This newest fusion of Vividata’s Spring 2023 SCC | Study of the Canadian Consumer with Metrica’s passive measurement of digital consumers gives the latest – and most complete – view of Canadian consumer and media behavior, both online and off.
What’s new for Spring 2023
Over 500 new Websites and Apps
From websites like betrivers.ca, popularmechanics.com, and quordle.com, to apps like Deezer, PokerStars and more, there’s over 500 new digital properties to dive into thanks to the highest sample from our Metrica panel to date.
New Variables from the Spring 2023 SCC | Study of the Canadian Consumer
Look for new statements around aging/home modifications, finance, and more, plus new brands, measurement around Canadians living with medical conditions, use of diet and weight management programs, and more!
Overall Average Pageviews Top 155 Billion
97% of Canadians 18+ accessed any app or website in an average month, with total pageviews (websites/apps) just north of 155 billion.
On average, Canadians rack up just over 5,100 pageviews a month on any site or app, with Search accounting for nearly half at 2,300 average pageviews a month.
Think Digital-First to Reach Auto Intenders
5.5 Million or 18% of Canadian adults say they’re in the market for a new vehicle within the next 12 months, with over half interested in buying an electric or hybrid vehicle – a 6% jump from Spring 2022.
As a result, automotive brand websites like ford.ca/.com or tesla.com, saw nearly 3x the visits from auto intenders in an average month compared to a year ago, with honda.ca, ford.ca/.com and toyata.ca being the top-3 brand websites visited.
Canadians under 35 are the most likely to show interest in buying a vehicle over the next year (45% more likely than the average Canadian 18+), and especially in their intent to buy an electric or hybrid (64% more likely).
Auto brand websites appealing to this younger, more innovation-driven audience are hyundaicanada.com, with nearly 2 in 3 (64%) of its monthly auto-intender visitors being under 35, followed by gm.com/gmccanada.ca (1 in 2, 50%), and tesla.com (2 in 5, 40%).
Reaching young auto intenders should include a digital-first strategy, with Streaming Video, Social Media, and Search being the top places they notice ads in an average day.
Getting down to the property level, social channels like Facebook (85%), Instagram (57%) and Twitter (42%) reach the most auto intenders under 35 in an average month, while search properties like Google (93%), Bing (45%) and Yahoo (33%) do the same.
The World of Expedia Has Every Traveller’s Dream Covered
In the past month, 5.8 million or 19% of Canadian adults visited various properties owned by Expedia – such as hotels.com, Vrbo, and Trivago, with 54% intending to travel within the next 12 months.
Among all visitors, 73% or 4.2 million are 35 or older, however, Canadians 35-49 are more likely to visit Expedia properties compared to other age groups.
Of the brand’s properties visited in an average month, expedia.ca (web or app) leads the way with a reach of 14%, followed by hotels.com (5%), Vrbo (4%), Trivago (3%) and Travelocity (2%).
When looking at attitudes and opinions about travel, 67% of monthly visitors to any Expedia property agree: “Vacations are all about escaping my everyday life”, a statement which rings especially true coming out of the COVID age. However, visitors to the various Expedia properties could be looking for different benefits, like the higher likelihood of Vrbo visitors to agree: “I want every aspect of my vacation to be luxurious”, or how Travelocity visitors are more likely to agree with “I want to meet new people and socialize when I'm on vacation”.
Benefits of Vividata’s SCC/Digital Database
This new SCC/Digital Database is the eleventh edition from Vividata, allowing subscribers to:
- Match online metrics to real world data
From leisure activities to consumer habits, to media usage, and more, subscribers can get a complete look at the lives of Canadians with data that delves into their behaviour, both online and off.
- Spark insights with powerful psychographics
Peek into the mindset of the Canadian consumer with powerful psychographic statements designed to spark insights from topics like finance, health and wellness, society and politics, media use, automotive, and more.
- Segment, target, and inform to greater effect
Using a groundbreaking, world-class fusion methodology called the “multi-dimensional isotonic fusion”, users see logical profiles and offline behaviours of visitors to over 3,000 reported websites and apps.
- Access, cut, and slice with ease
Vividata’s new SCC/Digital Database is available through Nielsen and Telmar platforms, allowing subscribers to dig into the data on-demand.
How To Access Our Data
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.
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.
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 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.