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16 November 2020 - Toronto, ON – A new study conducted by the market research firm Vivintel, the custom research arm of Vividata, reveals that of the over 1 million Canadians in the areas of Toronto, Vancouver, Calgary and Edmonton with South Asian origins, 91% were not born in Canada, with 53% arriving within the last 10 years.

Findings from the Study Include:

Key Demographics

•   Compared to the average adult in Toronto, Vancouver, Calgary and Edmonton, South Asians in Canada are 2.2 times more likely to hold a degree higher than a Bachelors.

•   Nearly 6 in 10 South Asian households have children, and those here 5 to 10 years are 37% more likely to have children at home.

Key Shopping Behaviours

•   South Asian Canadians not born in Canada shop up to 21% more for Diwali than other shopping events like Cyber Monday, Mother or Father’s Day, Back to School, Valentine’s Day, or Amazon Prime Day.

•   South Asians are up to 55% more likely to agree with the statement “Online shopping makes my life easier”, than the average adult in the Toronto, Vancouver, Calgary and Edmonton CMAs.

Key Media Behaviours

•   45% of South Asians new to Canada (less than 5 years) agree with the statement “I pay more attention to advertising that is in my own ethnic language”.

•   Ethnic news sources reach over 6 out of 10 South Asian adults, with reach highest among those not born in Canada and here for less than 5 years (75%), and lowest among those in Canada for 20 or more (49%).

Surveying over 3,400 participants in areas of Toronto, Vancouver, Calgary and Edmonton that identified as having South Asian origins, ‘Insights into the South Asian Consumer’, delves into the community’s demographic profiles, media habits, shopping behaviour, opinions and more, helping to shed light on how this vibrant community is quickly becoming an ever more vital thread in the fabric of Canada.

The sample for the study consisted not just of those born in Canada or holding a Canadian citizenship, but also surveyed South Asian international students, those on an international co-op or internship, permanent residents, and those residing in Canada on a temporary work permit. The survey excludes South Asian visitors to Canada.

“This is the first syndicated study we feel will give our clients essential knowledge into the emerging South Asian consumer in Canada,” says Lilian Lo, Vice President Media, Dyversity Communications Inc. “It’s size, scope, and depth into the community’s media preferences, shopping behaviour, overall attitudes and more, will be a tremendous benefit to our strategic planning efforts as we look to connect with South Asian Canadians in ever more real and relevant ways.”


Pat Pellegrini, Ph.D., President and CEO of Vividata noted, “One of the many key insights we found in our new study is how South Asian consumer behaviour evolves – from the time new Canadians arrive, to getting settled, to starting and raising families. Each phase tells its own unique story, and seeing that come to life through the data was not only inspirational, but a testament to its quality and the industry-wide support that made this study a reality.”

After the launch of Vivintel’s first ethnic study that highlighted the Chinese consumer in Canada, this second instalment continues the series of surveys focused on capturing the consumer habits and mindsets of various ethnic groups living in Canada. A new Vivintel report on the study, ‘Heading North: The South Asian consumer in Canada’ was also just released and is now available for purchase.


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 digital measurement panel, 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.

For more information:

Tosha Kirk

Vice President, Client Services | Vividata

(416) 961-3205


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