Toronto, ON, Monday, October 4th, 2021– Vividata, Canada’s leading media and consumer research firm, has released their Summer 2021 SCC Metrica Fusion Database. Merging Vividata’s 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.
Introducing New Weekly Metrics!
For the first time, users of the SCC Metrica Fusion Database will be able to analyse weekly visitation to approximately 3,700 top websites and apps frequented by Canadians over the age of 18. These digital weekly metrics can be compared to the SCC's existing weekly audience estimates for all other major media (e.g. TV, radio, newspapers, magazines, out of home).
Sample highlights from Vividata’s Summer 2021 SCC Metrica Fusion Database include:
Automotive
• Overall, visits to automotive websites and apps saw a modest 4% increase from Winter 2021, with unique visits in an average month topping out at 14,761,000 Canadians 18+. But, of those that did visit, they did so more frequently. A projected 1,923,000 Canadians 18+ visited an automotive website or app 10 or more times in an average month for Summer 2021, a 44% increase over Winter 2021.
• Men 35 to 49 spent the most time browsing automotive websites and apps at nearly 30 mins/month, nearly 2 times longer than the national average, while BIPOC men under 35 were the most likely to visit 10 or more times in an average month, at 2.1 times the Canadian average.
• Over 3 in 5 Canadians 18+ who reported that they intend to buy a hybrid or electric vehicle in the next 12 months were 41% more likely than the average Canadian to visit an automotive website or app in an average week, and were also more likely to visit more frequently.
• Autotrader.ca, cargurus.ca/.com, and kijijiautos.ca remained popular among Canadians interested in the used car market, with autotrader.ca leading the way. Although the site did reach an estimated 1,673,000 unique visitors in an average month or 669,000 in an average week, traffic did drop from Winter 2021 by just over 15%. Kijijiautos.ca on the other hand, claimed a projected 83,000 new unique monthly visitors over Winter 2021, jumping up to 449,000 in an average month, or 149,000 unique visitors in an average week.
• Using the new weekly metric from the SCC Metrica Fusion database for Summer 2021 to look at the websites of major car brands Canadians 18+ visited, ford.ca topped the list with 229,000 unique visits in an average week, followed by toyota.ca at 176,000, hyundaicanada.com at 161,000 and honda.ca at 152,000 unique visits in an average week.
Lottery, Gambling and Betting
• Lottery, gambling and betting websites and apps saw a 6% increase in traffic from Winter to Summer 2021, with over 1 in 3 or 11,131,000 Canadians 18+ visiting in an average month. However, both the frequency and duration of visits increased substantially more. The average time spent on lottery, gambling and betting websites in an average month jumped nearly two-thirds to 94 mins, while those visiting 10 or more times in an average month increased from a projected 2,788,000 in Winter 2021, to 3,458,000 in Summer 2021.
• Of frequent visitors to online lottery, gambling and betting properties, men between the ages 35 and 49 were the most likely to visit 10 or more times than the average Canadian 18+ (30% more likely), while women aged 50 and older spent the most time on lottery, gambling and betting websites and apps, averaging 336 mins or over 5.5 hours in an average month.
• With casinos in Ontario opening again early this past June, OLG web and app properties saw an 8% decrease in visitation, from nearly 2,995,000 unique visitors in an average month in Winter 2021 to 2,750,000 in Summer 2021. Of those that visited an OLG website (olg.ca or playolg.ca), over 1 in 2 visited at least 5 or more times in an average month, and nearly 1 in 3 of those were women aged 50 or older. For app users on the other hand – who appear to be more frequent users compared to web visitors as well – over 2 in 3 visited at least 5 or more times in an average month, with men under the age of 35 being 52% more likely than the average Canadian 18+ to do so.
• Among privately run sports betting sites, bet365.com saw the largest jump in visitors, going from a projected 1,673,000 unique visitors in an average month in Winter 2021, to 2,041,000 (845,000 weekly) by the Summer – a 22% increase. Also, 1 in 7 bet365.com users that visited at least 5 times in an average month are 68% more likely to be men 35 to 49, with 2 in 3 living in Ontario.
Mobile and Online Gaming
• A projected 2 in 3 Canadians 18+, or 20,427,000 turned to mobile and online gaming websites or apps for entertainment in Summer 2021, nearly a 15% increase from the Winter 2021 SCC Metrica Fusion. Even bigger jumps were seen in more frequent visitors, with 2 in 5 Canadians visiting 10 or more times in an average month (up 28%), and over 1 in 4 visiting 20 or more times (up 36%).
• Men under 25 years of age were 39% more likely than the average Canadian to visit 20 or more times in an average month and spent the most time on gaming properties at over 16 hours in an average month (1.2x the national average). Men between 35 to 49 spent the second most time at over 15.5 hours in an average month, followed closely by women 50 or older who spent over 14.5 hours.
• Candy Crush titles were the top mobile gaming apps among Canadians 18+, at 1,101,000 unique visits in an average week, followed by Wordscapes at 720,000, Solitaire at 466,000, Words With Friends 2 at 443,000, and Pokemon Go with 316,000 unique visits in an average week. Women were generally more likely to play the top mobile games with those under 25 three times more likely than the average Canadian to play Pokemon Go. And while men were less likely to play mobile games overall, those aged 35 to 49 were over 2.2x more likely than the average Canadian 18+ to play Words With Friends 2.
• Steam remained the top online gaming resource with steamcommunity.com or steampowered.com piquing the interest of 1,829,000 unique Canadian 18+ visitors in an average month, or 898,000 in an average week. Of those weekly visitors, 1 in 3 were men under 35, with those under 25 three times more likely to visit than the national average.
• From the perspective of streaming online gaming, Twitch saw a 9% increase to their website (twitch.tv) and app, with 1,590,000 Canadians 18+ tuning in during an average month or 848,000 in an average week. Men under 25 years of age were the most likely to visit a Twitch property at over 2.6 times the average. However, Twitch saw a 64% increase in female visitors under 25, from just 78,000 in Winter 2021 to 128,000 in Summer 2021 – a jump that also accounts for nearly 40% of all new visitors to Twitch properties overall.
“Marking the fourth fusion of our renowned Survey of the Canadian Consumer with passively measured digital consumer behaviour, the summer fusion continues with our tradition of enhancements with each release,” says Vividata President & CEO, Pat Pellegrini, PhD. “This release introduces weekly digital audience estimates for about 3700 properties – a first for the Canadian market. Previous enhancements included expanded app and website coverage, an expanded digital taxonomy, and new digital media metrics.”
Benefits of the SCC Metrica Fusion Database
This latest SCC Metrica Fusion Database is the fourth 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 nearly 3,700 reported websites and apps.
• Access, cut, and slice with ease
Vividata’s SCC Metrica Fusion Databases are available through Nielsen and Telmar platforms, allowing subscribers to dig into the data on-demand.
