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Toronto, ON, Wednesday, April 29th, 2020 – Vividata, ( 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:


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.



•   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.



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


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