See how Vividata members are generating consumer and audience insights from our industry-trusted SCC | Study of the Canadian Consumer, SCC/Digital, SCC/Multicultural, and SCC/Sports & Esports databases.
2023 News Updates
Two thirds of Canadians bought from Amazon in the past year
Vividata's latest shopper study also found that groceries aren't the only area where Canadians want to cut back on spending...
What is the right budget balance
between linear and connected TV?
Both channels have their benefits, so how does one get the upside of one without sacrificing the other?...
Vividata releases first Summer Study
of the Canadian Consumer since 2018
Vividata has released their new SCC | Study of the Canadian Consumer for Summer 2023, helping provide useful data on the lives of Canadians four times a year instead of just three...
Samsung Ads releases new products for gaming, streaming segmentation
According to Vividata, connected TV penetration in Canada increased more than 46% with adults between 2020 and 2022, particularly with men. TV viewing continues to shift...
The Black Hole in
Marketing Science
Vividata DRIVERS are the embodiment of RMT Motivations. In the Canada market, brands can now test cradle-to-grave management of brand motivations, in creative, in media...
A snapshot of the
Canadian newcomer
Vividata's latest reports dives into the demographics and media habits of a growing cohort...
Vividata releases first summer SCC since 2018
The data set includes several areas of expanded info, especially when it comes to TV viewing habits and preferences...
Vividata extends its data reach with Connected Interactive
SCC variables and insights will be used to develop programmatic audience segments...
Leveraging Relationships Among Attention, Motivation and Incremental Brand Sales
I see the industry’s current focus on attention as a good thing, mainly because it has finally broken the logjam in studying the psychology of how advertising really works...
The importance of cross-media measurement
Jackie Rousseau-Anderson and Pat Pellegrini discuss the latest industry trends and growth opportunities in data analytics and consumer insights, highlighting Vividata's leadership in cross-media measurement and high-quality research...
Insights Association Canadian Chapter Returns to In-Person Events with Cultural Intelligence
In early May, the Insights Association Canada Chapter (ICAA) presented its Cultural Intelligence event at George Brown...
Dove’s dose of truth
The skincare brand spotlights shocking statistics about teen girls’ use of cosmetic injections with an innovative billboard installation made from syringes...
Magazines and newspapers still reach a vast majority of Canadians
Vividata's spring update also finds that while people are spending more time with audio content, podcasting is taking a greater share from radio ...
More Canadians are streaming-only, but notice less ads than on linear TV
Vividata's Spring 2023 update also finds the average Canadian now spends 25 hours online every week ...
YouTube reaching 85 per cent of Canadians monthly, says Vividata report
YouTube is reaching over three times as many Canadians, 18+, as Netflix, according to Vividata’s Digital Consumer Update for Winter 2023 ...
The platforms and apps with the most reach in Canada
Vividata goes deep into the websites, social media, streaming services and online stores most popular with Canadians ...
Painting a Unique Picture of Digital Users: Environics Analytics Launches Opticks Digital Powered by Vividata
Environics Analytics (EA) today announced the launch of Opticks Digital Powered by Vividata ...
Diverse communities are more active with online video
Vividata's latest survey looks at the media habits of Black, Chinese and South Asian Canadians...
How Canadian Advertising Can Better Adapt to Tomorrow’s Sports Viewership Trends
Starcom’s Stephany Sousa discusses the company’s latest report on the evolution of sports, and how the industry can adapt ...
Printed newspapers a preference of ‘Gen Z’ Canadians, research shows
Although it might sound counterintuitive to popular talking points, new research shows that the so-called ‘death’ of newspapers might be overprescribed...
Canadians still like newspapers and magazines
Vividata, a media and consumer research firm, recently released its Winter 2023 study results, including media consumption habits. Here’s a few highlights ...
Newspapers and magazines still have broad audiences in Canada
Vividata finds the elusive Gen Z demographic is also a big fan of printed content...
Streaming, connected TV ownership continues to rise
Vividata's winter study also finds which services and channels are tops with both streaming and traditional TV viewers...
What does the online gambling audience actually look like?
Vividata goes deep on who is visiting gambling sites and the other platforms they are active on...
La radio conventionnelle demeure populaire selon l’ÉCC de Vividata
Vividata publie les derniers résultats de son étude. Sur le terrain d’octobre 2021 à septembre 2022, l’ÉCC de Vividata | Étude des consommateurs canadiens | Hiver 2023 est l’étude multimédia, produits, attitudes et marques la plus complète au Canada...
75 Significant Esports Statistics: 2023 Market, Viewership & Investment Growth
Esports was once just a subset of the gaming industry. However, it eventually grew to become an industry of its own. Now, the esports industry has been seeing tremendous growth in the past years, both in revenue and viewership. While these two are largely interconnected, esports statistics show...
Canada: Movie theatre attendance by generation
During a study carried out in Canada from July 2020 to June 2021, around 37.4 percent of respondents from Generation Z said they had gone to the movies during...
2022 News Updates
GroupM signs on for Vividata's SCC/Digital Database
The agency group and its clients will have access to survey and behaviour data from more than 42,000 respondents...
The Canadian Cannabis market still has room to grow
Vividata finds there have been 3.5 million new users in two years, with high growth among older consumers...
Ad-supported streaming is a tougher sell in Quebec than the rest of Canada
A new report from Vividata and PHD dives into who is most open to more affordable subscriptions...
Opinion: News remains as important as ever
News isn't disappearing, it's very alive. It's how news gets to us that is changing...
Flyers deliver value for Canadians and advertisers, research shows
Printed flyers remain highly effective in today’s digital world and can be more immediate than a digital app. However, the future is about print AND digital to unlock maximum ROI...
Vividata: The Canadian Organization Ushering In A New Era For Consumer Data Analytics
Data has fast become the buzzword for companies that are vying for territory in today's increasingly digitized, post-pandemic world. In Canada, which is home to one of the largest advertising markets on the planet, data has become a highly sought-after commodity - one that can often dictate the success of an entire organization...
Vividata Announces Plans to Become the Number One Source of Digital Consumer and Audience Insights in 2023
Toronto-based consumer data provider, Vividata, has revealed that it is setting out to establish itself as the industry-leading source of audience insights...
TV & Film News – One in five English-speaking Canadians has ‘cut the cord’
Vividata’s newly-released Fall 2022 insights on cross media and consumer behaviour find that almost half of Canadians are watching content on a smart TV...
Les médias ne meurent jamais, ils évoluent
Il y a plus d’un siècle, un article est paru dans le numéro de mars 1922 du magazine spécialisé Radio News se vantant de prédire un avenir proche où « la diffusion des nouvelles par radiotéléphone aurait depuis longtemps supplanté le journal quotidien ». Cela vous fait penser à quelque chose?...
Vividata Launches Multicultural Study Aimed at Improving Marketing Inclusivity in Canada
Vividata, the Toronto-based consumer insights organization, has announced that it will be introducing a new study, which will gather data on Black, Chinese and South Asian Canadians. The purpose of this new database will be to help advertising agencies and marketers to understand these groups' media behavior and attitudes...
Vividata finds smart TV, mobile content use continues to grow
Almost half of Canadians are watching content on a smart TV, according to Vividata’s newly-released Fall 2022 insights on cross media and consumer behaviour...
Internet spending: Zoomers lead all age groups
Think the Zoomer population isn’t tech savvy? It’s by far the largest age group online, and last year led every other age group in Canada in online spending, racking up over $1.2 billion in purchases...
5 insights about the travel and tourism industry in Quebec in 2022
How much traffic does a bank website get?
Vividata's latest data release also dives into which ads are more likely to be noticed by those in need of financial advice...
Streaming statistics: Each Canadian is expected to spend an average of $157 on streaming services in 2022
Canadians love to be entertained. Whether it’s tuning into their favourite TV show, watching a movie, listening to music or playing the trendiest video game, we are a nation that loves to see, watch and experience the latest and best that on-demand home entertainment offers...
Pat Pellegrini: Canada’s Most Comprehensive Consumer Research
Vividata is Canada’s authoritative source for insights on cross-media and consumer behaviour and the leading provider of cross-platform audience measurement. Vividata is governed by a board of directors representing the interests of Canadian media companies, agencies and advertisers...
More Canadians regularly watch streaming video than linear TV
More Canadians regularly watch streaming video than linear TV...
How are betting websites faring with Canadians?
Vividata's spring survey finds Bet365 is the most popular, though provincial lottery sites beat out other competitors...
Is at-home fitness still relevant?
From the C-Suite newsletter: To hold their ground post-pandemic, brands like Peloton and Mirror should avoid mimicking gyms...
Beyond cookies: Understanding the new marketing measurement paradigm
Despite the fact that it was myself and my team at Adviso who were among the first to popularize the term “cookie apocalypse” as recently as four years ago, today I’d like to be among the first to say we need to stop using it...
Why the growth of connected TV makes Netflix ads so appealing
Despite increased competition in streaming, a wealth of data and subscribers makes any advertising on the platform a serious opportunity...
How to reach Canadian sports fans
TSN, Sportsnet, and theScore are the top three sports websites visited by Canadians, according to Vividata's new report...