Toronto, ON, Wednesday January 23, 2019 – Vividata, ( Canada’s leading cross-media and consumer behaviour research firm, today released their latest findings.  Surveying 43,028 Canadians (aged 14+) from October 2017 through to September 2018, Vividata’s Survey of the Canadian Consumer is the most comprehensive cross-media research study in Canada.

A sample of highlights from the Vividata 2019 Winter Study include:


Smart Devices:

•  1 million, or 7% of Canadian households currently own a voice-activated smart speaker (such as an Amazon Echo or Google Home). Another 720,000 households intend to purchase a voice activated speaker in the next 12 months.

•  While only 2% of households currently own a smart home controller/hub, another 4% (or 544,000) households intend to purchase one in the next 12 months.

•  5% of households purchased a voice activated speaker or smart home controller/hub in just the past 12 months.


•  12% of Canadian households intend to purchase or lease a vehicle in the next 12 months.

•  23% of Canadian adults are “gearheads” when it comes to their automobile. They are interested in what goes on under the hood, they love driving and are focused on a car's performance.

•  33% are “indifferent” to their vehicle. Not concerned with performance or aesthetic, they feel a car is more of a tool than a personality statement.


Content Publishers:

•  74% of Canadian adults read newspaper brand content in the past week, with over half accessing content via a mobile device. 1 in 4 newspaper brand readers searched online for a product, brand or service advertised in a newspaper, while 1 in 7 made a purchase.

•  8 out of 10 read a magazine brand in the past month, and 50% of Canadians accessed magazine brand content via a digital device. 1 in 4 magazine brand readers spoke about the product, brand or service advertised in a magazine with others.

•  While platform readership varies by title, for both newspaper and magazine brands at large, print remains the dominant platform for audiences. 42% of newspaper brand audiences are exclusively print readers, while 63% of magazine brand audiences are reading exclusively via print.


•  37% of Canadian adults agree with the statement, “online TV streaming services have changed the way I watch TV”, and nearly 50% of these individuals say that because of TV streaming services, they watch more TV now than they used to.

•  Nearly 1 out of 10 listen to radio/audio content while on public transit, and 52% of these individuals use a free audio streaming service.

Out of Home:

•  77% of Canadian adults have noticed any out-of-home ad in the past week. 58% have noticed digital out-of-home ads specifically.

•  Those earning a $150k+ household income are more likely to notice digital out-of-home ads than the general population.


“Through enhanced studies and expanded research partnerships, Vividata delivers the most relevant insights around consumer uptake of new technologies and the evolving media habits of Canadians.” Says Vividata’s President and CEO Pat Pellegrini, Ph.D.


About Vividata:

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 newly created 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.

For more information:

Tosha Kirk
Vice President, Client Services | Vividata


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