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Toronto, ON, Wednesday, February 5th, 2020 – Vividata, ( 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:


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.


•   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.



•   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


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