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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 & Ipsos Announce Partnership for Digital Audience Measurement with Ipsos Iris

Canada’s only mobile-first digital audience measurement service to launch in 2021

Toronto, ON, June 18, 2020 – In Canada, half of all internet traffic comes from mobile devices with 57% of advertising investments spent in the medium. There is an obvious need for a digital audience measurement system that matches the dynamism and importance of digital media. To meet this need, two industry leaders have partnered to provide a solution. Canada’s leading consumer insights and media audience research company, Vividata, has extended its measurement partnership with global market research and public opinion specialist Ipsos to launch Ipsos iris – a new online audience measurement solution in Canada.

Ipsos iris is a mobile-first, cross-device and cross-media capable service with a single source high quality nationally representative research panel of 4,000 participants. Ipsos iris sets a new standard in online measurement and will provide world class, daily and monthly, currency-grade digital audience metrics for the Canadian media and advertising community.

The Vividata and Ipsos partnership leverages key areas of strength from both organizations. The media planning and consumer insights benchmark study from Vividata – the Survey of the Canadian Consumer (SCC), will form the Establishment Study driving Ipsos iris quality and allows data integration combining online and offline consumer and media behaviour. Ipsos’ global expertise in audience measurement ensures panel recruitment, management and site-centric measurement are seamless.

Digital behaviour from Ipsos iris will significantly expand Vividata’s existing Metrica digital consumer panel. Metrica, launched in Q4 2019 with Ipsos and Delvinia, is a consumer focused, multi-device, passive digital measurement service using the same RealityMine passive meter technology as Ipsos iris. It provides insights on key digital activity such as search, browsing, app use, ecommerce, and audio/video streaming with location data. Taken together, Ipsos iris and Metrica will provide the Canadian market with an unparalleled view of digital consumer behaviour, deep audience segments and detailed analytics across all devices - PC, smartphone and tablet. The Ipsos iris research panel is expected to begin recruitment in Q3 with full-scale digital audience measurement ready for Q2 2021.

“Launching Ipsos iris in Canada is a major step forward in the digital measurement transformation of Vividata,” says Pat Pellegrini, Ph.D., President and CEO of Vividata. “It will fuel the development of new measurement initiatives, allow the growing and complex digital ecosystem to have greater transparency, and enable cross-media measurement for publishers, agencies and marketers who have long desired a holistic, complete view of online and offline audiences.”

This initiative adds another layer to Vividata and Ipsos Canada’s long-established relationship.

“Ipsos iris is another significant step in growing our relationship with Vividata, by leveraging Ipsos’ global capabilities to bring industry leading audience measurement solutions to the Canadian market,” said Gary Bennewies, President and CEO of Ipsos Canada.”

UKOM, the UK body for online audience measurement, recently appointed Ipsos as the new supplier of the UK industry standard for online audience measurement from January 2021.

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.

Metrica is Vividata’s newly launched 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.

About Ipsos:

Ipsos is the world’s third largest market research company, present in 90 markets and employing more than 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.

Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).

ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP

A foundation for assessing change in consumer and media behaviour: Vividata’s Spring 2020 Survey of the Canadian Consumer

Toronto, ON, Wednesday, April 29th, 2020 – Vividata, (vividata.ca) Canada’s leading media and consumer research firm, today released their latest survey results.

“The COVID-19 pandemic has significantly changed day to day life for all Canadians. However, the release of our Survey of the Canadian Consumer, Spring study lays the foundation for assessing change in consumer and media behaviours, attitudes and opinions going forward,” says Vividata’s President and CEO Pat Pellegrini, Ph.D. “We continue to measure the dynamics of the consumer and media landscape using continuous surveys in field throughout the pandemic, in addition to passive digital measurement with our Metrica panel. Together, Vividata will provide supplemental reports to media companies, agencies and marketers with timely and essential information to inform strategies to understand the consumer mindset now, and in the coming months.”

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


CONSUMER HIGHLIGHTS


Smart Electronics:

•   In one year, household ownership of voice activated smart speakers has more than doubled. 16% of households now own a voice-activated smart speaker, compared to 7% a year ago, with Google Home as the most popular, followed by Amazon Echo.

•   Just over half a million households purchased a smart/wi-fi connected appliance or home monitoring system in the past 12 months, with nearly another half a million households intending to purchase such devices/appliances in the next 12 months.

•   27% of Canadian households own a smart TV, an increase from 25% the previous year.

 

Online Shopping:

•   9.5 million Canadian adults shop online in an average week, with Gen Y showing the greatest affinity for online shopping.

•   1 in 4 adults agree with the statement, “Online shopping makes my life easier”, while 1 in 5 agree, “The convenience of online shopping is more important than price”.

•   In an average month, nearly 1 in 3 adults shop online using a smartphone, with electronics as the top category, followed by Toys & Games.


MEDIA HIGHLIGHTS


Publications:

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

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

•   76% read magazine brand content in an average month, with food, travel, and health magazines remaining the most popular among Canadians.

 

TV Viewing:

•   In an average week, 93% of Canadian adults watch TV on any screen or device.

•   34% of Canadians simultaneously browse social media while watching TV, a behaviour that has more than doubled in one year; while 1 in 5 also post or comment on social platforms.

•   64% watch TV as per a broadcast schedule, 61% stream TV/video content either through a subscription or free/pirated service, and 36% catch-up on demand.

 

Audio Streaming/Podcasts:

•   40% of Canadian adults stream music in an average week. Music streaming is greatest among Gen Z adults at 71% doing so weekly.

•   Nearly 1 in 4 listen to podcasts with the highest reach occurring among Gen Z adults (at 35%) and Gen Y (at 33%).

•   YouTube (at 20% reach), Spotify (at 15%), and Apple Music (at 7%) are the top three audio streaming services used by Canadians.

 

In field for 12 months ending December 2019, this release of Vividata’s Survey of the Canadian Consumer (SCC) offers the most comprehensive single source cross-media, product, attitudinal and brand research study in Canada.

 

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
tosha@vividata.ca

Capturing the dynamic media habits of Canadians: Vividata’s Winter 2020 Survey of the Canadian Consumer

Toronto, ON, Wednesday, February 5th, 2020 – Vividata, (vividata.ca) Canada’s leading media and consumer research firm, today released their latest survey results. In field from July 2018 through to September 2019, Vividata’s Survey of the Canadian Consumer (SCC) is the most comprehensive single source cross-media, product, attitudinal and brand research study in Canada.

Vividata continues to refine its measurement of cross-media audiences and tracking of consumer behavior and sentiment. Starting with the Winter 2020 Study, this year’s releases will provide new coverage on a number of evolving consumer trends, such as: plant-based diets, ethical consumerism, mobile food delivery services, click and collect, use of crypto currency, and other topics.

“2020 is set to be an exciting year at Vividata,” says Pat Pellegrini, Ph.D, President and CEO of Vividata. “Along with the refinements we have made to Vividata’s Survey of the Consumer, we are continuing to collect passive digital behaviour through Metrica, are positioned to launch our second ethnic study with a focus on South Asian consumers, and our third iteration in measuring cannabis consumers to capture consumer trends around edibles, topicals, vapes and beverages following legalization 2.0.”

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


CONSUMER HIGHLIGHTS


Mobile Wallet:

•   3.8 million Canadian adults have a mobile wallet; this is an increase of three quarters of a million adults since 2018.

•   43% of those with a mobile wallet use it weekly.

•   Apple Pay is the most popular mobile wallet system–with 40% penetration among those that have a mobile wallet–followed by PayPal with 34% penetration.


Automotive:

•   1 in 10 Canadian households intend to purchase or lease a vehicle in the next 12 months..

•   Nearly 50% of adults agree with the statement: “Having a vehicle that is fun to drive is an important feature when buying a car”.

•   Auto intenders spent an average of 15 hours accessing the internet on a mobile device in an average week; 2 hours over the average time spent by all Canadian adults.


MEDIA HIGHLIGHTS


Publishers:

•   81% of Canadian adults read/access magazine or news brands weekly via print or digital platforms.

•   71% read newspaper brand content weekly, with just over half accessing content via a mobile device (smartphone or tablet).

•   77% read a magazine brand in the past month, with food, travel, and health magazines as the most popular among Canadians.


Video Streaming:

•   Netflix remains the most popular paid for video streaming service, with 11.3 million Canadian adults having used the service to stream/download video, followed by Amazon Prime with 3.3 million.

•   Nearly 1 in 4 ‘binge watched’ (watched 3+ episodes of the same show in one sitting) at least once a week.

•   Canadian adults spend an average of 5 hours of streaming video each week.

Out of Home:

•   3 out 4 Canadian adults have noticed any out-of-home advertising in the past week. 58% have noticed digital out-of-home ads specifically.

•   Roadside Billboards are the most noticed out-of-home advertising format reaching 62% of adults.

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

 

“Vividata’s measurement of digital behavior through their Survey of the Canadian Consumer provides a deep understanding into the demographic, psychographic, purchasing and cross-media habits of The Globe’s digital audience,” says Greg Doufas, Chief Technology Officer at The Globe and Mail. “Vividata’s survey data coupled with their passive measurement, Metrica, provides marketers an unparalleled view of Canadians.”

 

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 and Manifold announce their partnership to launch new analytics capabilities in Polaris Intelligence

2 December 2019 - Toronto, ON – Vividata, Canada’s leader in consumer and cross media research, and Manifold Data Mining have partnered to deliver market insights within Manifold’s newly updated Polaris Intelligence platform.

Applying collaborative filtering and supervised deep learning techniques to Vividata’s Survey of the Canadian Consumer (SCC) and post-legalization Consumer Cannabis Study, Manifold has extrapolated the survey to the 6-digit postal code level. Marketers, data scientists, modelers, and analysts can leverage the power of Vividata to gain consumer and market insights across Canada at both standard and custom geographic levels. For each 6-digit postal code, this new data product provides estimates of what products consumers buy, where and how often they shop, how much they spend, which media channels they use, their lifestyles, as well as their attitudes.

Vividata’s Survey of the Canadian Consumer, with nearly 40,000 respondents (aged 14+) and over 60,000 variables, is the most comprehensive single source cross-media, product, attitudinal and brand research study in Canada.

Dr. Zhen Mei at Manifold states, “Vividata’s Survey of the Canadian Consumer is an excellent source for behavioural and psychographic insights. Its large sample size and extensive coverage of 40+ markets provide us with a solid foundation for extrapolating the survey accurately to all 6-digit postal codes in Canada and ensures high predictive power for data modeling. We are privileged to partner with Vividata to produce this data product.”

Manifold’s Polaris Intelligence platform is also applied to the post-legalization Consumer Cannabis Study by Vivintel, the custom research arm of Vividata, providing especially relevant insights to cannabis brands, media and government. This database within Polaris, delivers a comprehensive understanding on adult use, health and wellness, and potential cannabis consumers.

Tosha Kirk, VP of Client Services at Vividata says, “Manifold has a trusted and well-respected tenure within the data and analytics industry. Their segmentation, mapping, and trade area analysis, when combined with Vividata’s studies, provide insights into Canadian consumers at micro-geographic levels. Connecting all these dots with analytics and actionable insight will help marketers grow their business sustainably.”

The modeled Vividata studies are available for licensing at all geographic levels through Manifold Data Mining Inc. and on the online analytics platform: PolarisIntelligence.com.

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 on Vividata: Vividata.ca

 

About Manifold:

Manifold Data Mining Inc. is a leading provider of granular micro-marketing data products and analytic services in Canada.

Manifold Data Mining Inc. help clients transform data into actionable insights. This process typically starts with helping clients understand their own data, continues with leveraging comprehensive consumer datasets, and leads to applying Manifold’s two decades of experience in analytics, consulting, and research for over 1,000 businesses. Manifold’s experience and cutting-edge Machine Learning and AI research allows them to tailor their approach to fit their clients specific needs.

For more information on Manifold: ManifoldDataMining.com

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

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