Toronto, ON, Thursday, January 19th, 2023 – Vividata, ( Canada’s leading media and consumer research firm, today released their latest study results. In field October 2021 – September 2022, Vividata’s SCC | Study of the Canadian Consumer | Winter 2023 is the most comprehensive cross-media, product, attitudinal and brand research study in Canada.

The Winter 2023 Study provides coverage on new consumer trends, such as: price sensitivity by consumer category, where Canadians are looking to reduce their spending, level of trust in various professionals, gaming, and more. This release also contains new psychographic statements on topics such as TV/video streaming, personal care, sports betting, and more.

A sample of media highlights from Vividata’s SCC | Study of the Canadian Consumer | Winter 2023 include:


  • Ownership of connected/smart TVs continues to rise. An estimated 61% of Canadian adults now have at least one connected/smart TV within their home, up from 53% in 2021.
  • Online viewing continues to inch upward as well. 65% now view TV/video content on streaming platforms (whether paid or free), compared to 59% in 2021.
  • Being able to watch and catchup on shows on one’s schedule (41%), a large selection of TV shows, movies, and videos (39%), and fewer/no advertisements or commercials (38%) are the top 3 reasons Canadians report for using streaming services; and those under 35 are even more likely to identify these reasons than the average adult.



  • Just over 8 in 10 Canadians access social media platforms daily, spending an estimated 1.6 hours per day, and 1 in 3 agree, “Social media is the first and last thing I look at each day”; BIPOC Canadians and those under 35 spend even more time on social and are even more likely to agree.
  • Just under 1 in 3 Canadians report that they are increasingly using social media groups to source local information, and at 41% those under 50 are more likely to do so.
  • 1 in 10 Canadians also agree, “I often buy a product recommended by an influencer I follow online”; this rate of agreement increases to 1 in 5 among those under 35.



  • Nearly 7 in 10 Canadian adults (21.7 million) read or access print or digital newspaper content (whether a daily or community newspaper) in an average week, with 56% of daily newspaper brand readers accessing content ​on a mobile device.​
  • In an average month, 66% of adults read or access print or digital magazine content. While 44% of magazine readers are still exclusive to printed magazines, 43% access magazine content on a mobile device, increasing to 67% for those under 35 and 57% for BIPOC Canadians.
  • 69% of Canadians agree, “The health of our democracy depends on journalists reporting the facts accurately”, agreement increases to 76% among those 50+.



  • While trending lower each year, conventional radio remains the most popular way to listen at 67% among all adults, increasing to 77% for those 50+. Comparatively, the audience for free audio streaming services has grown from 27% to 37% since Winter 2020, capping out at an even higher 42% for BIPOC Canadians and 45% among adults under 35.
  • Overall, Canadians are spending more time listening to radio/audio content. In 2020, Canadians were spending an average of 8 hours per week listening on any device. This has increased to 11 hours and is fairly consistent across age groups.
  • Just under 1 in 3 Canadians agree, “Online radio has changed the way I listen to the radio”.



  • With its recent innovations, digital OOH ads are increasingly impressing Canadians. 45% now agree that digital OOH “is a cool way to advertise”, compared to 35% in 2020.
  • Just over 1 in 3 adults noticed a digital OOH ad in an average week, increasing to 46% for those under 35 and 42% for BIPOC Canadians.
  • Of those that noticed a digital OOH ad, roadside billboards (43%), in shopping centres/malls (28%), and inside/outside retail stores (16%) were the top digital OOH ad formats that caught their attention in an average week.

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