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Toronto, ON, Thursday, July 15th, 2021 – Vividata, Canada’s leading media and consumer research firm, has released their Spring 2021 SCC Metrica Fusion Database. Merging Vividata’s Spring 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.

 

Sample highlights from Vividata’s Spring 2021 SCC Metrica Fusion Database include:

 

TikTok

3.2 million Canadians accessed tiktok.com or the TikTok app in an average month, with 60% of them being women and 40% men.

Nearly 1 in 5 Canadian women under 35 accessed TikTok, with those 18 to 24 70% more likely than the average Canadian to do so.

Whether using it themselves, or monitoring their family’s online activities, TikTok is popular with parents. Nearly half of those that access TikTok more frequently in a month have children under 18, with those that have children between 12 and 17 being 65% more likely than the average Canadian to use TikTok more frequently.

Compared to the average Canadian, TikTok users are more active online. They spend up to 27 hours/week online (4 hours more than the national average), up to 18 hours/week on mobile (6 hours more than the national average), and up to 11 hours/week on social (3 hours more than the national average).

47% of TikTok users agree with the statement, “I feel the need to check social networking sites every day”, compared to 37% for the average Canadian.

TikTok app users are 2x more likely than the average Canadian to have immigrated to Canada within the last 10 years and are also 2x more likely to identify as South Asian and 60% more likely to identify as East Asian.

 

Spotify

8.7 million Canadians streamed audio via the Spotify website or app – a slight increase from Spring 2020.

As in Spring 2020, women continue to make up the lion’s share of Spotify’s audience at 61%, however, more men did tune-in with a 2-point jump from last year.

More popular with younger adults, over 2 in 5 Canadians under 35 tune-in at least once a month, while those under 25 are 2x more likely than the average Canadian to tune-in more frequently.

Over 2 in 5 (44%) Spotify users agree with the statement, “I primarily listen to music through streaming services”, compared to 36% of all adults 18+.

 

Real Estate

10 million Canadians visited a real estate website or app in an average month, a 27% jump from Spring 2020.

With one of the largest audiences at 3.3 million, realtor.ca saw a 33% increase in visitors from Spring 2020, with other notables like redfin.ca seeing an 85% increase, and zillow.com upping their visitation by 46%.

Immigrants to Canada were more likely than the average Canadian to visit a real estate app or website, with those that arrived within the last 5 years 27% more likely to do so (index 127).

Visitors to real estate websites or apps were more likely than the average Canadian to express their intention to buy real estate in the next 12 months. 70% already own their current home, while 30% rent.

At a higher rate than the average Canadian, 1 in 3 visitors to real estate websites or apps agree with the statement, “I am actively looking for opportunities to earn supplemental income beyond my regular job”, and 2 in 5 agree “I like taking risks”.

 

Career

Over 1 in 5 Canadians (6.5 million) visited career websites like indeed.ca, glassdoor.ca or the Canadian government’s Job Bank website in an average month, a 15% increase over Spring 2020.

With nearly 4 million unique visitors in an average month (13% reach), indeed.ca is the most popular career site among Canadians, followed by glassdoor.ca at nearly 1.2 million (4% reach) and jobbank.gc.ca at nearly 1 million (3% reach).

32% of women under 35 visited a career website compared to just 24% of men under 35, with women 18 to 24 being 63% more likely than the average Canadian to do so.

Visitors to career websites were also more likely than the average Canadian to agree with the statement, “I want to get to the very top in my career” (41% agree, compared to all adults 18+ at 35%), with visitors to workopolis.com the most likely to agree at 49%.

12% of those in the Travel/Tourism/Restaurant industries, and 12% of those in the Engineering/Research/Development industries accessed career websites and apps more frequently in a month, making them 63% more likely than the average Canadian to do so.

 

“This third fusion release captures the complexity of digital behaviour and reports it alongside the offline habits of Canadians,” says Vividata President & CEO, Pat Pellegrini, PhD. “Unprecedented in its strength, our fusion allows marketers and researchers to size and define audiences for over thirty-five hundred digital properties along with the detailed demographics, psychographics, lifestyle and purchasing behaviour of online audiences.”

 

Benefits of the SCC Metrica Fusion Database

This new SCC Metrica Fusion Database is the third 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 Metrica Fusion Database is available through Nielsen and Telmar platforms, allowing subscribers to dig into the data on-demand.

 

ABOUT

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.

METRICA is Vividata’s passive measurement of digital consumers, capturing the complete picture of digital device usage in Canada. Through device metering technology embedded into the devices of opted-in participants, and intelligent data science, Metrica transforms the digital activities of Canadians into new behavioural insights.

To learn more, please visit www.vividata.ca.

For more information:
Tosha Kirk
Vice President, Client Services | Vividata
tosha@vividata.ca

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