Toronto, ON, Wednesday, May 12th, 2021 – Vividata, ( 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:



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)



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.




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.

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