Toronto, ON, Monday, November 14, 2022 – Vividata, Canada’s leading media and consumer research firm, has released their Fall 2022 SCC/Digital Database. Integrating Vividata’s Fall 2022 SCC | Study of the Canadian Consumer with Metrica’s passive measurement of digital consumers, the new database captures consumer behaviour both online and off, informing researchers, marketers, and strategists alike with a more complete view of Canadian consumers.

Here's a quick look at what’s new for Fall 2022, along with some sample insights around online shopping heading into the busy holiday season.


What’s New for Fall 2022

Reach and Frequency
Enhance your media plans by creating R/F schedules for websites, apps, and print properties in one set within Telmar’s Media360. Plus, stay tuned for a webinar from Telmar and Vividata to get an inside look at this exciting new feature.

Page View Metrics
For SCC/Digital Fall 2022, members can add another layer to their analysis by looking at Total Monthly Page Views and Average Daily Page Views for any one or more of the thousands of top websites and apps Canadians visit.

Hundreds of New Psychographic Statements
Take your website and app visitor profiles to the next level with over 600 new psychographic statements on everything from shopping and advertising opinions, motivations, thoughts on personal appearance and interests, cars, finance, the environment, and so much more.


A New Generation of Canadians is Shopping Online More Often, And it Might Not Be Who You Think.

Overall, Canadian adults spend an estimated $6.38 billion online in an average month, that’s up $700 million or 12% from Fall 2021, and mostly fueled by Canadians 50+ who appear to be hopping online to shop in ever greater numbers.

While Canadians under 50 are still slightly more likely than the national average to visit an online shopping website or app in an average month, 4% or 500,000 fewer did so over the past year. On the other hand, over 700,000 more Canadians 50+ now visit online shopping websites or apps in the average month, up over 2% from last year.

Of the estimated 13.7 million Canadians 50+ that visit an online shopping website or app in an average month, nearly half visit at least once a week (an 11% increase from Fall 2021). This more frequent group of visitors also went from spending $205 online in an average month last year, to $245 per month this year. And while that’s still less than the $303/month that weekly visitors aged 35 to 49 spend, the 19% jump from Fall 2021 for Canadians 50+ was larger than the increase for both weekly visitors 35 to 49 (12% increase) and those under 35 (7% increase).

Sites visited most often in an average month by frequent online shoppers 50+ are or .com (82%), (50%) and (49%), much in line with the average Canadian visitor to online shopping sites and apps. However, they were over 2.4x more likely than the average Canadian to visit retailers like,, or; up to 3.3x more likely to visit health and beauty retail sites like,, or; and up to 3.5x more likely to visit craft stores like,, and


Benefits of Vividata’s SCC/Digital Database

This new SCC/Digital Database is the ninth 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/Digital Database is available through Nielsen and Telmar platforms, allowing subscribers to dig into the data on-demand.

How To Access Our Data

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Dive Into the Data with Easy-to-Use Analysis Tools

All of our research studies – including the Survey of the Canadian Consumer – are available through Dapresy, Nielsen, and Telmar datamining platforms, letting you cut and slice the data to your needs, with ease.

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Have Us Build Custom Reports for You

Vividata offers custom analysis and reports built in-house by our insights team. Our reports take the time and guess work out of analysing exhaustive datasets so you can focus, get informed and make decisions.

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Go Deeper with Data Science And Direct Data Delivery

Leverage our robust datasets in combination with your own first party data and take insights to a new, deeper level through sophisticated data integration and data segmentation.

Get Started

Reach out for a demo of our datasets, to get access, or learn more about our services.

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