Multicultural Consumers

Get essential data and insights on Canada’s growing audience of culturally diverse consumers.


Everything You Need to Know About Multicultural Consumers

From sampling distinct ethnic backgrounds and newcomers in the SCC | Study of the Canadian Consumer by Vividata®, to more focused studies on specific ethnic communities, our multicultural data gives a voice to Canada’s diverse and expanding consumer base.

Chinese Consumers in Canada

With the growing number of Chinese living, working and studying in Canada, the need to understand this consumer segment is more important than ever for brands and marketers. To this aim, we surveyed Chinese adults across Canada to unearth even greater insights into this community and what makes them so unique, from the cultural events they celebrate to the ethnic media they consume.

Request a Demo >

South Asian Consumers in Canada

As one of the largest ethnic groups in the country, the South Asian community has become an ever more vibrant thread in the fabric of Canada. To better understand this consumer segment, we surveyed South Asian adults across Canada and can guide you on how to connect with this community in all its diversity.

Request a Demo >

Canadian Newcomers

More and more newcomers enter Canada every year, and understanding the unique needs and wants of new Canadians is key to reaching and resonating with this community in meaningful ways. Segment, profile and reach new Canadians with hundreds of variables dedicated to the experience of starting a new life in a new country.

Request a Demo >

SCC | Study of the Canadian Consumer

Surveying 40,000+ Canadians, 365 days a year, Vividata’s SCC | Study of the Canadian Consumer is Canada’s authoritative source for consumer insights. With a representative sample of distinct ethnic groups and newcomers, the SCC captures the behaviours, preferences and opinions of key multicultural segments: Arab, Black, Chinese, Filipino, Indigenous, Japanese, Korean, Latin American, South Asian, South East Asian, West Asian.

Learn more >


From What They Watch to Where They Shop

With our extensive data sets, you can create more complete profiles on multicultural Canadians against all major media and consumer verticals.

Key Multicultural Verticals:

  • Cultural Events and Ethnic Festivals Celebrated/Attended
  • Ethnicity, and Languages Spoken
  • In-Language Media Consumption and Advertising Preferences
  • Representation in Advertising
  • Time Spent Living in Canada
  • When Arrived in Canada
  • Purchasing Behaviour
  • Brand Preferences


Media Verticals:

  • Advertising Effectiveness
  • AM/FM Radio
  • Digital Publishers
  • Ethnic Media
  • Out of Home
  • Linear TV
  • Local Media
  • Print Publishers
  • Social
  • Streaming Radio/Audio
  • Streaming TV/Video

Consumer Verticals:

  • Alcohol
  • Automotive
  • Banking & Finance
  • Beverages
  • Business & Home Office
  • Children’s Products
  • Clothing and Apparel
  • Cosmetics
  • Entertainment
  • Food Delivery
  • Grocery & Confectionary
  • Health & Wellness
  • Household Products
  • Home Electronics
  • Home Furnishings & Appliances
  • Home Improvement
  • Lottery, Gambling & Betting
  • Pets
  • Pharmacy
  • Real Estate
  • Restaurants
  • Retail
  • Sports & Esports
  • Telco & Other Media Subscription Services
  • Thrift & Second-hand Purchases
  • Travel

How To Access Our Data

tools icon

Dive Into the Data with Easy-to-Use Analysis Tools

All of our research studies – including the Survey of the Canadian Consumer – are available through Dapresy, Nielsen, and Telmar datamining platforms, letting you cut and slice the data to your needs, with ease.

report icon

Have Us Build Custom Reports for You

Vividata offers custom analysis and reports built in-house by our insights team. Our reports take the time and guess work out of analysing exhaustive datasets so you can focus, get informed and make decisions.

science icon

Go Deeper with Data Science And Direct Data Delivery

Leverage our robust datasets in combination with your own first party data and take insights to a new, deeper level through sophisticated data integration and data segmentation.

Get Started

Reach out for a demo of our datasets, to get access, or learn more about our services.

Vividata Membership

Get More As A Vividata Member


Join the over 500 worldwide brands, media companies, advertising agencies and more getting exclusive access to deeper, more relevant consumer and audience data and insights through a Vividata membership.

Custom Research

Gain Key Insights for Your Business Through Custom Research


Vividata’s specialists in survey development, data integration, data fusion, and data analysis, can help you navigate the complex seas of consumer research, ensuring you get the data and insights you need to reach potential and existing customers, more effectively.


Subscribe for the latest news, insights and promos

* indicates required

Visit us on TwitterVisit us on FacebookVisit us on LinkedInVisit us on Youtube