Toronto, ON, Tuesday, November 30, 2021 – Vividata, Canada’s leading media and consumer research firm, has released their Fall 2021 SCC Metrica Fusion Database. Merging Vividata’s Fall 2021 Survey of the Canadian Consumer (SCC) with Metrica's passive measurement of digital consumers, the new fusion database captures consumer behaviour both online and off, informing researchers, marketers, and strategists alike with a more complete view of Canadian consumers.
This new version of the database features new summary metrics for unique monthly and weekly visitors to digital properties – organized by category – for easy ranking of top sites and apps, additional average daily reach and average reach by day of the week metrics, and more!
Special holiday-theme highlights from Vividata’s Fall 2021 SCC Metrica Fusion Database include:
Geared-Up-Gifting for Techies
Who are Techies?
Techies agree with the statements “I love to buy new gadgets and appliances” AND “It is important my household is equipped with the latest technology”, and are projected to represent 3,800,000 Canadians 18+ or 12% of the population. They’re also avid video streamers, with 3 in 5 visiting video streaming websites and apps 11 or more times in an average month, and are 21% more likely than the average Canadian to visit audio streaming websites or apps just as frequently.
From a demographic POV, Techies are more likely to be men (64% male to 36% female), are 50% more likely than the average Canadian to be between the ages of 25 and 45, and are 49% more likely to have children under 12.
Nearly 1 in 3 Techies identify as Black, Indigenous, or People of Colour (BIPOC) – 34% more likely than the average Canadian – with those that identify as Black (21%, Index 173), Chinese (18%, Index 149) or South Asian (18%, index 146) making up nearly 56% of BIPOC Techies.
Top sites for inspiration
Explore what gets Techies wired up by checking out their top tech blogs and info websites. With 153,000 visits in an average month, PCmag.com was the site they visited most, followed by tomsguide.com (135,000) and techradar.com (122,000) to close out the top 3. They were also 91% more likely than the average Canadian to visit techcrunch.com in an average month, 80% more likely to visit tomshardware.com, and 74% more likely to visit techrepublic.com.
Top sites and apps to shop for gifts
Pick up the perfect gift from the top 5 tech-focused online shopping properties Techies browse in an average month, with BestBuy leading the way at 968,000 unique visits from Techies in a month, followed by Apple (575,000), Staples (527,000), Alibaba or AliExpress (372,000), and Samsung (347,000). They’re also 59% more likely than the average Canadian to visit canadacomputing.com in an average month, 34% more likely to visit oneplus.com, and 34% more likely to visit philips.ca.
Tech they might not have… but should!
• Techies are 52% more likely to own a Smart Home Controller than the average Canadian, but only 8% currently own one.
• Techies are 44% more likely to own an AR/VR Headset than the average Canadian, but only 10% currently own one.
Wrapping Up Fab for Fashion Enthusiasts
Happen to know a Fashion Enthusiast?
Fashion Enthusiasts agree with the statements “I like to keep up with the latest fashions”, “I spend a lot of money on toiletries and cosmetics for personal use” AND “I take great pleasure in looking after my appearance”, and are projected to represent 2,416,000 Canadians 18+ or 7% of the population. They’re on social a lot, with 30% of Fashion Enthusiasts using the Facebook app and 14% on Instagram 20 or more times in an average month. They’re also 60% more likely than the average Canadian to use the Snapchat app in an average month, 37% more likely to use Pinterest, and 19% more likely to use Tik Tok.
From a demographic POV, Fashion Enthusiasts are more likely to be women (63% female to 37% male), are 15% more likely than the average Canadian to identify as LGBTQ+, and also be under the age of 35.
35% of Fashion Enthusiasts identify as BIPOC – 49% more likely than the average Canadian – with those that identify as West Asian (Index 185), Chinese (Index 168), and Indigenous (Index 165) being the most likely.
Top sites for inspiration
Look for holiday-gifting inspiration on cosmopolitan.com (78,000 unique visits), byrdie.com (35,000 unique visits) and influenster.com (25,000 unique visits). They’re the top 3 blogs and info websites Fashion Enthusiasts visit, with byrdie.com the most likely to attract them (index 159).
Top sites and apps to shop for gifts
With inspiration in hand, get gift-shopping at the top 5 fashion/beauty-focused online shopping properties Fashion Enthusiasts browse in an average month. Etsy leads the way at 426,000 unique visits from Fashion Enthusiasts in a month, followed by Shoppers Drug Mart (326,000), The Bay (290,000), Gap (197,000), and Sephora (156,000). They’re also 2.4x more likely than the average Canadian to visit oldnavy.ca in an average month, 2x more likely to visit zara.com or use the Zara app, and also 1.9x more likely to visit aritzia.ca.
Stocking stuffer ideas!
• When it comes to cosmetics brands, Fashion Enthusiasts are up to 3.8x more likely than the average Canadian to have used Too Faced, NYX, Lise Watier, Lancome, or Dior.
• 1 in 4 Fashion Enthusiasts have bought Ferrero Rocher chocolates in the past 12 months and are 2.6x more likely to have bought Hershey’s Pecandoodles.
Let the Holiday Feasts Begin
A projected 7,440,000 Canadians 18+ (24%) visit the 10 most popular recipe-focused websites in an average month, and with holiday baking and feasting prep just getting started, sites like this could get a big boost in visits.
With nearly 4.3M unique visitors in an average month – an audience nearly 3x larger than similar websites – allrecipes.com (or .ca) is the most popular recipe website in Canada. Second to allrecipes is foodnetwork.com (or .ca) with an average monthly visitation of 1.5M, which is then followed by tasteofhome.com (1.4M), delish.com (1.3M), thespruceeats.com (1.2M), food.com (974,000), and thekitchn.com (857,000).
Average monthly visitors to the top recipe websites tend to be women, with a visitor split of 67% women to 33% men, however, relish.com was the most likely to attract women over men, especially women 25 to 34 (index 245). Myrecipies.com was the only website in the top 10 that sees more visits from men than women, with men 35 to 49 being the most likely (index 148).
Sunday is the most popular day Canadians visit the top recipe-themed websites, with visitation nearly 13% higher on Sundays compared to the average number of unique visitors per day. Interestingly, visitation is second highest on Mondays (5% higher than average) and lowest on Tuesdays (over 8% lower than average).
Women under 35 that primarily prepare meals in their households are 44% more likely than the average Canadian to visit a top 10 recipe website, while also being 38% more likely to be the principal grocery shopper.