomers agree, “I’m worried about my mental health due to social distancing”.

•  56% of adults are “concerned about the sanitation and hygiene in stores”, 48% “feel safe shopping in-store”, and 35% report that they will “continue to mostly shop online even though stores are open” – increasing to 48% agreement among those aged 18 to 24.

•  A low 18% of Canadians agree, “I think the economy will be strong by the end of the pandemic”, while a majority (53%) disagree.

 

MEDIA HIGHLIGHTS

Publications:

•  Nearly 8 out of 10 Canadian adults read/accessed magazine or newspaper brands in an average week via print or digital platforms.

•  21 million adults (69%) read daily newspaper brand content in an average week, with over half (56%) of them accessing content via a mobile device (smartphone or tablet).

•  In the past five years, those who ‘most often’ access newspaper content on a smartphone has more than doubled; from 13% in Spring 2016 increasing to 29% in Spring 2021.

•  22 million adults (71%) read/accessed magazine brand content in an average month, with food, travel, health/fitness, nature, and entertainment/celebrity magazines as the most popular.

•  In the past five years, the mobile audience for digital magazine content has risen as well; 27% of adults accessed digital magazine content on a mobile device in Spring 2016, increasing to 31% in Spring 2021.

•  Nearly 1 in 4 Canadians increased their consumption of print or digital magazines during the pandemic; those that increased their consumption were 46% more likely to have ‘usually’ read/accessed bridal magazine content than the average magazine audience.

•  After healthcare professionals, news brands (print or digital platforms) are the most trusted source for information on the COVID-19 pandemic; continuing to achieve a higher rate of trust than government, television, radio and other media.

•  Canadians increasingly agree with the statement, “I commit more time each day to seek out current news and information than I did two years ago” (30% in Spring 2020 | 40% in Spring 2021).

 

TV Viewing:

•  In an average week, 93% of Canadian adults watch TV on any screen or device, spending approximately 22 hours per week on any screen, with 11 hours spent on streaming.

•  While 33% of Canadian adults agree with the statement, “I prefer to watch TV programs live”; a higher 47% agree, “online TV streaming services have changed the way I watch television”.

•  While 38% of adults increased viewing of live TV due to the pandemic (predominantly those aged 50+), 42% increased their use of video subscription services (predominantly those under 50).

•  65% of adults watch TV as per a broadcast schedule, 56% watch through a subscription service, and 35% catch-up on demand.

•  Compared to two years ago, in an average week more Canadians are binge watching on any screen or device (20% in Spring 2019 | 31% in Spring 2021).

 

Audio Streaming/Podcasts:

•  7 million Canadian adults (nearly 1 out of 4) have increased their use of audio streaming services during the pandemic.

•  YouTube is the top source to stream audio, used by nearly 1 out of 4 adults (or 6.9 million). Spotify, previously used by 3.4 million adults in Spring 2019, is now used by 6.1 million.

•  Just over 10 million (or 1 out of 3) listened to a podcast in the past month, an increase by over 3 million listeners since Spring 2020.

•  5.2 million adults have a paid subscription to an audio streaming service, up from 2.9 million in Spring 2019.

•  6.8 million (22%) listened to podcasts in an average week. Adults under 35 (at 33%), newcomers to Canada (at 31%) and those with a household income over $150k (at 27%) report higher rates of listening.

 

Out of Home:

•  Many Canadians look forward to getting out of their homes. 55% of adults look forward to going to restaurants, bars or night clubs, and 43% look forward to attending events, festivals or concerts.

•  70% of adults noticed out-of-home advertising in the past week, and 50% noticed digital out-of-home ads specifically.

•  1 out of 5 Canadians that noticed an out-of-home ad, searched online for the product, brand, and/or service advertised.

•  36% agree that digital out-of-home ads are “a good way to learn about a new business in the area”, and this rate of agreement increases to 43% among those aged 18 to 24.

•  Those aged 18 to 24 are 88% more likely and newcomers to Canada are 52% more likely than the average Canadian to look forward to “using public” transit post-pandemic.

 

ABOUT

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.

METRICA is Vividata’s passive measurement of digital consumers, capturing the complete picture of digital device usage in Canada. Through device metering technology embedded into the devices of opted-in participants, and intelligent data science, Metrica transforms the digital activities of Canadians into new behavioural insights.

 

For more information:

Tosha Kirk
Vice President, Client Services | Vividata
(416) 961-3205
Tosha@vividata.ca

 

New Study by Vividata Sheds Light on Our Desire to Age-in-Place

Canadians plan to spend roughly $44 billion on home modifications in the next two years to support their care needs or those of loved ones.

Toronto, ON, March 26, 2021

A recent study on Home Modification and Aging in Place conducted by Vivintel (Vividata's custom research arm) for March of Dimes Canada indicates that 57% of Canadians have chronic health problems, cognitive decline and mobility limitations that become more common with aging, and often result in older adults and those living with a disability struggling to live independently.

This reality has resulted in nearly 11 million Canadians planning to modify the home they live in for care-related reasons, and more than half of this group intend to modify their home in the next two years.

“People living with a disability and older Canadians want to live in their home as long as possible,” says Len Baker, President March of Dimes Canada. “Home Modifications allow people to remain safely in their community and to successfully age in place for less money than alternate choices. Our new national research finally puts compelling numbers to this important timely idea.”

 

Don Fenn, CEO of Caregiver Omnimedia states, “There are 6 million Canadians over the age of 65. This is the main group driving the projected $44 billion on Home Modifications for health that will be spent in the next two years. 81% of Canadians aged 65+ prefer to live in their homes, with only 4% looking at retirement homes, 2% looking to live with a family or friend, and only 1% choosing long term care.”

Focusing on the consumer perspective with regard to home modifications and aging in place, findings from this study include:

Health Conditions:

•   A projected 57% of Canadians aged 18-85 live with a disease, disability, or health condition. Nearly half of adults (49%) live with a physical condition(s) ranging from a permanent to short term disability, to mobility or dexterity related issues, to hearing and vision loss.

•   1 out of 5 adults (21%) live with a permanent physical and/or mental disability which affects a major life function.

•   Living with a disease, disability, or health condition is most prevalent among the 6 million Canadians over the age of 65, with just over 9 out of 10 living with a physical condition(s) ranging in severity, and 1 out of 10 living with a general reduced ability to care for oneself.

Home Modification:

•   Just over 1 out of 4 Canadians (28%) live in a home that has been modified for reasons related to care; and just over 1 out of 3 (36%) live in a home which they plan to modify for care related reasons. Home modifications for care related reasons include: to support homecare services, to support an individual with/without a disability to live more independently at home, to avoid or delay inappropriate or early admission to a hospital or long-term care facility.

•   Canadians who already modified their homes for care related reasons spent an estimated $46 billion on modifications within the past 5 years. Those who plan to modify will spend an estimated $44 billion in the next 2 years. These modifications range from the installation of handrails, access ramps, a barrier free accessible shower modification, to an in-home elevator, etc.

•   To avoid inappropriate or early admission to a hospital or long-term care facility (for oneself or someone else) is the top reason to perform home modifications among those who plan to modify in the coming years.

Aging in Place:

•   78% of adult Canadians prefer to age in their current home; 6% would prefer to live with family or friends, 4% in a retirement home, an even lower 1% would prefer to age in a long-term care facility, and 12% are not yet sure of their preference.

•   2 out of 3 adults (67%) agree with the statement, “Modifications to an existing home are more cost-effective than living in a retirement home or long-term care facility.” Nearly 70% agree, “Aging-in-place gives a sense of dignity, which is unavailable to people who are in senior living facilities.”

•   The number one challenge of aging-in-place identified by Canadians (at 55%) is initially “paying for home modifications,” as some, such as a major bathroom modification are often in excess of $15,000.

“As care needs increase, Canadians pursue a range of solutions including modifying the home rather than enter long term care facilities,” states Jason Lye, VP Home and Community Care at March of Dimes Canada. “March of Dimes Canada has seen a 66% increase in applications from older Canadians over the past 3 years. Post COVID-19, one of the most important societal issues we need to address is how we care for our older adults.  March of Dimes Canada believes this research and results, the first of its kind in Canada, will provide a catalyst for much needed discussion and action on this societal issue.”

 

“With decades of experience surveying the behaviour, attitudes and opinions of Canadian consumers, Vividata was perfectly suited to conduct this research for March of Dimes Canada in collaboration with Caregiver Omnimedia Inc.,” says Pat Pellegrini, President and CEO of Vividata. “As always, we are confident our survey research provides reliable and accurate data and information, leading to compelling insights on the needs of the aging and disabled populations in Canada.”

Aging in Place Conference 2021

Results from this study will be publicly presented for the first time at Caregiver Omnimedia’s 2021 Aging in Place Conference (Thursday, April 29, 2021).

*Vividata subscribers get 50% off of the event with coupon code: AIPVIVIDATA

About:
MARCH OF DIMES CANADA is a nationally registered charitable organization that has been providing support services to people with disabilities, their families and caregivers across Canada for 70 years. Our goal is to enhance the independence and community participation of people with disabilities every day through a wide range of programs and services across Canada.

CAREGIVER OMNIMEDIA INC. is a marketing consultant and media company founded to connect, engage, and inform family caregivers, with a focus on caregiving for those with disabilities and families caregiving for aging parents. With over 150 years of collective marketing and management experience, their team has observed, researched, and created programs to fill the gaps on how Canadians perceive, portray, and engage older adults, and those with disabilities as valued consumers.

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
(416) 961-3205

Vividata’s new Metrica Fusion Database sheds light on Canadian consumer behaviour during COVID-19, both online and off

Toronto, ON, Thursday, April 8th, 2021 – Vividata, Canada’s leading media and consumer research firm, has released their Winter 2021 SCC Metrica Fusion Database. Merging Vividata’s Winter 2021 Survey of the Canadian Consumer (SCC) with Metrica's passive measurement of digital consumers, the new fusion database captures consumer behaviour both online and off, informing researchers, marketers, and strategists alike with a more complete view of the Canadian consumer during the COVID-19 pandemic.

 

Building off the success of Vividata’s first fusion to the Spring 2020 SCC, the new SCC Metrica Fusion Database allows subscribers to:

•   Match online metrics to real world data during the COVID-19 pandemic
From leisure activities, to consumer habits, to media usage, and more, subscribers can get a complete look at the lives of Canadians with data that delves into their behaviour, both online and off.

•   Spark insights with powerful psychographics  
Peek into the mindset of the Canadian consumer with powerful psychographic statements designed to spark insights from topics like finance, health and wellness, society and politics, media use, automotive, and more.

•   Segment, target, and inform to greater effect
Using a groundbreaking, world-class fusion methodology called the “multi-dimensional isotonic fusion”, users see logical profiles and offline behaviours of visitors to over 3,000 reported websites and apps.

•   Access, cut, and slice with ease
Vividata’s new SCC Metrica Fusion Database is available through Nielsen and Telmar platforms, allowing subscribers to dig into the data on-demand.

 

Sample highlights from Vividata’s Winter 2021 SCC Metrica Fusion Database include:

Finance:

•   With increased interest among younger Canadians in day-trading during the pandemic, Wealthsimple.com attracted another 300,000 unique visitors since last Spring, reaching an estimated 1,052,000 Canadians (aged 18+) in an average month. Nearly 200,000 Canadians also use the Wealthsimple Trade app in a typical month, with 60% of users under 35.

•   Low-cost investment broker, Questrade, also experienced a surge in visitors to their website. Reaching an estimated 417,000 Canadian adults, unique monthly visitors to Questrade.com nearly doubled since last Spring.

•   Investopedia.com (delivering investment news, advice, reviews, and an investment dictionary) experienced a 33% increase in visitation, reaching approximately 834,000 Canadians in an average month, predominantly males under 35.

•   Nearly 2 out of 5 visitors to Wealthsimple.com, Questrade.com, or Investopedia.com agree, “I am actively looking for opportunities to earn supplemental income beyond my regular job.” (Index 125)

 

Food Delivery:

•   Since last Spring, another 1.5 million Canadian adults visited the websites or apps of Skip the Dishes, UberEats or DoorDash.

•   Skip the Dishes remains the number one food delivery service in Canada with 3.5 million adults visiting their website or app in an average month. UberEats is at a distant second with 2.5 million visitors, followed by DoorDash with 1.8 million.

•   Households with children are the most likely to have used food delivery services during the pandemic, comprising 53% of monthly visitors to Skip the Dishes, UberEats or DoorDash. They are followed by single adults without children at 24%.

•   In comparison to the Canadian population, users of these food delivery services are 28% more likely to eat mainly vegetarian food, and they are more likely to attempt to reduce the amount of dairy in their diet.

 

Media & Entertainment:

•   During the pandemic, nearly 8 million Canadians visited the IMDb website or app in an average month. Just over 50% of visitors to IMDb agreed that online TV streaming services have changed the way they watch television, and nearly 1 in 3 watch more TV than they used to because of online streaming services.

•   With 559,000 unique monthly visitors, the iHeartRadio app saw an increase in younger users tuning-in more often. Compared to last Spring more users visited the iHeartRadio app 5 times or more in an average month, topping out at 218,000, or a bump of 60%. Of those that visited 5+ times, 1 in 2 were under 35, more than double from the same age group since last Spring.

•   Visitation to the CBC TV app doubled since last Spring, reaching 742,000 unique visitors in an average month. Of those, 70% were women, and 76% aged 35 or older.

•   With some Canadians looking for more productive ways to fill their pandemic-fueled downtime, Duolingo (an app that helps users learn new languages) saw more than 600,000 unique visitors aged 35 and older, a 39% jump from last Spring. Of that age group, more than 3 out of 4 are women, are 72% more likely to use a Health and Fitness app than the average Canadian, 77% more likely to have done yoga or pilates 10 or more times in the past year than the average Canadian, and spend an average of 19 minutes per visit on the Duolingo App (more than double the duration since last Spring).

 

“This fusion of digital data collection to survey data is the first of its kind in Canada. Capturing the complexity of digital behaviour and reporting it alongside the offline habits of Canadians required a state-of-the-art data fusion,” says Vividata President & CEO, Pat Pellegrini, PhD. “For this, we turned to our European partners, dataBreeders, and their Multi-dimensional Isotonic technique. This game-changing approach successfully maintained key relationships across thousands of variables captured in Vividata’s authoritative Survey of the Canadian Consumer when fused with the advanced passive digital measurement of Metrica.”

 

About:

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.

METRICA is Vividata’s passive measurement of digital consumers, capturing the complete picture of digital device usage in Canada. Through device metering technology embedded into the devices of opted-in participants, and intelligent data science, Metrica transforms the digital activities of Canadians into new behavioural insights.

For more information:

Tosha Kirk
Vice President, Client Services | Vividata
(416) 961-3205

Capturing the media and purchasing habits of Canadians amidst a pandemic: Vividata’s Winter 2021 Survey of the Canadian Consumer

Toronto, ON, Thursday, February 18th, 2021 – Vividata, (vividata.ca) Canada’s leading media and consumer research firm, today released their latest survey results.  In field October 2019 to September 2020, Vividata’s Survey of the Canadian Consumer (SCC) is the most comprehensive single source cross-media, product, attitudinal and brand research study in Canada.

The Winter 2021 Study provides new coverage on a number of evolving consumer trends such as: the impact of COVID-19 on media and purchasing behaviour, the activities Canadians plan to pick up again post pandemic, the use of meal kit services, and other topics.

 

Vividata Board Director, Norman Melamed, believes Vividata’s pre-pandemic development work in data collection methods and passive measurement have been crucial during this period. “Vividata’s inclusion of passive measurement through Metrica, as well as development of topical syndicated studies build on the solid foundations of their Survey of the Canadian Consumer”, says Melamed. “These added layers, combined with fieldwork enhancements and world class fusions are at the forefront of Vividata’s ability to provide timely and rich consumer research.”

 

A sample of highlights from Vividata Winter 2021 Survey of the Canadian Consumer include:

 

CONSUMER HIGHLIGHTS

 

Online Shopping:

•   73% of Canadian adults shopped online for any item in the past month; with clothing and footwear, books, and electronics as the categories most often shopped for online.

•   50% of Canadian adults report an increase in their online shopping in comparison to their usual shopping habits pre-pandemic. Households with an income over $100k and those with children are the most likely to have experienced an increase in online shopping.

•   9 out of 10 adults that shopped online in the past month have used free shipping services, while 1 out of 4 have used click-and-collect.

•   Compared to last year, Canadians are now more likely to agree with the statement, “Shopping online makes my life easier” (25% agreed in Winter 2020 | 41% agreed in Winter 2021).

 

MEDIA HIGHLIGHTS

 

Publications:

•   8 out of 10 Canadian adults read/accessed magazine or newspaper brands in an average week via print or digital platforms.

•   7 out of 10 read daily newspaper brand content in an average week, with just over half accessing content via a mobile device (smartphone or tablet).

•   In the past five years, the smartphone audience for digital newspaper content has doubled; 17% of adults accessed digital newspaper content on a smartphone in Winter 2016, increasing to 35% in Winter 2021.

•   73% read/accessed magazine brand content in an average month, with food, technology & science, entertainment, and health/fitness magazines as the most popular among Canadians.

•   In the past five years, the smartphone audience for digital magazine content has risen as well; 15% of adults accessed digital magazine content on a smartphone in Winter 2016, increasing to 25% in Winter 2021.

•   Nearly 1 out of 4 adults indicate that their consumption of magazine content (print or digital) has increased during the pandemic.

•   After healthcare professionals, news brands (print or digital platforms) are the most trusted source for information on the COVID-19 pandemic; achieving a higher rate of trust than government, television, radio and other media.

•   Just over 1 out of 3 adults agree with the statement, “I commit more time each day to seek out current news and information than I did two years ago”.

 

TV Viewing:

•   In an average week, 93% of Canadian adults watch TV on any screen or device, spending approximately 22 hours per week.

•   65% of adults watch TV as per a broadcast schedule, 54% watch through a subscription service, and 36% catch-up on demand.

•   42% of adults have increased their use of subscription services (e.g. Netflix, Amazon Prime Crave, Disney+, etc.) due to the COVID-19 pandemic.

•   Compared to Winter 2020, on weekly basis more Canadians are binge watching on any screen or device (23% in Winter 2020 | 30% in Winter 2021).

•   35% of adults browse social media while watching TV, and this jumps to 51% among Gen Z and 48% among Gen Y.

 

Audio Streaming/Podcasts:

•   Just over 1 out of 5 Canadian adults have increased their use of audio streaming services due to the pandemic.

•   27% of adults agree, “Being able to stream or listen to the radio online has changed the way I listen to the radio”. Those under 35, at 37%, are more likely than the general adult to agree with this statement.

•   YouTube (at 22% reach), Spotify (at 19%), Streaming AM/FM (15%), and Apple Music (at 8%) are the top ways to stream audio by Canadians, and all have experienced an increase in reach compared to Winter 2019.

•   Nearly 1 in 4 listen to podcasts in an average week. Adults under 35 and those with a household income over $150k report higher rates of listening.

•   News & politics, society & culture, and comedy are the most popular podcast genres among listeners.

 

Out of Home:

•   Canadian adults are travelling (in a car/truck as a driver/passenger) an average of 116 km per week, down from 131 km in Winter 2020.

•   Nearly 3 out of 4 adults noticed any out-of-home advertising in the past week. 53% noticed digital out-of-home ads specifically.

•   35% agree that digital out-of-home ads are “a good way to learn about new products and services”, and this rate of agreement jumps to 46% among Gen Z adults.

•   44% of Gen Z notice out-of-home advertising “each time” or “most of the time”.

 

“The past 12 months have been incredibly challenging for everyone, and the impact on our behaviours and attitudes can’t be underestimated,” says Vividata President & CEO, Pat Pellegrini, PhD. “Early on, Vividata took steps to extract data from our SCC studies, providing interim releases that highlighted key differences and similarities from our pre-pandemic studies. As more COVID-19 period data is reflected in the Winter release, we see the impact the pandemic is having on consumers. The Winter release captures the expected increase in use of digital media in general during the pandemic, and significantly, that news brands (print or digital) are a highly trusted source of information on COVID-19.”

 

About:

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.

METRICA is Vividata’s digital measurement panel, capturing the complete picture of digital device usage in Canada. Through device metering technology embedded into the devices of opted-in participants, and intelligent data science, Metrica transforms the digital activities of Canadians into new behavioural insights.

 

For more information:

Tosha Kirk
Vice President, Client Services | Vividata
(416) 961-3205

Vivintel’s Study ‘Insights into the South Asian Consumer’ analyses the mindset and behaviours of Canadians with roots in South Asia

16 November 2020 - Toronto, ON – A new study conducted by the market research firm Vivintel, the custom research arm of Vividata, reveals that of the over 1 million Canadians in the areas of Toronto, Vancouver, Calgary and Edmonton with South Asian origins, 91% were not born in Canada, with 53% arriving within the last 10 years.

Findings from the Study Include:

Key Demographics

•   Compared to the average adult in Toronto, Vancouver, Calgary and Edmonton, South Asians in Canada are 2.2 times more likely to hold a degree higher than a Bachelors.

•   Nearly 6 in 10 South Asian households have children, and those here 5 to 10 years are 37% more likely to have children at home.

Key Shopping Behaviours

•   South Asian Canadians not born in Canada shop up to 21% more for Diwali than other shopping events like Cyber Monday, Mother or Father’s Day, Back to School, Valentine’s Day, or Amazon Prime Day.

•   South Asians are up to 55% more likely to agree with the statement “Online shopping makes my life easier”, than the average adult in the Toronto, Vancouver, Calgary and Edmonton CMAs.

Key Media Behaviours

•   45% of South Asians new to Canada (less than 5 years) agree with the statement “I pay more attention to advertising that is in my own ethnic language”.

•   Ethnic news sources reach over 6 out of 10 South Asian adults, with reach highest among those not born in Canada and here for less than 5 years (75%), and lowest among those in Canada for 20 or more (49%).

Surveying over 3,400 participants in areas of Toronto, Vancouver, Calgary and Edmonton that identified as having South Asian origins, ‘Insights into the South Asian Consumer’, delves into the community’s demographic profiles, media habits, shopping behaviour, opinions and more, helping to shed light on how this vibrant community is quickly becoming an ever more vital thread in the fabric of Canada.

The sample for the study consisted not just of those born in Canada or holding a Canadian citizenship, but also surveyed South Asian 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 South Asian visitors to Canada.

“This is the first syndicated study we feel will give our clients essential knowledge into the emerging South Asian consumer in Canada,” says Lilian Lo, Vice President Media, Dyversity Communications Inc. “It’s size, scope, and depth into the community’s media preferences, shopping behaviour, overall attitudes and more, will be a tremendous benefit to our strategic planning efforts as we look to connect with South Asian Canadians in ever more real and relevant ways.”

 

Pat Pellegrini, Ph.D., President and CEO of Vividata noted, “One of the many key insights we found in our new study is how South Asian consumer behaviour evolves – from the time new Canadians arrive, to getting settled, to starting and raising families. Each phase tells its own unique story, and seeing that come to life through the data was not only inspirational, but a testament to its quality and the industry-wide support that made this study a reality.”

After the launch of Vivintel’s first ethnic study that highlighted the Chinese consumer in Canada, this second instalment continues the series of surveys focused on capturing the consumer habits and mindsets of various ethnic groups living in Canada. A new Vivintel report on the study, ‘Heading North: The South Asian consumer in Canada’ was also just released and is now available for purchase.

About:

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.

METRICA is Vividata’s digital measurement panel, capturing the complete picture of digital device usage in Canada. Through device metering technology embedded into the devices of opted-in participants, and intelligent data science, Metrica transforms the digital activities of Canadians into new behavioural insights.

For more information:

Tosha Kirk

Vice President, Client Services | Vividata

(416) 961-3205

Capturing the dynamic consumer habits of Canadians amidst a pandemic: Vividata’s Fall 2020 Survey of the Canadian Consumer

Toronto, ON, Wednesday, October 21st, 2020 – Vividata, (vividata.ca) Canada’s leading media and consumer research firm, today released their latest survey results.  In field from July 2019 to June 2020, Vividata’s Survey of the Canadian Consumer (SCC) is the most comprehensive single source cross-media, product, attitudinal and brand research study in Canada.

“Obviously, 2020 has been a year like no other and the impact of the pandemic is being felt by many of our members”, says Pat Pellegrini, Ph.D, President and CEO of Vividata. “As an industry-owned organization, our role is to serve the media and marketing industry.  Our team has continued to work on numerous initiatives including free Covid-19 interim releases, research reports and infographics as added value at a time when understanding consumers is more important than ever”.  The Fall 2020 release incorporates 4 months of the Covid-19 period, including new questions to better understand the media usage and purchasing behaviours of Canadians during this time.

The Fall 2020 Study provides new coverage on a number of evolving consumer trends such as: the impact of Covid-19 on media and purchasing, ethical consumerism, mobile food delivery services, click and collect, plant-based diets, use of crypto currency, and other topics.

A sample of highlights from the Vividata Fall 2020 Study include:

 

CONSUMER HIGHLIGHTS

 

Food & Diet:

•   7 million Canadian adults have used a meal kit delivery service, with Good Food as the most popular among users. Users of meal kit services identify to “save time” as their primary reason for using such services, followed by to “add variety to meal planning”.

•   1 in 5 adults used a food delivery service in the past month, spending an average of $32 per order. Skip the Dishes is the most used food delivery service among Canadians, followed by UberEATS.

•   Nearly 1 in 5 adults agree with the statement, “I am trying to reduce or eliminate the amount of animal meat/or cow's milk/dairy consumption in my diet”; while 1 out of 10 adults used packaged vegan/plant-based products in the past 12 months.

 

Online Shopping:
•   50% of Canadian adults report an increase in their online shopping in comparison to their usual shopping habits pre-pandemic. Households with children are the most likely to have experienced an increase in online shopping.

•   28% of adults shop online at least once a week, with electronics and travel as their most heavily researched categories prior to making a purchase.

•   Compared to last year, Canadians are now more likely to agree to the statement, “Shopping online makes my life easier” (25% agreed in 2019 | 36% agreed in 2020).

 

MEDIA HIGHLIGHTS

 

Impacts of COVID-19 on Media Habits:
•   A projected 38% of Canadian adults report that they are watching more live TV as it is broadcasted in comparison to their usual consumption pre-pandemic. This reported increase is greatest among those aged 50+ at 43% (Index 114).

•   41% of all adults – and 52% of those under 35 (Index 128) – report using subscription video on demand services more now than pre-pandemic.

•   Use of audio streaming services have also increased, with nearly 1 out of 4 adults reporting greater use of these services during the pandemic. Audio streaming services have also seen the greatest uptake among those under 35 at 34% reporting increased use (Index 155).

•   Canadians are using social media more now than prior to the pandemic as well. 43% of adults have increased their use of social media during the pandemic – and again, this increase is greatest among those under 35 at 60% (Index 139).

 

Publications:

•   Over 82% of Canadian adults read/accessed magazine or news brands (including community newspapers) in an average week via print or digital platforms.

•   70% read daily newspaper brand content in an average week, with just over half accessing content via a mobile device (smartphone or tablet).

•   Just over 1 in 2 read magazine brand content in an average month, with food, travel, and health magazines remaining the most popular among Canadians.

•   Nearly 3 in 5 read a community newspaper in an average month, with higher readership occurring in markets with a population under 100,000.

 

TV Viewing:

•   In an average week, 93% of Canadian adults watch TV on any screen or device, spending approximately 21 hours per week.

•   64% of adults browse the internet on a computer or mobile device while watching TV, while 1 in 5 are active on social platforms.

•   Just over 1 in 4 have searched online for a product, brand, or service advertised on TV, while 1 in 10 made a purchase.

•   66% watch TV as per a broadcast schedule, 53% watch through a subscription service, and 36% catch-up on demand.

 

Audio Streaming/Podcasts:
•   35% of Canadian adults agree, “I primarily listen to music through streaming services”. Those under 35, at 51%, are more likely than the general adult to agree to this statement (Index 148).

•   YouTube (at 22% reach), Spotify (at 19%), Streaming AM/FM (15%), and Google Play (at 8%) are the top ways to stream audio by Canadians, and all have experienced an increase in reach compared to Fall 2019.

•   Just over 1 in 4 adults listen to podcasts in an average week. Males (Index 116) and those under 35 (Index 147) report higher rates of listening.

•   News & politics (55%), society & culture (32%), and comedy (31%) are the most popular podcast genres among listeners.

 

Ad Blockers:
•   43% of Canadian adults have an ad blocker installed on their browser; again this is more common among those under 35, with 53% having done so (Index 122).

•   Among those that have installed an ad blocker, their number one reason to use it is “there are too many ads” (8 out of 10 users), followed by “ads are annoying” (6 out of 10 users).

 

“Having served on Vividata’s Board for the past 3 years I am pleased to see such a transformation that began in 2018 with a new measurement strategy for the Survey of the Canadian Consumer and digital measurement”, says Vividata’s Treasurer and Board Director, Fred Auchterlonie. “Vividata’s release of all planned new studies and products, including a state-of-the-art fusion of online/offline data using Metrica and the Survey of the Canadian Consumer, in such challenging times, speaks to their level of commitment to Canadian research”.

 

About:

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.

METRICA is Vividata’s digital measurement panel, capturing the complete picture of digital device usage in Canada. Through device metering technology embedded into the devices of opted-in participants, and intelligent data science, Metrica transforms the digital activities of Canadians into new behavioural insights.

 

For more information:

Tosha Kirk

Vice President, Client Services | Vividata

(416) 961-3205

vividata-logo

Subscribe for the latest news, insights and promos

* indicates required